People
Gen Z is the first generation to grow up as digital natives, in other words, they grew up with a heavy presence and influence of the internet and technology. For instance, 55% of children under 12 use technology without asking for help, and adults seek the children’s assistance when they are using digital devices. This means that naturally, you can expect Gen Z to stand out in their characteristics concerning gen z as consumers
Wood (2013) identified some trends among Gen Z that can characterise them as consumers. Growing up in a time of constant advancements in goods and services, they tend to seek better and improved versions of products. While Baby Boomers and Gen Y may feel outpaced and overcharged, Gen Z appreciates continuous innovation and is willing to spend money on innovative design. This trend is categorised as innovation. Another trend that defines Gen Z is known as convenience. Gen Z was raised when e-commerce websites were increasing their convenience with things such as next-day delivery, Amazon Prime and an even more recent service same-day delivery. A final trend that will be discussed is safety. Gen Z consuming habits are affected by the fact that they may have grown up during economically difficult times. 42% of Gen Z from 17-23 are in a paid job. This supports the notion that Gen Z needs to feel financially secure. This may also explain why all forms of second-hand clothes shopping have gained popularity when Gen Z has become of an age where they shop for themselves. Therefore these three trends can be useful for a fashion brand to use when trying to gain Gen Z customers.
Gen Z is keen on shopping from brands that align with the consumer’s values. In a study of 1095 Gen Z storytellers, 60% of them are more likely to buy from a brand that is diverse and inclusive. 87% of the participants said that media and advertising should be diverse and inclusive. Gen Z is demanding brands to be diverse and brands are all adapting slowly but surely. Although it was not the first lingerie brand to do so, Savage x Fenty was significant in setting an example for brands to be bold and widely diverse. The brand gained great attention when it first started for the inclusive size range, diverse campaigns, and models representing most of the general public.
References
Dingli, A., & Seychell, D. (2015). The new digital natives. In Springer eBooks. https://doi.org/10.1007/978-3-662-46590-5
Wood, S. (2013). Generation Z as consumers: trends and innovation. Institute for Emerging Issues: NC State University, 119(9), 7767-7779.
Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12, 1-10.
Ormesher, E. (2022). 60% of Gen Z Storytellers more likely to buy from brands representing diverse identities in ads. Retrieved from The Drum website: https://www.thedrum.com/news/2022/02/21/60-gen-z-storytellers-more-likely-buy-brands-representing-diverse-identities-ads
Lian, J., & Gwynne, J. (2022). What Does It Take to Be ‘Savage’?: Diversity, Empowerment and Representation in Rihanna’s Savage× Fenty Fashion Show. In The Cultural Politics of Femvertising: Selling Empowerment (pp. 99-113). Cham: Springer International Publishing.