Gen Z's consumption habits are redefining brand behaviour 🫶
As a millennial, I’ve faced a lot of criticism about “my generation”. We tend to look at the generation that comes after us and spot differences, seeking faults and changes. Instead, I’d much rather we’ve focused on what makes a generation who they are, the drive behind their decisions and the way they interact with the world around them.
Gen Z (born between 1997–2012) is the first generation of digital natives, shaped by global connectivity, social activism, and constant access to information. They value authenticity, inclusivity, and social responsibility. They’re also highly individualistic, seeking personal expression and aligning their choices with their values. Growing up amidst climate crises, political upheaval, and rapid technological advancement, Gen Z is more skeptical of institutions and marketing ploys than previous generations.
This generation doesn’t just buy a product—they buy into a brand's ethics, sustainability, and purpose. Trust and transparency are non-negotiable. At the same time, they thrive on immediacy, expecting convenience and seamless digital experiences.
💸 How are these traits shaping their purchasing habits?
Purpose over price
While affordability matters, Gen Z is willing to spend more on brands that align with their values, like sustainability or social justice. They’ll pass on a deal if it compromises their ethical standards.Seeking social proof
Social media influences nearly every purchase decision. They trust recommendations from peers, influencers, and online communities more than traditional advertising. Platforms like TikTok and Instagram are modern-day shopping windows where trends explode overnight.Customisation is key
Gen Z wants products that reflect their individuality. Brands offering personalisation, from sneakers to skincare routines, have an edge.Experience over ownership
This is the generation of experiences. They favour services like subscriptions, rentals, and shared ownership (reselling through apps like Vinted and Poshmark) instead of buying new).Digital is default
From discovering products on social media to making purchases through apps, Gen Z expects seamless online experiences. Brands that fail to provide user-friendly digital platforms risk losing relevance.
Image by Into Action
👉 If you are a brand that wants to remain relevant:
Be transparent and purposeful: Gen Z demands accountability. Brands need to demonstrate genuine social responsibility, not performative gestures.
Leverage social channels: Authentic content and influencer partnerships can spark trust and build engagement. TikTok trends and user-generated content are particularly powerful tools.
Create personalised experiences: Offering tailored products or services can foster a deeper connection.
Think and act sustainably: Prioritize eco-conscious practices, from packaging to supply chain transparency.
Streamline the digital journey: Seamless, quick, and visually engaging online experiences are essential.
For brands, the challenge is clear: adapt to Gen Z’s evolving expectations or risk irrelevance. This generation is redefining consumerism, and brands willing to embrace their values will thrive.
