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Different stereotypes are associated with each generation, some negative and some positive. For example, we know millennials love their skinny jeans and side parts so much that a TikTok trend was born called “Millennials vs. Gen Z” that poked fun at each generation's differences.
While many people know Gen Z as the technology-obsessed group, studies show that Gen Z is also the most concerned with knowing a brand's ethical and sustainability policies. Because of these values, they have also become known as “Generation Conscious”.
For decades, marketing and advertising have enabled the unending cycle of consumerism. Because of this take-make-waste model of production, the planet has suffered from pollution, depletion of natural resources, and increased land use to name a few.
Generation Conscious’s values contribute to their buyer behavior. This article examines how Gen Z is making purchases and what the future implications for brands are.
Gen Z consumers are trendsetters, and even though they might not have disposable income, they value spending money on quality products that support social causes and will ultimately benefit their future. Emerging data has shown that the Gen Z population is going to be incredibly influential when it comes to sustainable issues. Forbes found that “three-quarters of Gen Z consumers state that sustainability is more important to them than brand name when making purchase decisions”. The brands that begin to integrate these preferences into their market strategy will be the best equipped for sustained success.
Brands, individuals, and organizations use social media to cultivate a specific brand image. Personal branding is highly influential in Gen Z’s buyer behavior. So much so, that consumers are not willing to promote a brand whose values do not align with their own. It’s important for consumers to not only value a product but also identify with the social mission behind it, increasing social businesses’ market shares. When a consumer shares a product they are also showcasing their own values. People take pride in the products they buy and the brands they support as it contributes to their overall self-image.
Consumers identify with social media influencers more than traditional celebrities. Influencers are viewed as “ordinary” people — more approachable, relatable, and authentic. This strong identification between influencers and consumers is linked to buying behavior as young adults' “perceived risk is significantly reduced when they make a purchase based on their admiration of and trust in social media influencers”. With this, influencers commonly give customers a discount code pertaining to the product advertised, bringing a commission to themselves and adding value to the consumer. Studies show that micro-influencers can be more effective than those with a larger audience. Influencer marketing programs are already on the rise and will continue to trend as consumers keep viewing them as reliable sources.
Gen Z is a powerhouse for change causing disruption within institutions for the better. Companies that continue to cut costs on production at the expense of the planet will not sustain their competitive advantage. Meaning that capitalistic strategies of the past are not going to work for a generation that is demanding a more sustainable, less polluted world.
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