How can we master Gen Z consumer behaviour?

Understanding the preferences and behaviours of Generation Z consumers is absolutely crucial to craft a brand strategy that truly captivates this influential demographic. The habits and preferences of Gen Z are shaped by their unparalleled experiences growing up in a digital and socially-conscious world. By delving into key insights, you’ll gain a richer understanding of this generation and feel empowered to make decisions that will resonate with them.

Welcome to Gen Z’s Digital Landscape

Gen Z leads the way in a digital era where technology permeates every facet of our life. With their demand for instant gratification, efficiency, and convenience, their expectations are clear. According to a 2019 Adobe report, Gen Z spends an average of 3.4 hours per day on their mobile phones, primarily for entertainment and shopping. Brands must therefore prioritise user-friendly websites or apps, prompt response times, and seamless online shopping experiences to captivate Gen Z effectively.

Embracing Fluidity and Inclusivity

Generation Z is truly breaking down traditional boundaries, unapologetically championing inclusivity in every sense. Defying binaries, they embrace fluidity in gender, sexuality, and work-life separation. Brands today have a remarkable opportunity to capitalise on this cultural shift by unreservedly advocating for diversity and inclusivity in their marketing efforts. Take, for instance, Rihanna’s groundbreaking Fenty Beauty line that shattered industry standards. With its bold launch of 40 foundation shades, it proudly caters to a diverse range of skin tones and serves as an exemplary model for the transformative power of embracing inclusivity.

Meet the Thrifty Gen Z

Gen Z shoppers, known for their digital prowess, exhibit remarkable financial discipline and impulse control in comparison to Millennials. They expertly research products and meticulously compare prices before purchasing anything. Brands that offer transparent pricing and exceptional value-for-money products have a unique opportunity to captivate this generation. Depop, the fashion marketplace app, perfectly aligns with Gen Z’s thrifty and eco-conscious inclinations by providing affordable, second-hand items.

The Rise of Experience-Led Consumption

Gen Z highly values experiences over material possessions, eagerly investing in concerts, travel, and culinary escapades. By offering experiential purchasing opportunities—like pop-up shops and immersive events—brands can fully leverage this inclination. Glossier’s flagship store in New York serves as a prime example, enticing visitors to explore products, capture Instagram-worthy moments, and indulge in an unforgettable brand experience.

Gen Z: A Generation of Trailblazers

Gen Z holds strong convictions on social and environmental issues. A 2020 McKinsey study revealed that more than 70% of Gen Zers actively seek out products from companies they perceive as ethical. Brands that demonstrate transparency in their supply chains and take genuine steps towards sustainability and social responsibility are poised to connect with Gen Z deeply. For example, Patagonia’s unwavering commitment to eco-friendly production and activism perfectly aligns with the values of this influential generation.

20Something empowers you with profound insights into the behaviours and preferences of Gen Z, giving you the knowledge you need to make informed decisions.