Generation Z Buying Behavior Characteristics

                                        
Growing up with technology, Generation Z members are already an important force in the modern workforce and society at large. 
 
If you want to build a relationship with Generation Z customers, you need to understand their common characteristics and craft relevant promotions.  


What is Generation Z?
 
Generation Z is the name for people who developed spanning the years 1990 to 2010. 
 
Nowadays, Generation Z is becoming an increasingly important part of the workforce and is becoming increasingly powerful in purchasing power and disposable income. 
 
Generation Z consumer characteristics
 
Generation Z consumer characteristics tend to reflect their pragmatic attitude towards money and education. 
 
In general, Generation Zers display the following consumer behavior:


Value quality, price & practicality
 
Born in a period of financial turmoil, Generation Zers are cautious and price-conscious consumers. They prefer products that value them and help them express themselves. 
 
Having a different view of consuming than previous generations, Generation Zers are the latest to enter the workforce and have strong buying power. 
 
This generation tends to be informed consumers and will research and weigh options before making a purchasing decision. They are inclined to save earnings, emphasize value for money, and prefer to shop around for the best deal. 


High sense of brand ethics & responsibility
 
This generation places high importance on brand ethics and company responsibility, even more than the Millennials. 
 
Generation Zers are an adaptable, responsible, and open-minded generation who want to build up a better world. To earn the respect and loyalty of this generation, brands need to present their commitment and set up a business model built on equity and sustainability. 
 
Digital natives
 
Born into a world of peak technology, Generation Zers are the first digitally native generation, and the ones familiar with digital and mobile technology. 
 
An abundance of information is immediately accessible, allowing Generation Zers to broaden their knowledge and be active in their learning. They expect brands to move around digital devices and to create a cooperative experience across in-store, mobile, and digital. 


Rely on social media
 
Out of all the generations, Generation Z consumers are the most likely to rely on their social media. They use social media to get information, connect with brands, research goods, etc. 
 
Social commerce is the process of selling products through social media. The fact that Generation Z consumer habits have shifted to social media enables them to move through many touchpoints before making a purchase. 
 
Influencers have a great influence
 
This generation of consumers is likely to trust influencers on social media with high followers and reach, who are seen as relatable and trustworthy than online ads or celebrity ambassadors. 
 
Therefore, retailers are increasingly realizing the importance of moving from traditional digital marketing to influencer marketing.