Meet the Gen Z Consumer: How to Win the Next Generation of Shoppers
Gen Z, born between 1997 and 2012, is reshaping the future of retail. This generation has grown up as digital natives, comfortable with technology, social media, and eCommerce platforms from an early age. They’re entering adulthood in the shadow of rising living costs and financial pressures, but despite this, their influence and spending power are rapidly increasing. For brands, understanding what drives Gen Z is no longer optional—it’s critical.
What Defines the Gen Z Shopper?
Gen Z is practical, digitally fluent, and values-driven. They don’t just buy products—they buy into what brands represent. They expect businesses to stand for something, whether that’s diversity, inclusivity, or sustainability. While they’re open to building loyalty with brands that deliver, it’s conditional. If a brand fails to align with their values or deliver on promises, Gen Z won’t hesitate to move on..
The Shopping Habits of Gen Z
Online shopping is fully integrated into Gen Z’s lifestyle. Many shop online weekly, with a growing share doing so multiple times a week. eCommerce appeals to them because it offers:
• Convenience: The ability to shop anytime, anywhere, with streamlined checkout and flexible payment options such as buy-now-pay-later.
• Speed: Fast delivery is a baseline expectation. Services like next-day shipping have set new standards—long waits or expensive shipping often cost brands the sale.
• Affordability: Gen Z consumers compare prices, seek discounts, and wait for promotions. But it’s not only about the lowest price—value is equally judged by quality and ethics.
What They Buy
Fashion and footwear dominate Gen Z’s purchases, with sneakers and apparel leading the way. Entertainment—video games, streaming, and digital content—remains a huge category, alongside beauty and personal care. Electronics are also high on their list, particularly mobile devices and accessories.
Emerging categories reflect their evolving lifestyle. As they become more independent, Gen Z is spending more on groceries, home décor, and furniture. Sustainability is also a growing influence, with many choosing pre-owned or eco-friendly goods. Personalisation is another key driver: customised products and tailored experiences resonate with their desire for individuality.
How and Where They Shop
Gen Z prefers shopping on major online platforms and mass merchandisers, but they also gravitate toward direct-to-consumer brands and niche retailers that align with their identity. Mobile is their primary shopping tool, far outpacing laptops or tablets, which means mobile-optimised platforms, frictionless checkout, and app-exclusive perks are now essential.
At the same time, physical retail still plays a role. Gen Z values in-store experiences, but they expect integration with digital touchpoints. Features like “buy online, pick up in store,” QR-enabled product info, and easy mobile returns create the seamless omnichannel experiences they demand.
The Role of Social Media
Social media is central to Gen Z’s shopping journey. Platforms like TikTok and Instagram aren’t just for discovery—they’re now part of the purchase pathway itself. Influencers have become trusted guides, with recommendations carrying the same weight as word-of-mouth. Trends such as nostalgia marketing—reviving 1990s and 2000s aesthetics—also resonate, giving brands opportunities to connect through emotion and authenticity.
What Really Drives Their Decisions
Several core values shape Gen Z’s approach to brands:
• Authenticity & Transparency: They want brands to be real, open, and honest—whether that’s through behind-the-scenes stories, founder voices, or visible supply chain practices.
• Ethics & Responsibility: From fair treatment of workers to sustainability commitments, they expect brands to act with integrity and consistency. Empty claims or greenwashing won’t cut it.
• Personal Identity & Belonging: Nearly 60% of Gen Z prefer to engage with brands that align with their personal values. Brands that reflect diversity and inclusion foster stronger emotional connections.
• Sustainability with Balance: Many are willing to pay more for eco-friendly options, but price and accessibility still matter.
Loyalty exists, but it’s conditional. Gen Z may return to brands that meet their standards, but they will just as quickly boycott or switch if those standards are compromised.
What Brands Must Do
To capture Gen Z’s attention—and keep it—brands need to:
• Show authenticity by communicating honestly and transparently.
• Prove sustainability with measurable actions and evidence, not marketing spin.
• Deliver seamless omnichannel experiences, connecting mobile, social, and in-store.
• Offer personalisation through curated recommendations, co-creation, or digital tools like AR try-ons.
• Embrace social commerce, making it easy to buy directly from discovery platforms.
The Opportunity Ahead
Gen Z is rewriting the rules of retail. They’re practical, digital-first, and driven by purpose, meaning brands must step up with strategies that are as agile and value-driven as they are. Those who do will earn more than just sales—they’ll gain trust, loyalty, and long-term relevance in an evolving marketplace.
Is your brand ready to connect with Gen Z?
We specialise in helping businesses decode Gen Z’s behaviours and expectations to build strategies that win both their attention and their loyalty.
Let’s talk about how we can future-proof your brand with Gen Z in mind.