In recent decades, Millennials were the focus of brands and retailers as they dissected the shopping behavior of America’s youth. But now, a massive sociocultural shift is underway as Gen Z has come of age and the oldest members of this generational demographic are moving into their post-education years. Defined as born approximately from 1997-2006, Gen Z currently makes up approximately 20% of the population (around 67 million), boasting strong voices, unique behaviors and sought-after purchasing power.
Gen Zers are recognized as the first digital natives and are considered shrewd, pragmatic and financial-minded. They are the most diverse generation to date and champion racial, ethnic and sexual diversity. They are also deeply concerned about mental health and are politically progressive —no matter what side they stand on. Sustainability, inequality and social injustice are subjects they are passionate about. They are challenging practices and hierarchies; they are demanding change. They are finding their authentic selves and seek truth and authenticity.
So, how does all of this translate to their shopping behaviors? This report — based on a survey conducted March 22-30, 2022, of 16- to 24-year-olds who self-reported shopping online or in-store at least once a month for one or more categories of interest — offers insights to help brands and retailers understand their behavioral shifts from previous generations. From the ways Gen Z searches, browses and shops across channels and platforms to what’s influencing their purchasing decisions, there are clear opportunities for brands and retailers to better connect with this dynamic consumer base in multiple ways.
