If you don’t know Generation Z you should start learning about them.They area dynamic group born between 1997 to 2010 and are trying to buck the Millennial stereotypes, claiming they don’t apply to them. They make upaquarter 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
