Introducing Gen Z:
1) Gen Z is radically inclusive
Gen Z is the most fluid generation in history. Where previous generations were proud to fit into labeled boxes, Gen Z wants to create their own. And even when they find what feels true to them now, it is open for revision later as they continue to explore. This fluidity is especially true in how Gen Z sees their personal brand, gender, and sexuality. 60% of Gen Zers believe forms that ask about gender should include options beyond “man” and “woman” and 35% of Gen Z knows someone who uses a gender neutral pronoun. As a result Gen Zers are looking at brands with visibility and representation in mind and expecting to see all genders, abilities, sexualities, and body types included.
2) Gen Z values self-expression over fitting in
Gen Z'ers look at consumption as a means of self expression as opposed to buying brands to fit in. Whereas previous generations seek status with brand names with a “look at me wearing this brand item” mentality, Gen Z'ers are looking for brands that show they’re unique and different. The Business of Fashion-McKinsey Global Fashion 2018 Survey identified personalization as the number one trend among young people and this trend shows no sign of slowing down. This quest for personalization is redefining luxury as Gen Z'ers are more willing to pay a premium for products that highlight their individual identities as opposed to traditional luxury brands that project status.
4) Gen Z values sustainable consumption
With every generation the quest for sustainability strengthens. Sustainability consistently tops Gen Z’s list of greatest concerns with over 40% saying it is the most important issue facing the world. This translates into how they’re interacting with brands with 62% of Gen Z preferring to buy from sustainable brands and 54% are willing to spend an incremental 10% or more on sustainable products. Gen Z’s desire to minimize their environmental impact is causing a surge in peer-to-peer marketplaces, resale and consignment, and upcycling. As a result, bands are learning the value of leading with sustainability. 50% of sales growth among CPG between 2013 and 2018 came from sustainability-marketed products and clothing brands like Everlane and Boden are touting how they bake sustainability into everything they do.
6) Gen Z is digitally creative
Having grown up with social media and digital creative tools at their fingertips, Gen Z is the most digitally creative generation to date. Over half of Gen Z feel that they are more creative than previous generations and 56% of Gen Zers use social apps to express themselves creatively. They’re defining a new era of creative communication with a digital toolkit that includes selfies, AR, lip syncing, filters, emojis, video, and sound. Authenticity plays a key role in Gen Z’s digital creative expression as a fifth of Gen Z strongly agree that their social accounts represent the real, everyday version of who they are.
9) Gen Z values access over ownership
Gen Z is redefining the notion of consumption itself. Gen Zers view consumption as having access to products or services, not necessarily owning them. As access becomes consumption, products are becoming services. 90% of Gen Z use subscriptions to access services like car sharing instead of owning a car or video streaming instead of owning DVDs. This means Gen Z is used to having a variety of options available at all times versus being locked into one product.
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