Generation Z: A revolution in purchasing behavior and new challenges for brands

Generation Z members have grown up with digital technology, the internet, and social media, giving them a different approach to life, work, and shopping.
Therefore, companies are keen to use marketing strategies directed towards this generation, to achieve greater success in attracting this age group and building sustainable relationships with them.

The influence of Generation Z on purchasing behaviour

Generation Z, born between 1997 and 2012, is a growing force in the world of marketing. This generation is characterized by its high digital skills and reliance on the Internet in all aspects of its life, including purchasing behaviors.

How do Generation Z make purchasing decisions?

Generation Z relies on a combination of factors to make purchasing decisions, the most important of which are:

• Ratings and Reviews: Generation Z individuals look for product ratings and reviews by other users before purchasing. They trust the opinions of their peers online.
• Social influence: Social influence plays an important role in the purchasing behaviors of Generation Z. They are influenced by the opinions of influential celebrities on social media, as well as their friends and family.
• Value for money: Generation Z is looking for the best value for money. They prefer products that are affordable and of high quality.
• Speed: Generation Z tends to make purchasing decisions quickly. They prefer to try new products and services, and do not wait for offers or discounts.
• Ease of use: Generation Z is looking for easy and seamless shopping experiences. They prefer to use digital platforms that provide excellent user experiences.

What factors influence their buying behavior?

Generation Z’s purchasing behaviors are affected by many factors, the most important of which are:

• Personal values: Generation Z cares about personal values such as sustainability and social responsibility. They prefer to buy products from companies that align with their values.
• Personalization: Generation Z is looking for personalized shopping experiences. They prefer products and services that suit their individual needs and desires.
• Entertainment: Generation Z is looking for fun and entertaining shopping experiences. They tend to be present on websites and online platforms with engaging and interactive content

How do their purchasing behaviors differ from previous generations?

The purchasing behaviors of Generation Z differ from previous generations in many points, the most important of which are:

• Generation Z relies heavily on the Internet for all aspects of their lives, including purchasing behaviors. They prefer shopping online instead of traditional stores.
• Generation Z searches for information about products and services online before purchasing. They place great trust in the information they find on the Internet.
• Generation Z interacts with brands differently than previous generations. They prefer to connect with brands via social media.
• Generation Z is keen to get the best value for what they spend. So they look for high quality products at affordable prices, and tend to compare prices and features before purchasing.
• Generation Z makes purchasing decisions quickly. They tend to try new products and services without waiting for offers or discounts.

Challenges brands face in reaching Generation Z

Brands face many challenges in attracting the attention of Generation Z, the most important of which are:

• Short attention span: They tend to get distracted easily, so brands must grab their attention quickly.
• Reliance on the Internet: This generation relies heavily on the Internet in all aspects of its life. Therefore, brands must be present on the digital platforms that this generation uses.
• Transparency: Generation Z looks for transparency from brands. They prefer companies that are honest and responsible.
• Authenticity: Individuals look for authentic brands that match their values. They prefer companies that have a unique personality and a clear mission.
• Interaction: Generation Z is keen to interact with brands. They prefer to communicate with companies via social media.

How can brands build strong relationships with Generation Z?

• Use digital platforms: Brands should be present on the digital platforms that Generation Z uses, such as TikTok and Instagram.
• Create engaging content: Brands must create creative and engaging content that grabs the attention of Generation Z.
• Collaborate with Influencers: Brands can collaborate with social media influencers to reach Generation Z.
• Support social causes: Brands can support social causes that Generation Z cares about, such as sustainability and social responsibility.
• Interact with Generation Z: Brands should interact with Generation Z via social media and respond to their questions and requests.

What are the best channels to market to Generation Z?

• Social media marketing
• Content marketing
• Influencer marketing
• Experiential marketing
• personal marketing.

Marketing opportunities for Generation Z

Generation Z presents many opportunities for brands, the most important of which are:

• Large customer base: Generation Z is the largest generation in the world, numbering approximately 2.4 billion people.
• High digital skills: Generation Z has high digital skills, making them an accessible generation online.
• New purchasing behaviors: Generation Z is characterized by new purchasing behaviors, such as relying on customer reviews and shopping online.
• Strong social values: Generation Z cares about social values such as sustainability and social responsibility.
• Creativity and interaction: Generation Z is creative and interactive, which makes interacting with them easy.

What are the emerging trends in Generation Z marketing?

• Video Marketing: Generation Z prefers watching videos rather than reading texts.
• Augmented Reality and Virtual Reality Marketing: Generation Z is looking for interactive and engaging experiences.
• App Marketing: Generation Z uses apps extensively in their daily lives.
• Influencer Marketing: Generation Z trusts the opinions of social media influencers.
• Ethical Marketing: Generation Z cares about brands that follow ethical and responsible practices.

An example of a brand that has successfully marketed to Generation Z

Brands that want to reach Generation Z must be creative and engaging in their content and experiences to fit the needs and desires of Generation Z.

The most prominent example of this is the brand: Nike

Nike used an effective marketing strategy suitable for Generation Z such as:

• Social Media Marketing: Nike is focusing on using social media platforms like TikTok and Instagram to connect with Generation Z.
• Influencer Marketing: Nike partners with social media influencers who are very popular among Generation Z.
• Experiential Marketing: Nike organizes interactive experiential events that attract the attention of Generation Z.
• Personalized Marketing: Nike offers personalized shopping experiences that fit the needs and desires of Generation Z.

This strategy has proven to be very successful, as:

• Nike has had great success in reaching Generation Z
• Nike’s sales have increased dramatically among Generation Z.
• Nike has become a popular and beloved brand among Generation Z.

The future of Gen Z marketing

Marketing strategies for Generation Z are expected to evolve in the future, as:

• Brands will become more able to customize marketing experiences to fit the needs and desires of Generation Z.
• AR and VR marketing will become more popular among Generation Z.
• Influencer marketing will become more important, as Generation Z trusts the opinions of social media influencers.
• Brands will look for ways to connect with Generation Z around social issues such as sustainability and social responsibility.

What are the emerging trends that brands should keep an eye on?

• New social media platforms are emerging, and brands will need to adapt to these new platforms.
• Brands will need to create engaging video content. Video will become more popular among Generation Z
• Brands must improve mobile shopping experiences. Mobile shopping will become more popular.

How can brands prepare for the future of Gen Z marketing?

• Conduct research to understand the needs and wants of Generation Z.
• Create creative and engaging content that grabs the attention of Generation Z.
• Interacting with Generation Z via social media and responding to their questions and requests.
• Monitor new trends in marketing and adapt to them.