Gen Zers are Changing the Rules of Consumption and Brand Behavior

"If I’m going to spend money, big or small, I want to make sure it’s going toward something I believe in. And in addition, if I’m going to be presenting it as attached to myself, I want to feel even more pride that it’s something that I am connected to.”

Shifting Values

Gen Zers are ditching the rulebook created by the once trend-setting millennials, and writing their own in its place. As a result, they have become a key force in defining brand and consumer influence. Gen Zers are revolutionizing activism, putting themselves at the forefront of defending ethics, equality, and more. And the collective desire of Gen Zers extends to brand expectations. This is what sets Gen Zers' approach to purchasing decisions much more involved than older generations. 

Gen Zers are looking beyond the actual product and trying to understand what makes companies tick. What is the mission? What is the purpose? And what is it really trying to build for us as a society? Gen Zers choose brands for reasons that go far beyond a utilitarian fulfillment of need; the brand choice is an extension of who they are and what they stand for. They are prepared to spend more on products that can be personalized to better reflect their unique identity. With this heightened emotional investment in brands comes amplified expectations. Gen Z’s brand involvement doesn’t stop at checkout—they want to have a say in the brand’s identity, just as the brand plays a part in theirs. 

A millennial is more looking for that kind of showcase status—"Look I'm wearing this brand item"—a Gen Z is more looking for these items that show they're different and unique. And if they find it from a luxury brand, then they are really willing to pay for it. Gen Z doesn’t think of luxury brands as a name brand that they want to slap onto their bag or their shirt and wear as a badge. They’re really looking for unique items that set them apart.

Authentic Brand Story

The important thing that should be a concern of brands is to really keep in their brand story and make sure that they are true and authentic. It's the concept of emotional connection, which we know can create a sustainable differentiator over time, along with the ability to communicate in a way that resonates with customers, and that feels authentic. It makes sense that breaking through the information clutter in our world today requires emotional connection and quality storytelling.

(Source: McKinsey & Company, Meet Generation Z: Shaping the future of shopping)

Edwin Jonathans - Brand Power Plus