6 ways Gen Zers are

extraordinary consumers
Introduction:
• Generation Z already numbers 2.5 billion across the globe with 60
million in the United States alone.
• These young consumers have access to $44 billion in buying power
with a high ratio of discretionary spending.
• expect same-day shipping.
• Gen Z are also more traditional shoppers, embracing the in-store
experience as a form of not only education but entertainment.
1. They were born into the digital world

• Those born in 1995 or later.

• Technology and connectivity have always shaped their attitudes.
• Expectations and experiences in everything from how they learn and
develop to how they consume media and shop.
• Gen Z grew up only knowing technology, the internet and social
media, so they had different upbringings.
• 60 percent of them wouldn’t even use an app or website that is slow
to load or hard to navigate.
2. They enjoy the bricks-and-mortar experience

• Although Gen Z prefers to do most things digitally, they still enjoy the
in-store experience, even more so than other generations.
• 28 percent visit the store to engage store associates, the highest
number of any generation.
• Their love and embracement of leading technologies have also made
them natural-born omnichannel consumers.
• Generation Z prefers paying in cash, analysts believe their strong
connection to mobile devices and digital upbringing will make them
the generation that finally breaks ground on mobile pay.
3. Mobile is everything
• If there’s one stereotype that Gen Z lives up to, it’s that they’re glued to th
• The average age of owning a first smartphone in 2016 was age 10.
• Unlike millennials, who may have grown up learning about toys in catalogs
and through television commercials, Gen Z’s entire perception of and
interaction with retail has been primarily through a mobile device.
• They’re less likely to be swayed by traditional advertising or celebrity
endorsements and more by bloggers and their own peers.
• 55 percent of the 18-24 demographic is more likely to trust influencers,
compared with only 36 percent of the 25-34 demographic.
4. They’re pragmatic

• Generation Z is driving tech further and are far more likely to

experiment with new services that make shopping easier and faster.
• While they’ll occasionally put out money for premiums brands, it’s
when those brands offer durability and longevity, not because it’s
cool.
• Gen Z has also grown up with entrepreneurial ideals and aspirations.
• 77 percent of those ages 14-21 are already earning their own money,
many through entrepreneurial activities.
5. They’ll likely tip the scale on mobile payment
adoption
• Analysts believe their strong connection to mobile devices and digital
upbringing will make them the generation that finally breaks ground
on mobile payment.
• An Accenture study found that nearly 70 percent of Gen Z is
interesting in making payments via social media.
• Mobile payments are not only being driven by convenience but by the
fact that their mobile devices are their primary connection to the
world.
6. They want to be part of the personalization

• Enjoy “co-creating” with brands by uploading their own reviews and

being a part of the review process through social media.
• Euclid found that 26 percent of Gen Z shoppers expect a more
personalized experience based on their shopping habits and
preferences, the most of any generation.
• Retailers should reach out to Generation Z at this early stage to
introduce their brands and forge enduring relationships.
Thank you