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Generation Z an exploration of their unique values driving brand affinity

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'Generation Z: an exploration of their unique values driving brand affinity.'

Authors Maria McKeever Letterkenny Institute of Technology, Dr. Sarah Diffley Letterkenny

Institute of Technology, and Dr. Vicky O'Rourke Letterkenny Institute of Technology

Correspondence to L00162426@student.lyit.ie
Purpose
In today's rapidly developing digital landscape, driven by the innovation of Industry 4.0, an
increasingly powerful Generation Z (Gen Z) consumer has emerged. Gen Z has surpassed
Millennials as the largest generational cohort presenting a considerable opportunity for
marketers. The research problem focuses on profiling Gen Z their developing consumer
culture and its impact on brand affinity. The literature review identifies macro trends in Gen
Z consumer behaviour answer the question: How can marketers build brand affinity with this
emergent and powerful segement?
Design/methodology/approach
This research reviews the emerging literature, providing an overview of the current
knowledge of the consumer behaviour of Gen Z. This research synthesises the literature into
themes, reflected in the developing consumer culture of this unique cohort
Findings
The literature reveals five macro trends impacting brand affinity amongst Gen Z who are
global citizens, digital accelerators, future proof, climatarian consumers, and equality activist.
These macro trends values are shaping their consumer culture and developing brand
relationships. Strategies to build affinity with Gen Z are presented in the findings.
Research limitations
This research enquiry furthers academic research by exploring the values driving brand
affinity within Gen Z. Further empirical research is required to measure the impact of these
affinity drivers on brand relationships in the long term. Areas for empirical research are
presented within the findings.
Originality
Academic research focused on this cohort is emerging, and there is a paucity of literature
exploring the developing values of Gen Z and their impact on brand affinity.
Keywords: Gen Z, Brand Affinity, Authenticity, Brand Equity, Covid 19
Introduction

In today's rapidly developing digital landscape, driven by the innovation of the fourth

industrial revolution, Industry 4.0, an increasingly powerful Generation Z (Gen Z) consumer,

has emerged (Southgate, 2017; Dorsey & Villa, 2020). Gen Z, those born after 1996 and

before 2010, is one of the largest cohorts estimated at 40% of consumers globally in 2020

representing more $44 billion consumer spending power (Shin et al., 2021). This generation

significantly influences household spending and are now approaching adulthood with

growing purchase power and engagement in high involvement purchases (Fromm & Read,

2018; Dorsey & Villa, 2020). A lack of understanding exists regarding Gen Z's developing

consumer behaviours (Chaney et al., 2017). This literature review explores the emergent

characteristics and consumer values driving brand affinity as this cohort reaches maturation.

Five macro trends are evident in this cohorts' developing values which define Gen Z

consumers as global citizens, equality activists, climatarian consumers, future proofers and

digital accelerators. Gen Z are true digital natives (Francis & Hoefel, 2018), socialised with

continuous exposure to brand communications through digital technology (Bassiouni &

Hackley, 2014), making them more aware, discriminating, and more open to innovative

communication strategies than any other generation (Southgate, 2017; Dorsey & Villa, 2020).

The body of literature outlines the many challenges marketers face in developing build brand

affinity with this segment.

The importance of understanding generations

Generational Cohort Theory (GCT) proposes that individuals' sociological and psychological

development is directly impacted by a shared experience of critical historical events and

societal changes, creating distinct generational cohorts (Mannheim, 1952; Inglehart, 1977,

1997). Generations gain a collective consciousness from their contemporaneous experience

of momentous events such as the industrial revolution, political movements and technological
advancements (Sakdiyakorn et al., 2021). Generational cohorts are influenced most by events

that occur while they come of age, between 17 and 23 years (Debevec et al., 2013).

Researchers have found that a shared experience of significant events impacts more heavily

during the formative years than on other members of society and, as such, directly influences

the development of values, attitudes, beliefs, and inclinations of individuals within a

generation which are definitive and persist over time (Rogler, 2002; Debevec et al., 2013).

Figure 1.0 presents the classification of different generational cohorts and some of the

historical, social markers of change.

Generation Name Year of Birth Historical Social Markers

Generation Alpha 2010 and later Yet to be determined

Generation Z (Gen Z) 1996 to 2009 Global Pandemic 2020

Millennials 1981 to 1995 September 11 2001

Generation X 1965 to 1980 Stock Market Crash 1987

Baby Boomers 1946 to 1964 The Moon Landing 1969

Silent Generation 1925 to 1945 World War II 1939-1945

Figure 1.0 Defining the Generations (adapted from Fromm and Read, 2018)

The attitudes and beliefs of Gen Z, in line with GCT, are defined by proximity of coming of

age and shared experience of social, economic, and political environments (Parry & Urwin,

2011; Williams & Page, 2011; Combi, 2015; Chaney et al., 2017; Fromm & Read, 2018;

Thach, 2020; Sakdiyakorn et al., 2021).

Generational marketing facilitates the segmenting of consumers globally according to their

cohort-specific characteristics (Schewe & Meridith, 2004). It enables the effective targeting

of Gen Z consumers by informing marketing strategies of their distinct communication

preferences and nascent consumer values (Chaney et al., 2017). Whilst Gen Z may reflect

behavioural changes attributable to societal shift and progression through the consumer life

cycle; their shared experience of macroenvironmental factors creates distinguishable cohort

characteristics that impact their developing consumer culture (Fromm & Read, 2018; Topic

& Mitchell, 2019). Understanding the complexities of this generations' nuanced consumer

behaviours present a challenge (Chaney et al., 2017; Southgate, 2017; Thangavel et al.,

2019).

Who is Gen Z?

Gen Z is the first generation of children born in the 21st Century. Within the literature,

practitioners and academics use differing terminology to identify this emerging consumer

group. Variations include iGeneration, iGen, iMillennials, Post-millennials, Centennials, and

Pivotals; Gen Z is the more prevalent title for this cohort (Bassiouni & Hackley, 2014;

Twenge, 2017; Fromm & Read, 2018; Llopis-Amorós et al., 2019; Ameen & Anand, 2020;

Cotet et al., 2020; Dorsey & Villa, 2020). Whilst various authors debate the boundaries of the

generation, those born after 1996 and before 2010 are most commonly classified as members

of Gen Z (Fromm & Read, 2018; Mc Crindle, 2018; Parry & Battista, 2019; Pew Research,

2019; Dorsey & Villa, 2020). Gen Z is preceded by Millennials, born 1981-1995 (Kitchen &

Procter 2015), and succeeded by the emerging Generation Alpha, born around 2010

(McCrindle, 2018; Duffett, 2020; Ratchford, 2020). The Gen Z consumer is socially

conscious, tech-savvy, and driven by a need for uniqueness (Francis & Hoefel, 2018). This

market segment is highly educated, mobile, and permanently connected to vast amounts of

information (Bassiouni & Hackley, 2014; Chaney et al., 2017). Gen Z is creative,
independent, self-sufficient, ambitious, with an instinctive ability to negotiate and inclination

towards entrepreneurship (Twenge, 2017; Seemiller & Grace, 2018; Frunzaru & Cismaru,

2018; Weise, 2019).

Gen Z exerts considerable influence on family consumer decision-making impacting

spending on groceries, technology, clothes, holidays, and cars (Sharma and Sonwaney, 2015;

Setiawan et al., 2018; Dorsey & Villa, 2020;Yang et al., 2020). The eldest members of the

generation have already graduated from university and are starting their careers (Vasudeva &

Barea, 2017; Seemiller & Grace, 2018; Parry & Battista, 2019).

Unlike any other generation, Gen Z is characterised as true digital natives because they have

been socialised in a world of advanced technology and cannot remember a world without the

internet or smartphones (Bennet et al., 2008; Bassiouni & Hackley, 2014; Francis & Hoefel,

2018; Dorsey & Villa, 2020). This intrinsic relationship with technology presents a unique

challenge for marketers. Gen Z communication and consumer behaviours have developed

alongside continuous exposure to rich information and online networking, increased

interaction with adults, and exposure to brand messaging (Bassiouni & Hackley, 2014). Gen

Z are highly effective multi-taskers, with a developed ability to critically assess content in

under 8 seconds whilst actively multitask their attention across up to five devices at once

(Spears et al, 2015; Weise, 2019).These consumers expect high-quality omnichannel

experiences that are fast, intuitive, convenient, efficient and safe (Priporas et al., 2017;

Flavián et al., 2020; Mahmoud et al., 2020). Their experience with technology has created an

autonomous, empowered consumer who presents a profound generational shift in consumer

behaviour (Fromm & Read, 2018; Dorsey & Villa, 2020; Langley & Rieple, 2021; Shin et al.,

2021). The urgent need for further research to understand the values driving brand affinity

amongst Gen Z consumers is evident in the recent failure of incumbent fashion brands that
did not adapt to their needs (Langley & Rieple, 2021). Established brands are not immune

from the potentially disruptive influence of Gen Z consumers.

Covid 19 and Gen Z

Gen Z is reaching adulthood in a time of global turbulence caused by the Covid 19 Pandemic.

Emerging studies have found it to be a significant event, with restrictions felt more acutely by

this cohort at a time when they are coming of age, striving for independence and freedom

(Dorsey & Villa, 2020; Duffett, 2020; International Labor Organisation, 2020; McCrindle &

Fell, 2020; Zwanka & Buff, 2021).

Gen Z, already adept with digital communication and online shopping, have become digital

accelerators within their families, supporting digital communication and contactless

purchases (McCrindle & Fell, 2020). Unsurprisingly, this generation has used digital media

to express themselves and stay connected whilst spending most of their time at home (Taylor,

2020; Reaper, 2021). This change has accelerated the growth in mobile phone and app usage,

with App Annie (2021) reporting an 18% increase in time spent on the most popular apps

amongst Gen Z. This is also evident in the rise of Tik Tok as an outlet for humour and

creativity in breaking the boredom (Mendoza, 2020; McCrindle & Fell, 2020; App Annie,

2021, Reaper, 2021).

The pandemic accelerated the decline of high street retailing as stores classified as non-

essential remain closed during successive lockdowns. Gen Z consumers witnessed the

resultant volatile economic environment that saw the collapse of brands such as the Arcadia

Group, including Topshop, Miss Selfridge, and the subsequent growth of online fashion

retailers such as Boohoo and ASOS, which Gen Z have a strong affinity towards (Wood,

2021; Langley & Rieple, 2021). The impact of this shift on consumer-brand relationships has

yet to be determined.
Gen Z leveraged their consumer power, aligning themselves with brands that responded well

to the COVID-19 crisis, with almost a third starting or deepening consumer relationships

whilst almost a quarter disassociated from brands who responded inadequately (Deloitte,

2021). A new hyperlocal online consumption also became evident, with Gen Z indicating that

they will continue with this mindful consumption in support of local businesses in the future

(Pope, 2021).

Drawing on GCT, it is too early to clearly define what the historical and social markers of

change for Gen Z will be, as many have yet to reach the stage of formative influence.

However, emerging literature has posited that the Global Pandemic of 2020 will be

significant (Dorsey & Villa, 2020; Duffett, 2020; McCrindle & Fell, 2020; Sakdiyakorn et al.,

2021; Seabra et al., 2021; Zwanka & Buff, 2021). A cross-cultural study found that Gen Z

was aware of the impact of restrictions on their daily lives, personal safety and ability to

travel (Seabra et al., 2021). National research in Australia (McCrindle & Fell, 2020) and

Ireland (Reaper, 2021) report that Gen Z's view of the world remains positive, understanding

that restrictions will pass with a focus on 'living life to the fullest' post-pandemic. However, a

global survey, which measures Gen Zs' optimism and their perception that their places in the

world will improve, have reported an increasingly pessimistic outlook which is particularly

pronounced in countries that have been challenged most by the Covid-19 crisis (Deloitte,

2021).

Gen Z and the importance of brand affinity

Brand affinity refers to a consumers' perception of the lifestyle fit of the brand, a judgment of

internal brand values matched with external ideologies that create a distinct brand identity to

which they can relate (van Riel & Balmer, 1997; van Gelder, 2004). The concept of brand

affinity focuses on understanding the brand perceptions held by a specific group of

consumers, who have brand exposure, to develop a bond with consumers through

communication and experiences. Brand affinity encourages a flexible approach to brand

management to accommodate shifts in cultural conventions and bridges the gap between

brand perception and consumer culture (van Gelder, 2004). Affinity is a measurement of

brand perception (Attia, 2014) and a strategic mechanism to generate value through

developing a closeness with consumers (van Gelder, 2004). Studies have investigated the

relationship between affinity and television programme sponsorship (Bloxham, 1998), sports

sponsorship (Meenaghan 2001), corporate societal marketing (Hoeffler & Keller, 2002) and

virtual brand communities (Alonso Dos Santos et al., 2016). Brand affinity is not a strong

association between the consumer and a brand; affinity establishes if a consumer 'likes' a

brand, which acts as a crucial gateway to building a stronger relationship (Shin et al., 2021).

Brands can build a competitive advantage in recognising core values capable of eliciting an

emotional response. Hwang (2012) identifies three dimensions; emotional attachment, self-

concept connection, and brand love to engage younger consumers. Gensler et al. (2013)

identified effective strategies for managing consumer-brand connections on social media

(SM); strategic social listening, building cultural resonance and accepting the consumer as

pivotal. Research has confirmed that such strategies are particularly effective with Gen Z

(Duffet, 2020; Reinikainen et al., 2020a; 2020b). Marketers establish brand affinity by

communicating these values to establish a 'likeness' for the perceived brand identity (Hoeffler

& Keller, 2002; Van Gelder, 2004; Laidler-Kylander & Stone, 2012; Duffet, 2020).

The consumer behaviours of Gen Z are still developing; figure 2.0 details the important

influences impacting brand awareness, brand affinity and brand equity amongst this segment.

Brand affinity is a valuable marker indicating a consumer has progressed from brand

awareness towards brand recognition capable of building brand equity, as illustrated in figure

2.0 (Lassar et al., 1995; Murphy & da Silva, 2017; Llopis-Amorós et al., 2019).
• Friends and Family
• YouTube ads
• Social media ads
• Online Influencers
• Traditional ads
• Cultural Resonance
• Self-Expression
• Peer recommended
• Supports causes
• Innovative
• Authentic experience
• High quality product
• Reasonably priced
• Super convenient
• Value in use

Figure 2.0 Key components of Brand Awareness, Affinity and Equity amongst Gen Z

consumers (Adapted from Murphy & da Silva, 2017; CGK, 2020)

Gen Z discovers brands through recommendations from friends and family (CKG, 2020),

develop brand awareness on SM through exposure to video advertising and influencer

marketing across platforms such as YouTube, Instagram and TikTok (Southgate, 2017;

Duffet, 2020; Djafarova & Bowes, 2021). Gen Z 'Follow' brands on SM and assimilate their

content as a means of self-expression. This behaviour indicates developing brand affinity,

which has been linked to future purchase intention (Burns, 2018; Dorsey & Villa, 2020;

Djafarova & Bowes, 2021).

Vallone et al. (2016) warn that brand messaging alignment with this cohorts' current lifestyle

aspirations and interests is critical to engage with Gen Z successfully in building brand

affinity. Brand alignment with the cohort's core beliefs is more critical than fashionable

designs and the drive for uniqueness (Topic & Mitchell, 2019). Research exploring the

drivers of brand affinity amongst Gen Z is central to achieving brand alignment with the core

values of Gen Z, which is foundational to building long term relationships. Creating a rich

brand story and inviting Gen Z to collaboratively narrate the brand story helps identify an

affinity for the brands' values, by progressively assimilating the brand message into their
lives (Gensler et al., 2013; Vallone et al., 2016; Weise, 2019; Dorsey & Villa, 2020). Figure

2.0 highlights five macro trends in the consumer culture of Gen Z that play a pivotal role in

driving brand affinity and purchase intentions among young consumers.

Global Citizens

Global brand affinity creates an opportunity for marketers to unlock the vast potential of

international brand expansion with a genuinely global generation (Naseem et al., 2015;

Fromm & Read, 2018; Dorsey & Villa, 2020). Gen Z values its global citizenship and is

optimistic about globalisation's effects on its opportunities (McCrindle, 2018; Fromm et al.,

2020). As digital natives, Gen Z experiences cultural and social trends globally, unlike any

generation before. Technology has created a borderless world, facilitating real and valued

connections with peers worldwide, enjoying face-to-face friendships in digital communities

built around shared passions (Francis & Hoefel, 2018; Fromm & Read, 2018; Yang et al.,

2020). Global Gen Z connection is evident in the vast international gaming communities

(Wearing, 2016; Nazier, 2020; Taylor, 2020), global brand communities (Zaglia, 2013),

international special interest groups embedded in SM networks (Weise, 2019; Dorsey &

Villa, 2020), and the youth activism that has spread across continents (Hurrelmann &

Albrecht, 2021).

Travelling for self-discovery is also a fundamental motivation of this wanderlust generation

who view international travel as an indicator of success in adulthood (Deloitte, 2019).

Extrinsic factors such as negative national socio-political issues also influence their drive for

adventure and escapism (Robinson & Schänzel, 2019). Gen Z's report they would like to

explore the world (55%), and the majority have an interest in other cultures and countries

(49%) (Global Web Index, 2020).

The rise of global citizenship and evidence of global culture may reduce the need to adapt

brand strategy at a national level to manage brand affinity (van Gelder, 2004), replacing the

idiosyncrasies of the consumers in each international market with convergent Gen Z cultural

conventions (Naseem et al., 2015), and reducing the impact of socio-economic differences

(Frances & Hoefel, 2018). Conversely, Bakir et al. (2020) recommend that marketers of

global luxury brands tailor their communications to reflect national cultural differences. The

research examined the intrinsic and extrinsic influences on Gen Z attitudes and found that

gender and national culture moderate Gen Z's self-construal and contingencies of self-worth

(CSW), which in turn impact attitudes toward luxury brands (Bakir et al., 2020).

Generational values may also influence Gen Zs expansive perception of traditional global

luxury and masstige brands (Bakir et al., 2020; Eastman et al., 2020; Shin et al., 2021). The

qualities of luxury brands for Gen Z consumers vary from other generational cohorts.

Hedonic value, excellent quality, extended self, and recognised style are the main

characteristics of a luxury brand identified by Gen Z, whilst the country of origin is less

impactful, so too was rarity and uniqueness (Jiang & Shan, 2018; Shin et al., 2021). In

assessing the external influences on the choice of global luxury brands, culture was

significant, highlighting the need for marketers to understand the cultural values Gen Z has

an affinity with to build cultural resonance (Shin et al., 2021).

Digital Accelerators

Gen Z is distinct from other cohorts through their cohort-specific relationship with digital

technology and the increasing convergence of its digital and physical world (Priporas et al.,

2017; Fromm & Read, 2018; Weise, 2019; Dorsey & Villa, 2020). Gen Z is the first

generation to have limitless access to digital communication technology facilitated by

personal smart devices (Bassiouni & Hackley, 2014; Priporas et al., 2017). Their exposure to
the internet is pervasive, impacting this socialisation agent's influence on developing

consumer behaviours (Bassiouni & Hackley, 2014; Anderson & Jiang, 2018; Mishra et al.,

2018; Dorsey & Villa, 2020). Gen Z is never without their smartphone; most use their

smartphones for five or more hours a day, with many self-reporting mobile phone usage of

more than ten hours per day (Anderson & Jiang, 2018; Global Web Index, 2020; Yang et al.,

2020). Innovative technologies are an integral part of everyday life resulting in unlimited

access to information at their fingertips leveraged along the entire customer journey (Chaney

et al., 2017; Priporas et al., 2017; Herrando et al., 2019; Weise, 2019; Dorsey & Villa, 2020;

Yang et al., 2020). Smartphones are not solely for passive entertainment. They are a necessity

in everyday experiences (Fomby et al., 2019). Gen Z believes they add value to their lives,

help them complete everyday tasks more efficiently and enable them to reach their goals

(Singh, 2014; Weise, 2019; Cheung et al., 2021). Super-fast broadband, 4G connectivity, and

rapid technological advances have created a hyper-connected digital ecosystem in which Gen

Z has grown up. This environment has intrinsically affected the developing characteristics of

the generation and influenced their interaction preferences, resulting in an empowered

consumer with elevated expectations of digital technology and omnichannel brand

communications (Southgate 2017; Schlossberg 2016; Lissitsa & Kol 2019; Weise 2019;

Dorsey & Villa 2020; Flavián et al., 2020).

Advances in technology have raised expectations amongst Gen Z of brand communications

and impacted their trust in digital communication (Southgate, 2017; Styven & Foster 2018;

Herrando et al., 2019). They need the certainty of real-time information and expect

personalisation and quality customer experience across channels (Yang et al., 2020; Flavián

et al., 2020). Gen Z welcomes further integration of digital technology and the internet of

things across the customer journey, presenting innovation opportunities for brand

communications strategies (Southgate, 2017; Priporas et al., 2017; Yang et al., 2020).
Whilst Gen Z has embraced digital technology, they still highly value social relationships,

human interaction, and face to face communication (Spears et al. 2015; Dou, Jiang, & Pan

2020). Gen Z prefers face-to-face communication over text messaging for deeper

interpersonal connection (Dou et al., 2020). However, this generation's intrinsic relationship

with digital technology redefines face-to-face communication, enriching their experience

through video calling (Weise, 2019; Dorsey & Villa, 2020). More than ever, they have

embraced new technology and, during the global pandemic, have facilitated digital

acceleration amongst their family (McCrindle & Fell, 2020). Their willingness to engage with

innovative digital technology has been articulated through academic research in advertising

(Vallone et al., 2016; Southgate, 2017; Robinson &Schänzel, 2019), brand engagement

(Djafarova & Bowes, 2021), as well as at the point of purchase (Priporas et al., 2017; NG et

al. 2019) and post-purchase experience (Styvén & Foster 2018). Integrating innovative

technology is not without its risks; Gen Z consumers have expressed concerns around the

impact of smart technologies such as self-service kiosks on sustaining jobs (Priporas et al.,

2017). Research has also found that Gen Z consumers experience digital technostress due to

rapidly changing digital technology, which negatively affects usage intention (Lui et al.,

2021; Lee, 2021). Marketers should encourage digital technology self-efficacy to minimise

the possible discontinuance intentions amongst Gen Z consumers with more complex

technology (Cotet et al.,2020; Lee, 2021). Brands wishing to establish brand affinity should

focus on the user experience of their digital ecosystems to balance these concerns whilst

meeting Gen Z's heightened expectation of integrating smart technologies along the customer

journey to win over this generation of digital accelerators in the future(Priporas et al., 2017;

Lee 2021).

Future Proofers
Gen Z is future-focused, health-conscious, financially conservative, and career-oriented.

Research into this cohorts' aspirations for their future careers implies that whilst they exhibit

entrepreneurial tendencies, they are aiming for job security in a work culture that is

supportive of inclusivity and flexibility, valuing skills and outputs rather than remuneration

solely based on hours worked (Weise, 2019; Dorsey & Villa, 2020; Cotet et al., 2020). Their

future-proofing also extends to their positions on global socio-political and environmental

issues; Gen Z is are worried about protecting their future by addressing unemployment,

domestic and international terrorism, inequalities in society and environmental damage

(Parry& Battista, 2019; Sakdiyakorn et al. 2021).

Self-sufficiency facilitated by self-directed learning, saving for the future, and contingency

planning are core conservative behaviours of this generation (Schwieger & Ladwig, 2018;

Dorsey & Villa, 2020; McCrindle & Fell, 2020). Reaching adulthood in a time of global

turbulence has amplified Gen Z's future-proofing behaviours (Mc Crindle & Fell, 2020;

Parker & Igielnik, 2020). Gen Z is also tapping into their drive for learning and continual

self-development by consuming vast amounts of educational 'life hack' content on SM (Weise

2019; Dorsey & Villa 2020). Gen Z consumers in Europe who use TikTok daily grew by over

250% in 2020. Many users cited a drive to be entertained, fill their time, discover new music,

trends and ideas, and learn new things as the top reasons for using the platform (Deloitte

2020). This trend is supported by the significant investment TikTok has made to support

content creators' educational content, the 126 Billion views of the hashtag #LearnonTikTok

and the proliferation of alternatives featuring #Learn on the platform (Ahlse et al., 2020;

Hutchinson, 2020).

Financial conservatism and value consciousness are among the dominant shopping

orientations amongst Gen Z, as evidenced by their pre-purchase research behaviours to

discover the lifetime value of purchases (Thangavel et al., 2019; Weise, 2019). Financial
conservatism may also be motivating the increasing affinity for the collaborative

consumption of the sharing economy, which has begun to redefine the modern economy with

a shift in consumer behaviours towards sharing, bidding, lending, trading, renting, gifting,

and swapping (Botsman & Rogers, 2010). Gen Z is increasingly engaged in these practices

both in generating income through platforms like Task Rabbit and in their spending through

platforms such as Airbnb, Craigslist, Depop Uber, Zipcar, with access rather than ownership

defining their buying behaviours (Francis & Hoefel, 2018; Central Statistics Agency, 2019;

Dorsey & Villa, 2020). This model of consumption further challenges the consumer-brand

relationship beyond the control of the originating brands. Recognising this shift, ionic brands

such as Guess, Levi, Lululemon, Nike, and Patagonia have begun to innovate to participate

with this consumer re-commerce behaviour (Stych, 2020; 2021; Debter, 2021).

Climatarian Consumers

Highly educated and well informed on environmental issues, Gen Z can be a significant force

for the growth of environmentally conscious consumption (Adnan et al., 2017; Nguyen et al.,

2019). Gen Z demonstrates switching behaviours to ethical brands and eco-friendly products,

choosing to pay more for sustainable products, packaging, and delivery options, choosing to

buy more innovative, sustainable products, packaging, and delivery options (Su et al. 2019;

CGK, 2020; McCrindle et al., 2020). However, whilst consumer intention to switch has been

confirmed in academic research, this is not substantiated by behavioural change. Research

suggests that there may not be a discerning difference in the attitudes of Gen Z consumers in

comparison to other cohorts; however, there is a more significant segment of this generation

with strong environmental views empowered to push a climatarian agenda through consumer

activism (Topic & Mitchell 2019; EY 2020; Gazzola et al., 2021). Greta Thunberg inspired a

generation in leading the Global Climate Strike in support of climate change through a

resurgence in youth activism, enabling Gen Z to challenge the corporate world (Dorsey &
Villa, 2020; Reinikainen et al., 2020a). Global warming, air pollution, species extinction and

ocean pollution are issues of concern for young consumers engaged in pro-environmental

activities (Topic & Mitchell, 2019).

Whilst there is an increasing call for marketers and consumers to engage in pro-social and

sustainable consumption (Carvill et al., 2021), there is a lack of consensus amongst the

literature concerning young consumers' motivations to engage in such behaviours (Lerro et

al., 2019; Nguyen et al., 2019; Chaturvedi et al., 2020; Pandey et al., 2020; Gazzola et al.,

2021). Innovations in this sector deliver a rich digital, social collaborative experience that

Gen Z loves. Research on the emergent trends within the sharing and circular economies

presents a fundamental alignment of Gen Z's altruism with the core principles of climatarian

consumption and their ubiquitous relationship with technology. (Huang & Benyoucef, 2017;

Lee & Johnston, 2019; Buda et al., 2020; Chaturvedi et al., 2020). Some authors attribute this

trend to a deep-seated belief in sustainability amongst Gen Z, to a generation actively

aligning itself with sustainable brands (Sadovykh et al., 2015; Huang & Benyoucef, 2017;

Buda et al., 2020; Chaturvedi et al., 2020). However, this altruistic profiling fails to

acknowledge the more practical impetuses to join the sharing economy directly attributable to

these young consumers' life stages. Conspicuous consumption, youthful exuberance, access

over ownership and limited financial resources are also motivators for Gen Z's involvement

with the thrift-driven sharing economy (Weise, 2019; Dorsey & Villa, 2020; Buda, 2020;

Pandey et al., 2020; Yang et al., 2020). Research indicates that Gen Z has an affinity for the

more rational and logical drivers of the circular economy, encouraging marketers to focus

messaging on the practical value of repairing and recycling to engage this audience

effectively (Chaturvedi et al., 2020; Gazzola et al., 2021).

Further, academic research indicates that the affinity drivers behind the sustainable

consumption intentions of Gen Z may vary in different countries. Adnan et al. (2017)
reported that Gen Z consumers in India intend to become climatarian consumers. However,

this intention was driven by a need for uniqueness and a reflection of the social and personal

identity associated with buying sustainable products from global green brands. Kamenidou et

al. (2019) found that Greek consumers express support of sustainable practices and a future

intention to become sustainable consumers; however, they have not changed their

consumption habits. Intergenerational research in the UK reports Gen Z buying products that

use eco-friendly packaging. However, Topic & Mitchell (2019) find that the driver for this

behaviour is not an environmental concern but an expression of consumer activism

addressing the imbalance of power and responsibility between the consumer and retailers;

with Gen Z calling for more action against big businesses for their part in the environmental

crisis. These findings contrast with reports from the US and Australia that state Gen Z

continues to display behaviours consistent with ethical consumption and affinity with

sustainable brands reporting that Gen Z chooses to spend more on products and services from

ethical brands that support causes such as protecting the environment (Francis & Hoefel,

2018; CGK, 2020; Merriman, 2020; Petro, 2020). A synthesis of the literature produces a

profile of Gen Z as a cohort with an affinity for brands that innovate to deliver access to

quality products and services that minimise environmental harm, thereby redressing the

balance of responsibility felt by consumers in reducing the impact of their consumption in the

future.

Equality Activists

Whilst Gen Z shares a broad range of views across the political spectrum (Pew Research

2019; Ernst & Young, 2020), their majority values are grounded in equality, respect, and

inclusion for all people, which expands beyond the sense of self to the inclusion and

protection of all individuals (Parry & Battista, 2019; Pew Research, 2019). Pluralist values

promoting freedom of expression, inclusive identities, and equality influences Gen Z's trust in
brands (Fromm & Read, 2018). Gen Z challenges society to move away from a binary

mindset with gender identity (Fromm & Read, 2018, Duffy et al., 2018). Gen Z indicates a

preference to endorse retail brands representing this progressive understanding (Boyd et al.,

2020). Inclusion is the new standard, and expectations are high regarding diverse

representation in brand communications (Dorsey & Villa, 2020). Research indicates that

gender does not affect this generation's shopping orientations (Burns et al., 2019). Progress

towards an inclusive culture has resulted in greater gender neutrality and a move away from

gender-specific products, clothing and communications embraced by global brands (Duffy et

al., 2018; Dorsey & Villa, 2020; Boyd et al., 2020).

Movements such as Black Lives Matter, Body Positivity, Gender Equality, and LGBTQ+

rights have garnered youth activists' support and significant engagement activity on SM

platforms amongst this generation. However, reports concerning activism as a critical

proponent of Gen Z's identity are conflicting. An international study conducted in 2018

reports that 73% of Gen Z see political activism and social responsibility as a core part of

their identity (Irregular Labs, 2019), whilst a 2020 US study reports only 16% as Authentic

Activists (EY, 2020).

Vredenberg et al. (2020) discuss marketers' contentions that brand activism strategies are

helpful when marketing to Gen Z, and the findings from Schmidt et al. (2020) confirm their

affinity towards brands taking a stand on important issues. This generation expects to see

action supporting mission statements; brands must be transparent and accountable for

promoting equality in society. Adept social listening is increasingly crucial in brand

communications strategies when engaging with Gen Z on SM (Reinikainen et al., 2020a).

Schmidt et al. (2020), in an international study including Gen Z students, also found that

perception of brand personality is more clearly articulated by brands who take a socio-

political stand, and consumers expect brands to take a stance on socio-political equality
issues. However, to be credible, a stance needs to be rooted in a long-term commitment that

aligns with the brand's strategy and values, with perceived authenticity a critical factor in

consumer receptiveness. Schmidt et al. (2020) recommend further research measuring and

controlling for authenticity in brand activism and the impact on effective communications

strategy. Whilst Gen Z appears to be using its consumer power as equality activists, the

motivations for this consumer behaviour required further substantive empirical evidence.

How to target Gen Z consumers?

Build an Authentic Brand Identity

The literature review supports integrating the emerging Gen Z consumer values into brand

identities to establish brand affinity. Authenticity is critically important factor in determining

brand affinity (Weise, 2019; Reinikainen et al., 2020a; Schmidt et al., 2020, Wolf, 2020).

Brands must recalibrate their brand identities to address the potential misalignment of core

brand values with external ideologies critical to the identity of Gen Z consumers (Dorsey &

Villa, 2020). While Gen Z wants brands to reflect their core values and identities, authenticity

will determine which brands Gen Z follows and win their patronage in the long term.

Retrofitting new brand values to established brand identities poses a threat to consumer

perceptions of authenticity, resulting in criticisms of 'woke washing' and disengagement with

the brand (Vredenburg et al., 2020).

The diminishing role of marketers as the sole creators of brand identities presents both a

challenge and opportunity to build a new brand identity collaboratively with this young

consumer in innovative ways; such collaboration would help foster greater authenticity and

trust (Southgate, 2017; Burns, 2018; Schmidt et al., 2020). SM marketing facilitates such

collaboration for brands who develop creative engagement strategies (Duffett, 2017;

Reinikainen et al., 2020b), organisational social listening (Reinikainen et al., 2020a) and
effective consumer communication (Goldring & Azab, 2020). Social listening is a crucial

component of communications strategies capable of building trust with this cohort on SM

(Reinikainen et al., 2020a). Competent organisational social listening is associated with

higher levels of perceived benefits from social media, such as consumer participation in

brand communities and brand engagement, as well as higher levels of perceived authenticity

and trust in the information that brands share on SM amongst Gen Z consumers (Reinikainen

et al., 2020a).

Prioritise User Generated Content

Gen Z behaves differently from other generations concerning the creation, consumption and

impact of user-generated content (UGC) shared online (Herrandp et al.,2019; Llopis-Amoros

et al., 2019; Hanafiah et al., 2021). Driven by the need for uniqueness and striving to

establish their self-identity through opinion leadership, Gen Z shares their experiences on SM

(Styvén & Foster, 2018; Herrando et al., 2019, Llopis-Amoros et al., 2019; Hanafiah et al.,

2021). Gen Z transfers trust mainly from information generated by their peers, which is

markedly different from other generations found to transfer trust based on brand-generated

content on social media (Herrando et al., 2019). Furthermore, UGC has a more substantial

influence on Gen Z for the brand perception variables such as quality of brand experience

which contributes to loyalty and builds brand equity (Llopis-Amoros et al., 2019). Therefore,

it is vital to build a credible presence on SM, which encourages Gen Z to create and consume

UGC, to establish trust and build lasting relationships with Gen Z.

Engage Micro-Influencers

Brand communications are most effective if they are innovative and authentic, and in this

respect, the engagement of micro-influencers to build brand affinity amongst Gen Z

consumers has proved successful (Burns, 2018; Reinikainen et al., 2020b; Wolf, 2020).
Research has found that Gen Z is more trusting of micro-influencers than more prominent

influencers because they share similar interests and lifestyles. The content created and shared

by micro-influencers is authentic, reflecting real-life experiences Gen Z finds personable and

relatable. Research findings support this strategy because micro-influencer marketing

positively impacts purchase intention amongst Gen Z consumers (Burns, 2018; Wolf, 2020).

Gen Z consumers living in Ireland are responsive to micro-influencer marketing for brand

discovery, brand choice and trend detection from Irish micro-influencers with less than

100,000 followers, predominantly on Instagram. Micro-influencers are perceived as authentic

and more trustworthy, with 58% of the Gen Z consumers sampled reporting, influencers are

essential in discovering new trends and products. (Burns, 2018). This research supports

findings in a larger-scale study in the US reporting that 56% of Gen Z are more likely to try a

product or service if their favourite online influencer recommends it (CGK 2020). Therefore,

to build brand affinity with Gen Z consumers, marketers should develop communication

strategies that leverage Gen Z dependence on digital technology, their inclination to trust

micro-influencers and encourage their propensity to share video and photography on social

media. Such strategies will help co-create brand identity through innovative UGC, which has

proved to be most effective in building trust and purchase intention amongst this cohort.

Innovate and Interact

Gen Z is a multi-faceted and complex generation with distinctive characteristics. Gaps in the

knowledge persist regarding the communication preferences and motivations for brand

engagement of Gen Z. Whilst authors acknowledge that research is just beginning to build an

understanding of innovations capable of engaging Gen Z consumers, innovation and

interactivity are key design features for communications strategies (Chaney et al., 2017;

Southgate 2017; Dorsey & Villa 2020; Yang et al., 2020). In a global study Southgate (2017)
reports that 'Gen Z participants were the most discriminating' than other generations, showing

a clear preference to content formats that offered viewers control. Southgate (2017)

highlighted a lack of innovation in content design amongst brands and identified this as an

opportunity to be explored by marketers. Gen Z rated consistently higher than other

generations for engagement with innovative and interactive content formats such as mobile

reward videos and sponsored filters because participants identified that they were fun and

offered a fair value exchange (Southgate 2017). Authors continue to emphasise creatively

integrating Gen Z consumer culture into brand communications to attract attention, establish

brand affinity and build brand cultural resonance (Dorsey & Villa, 2020; Yang et al., 2020).

Conclusion

Gen Z is a unique cohort of empowered consumers who align with the five macro trends

identified in the literature as global citizens, digital accelerators, future proofers, climatarian

consumers, equality activists, influencing their consumer culture. Building brand affinity by

aligning with their consumer culture through an authentic brand value approach is critical to

get the invitation into Gen Z's world. Whilst the power of co-creating brand identities rests

more and more with Gen Z, the marketing strategies identified in this literature review will

help nurture brand affinity towards brands at this crucial time of their emergent consumer

behaviours.

Further Research

The literature highlights five key macro trends impacting brand affinity amongst Gen Z

consumers; however, there is a paucity of research investigating the cultural values and

lifestyle choices that motivate brand affinity amongst this generation. A comprehensive

understanding is urgently needed for brands to build long term relationships and minimise
disengagement with this disruptive consumer segment. Further empirical research is

necessary to determine the extent to which each macro trend identified in this literature

review drives brand affinity. A multi-generational study is also necessary to identify

distinguishable cohort-specific drivers of brand affinity amongst Gen Z consumers. Such

research could also explore the impact of the unique macro trends driving brand affinity on

consumer-brand engagement, value co-creation and consumer brand equity

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