Gen Z Consumer Behaviors
What makes this young, internet-savvy generation different than any other generation?
By 2026, Gen Z’s purchasing power is projected to hit $1.4 trillion.
This generation, born roughly between the mid-1990s and the early 2010s, is characterized by its digital fluency, social consciousness, and desire for authenticity.
As they come of age and enter the workforce, their influence on the market is becoming increasingly evident.
Experiences keep them alive
Gen Z places a higher value on creating lasting memories and meaningful experiences than on acquiring physical possessions.
They are more interested in spending their money on activities like travel, concerts, festivals, dining out, and other experiences that enrich their lives and provide opportunities for personal growth and social connection.
They are more likely to document and share their experiences on platforms like Instagram, TikTok, and Snapchat.
Shorter attention spans
This younger generation is constantly bombarded with digital content from various sources, including social media, streaming platforms, news websites, and mobile apps.
The abundance of content leads to information overload and shorter attention spans as they quickly scan through content in search of relevance or entertainment.
When they don’t see something that immediately captures their interest or provides value in the first few seconds, they unconsciously lose attention and move on to the next piece of content.
Brand creativity is the reason why they care
There’s no space left for any faceless brands with the same old marketing pitches.
Gen Z values individuality and self-expression.
They are drawn to brands that offer unique and creative products or experiences that allow them to express their personal style, values, and interests.
They prefer authentic, transparent, and relatable brand messaging over overtly promotional content.
Brands that prioritize creativity in their advertising campaigns by using humor, storytelling, and engaging visuals are more likely to capture Gen Z’s attention and earn their trust.
Hours and hours of online shopping
While Gen Z enjoys hanging out with friends in person, they also find enjoyment and fulfillment in exploring digital marketplaces.
With fast, free shipping offers, same-day delivery, tons of exclusive online discounts, and buy-now-pay-later services, they can receive their purchases quickly and start enjoying them right away.
The seamless checkout process and easy return policies also reduce the friction associated with online transactions.
Fear of missing out
The heavy use of social media platforms exposes Gen Z to curated portrayals of their peers’ lives — to highlight exciting experiences, achievements, and material possessions.
Constantly seeing others’ highlights can lead to feelings of inadequacy or anxiety about missing out on similar experiences.
Whether it’s attending a social event, purchasing a product, or participating in a trend, they worry about missing out on other potentially rewarding experiences or opportunities by committing to one choice over another.
They may even feel pressured to participate in activities or purchase certain products simply to avoid missing out on shared experiences or conversations with their peers.
Socially conscious
Gen Z is passionate about social and environmental issues.
They prefer to support brands that demonstrate a commitment to sustainability, diversity, and ethical practices.
So, they always make sure to research brands’ values and impact before making purchasing decisions.
Influencer culture
Gen Z tends to trust peer recommendations and authentic content over traditional advertising.
Influencers, who often share personal experiences, reviews, and recommendations, are perceived as more relatable and trustworthy than brands or celebrities.
In other words, these social media celebrities play a central role in creating engaging and entertaining content that captures the attention of Gen Z audiences.
That’s why Gen Z is more likely to discover and purchase products they recommend, especially if the influencer shares a genuine affinity for the brand or product.
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