Gen Z is exerting tremendous pressure on brands, from legacy brands to startups. Gen Z engages with marketing differently than any other generation, this includes the messaging as well as the channels and platforms brands use to deliver their message.
Gen Z has also come of age with more marketplace options than any generation in history, including Millennials. As such, Gen Z has an ingrained expectation that everything they view online or purchase will be personalized and delivered to them immediately.
Additionally, they expect increased transparency about a company’s workplace, social commitment, environmental impact, and supply chain—and they want it in the form of easy-to-understand videos, visuals, stories, text, and music because that’s what resonates most with this generation.
Gen Z also wants more value for their money. I talk about this and the reason why in all of my Gen Z consumer presentations. This value-based mindset appears repeatedly in our studies.
Furthermore, Gen Z is heavily influenced by online influencers who may not have a formal background in a topic but have amassed a large social following and drive deep engagement. Basically, Gen Z has been conditioned to expect extreme customization, immediate deliveries, and on-demand services. This generation is known to skip traditional indoor malls, rely on Venmo to send money, and even go to YouTube to discover music!
Gen Z is challenging every aspect of a brand, from its core message to visuals, channels, payment options, and loyalty offers. It’s a VERY exciting time for our research center because we get to investigate how Gen Z shops, buys, and influences so many massive industries, such as banking, travel, automotive, financial services, food, and many more.