Getting familiar with Gen Z: A guide to the next generation of consumers

Emelia Hollingsworth

Emelia Hollingsworth

Marketing Assistant

Getting familiar with Gen Z: A guide to the next generation of consumers

29 March 2022

Gen Z are, roughly, the generation born between 1995 and 2010. They make up a new, exciting generation formed of young adults, students and teenagers. Unique in their strong ties to technology and social media, their status as the next generation of consumers makes them incredibly useful to brands.

But what do brands need to do to make Gen Z tick?

Bulla Co - Student influencing

According to Facebook Insights, Gen Z are more likely to describe themselves as introverts than extroverts. This is likely due to the accessibility of the internet. Their smartphone may well give them the tools they need to succeed without having to be extroverted. The strong links between Gen Z and technology, and their tendency to be introverted, mean that brands are more able than ever to grab Gen Z’s attention.

However, Gen Z won’t commit to just any brand. Activism is a key belief amongst much of Gen Z. Issues of social justice and sustainability amongst other causes are at the forefront of these young peoples’ minds. With a whopping 72% of Gen Z saying they’ve become interested in activism since the beginning of 2020, now is the time for brands to ditch their neutrality. Opening themselves up to responses from an engaged, diverse generation is crucial.

Similarly, when Gen Z buy products or look for new brands, they want to buy only from brands that share values with them. Convenience, efficiency and sustainability are key here. Gen Z’ers in the UK are 1.4 times more likely to pay a premium for a product if they know it is eco-friendly. Impressive!

In an over-saturated market, brands need to make themselves accessible and simple. This is easier than ever in the age of technology! Brands need to be creative and harness the power of social media to draw the attention of Gen Z. With platforms like TikTok and Instagram booming, brands are now able to tap directly into a new and exciting market.

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