Born between 1997 and 2012, Generation Z’s life predominantly unfolds in the online realm, with platforms such as YouTube, Instagram, Snapchat, and TikTok serving as their virtual playgrounds. Whether engaged in creating or consuming content, they find themselves frequently immersed in their digital existence through the use of phones, tablets, and laptops. Despite their heavy digital presence, Generation Z is unique in that it is a generation that has been actively contemplating the future and has shown a propensity for savings
This online lifestyle significantly influences their shopping habits. Beyond mere convenience, online shopping is a gateway for Gen Z to explore products from new and small companies not easily found in traditional stores.
What distinguishes Gen Z is their intentional approach to purchases. Their buying decisions are deeply rooted in values, social and political beliefs, and the recommendations of their favorite influencers. While older generations may prioritize spending on travel, experiences, and home goods, Gen Z has distinct priorities reflecting their dynamic worldview.
Let’s break down some of these priorities:
- Health & Wellness: Gen Z prioritizes wellness, preferring natural remedies and emphasizing mental health. Brands promoting transparency in product sourcing and ethical practices resonate well with this health-conscious generation.
- Lean Brands: Valuing transparency, Gen Z appreciates small businesses for their open communication about product origins, supported causes, and data handling. This support contributes to the thriving of local economies.
- Technology: Brands need to showcase how their products address daily challenges, stand out from competitors, and provide fun experiences in the ever-evolving technological landscape.
- Education: Gen Z believes in the transformative power of education, evident in their spending on school-related purchases, eBooks, courses, and educational programs.
- Sales and Price-Consciousness: With a focus on price and value, Gen Z gravitates towards Buy Now, Pay Later (BNPL) models and discounts to avoid financial instability.
Beyond stereotypes, understanding Gen Z is about embracing their values and priorities as they navigate the digital landscape uniquely. As marketers and consumers, let’s celebrate the dynamism that Gen Z brings to the table and appreciate the diverse choices shaping their world.