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Are you targeting Gen Z? If not, you should be. They are the youngest generation of new consumers with an astounding $360 billion in disposable income. They also have a huge influence on the habits of other generations.
In fact, about two-thirds (68%) of adults around the world say that teenagers and college-aged people influence where and how they shop. This is according to a study by Edelman.
(Image Source: Marketing Charts)
Gen Z also influences adults in other areas of brand engagement including:
- How I buy online and through apps (67%)
- How I give brands negative feedback (62%)
- How and where I talk to brands (62%)
- How I connect with brands on social (57%)
6 Gen Z Traits Brands Need To Know
Gen Z is the generation born between 1997 and 2012. As the first true digital natives, they’ve grown up in a rapidly changing world, shaped by technology, cultural shifts, and evolving social norms.
1. Digital Natives and Social Media
Gen Z has never known a world without smartphones, social media, and the internet. They are incredibly tech-savvy, using digital platforms for communication, entertainment, and education.
Stats to Know: 34% of Gen Z social media users follow at least one brand they use or are considering using in the future. Gen Zs are actually more likely to follow brands (34%) than influencers (30%) on social media. When it comes to product research, 69% of Gen Zs turn to Instagram while just 46% use TikTok.
Tip: Meet Gen Zers where they are by investing in an online presence, including mobile-friendly websites and active social media profiles. Utilize social media and e-commerce strategies to reach Gen Z where they spend most of their time.
2. Diversity and Inclusion
Gen Z is the most diverse generation, embracing cultural, racial, and gender diversity.They are highly sensitive to issues of social justice and expect inclusivity and representation.
Stats to Know: Gen Z, more than any previous generation, believes that brands should address diversity and inclusion. According to a study by Quantilope, while 76% of Zoomers consider this extremely important, just 46% of baby boomers and 63% of Gen Xers place the same amount of value on it. Millennials also value diversity and inclusion, with 72% saying it is extremely or very important.
Tip: Embrace diversity in your advertising and workforce. Highlight inclusivity as a core value of your brand. Engage in meaningful conversations around diversity and social justice issues.
3. Values-Driven
Gen Z is passionate about social and environmental causes, seeking brands that align with their values. They are more likely to support businesses that actively contribute to positive change.
Stats to Know: When asked about their concerns on a variety of social issues, 44% of Gen Zs said they were concerned about climate change — the highest percentage on any issue. 43% are concerned about racism, 41% about gun violence, 40% about police brutality, and 38% about pollution.
Additionally, Gen Zs buying habits reflect their environmentally-conscious views. 71% have purchased at least one article of pre-owned clothing. 61% recycle regularly. 57% believe in the importance of buying from brands that do good for the environment.
Tip: Align your brand with social and environmental causes that matter to Gen Z. Show your commitment through transparent practices, sustainability initiatives, and charitable contributions.
4. Individuality and Self-Expression
Gen Z values authenticity and celebrates individuality. They are more interested in expressing themselves than conforming to traditional norms.
Stats to Know: A report from OCAD University revealed that 73% of Gen Z believe they need more self-expression to live a happy, healthy life. With social media being such a prominent part of Gen Z’s life, this is where they socialize and are able to express their unique identity.
Tip: Encourage user-generated content and engage with Gen Z’s creativity. Allow them to personalize products or experiences. Celebrate uniqueness in your marketing campaigns.
5. Financial Prudence
Gen Z is budget-conscious and tends to compare prices and seek deals. Brands offering quality and affordability attract their attention.
Stats to Know: Of Gen Z, 52% say that money has a negative impact on their mental health. (Bankrate’s money and mental health survey)
Over half (52%) of Gen Zers say the biggest money concern that negatively impacts their mental health is inflation and rising prices; 54 percent cite paying for everyday expenses.
Tip: Provide competitive pricing and discounts where possible. Clearly communicate the value of your products or services. Offer loyalty programs or rewards for budget-conscious shoppers.
6. Brand Loyalty
Gen Z is more likely to switch brands if they perceive a company as unethical or not aligned with their values. Building trust and fostering brand loyalty requires authenticity and consistency.
Stats to Know: Among Gen Zers with a favorite brand, more than 50% would switch it up if another brand were cheaper or of higher quality.
30% would “revert to their ‘go to’ brand for a new product or service” when making purchases, and a whopping 62% said they would check out other options, even if they have a favorite brand.
Tip: Build trust by being authentic and consistent in your messaging and actions. Address any concerns or controversies promptly and transparently. Showcase your commitment to shared values.
