With incredibly high expectations for brands, Gen-Z is a generation of competitive “aspirationalists.” Defined as those born between the mid-Nineties and late Aughts, this group will soon outgrow all previous generations, not to mention, the most ethnically and culturally diverse generation to date. Beyond these impressive statistics, Gen-Z’s upbringing contextualizes a generational narrative remarkably unique from preceding groups. Gen-Z has begun influencing the purchasing behaviors of people of all ages and incomes, and is reframing the way people consume and relate to brands. We’ve identified 5 key Gen-Z insights that will help your brand unlock growth opportunities, they revolve around the following values: Access Over Ownership, Hyper-Personalization, Anchored In Ethics, Seamless Experiences and Capturing Attention.
Businesses will need to make shifts to become more integrated to engage Gen-Z. Approaches to strategy, product usage, consumer relationships, customer experience and communication will need to evolve from sales-led, transactional and siloed to consumer-led, valuable and interactive.
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