Born between 1997 and 2012, Generation Z (or Gen Z) is renowned for its digital nativity, having grown up immersed in the internet and social media. This cohort, ranging from early teens to mid-twenties, is highly tech-savvy and places a premium on authenticity and convenience.

Shopping Behaviors

• Digital Shopping Preferences: Gen Z relies heavily on online channels—especially via mobile devices—for both research and purchases. Seamless digital experiences and personalized interactions strongly appeal to them. While less frequent, in-store shopping still holds value for select products and experiences.
• Brand Engagement and Authenticity: This generation gravitates toward brands that reflect their values and appear genuine. Influenced by social media trends and reviews, they prefer meaningful engagement over traditional advertising.

Income and Spending

• Income Levels: Gen Z’s income varies significantly, as many are still in school or early in their careers. Though their average income may be lower than older generations, their tech-savvy nature and sheer size give them substantial collective spending power.
• Annual Spending: Key spending categories include tech gadgets, fashion, and experiences. They are willing to invest in brands and products that resonate with their personal values and lifestyle preferences.

Online and Social Media Behavior

• Social Media Usage: Highly active on Instagram, TikTok, and Snapchat, Gen Z consumes and engages with visually driven content. Social media trends and influencers heavily shape their perceptions and purchase decisions.
• Tech-Savvy Purchasing: Relying on mobile devices and social platforms for product info and purchases, Gen Z values interactive and engaging brand experiences. Personalized and immediate responses can significantly boost brand affinity.

Key Insights for Marketers

• Digital Engagement: Focus on creating authentic, immersive digital experiences. Tapping into social media trends and partnering with influencers can be exceptionally effective for this audience.
• Personalization and Authenticity: Transparent communication and personalized interactions help establish trust and foster loyalty among Gen Z consumers.
• Visual and Interactive Content: Platforms like TikTok and Instagram demand fresh, visually appealing content. Align messaging with current trends and encourage active audience participation for increased engagement.