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Millennials are out; Generation Z is in.
Gen Z are making waves as consumers of a new kind. More digital than ever, they heavily rely on digital technology for entertainment and social interaction. The rise of user-generated video content and community-based platforms allow them to express themselves in front of and behind the camera.
Shaped by formative years of political unrest and financial strain, Gen Z show a declining trust in the government, but an increasing awareness of environmental issues. Transparency and diversity are core values that drive Gen Z’s consumption and heighten their expectations for brands they are willing to purchase from. Brands supporting diversity and inclusion in their products or advertising material are likely to tip the balance in their favor among Gen Z consumers. Gen Z are also less likely to trust online advertising and their purchasing decisions are much more influenced by their family and friends, or peers on TikTok.