fbpx
  • HOME
    HOME
  • OUR WORK
    OUR WORK
  • OUR BLOG
    OUR BLOG
  • SHOPPER MAGAZINE
    SHOPPER MAGAZINE
    • VOLUME 6
      VOLUME 6
    • VOLUME 7
      VOLUME 7
    • VOLUME 8
      VOLUME 8
    • VOLUME 9
      VOLUME 9
    • VOLUME 10
      VOLUME 10
    • VOLUME 11
      VOLUME 11
  • NEWSLETTERS
    NEWSLETTERS
  • SHOP WITH ME™
    SHOP WITH ME™
  • CONTACT US
    CONTACT US
  • Shop With Me™ Entry Form
    Shop With Me™ Entry Form
CONTACT INFORMATION
Level 1, Tasman Building
16-22 Anzac Ave
09 300 4666
LATEST TWEETS
avatar-twitter
goodenergi
Follow On Twitter
"Consumers use unattended retail so they can shop at their own pace. When consumers feel less pressure, they feel m… https://t.co/SEoRQoIKIt
38 days ago - goodenergi
Thirty-five percent of the Kiwis have indicated that they are more likely to visit unmanned stores or physical stor… https://t.co/IZXYbSlGuI
46 days ago - goodenergi
May the force be with you this year. Onwards and upwards we go. #Maythe4th #StarWars https://t.co/1pRE17l3Pp
52 days ago - goodenergi
Defining your business in a customer-centric way has significant benefits. Learn why you might be missing out here… https://t.co/w6Z2SExYA0
59 days ago - goodenergi
INSTAGRAM FEED
Instagram has returned invalid data.
logo
  • HOME
    HOME
  • OUR WORK
    OUR WORK
  • OUR BLOG
    OUR BLOG
  • SHOPPER MAGAZINE
    SHOPPER MAGAZINE
    • VOLUME 6
      VOLUME 6
    • VOLUME 7
      VOLUME 7
    • VOLUME 8
      VOLUME 8
    • VOLUME 9
      VOLUME 9
    • VOLUME 10
      VOLUME 10
    • VOLUME 11
      VOLUME 11
  • NEWSLETTERS
    NEWSLETTERS
  • SHOP WITH ME™
    SHOP WITH ME™
  • CONTACT US
    CONTACT US
  • Shop With Me™ Entry Form
    Shop With Me™ Entry Form
logo
logo
To Blog
GenZ

Your guide to Gen Z

December 14, 2018
-
Shopper Behaviour, Shopper Magazine, Shopper Vol 8

The one constant for the retail industry is changing. Just as the industry seemed to get its heads around re-inventing itself to meet the expectations of tech-savvy Millennials, there is a new demographic of consumers flexing their buying power – Gen Z.

Who is Gen Z?

Now, all 22 or younger they consist of a mix of students and youngsters entering their first jobs and represent one-third of the world’s 7.7 billion people. They are a generation of true digital natives that are starting to wield enormous buying power.

A recent Wall Street Journal article describes Generation Z as “…a scarred generation, cautious and hardened by economic and social turbulence,” and this shapes their characteristics and the way they interact with brands. The marketing conversation has for too long been concentrated on Millennials who are now almost in their 40s and it is important to note that Gen-Z is different and requires a different approach.

Here’s what you need to know about Gen-Z going into 2019.

They embrace individuality

A strong belief of exceptionalism runs through this generation where each person is seen to be unique and being ‘oneself’. They select styles and products that complement their personalities and communicate their identity. This often is a collection of cultures and values from across the world.

‘Authenticity’ is the new buzzword

Having grown up in the age of ‘fake news’ and ‘clickbait’ headlines, this generation knows authenticity when they see it. Imbued with a strong B.S meter, they have strong filters for inauthentic and irrelevant information. Growing up engaging with YouTube stars who are relatable make them appreciate the chance to interact with real and raw content vs polished executions. They are less likely to follow trends created by paid influencers and look to, genuine experts or like-minded people.

Their mind’s on their money

A generation that has grown up witnessing the burdens of student debt and the buckling economy they are careful with their money and are already planning their long term financial goals. Gen Z puts a high priority on savings and are pretty optimistic about their financial future. Opting for utility and quality, they expect to get more for their money.

They shop smarter

They shop smart with their phones. They are attuned to the honesty of ratings and reviews and they are used to spending hours researching a product before purchase. Transparency is quickly becoming an integral part of the shopping experience from customer ratings to influencer reviews.

Their values are invaluable

This generation has grown up within a culture of marketing that speaks to their identities and values. Diversity is a defining feature of the generation. Inclusive messaging is not just a perk, it’s now an expectation. Since their products are looked at to reflect their individual personalities, these shoppers consider what a brand stands for before buying into it. It’s no longer about the label but about everything from campaign casting, ethnical manufacturing and sourcing. studies have shown that Gen Z is interested in racial, gender and income equality, as well as environmental issues. Standing up for these values along with transparency is what will be a differentiator for brands.

One size does not fit all

Gen Z does not want to feel marketed to. As stated the more authentic and personal the recommendations are the better the value seen. This goes beyond the traditional ‘set it up and forget’ approach to media where reports have shown that they are willing to give up personal data in exchange for personalised experiences and getting some value in return. Again, relevance, transparency and authenticity are key . They want brands to stop ‘marketing too hard’ and viewing them as prospects of shifting the focus to collaboration and interacting with them at an individual level. Throw your cookie-cutter approaches out of the window.

Tags
Shopper Vol 8Vishal Ponnappa
PREVIOUS POST
Black Friday 2018
NEXT POST
Cashier-less payments
Newsletters
  • Energi November 2019 Newsletter
  • Energi October 2019 Newsletter
  • Energi September 2019 Newsletter

Related News

Other posts that you should not miss
Vol1

Shopper Vol 1

January 31, 2017
Read More →
Shopper Magazine
1 MIN READ
MarkRitson

Marketing in the world of COVID-19

April 21, 2020
From advertising budget cuts to customers watching their dollars, in a recent Marketing Association webinar, marketing guru Mark Ritson explored how
Read More →
Shopper Behaviour, Shopper Vol 10
3 MIN READ
Vol2

Shopper Vol 2

March 31, 2017
Read More →
Shopper Magazine
1 MIN READ
LATEST POSTS
  • March 23, 2022
    Superpremiumisation
  • February 21, 2022
    The Shopping Experience: What makes and breaks it for the modern customer
  • January 17, 2022
    Shop with Me, and learn how to influence your customers
  • December 9, 2021
    The Great Kiwi Summer Holiday Myth
GET CONNECTED

Stay up to date with the latest news by Energi, about Energi as well as insights from the world of shopper marketing.

Facebook
Instagram
Linkedin
Twitter
SIGNUP FOR OUR NEWSLETTER

PROUD PARTNER OF

Copyright 2021 Energi Advertising Holdings Ltd

Your guide to Gen Z | Energi Advertising