Will Generation Z dictate a new era of consumption?

Born from 1996 onwards, members of Generation Z demonstrate a new relationship with consumption since the pandemic.  If before, the focus was already on the online universe and personalized experiences when it comes to shopping, now the search is for more conscious consumption, sustainability and brands that value social issues.  See this post to find out if your company is prepared to serve Generation Z?  Companies need to pay attention to Generation Z According to a survey conducted last year at the World Retail Congress, members of Generation Z are pragmatic, connected, skilled and engaged.  The focus of the event is to understand the profile of generations to better serve consumers, ensuring more information so that retail companies can promote the transformations necessary to promote innovations and prosper in the new scenario.  Evidently, these characteristics of Generation Z would not go unpunished in consumption.  Digital natives, members of Gen Z were among the main e-commerce consumers during the pandemic due to their familiarity with digital tools.  Therefore, companies need to think about strategies to reach this range, since it was predicted in 2019 that it would concentrate the largest number of people in the world's population, equivalent to 32% of the total population.  This statistic was presented by the UN (United Nations) in 2018.  In Brazil, Generation Z represents 20% of the population.  According to data from the Global Omni-Channel Consumer Shopping Research Report, Gen Z has also influenced previous generations in terms of how they consume, such as their parents, who may be from Generation X (born between 1965 and 1979) or the Baby Boomer generation (born between 1944 and 1964).  The research, organized by BigCommerce, gathered data on the consumer behavior profile of almost 3.000 consumers.  It is no surprise that, although Generation Z's consumption was greater on the internet, it also shared space with Generation C (which brings together people of all ages and which was intensified by the need for digital consumption motivated by the pandemic).  Some characteristics of Generation Z Generation Z tends to highly value individual expression and avoid labels.  Therefore, it is important that companies prepare themselves for these customers with a new positioning that is much more focused on valuing social causes and demonstrating greater environmental awareness.  According to a survey by McKinsey, carried out in partnership with Box 1824, these young people are much more connected to consumption as an expression of individual identity, access rather than possession and consumption related to ethics.  With this vision of the search for truth and ethics, it is possible to understand Generation Z's great support for movements such as “Black Lives Matter”.  Their entry into these causes basically occurs through calls on social media.  According to a tracking report produced by Morning Consult, this strength they demonstrate on social media increases their sense that they can impact the world.  The report found that 62% of Generation Z people believe they have this potential.  Therefore, many companies from all sectors need to keep an eye on this social gaze of Generation Z to try to reach them.  Generation Map Baby Boomers: born after the end of World War II; X: born between 1965 and 1979; Y (Millenials): born after the 1980s; Z: born after the 1990s; Alpha: born from 2010 onwards; Generation C: people of all ages who have embraced digital connectivity.  If it's not on the internet, it doesn't exist More than ever, this generation of consumers reinforced the idea that had already been disseminated by Millennials, that if a company is not on the internet, it doesn't exist.  The pandemic accelerated the digital transformation process of many companies that were forced to have a much stronger digital presence and became Omni-channel to avoid sinking completely.  However, the duration of the health crisis shows that Generation Z and Generation C will be keeping an eye on companies that continue to offer purchasing options through digital means.  Furthermore, it is necessary to be aware of what will change and what will remain the same in people's consumption patterns after the pandemic.  According to the survey “Gen C: New Virtual Sense”, carried out by the global Public Relations company, FleishmanHillard, 52% of those surveyed stated that they intend to maintain their changes in terms of consumption, even after the end of the pandemic.  What is Omni-Channel?  This is a way of referring to retailers who have a digital and physical presence, who are usually not beginners, who have data on how their own consumer uses their channels.  According to Google, Omni-Channel is a way to ensure that (retailer's) marketing strategies are geared towards enabling customers to convert across any channel.  For some time now, commerce has needed to turn to multichannel retail, with sales across multiple online channels, such as e-commerce, apps and social media.  The growth of Gen Z is highly favorable for delivery services, electronics manufacturers, and the sharing economy.  Although this concept is also undergoing remodeling due to the effects of Covid-19.  A new approach and stimulus to digital commerce fully meets what Generation Z expects, because they value practicality.  And as psychology in marketing has been studied extensively, it is worth analyzing this profile.  For digital natives, there is no need to touch a product before having it, so they make much more use of sites like Amazon and apps when purchasing.  What does the new consumer want?  According to the research, Generation Z, which also influences previous generations, wants solutions to their problems, speed of delivery and convenience, with features such as a display window, good prices and free shipping.  In fact, these characteristics are already part of the universe of Millennials, who grew up in the midst of these digital transformations.  On the other hand, Generation Z, digital natives, cannot even imagine a different scenario.  And these were exactly the items that made Amazon successful, winning over younger generations and showing how to sell in the reputation era.  This shows that it is more than important for companies to prepare themselves to meet what their consumers need and understand the profile of the modern consumer.  And, what’s more, present solutions before they even realize they have a problem.  According to the Harvard Business Review, customers only become aware of something they have experienced.  Therefore, it is essential that companies invest in emerging technologies (such as applications) and new materials.  Still, it is not necessary to completely discard physical stores, although the research “Gen C: New Virtual Sense” indicates that 70% of people will continue to order delivery after the pandemic, it is necessary to offer the appropriate sales channels for each generation.  However, something all generations have in common is wanting a positive and convenient relationship with brands, with actions that value a personalized experience.  Generation Z's expectations for online shopping While for other generations, not being able to try the product before buying is a deterrent to online shopping, for Generation Z, the main complaints are shipping costs and the waiting time for the product to arrive.  One of the reasons is precisely the more immediate profile of this streaming generation, which is used to quick solutions.  That's why they want easy ordering, fast deliveries and easy returns, always via mobile.  Another aspect that refers to the ease that is much desired by younger people is also the payment term.  They are very willing to purchase products that can be paid for in interest-free installments, or post-delivery, through digital transactions such as Apple Pay.  Another interesting factor is that only 6% of Gen Z transactions are made with cash.  Another convenience factor appreciated by Generation Z is the possibility of returning purchased products.  According to the survey, younger people say they expect to return more than 75% of goods purchased online, while for other generations this percentage is much lower.  These returns would be motivated because the product took too long to arrive or even because the customer needed to buy another item from the store.  On the other hand, it is also interesting for companies to know that Generation Z is twice as likely as Generations Millennial and X, and six times more likely than Baby Boomers to order multiple items with the intention of returning them.

Will Generation Z dictate a new era of consumption?

Born from 1996 onwards, members of Generation Z demonstrate a new relationship with consumption since the pandemic.  If before, the focus was already on the online universe and personalized experiences when it comes to shopping, now the search is for more conscious consumption, sustainability and brands that value social issues.  See this post to find out if your company is prepared to serve Generation Z?  Companies need to pay attention to Generation Z According to a survey conducted last year at the World Retail Congress, members of Generation Z are pragmatic, connected, skilled and engaged.  The focus of the event is to understand the profile of generations to better serve consumers, ensuring more information so that retail companies can promote the transformations necessary to promote innovations and prosper in the new scenario.  Evidently, these characteristics of Generation Z would not go unpunished in consumption.  Digital natives, members of Gen Z were among the main e-commerce consumers during the pandemic due to their familiarity with digital tools.  Therefore, companies need to think about strategies to reach this range, since it was predicted in 2019 that it would concentrate the largest number of people in the world's population, equivalent to 32% of the total population.  This statistic was presented by the UN (United Nations) in 2018.  In Brazil, Generation Z represents 20% of the population.  According to data from the Global Omni-Channel Consumer Shopping Research Report, Gen Z has also influenced previous generations in terms of how they consume, such as their parents, who may be from Generation X (born between 1965 and 1979) or the Baby Boomer generation (born between 1944 and 1964).  The research, organized by BigCommerce, gathered data on the consumer behavior profile of almost 3.000 consumers.  It is no surprise that, although Generation Z's consumption was greater on the internet, it also shared space with Generation C (which brings together people of all ages and which was intensified by the need for digital consumption motivated by the pandemic).  Some characteristics of Generation Z Generation Z tends to highly value individual expression and avoid labels.  Therefore, it is important that companies prepare themselves for these customers with a new positioning that is much more focused on valuing social causes and demonstrating greater environmental awareness.  According to a survey by McKinsey, carried out in partnership with Box 1824, these young people are much more connected to consumption as an expression of individual identity, access rather than possession and consumption related to ethics.  With this vision of the search for truth and ethics, it is possible to understand Generation Z's great support for movements such as “Black Lives Matter”.  Their entry into these causes basically occurs through calls on social media.  According to a tracking report produced by Morning Consult, this strength they demonstrate on social media increases their sense that they can impact the world.  The report found that 62% of Generation Z people believe they have this potential.  Therefore, many companies from all sectors need to keep an eye on this social gaze of Generation Z to try to reach them.  Generation Map Baby Boomers: born after the end of World War II; X: born between 1965 and 1979; Y (Millenials): born after the 1980s; Z: born after the 1990s; Alpha: born from 2010 onwards; Generation C: people of all ages who have embraced digital connectivity.  If it's not on the internet, it doesn't exist More than ever, this generation of consumers reinforced the idea that had already been disseminated by Millennials, that if a company is not on the internet, it doesn't exist.  The pandemic accelerated the digital transformation process of many companies that were forced to have a much stronger digital presence and became Omni-channel to avoid sinking completely.  However, the duration of the health crisis shows that Generation Z and Generation C will be keeping an eye on companies that continue to offer purchasing options through digital means.  Furthermore, it is necessary to be aware of what will change and what will remain the same in people's consumption patterns after the pandemic.  According to the survey “Gen C: New Virtual Sense”, carried out by the global Public Relations company, FleishmanHillard, 52% of those surveyed stated that they intend to maintain their changes in terms of consumption, even after the end of the pandemic.  What is Omni-Channel?  This is a way of referring to retailers who have a digital and physical presence, who are usually not beginners, who have data on how their own consumer uses their channels.  According to Google, Omni-Channel is a way to ensure that (retailer's) marketing strategies are geared towards enabling customers to convert across any channel.  For some time now, commerce has needed to turn to multichannel retail, with sales across multiple online channels, such as e-commerce, apps and social media.  The growth of Gen Z is highly favorable for delivery services, electronics manufacturers, and the sharing economy.  Although this concept is also undergoing remodeling due to the effects of Covid-19.  A new approach and stimulus to digital commerce fully meets what Generation Z expects, because they value practicality.  And as psychology in marketing has been studied extensively, it is worth analyzing this profile.  For digital natives, there is no need to touch a product before having it, so they make much more use of sites like Amazon and apps when purchasing.  What does the new consumer want?  According to the research, Generation Z, which also influences previous generations, wants solutions to their problems, speed of delivery and convenience, with features such as a display window, good prices and free shipping.  In fact, these characteristics are already part of the universe of Millennials, who grew up in the midst of these digital transformations.  On the other hand, Generation Z, digital natives, cannot even imagine a different scenario.  And these were exactly the items that made Amazon successful, winning over younger generations and showing how to sell in the reputation era.  This shows that it is more than important for companies to prepare themselves to meet what their consumers need and understand the profile of the modern consumer.  And, what’s more, present solutions before they even realize they have a problem.  According to the Harvard Business Review, customers only become aware of something they have experienced.  Therefore, it is essential that companies invest in emerging technologies (such as applications) and new materials.  Still, it is not necessary to completely discard physical stores, although the research “Gen C: New Virtual Sense” indicates that 70% of people will continue to order delivery after the pandemic, it is necessary to offer the appropriate sales channels for each generation.  However, something all generations have in common is wanting a positive and convenient relationship with brands, with actions that value a personalized experience.  Generation Z's expectations for online shopping While for other generations, not being able to try the product before buying is a deterrent to online shopping, for Generation Z, the main complaints are shipping costs and the waiting time for the product to arrive.  One of the reasons is precisely the more immediate profile of this streaming generation, which is used to quick solutions.  That's why they want easy ordering, fast deliveries and easy returns, always via mobile.  Another aspect that refers to the ease that is much desired by younger people is also the payment term.  They are very willing to purchase products that can be paid for in interest-free installments, or post-delivery, through digital transactions such as Apple Pay.  Another interesting factor is that only 6% of Gen Z transactions are made with cash.  Another convenience factor appreciated by Generation Z is the possibility of returning purchased products.  According to the survey, younger people say they expect to return more than 75% of goods purchased online, while for other generations this percentage is much lower.  These returns would be motivated because the product took too long to arrive or even because the customer needed to buy another item from the store.  On the other hand, it is also interesting for companies to know that Generation Z is twice as likely as Generations Millennial and X, and six times more likely than Baby Boomers to order multiple items with the intention of returning them.

Born in 1996 or later, members of Generation Z have demonstrated a new relationship with consumption since the pandemic. If before, the focus was on the online universe and personalized experiences when it comes to shopping, now the search is for more conscious consumption, sustainability and brands that value social issues.

See this post to find out if your company is prepared to serve Generation Z?

Companies need to pay attention to Generation Z 

According to a survey conducted last year at the World Retail Congress, Gen Z members are pragmatic, connected, cpacified and engaged.

The focus of the event is to understand the profile of generations to better serve consumers, ensuring more information so that retail companies can promote the transformations necessary to promote innovations and prosper in the new scenario.

Evidently, these characteristics of Generation Z would not go unpunished in consumption.

Digital natives, members of Gen Z were among the main e-commerce consumers during the pandemic due to their familiarity with digital tools. 

Therefore, companies need to think about strategies to reach this group, since it was predicted in 2019 that it would concentrate the largest number of people in the world's population, equivalent to 32% of the total population. This statistic was presented by the UN (United Nations) in 2018. In Brazil, generation Z represents 20% of the population.

According to data from the Global Omni-Channel Consumer Shopping Research Report, Gen Z has also influenced previous generations in terms of how they consume, such as their parents, who may be from Generation X (born between 1965 and 1979) or the Baby Boomer generation (born between 1944 and 1964).

The research, organized by BigCommerce, gathered data on the consumer behavior profile of almost 3.000 consumers.

Not surprisingly, although the Although Generation Z's consumption was greater on the internet, it also shared space with Generation C (which brings together people of all ages and which was intensified by the need for digital consumption motivated by the pandemic).

Some characteristics of Generation Z

Generation Z tends to place a high value on individual expression and avoid labels. Therefore, it is important for companies to prepare for these customers with a new positioning that is much more focused on valuing social causes and demonstrating greater environmental awareness.

According to a survey by McKinsey, carried out in partnership with Box 1824, these young people are much more connected to consumption as an expression of individual identity, access rather than possession and consumption related to ethics.

With this view on the search for truth and ethics, it is possible to understand the great support of Generation Z for movements such as “Black Lives Matter”. Their participation in these causes occurs basically through calls on social media.

According to a tracking report produced by Morning Consult, this strength they demonstrate on social media increases their sense of having an impact on the world. The report found that 62% of Gen Z people believe they have this potential.

Therefore, many companies from all sectors need to keep an eye on this social gaze of Generation Z to try to reach them.

Baby Boomers: born after the end of World War II; X: born between 1965 and 1979; Y (Millenials): born after the 1980s; Z: born after the 1990s; Alpha: born from 2010 onwards; Generation C: people of all ages who have embraced digital connectivity.

If it's not on the internet, it doesn't exist 

More than ever, this This generation of consumers reinforced the idea that had already been disseminated by Millennials, that if a company is not on the internet, it does not exist. The pandemic accelerated the digital transformation process of many companies that were forced to have a much stronger digital presence and became Omni-channel to avoid sinking completely.

However, the duration of the health crisis shows that Generation Z and Generation C will be keeping an eye on companies that continue to offer purchasing options through digital means.

Furthermore, it is important to be aware of what will change and what will remain in people's consumption patterns after the pandemic. According to the survey “Gen C: New Virtual Sense”, conducted by the global PR company, FleishmanHillard, 52% of those surveyed stated that they intend to maintain their changes in terms of consumption, even after the end of the pandemic.

RD Summit live comic strip

What is Omni-Channel?

This is a way of referring to retailers who have a digital and physical presence, who are usually not beginners, who have data on how their own consumer uses their channels.

According to Google, Omni-Channel is a way to ensure that (retailer's) marketing strategies are geared towards enabling customers to convert across any channel.

For some time now, commerce has needed to turn to multichannel retail, with sales across multiple online channels, such as e-commerce, apps and social media. 

The growth of Gen Z is highly favorable for delivery services, electronics manufacturers and the sharing economy. Although this concept is also undergoing a remodeling due to the effects of Covid-19.

A new approach and stimulus to digital commerce fully meets what Generation Z expects, because values ​​practicality. And as the psychology in marketing has been studied extensively, it is worth analyzing this profile.

For digital natives, there is no need to touch a product before having it, so they make much more use of sites like Amazon and apps when purchasing.

Deltalife case comic strip

What does the new consumer want? 

According to the research, Generation Z, which also influences previous generations, wants to have solutions to your problems, speed of delivery and convenience, with features such as showcase available, good price and free shipping.

In fact, these characteristics are already part of the universe of Millennials, who grew up in the midst of these digital transformations. On the other hand, Generation Z, digital natives, cannot even imagine a different scenario.

And these were exactly the items that made Amazon successful, which won over the younger generations and showed how selling in the age of reputation.

This shows that it is It is more than important for companies to prepare themselves to meet what their consumers need., understand the profile of the modern consumer. And, in addition, present solutions before they even realize they have a problem.

According to the Harvard Business Review, customers only become aware of something they have experienced. Therefore, it is essential that companies invest in emerging technologies (such as apps) and new materials.

Even so, It is not necessary to completely discard physical stores, although the “Gen C: New Virtual Sense” survey indicates that 70% of people will continue to order delivery after the pandemic, it is necessary offer the appropriate sales channels for each generation.

However, something in common among all generations is want a positive and convenient relationship with brands, with actions that value the personalized experience.

They represent 20% of the population in Brazil Pragmatic, connected, skilled and engaged. They value social and environmental causes They are linked to consumption as an expression of individual identity, access rather than possession and consumption related to ethics 62% of Gen Z people believe they can impact the world

Generation Z's expectations for online shopping 

While for other generations, not being able to try the product before buying is a deterrent to online shopping, for Generation Z, main complaints are shipping costs and waiting time for the arrival of the product.

One of the reasons is precisely the more immediate profile of this streaming generation, which is used to quick solutions.

That's why they want easy ordering, fast deliveries and easy returns, always via mobile. 

Another aspect that concerns ease of purchase that is highly desired by young people is payment terms. They are more willing to purchase products that can be paid for in interest-free installments, or after delivery, through digital transactions such as Apple Pay.

Another interesting factor is that only 6% of Gen Z transactions are made with cash.

Another convenience factor appreciated by Generation Z is the possibility of returning purchased products. According to the survey, younger generations report that they expect to return more than 75% of the goods purchased online, while for other generations this percentage is much lower.

These returns would be motivated because the product took too long to arrive or even because the customer needed to buy another item from the store.

On the other hand, it is also interesting for companies to know that Generation Z is twice as likely as Generations Millennial and X, and six times more likely than Baby Boomers to order multiple items with the intention of returning them.

After understanding a little more about the profile of this generation, which, according to research by Deloitte Touche Tohmatsu, also wants to be happier than the others, some strategies can be applied to improve the satisfaction of the Z generation:

  • Capture data, to track conversions and send messages;
  • Invest in user experience and customer experience which are priority 1 for them;
  • Automate actions for more accurate strategies;
  • Embrace different purchasing channels on different devices;
  • Use technologies that are useful to this new generation;
  • Think about conversion as the first step, but without forgetting about delivering value.
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