If you don't know Generation Z you should start learning about them. They are a dynamic group born between 1997 to 2010 and are trying to buck the Millennial stereotypes, claiming they don’t apply to them. They make up a quarter of the U.S. population and by 2020 will account for 40% of all consumers. Understanding this group will be critical to companies wanting to succeed in the next decade and beyond as they become more powerful shoppers.
Below is a list of traits that apply to this group:
- Gender differences don’t exist nor do boundaries; they see grey versus black and white
- Practical Pragmatists
- Planners, seek change and strive to make a difference
- Managing two brand images - personal and professional
- Seek immediate validation and acceptance through social media
- Athletic-leisure, preppy, leggings and jogging pants are a top fashion trends
- Utilize and highly value crowdsourcing
- Like shareable experiences; experiential purchases that can be shared on social media
- 8 second filter and 5 screens; quickly sort through and assess information
- Prefer access to products and services over ownership
- Prefer to shop online, but at places that also have brick-and-mortar locations
- Interact with brands online before purchasing
- Care about authenticity and social values, because brands they buy reflect who they are
To learn more about Gen Z read the following articles:
Photo Source: Instagram/@nuevita, @tavitulle, @amandlastenberg, @melanie_ferreyra, @gigihadid, @maartjen - Via Business of Fashion
