Who Is Gen Z?
Born between the mid-1990s and early 2010s, Generation Z — aka Gen Z — represents a significant portion of the global population. With their unique characteristics and growing influence, Gen Z has become a force to be reckoned with in the consumer market.
Gen Zers have been born and raised fully in the digital era. They’ve grown up with technology, social media, and instant connectivity uniquely shaping their worldview, their tastes and preferences, and their consumer behaviors. Generationally speaking, they also have the most experience with mobile shopping tools.¹
As a result, this generation’s known for its tech-savviness, entrepreneurial spirit, and strong desire for authenticity and personalization. Gen Z’s a highly diverse, culturally aware, and socially conscious lot, one that tends to value experiences over material possessions and to prioritize purchases from businesses that align with their values.
Put as simply as possible, to effectively engage Gen Z consumers, businesses have to understand the way they operate and then adapt their marketing strategies accordingly. Gen Z turns to Snapchat more than any other app to get feedback from close friends on purchase decisions. If you want to reach Gen Z, you’ve got to be willing to meet them on their own digital and compositional turf.
Fun Fact: Virtual shopping with friends is primed to grow, especially among Gen Z. In a recent study, 22% of overall shoppers indicated they were currently interested in virtual shopping with friends, while Gen Z expressed a 28% interest. Over the next five years, shopping in a virtual store is expected to grow by 229% while virtual shopping with friends should rise by 141%.²