Unlock the secrets to winning over Gen Z with personalized, transparent and authentic marketing.
The digital landscape is rapidly changing. What works one week can be completely different the following week. It all comes down to shifting consumer behaviors and characteristics of their generations. Of all the generations to date, Generation Z has grown up fully immersed in technology, making them digital natives with distinct values, preferences and communication styles.
The World Economic Forum notes that Gen Z represents about 30% of the global population and has an estimated spending power of $450 billion. By 2025, Gen Z will make up about 27% of the workforce, making them a powerful cohort. Gen Z’s influence in the marketplace is undeniable, and their spending power and cultural impact are only set to increase in the coming years.
Understanding Gen Z
Digital natives: Gen Z is the first generation that was born and grew up with technology at their fingertips. While millennials initiated the digital age, Gen Z has been fully immersed in it since birth. It’s all they know. Having technology easily available has created a deeper connection that has influenced how Gen Z consumers interact with brands, consume content and make purchasing decisions. Having a solid understanding of online platforms allows Gen Z consumers to search for products online and find user generated content around the world.
Nearly 70% of Gen Z consumers in the US made a purchase in 2023 after being exposed to it on social media.
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