Is your company prepared to serve the age group that is emerging among the main consumers of the future, Generation Z?
Composed of people aged 15 to 26, they have changed their shopping profile, with a much greater focus on the online universe, personalized experiences with brands and speed.
According to the UN and the You open, Generation Z accounts for around 32% of the world's population. And here in Brazil alone, there are already around 47 million people in this age group, according to data from IBGE.
According to data from the Global Omni-Channel Consumer Shopping Research Report, Gen Z (for those close to them) has also influenced previous generations in terms of how they consume, such as their parents, who may be from Generation X (~44 to 63 years old) or the Baby Boomer generation (~64 to 84 years old).
Learn how to better prepare for the generation that has already reached the age of consumption and decision-making and start getting ahead of yourself, the “alphas” will soon be around too, influencing consumption, if they aren’t already!
Generations Map

The difference in references, consumption style and attention to detail between generations is evident.
For example, the need for high technology in products aimed at Boomers is much lower compared to products for Generation Z, who were practically born with a cell phone in their hands.
These behaviors become so naturalized in our bubbles that we often don’t even notice them.
Millennial pause Vs Gen Z shake
A generation of difference is enough to highlight how technology has evolved and is present in the lives of these groups that are now part of the decision-making public.
Millennials grew up in a time when technology and the internet were becoming commonplace, but they were still not accessible to everyone and were less intuitive.
That's why we see today the “millennial pause” – a pause before starting to record audio and videos, a habit developed to check if the device was actually recording, if the internet was connected or if the signal was good.
In contrast, Generation Z does not have this behavior, which gave rise to the “Gen Z shake.” This generation grew up with access to the most advanced technology, with fewer glitches and a greater ability to grasp everything instantly and intuitively.
They play, record, speak and gesture simultaneously, without worrying about the internet failing.
In practice, what is Generation Z?
Generation Z is fast-paced and not fond of waiting.
They are active, decision-makers and always ready to act. This characteristic is directly reflected in their consumption habits.
They prefer brands that offer fast and efficient experiences, with simplified purchasing processes and fast service.
Furthermore, they are highly connected and use social media not only for entertainment, but as a tool for researching and comparing products.
Now that you know who Generation Z is, understand how the market can adapt to their demands.
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.
Big Commerce's own definition of Omni-Channel also matches Google's definition.
Learn more:
What is the retail consumer profile?
Although the market has adapted in recent times to meet the needs of Millennials, it is high time to turn our attention to this new generation of consumers, who have already begun to drive the world's economy.
This is what Millennials did before, when they launched the idea that if a company is not on the internet, it does not exist. From then on, many companies, which only had physical stores, turned to a greater digital presence, that is, they became Omni-channel.
This is when commerce turned to multichannel retail, with sales across multiple online channels, such as e-commerce, apps and social media.
The growth of Generation Z is favorable for delivery services, electronics manufacturers and the sharing economy, which we already know with the services of Uber and Airbnb.
But it can be quite challenging for other sectors such as Education, event organization, luxury brands and even for sectors such as golf players, a segment made up more of Baby Boomers, in the United States and even here.
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 them, 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.
For some time now, for example, we have been observing the case of Livraria Saraiva, which came to an emblematic and perhaps even predictable end.
Brazil is not one of the best reading markets in the world, but it has always had some giants in the sector operating in well-located and successful physical spaces.
However, with the increase in demand for online sales, physical stores became outdated and were closed.
Many believe that the crisis that hit Saraiva in Brazil has to do with the arrival of Amazon, but it is also necessary to know the profile of the new consumer in this package and evaluate the situation taking into account the change in consumer profile.
What does the new consumer want?

Generation Z, which also ends up influencing 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 does not even know what a different scenario could be like, a world that is not digital.
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 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. That's why companies should invest in emerging technologies (such as apps) and new materials.
Consumers of microwaves, Velcro or even post-its did not know that the solution to some of their problems lay in these products. They needed to be presented to them in order to build customer loyalty.
Therefore, Generation Z spends more on some social channels that represent something new and go in the direction they want in terms of convenience and speed. See more:
- Only 9,6% of Generation Z are focused on shopping in physical stores;
- Only 11,8% spend on Facebook products;
- They make most of their purchases on products they find on Instagram.
Social media has also become a great channel for reviews and viral products, according to E-Commerce Brazil, a third of Tiktok users use the platform to find out news and follow information, including shopping.
A very recent example of this phenomenon were the reviews of Shopee products or the viral trend of WePink's body splash and Boca Rosa's makeup (in the same vein as: say good things or bad things, but talk about me).
Still, there's no need to completely rule out physical stores, because the same study reveals that older millennials still prefer to shop in spaces where they can touch and view products for themselves.
And it is necessary to offer appropriate sales channels for each generation, who are sharing time and possible forms of consumption.
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.
In-app purchases
One of the reasons is precisely the more immediate profile of this generation, who tend to make purchases using apps between classes, while traveling on public transport or even while watching their favorite programs on the internet.
That's why they want easy ordering, fast deliveries and easy returns, always via mobile.
We can cite as a case the Amaro brand, which was born digital, has smart stores called Guide Shops, spaces where the consumer can try on clothes, the purchase is completed online on tablets from the store itself, which delivers to the consumer's home.
In addition to several factors that appeal to Generation Z and millennials, Amaro delivers in up to two hours in the city of São Paulo. In many cases, it is faster than going to a store.
(Almost) instant deliveries
When did one more or less day of waiting become decisive in the purchase? When Gen Z arrived with its urgency.
It was at this time that Mercado Livre also updated itself and began to think about a more efficient and faster delivery system.
We currently have Full delivery that covers around 80% of Brazilian municipalities, and depending on the location you can receive your orders within a few hours of payment confirmation and within a maximum of 2 days.
This adaptation of the brand to the needs of the new consumer shows that it is concerned with customer satisfaction, in addition to the fact that this benefit attracts even those who are not part of Gen Z, which significantly increases sales.
What was a need for a specific group ended up becoming a differentiator for everyone.
Easy payment
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 convenience factor appreciated by Generation Z is the possibility of returning purchased products.
Cancellations and refunds
According to the survey, younger people say they expect to return more than 50% 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.
Including, according to the Estadão, more than 70% of consumers give up on making online purchases due to too much or too little advertising. For the generation that is online almost 24 hours a day, this is an important indicator.
Marketing for Generation Z needs to be targeted, fast and clear, avoiding evasion. What doesn't catch people's attention at first glance will hardly be evaluated in the future.
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.
Therefore, some strategies can be applied to improve the satisfaction of Z:
- 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.
Alpha: generation after Z
Generation Alpha, born since 2010, is just a few years away from becoming a significant force in the consumer market.
Growing up in a highly technological and digitalized environment, just like Gen Z, these young consumers will have even higher expectations regarding convenience, personalization and innovation.
Familiarity with smart devices and the Internet of Things (IoT) from an early age will make them adept at integrated, omni-channel shopping experiences, where online and offline merge seamlessly.
Generation Alpha also promises to be even more aware of environmental and social issues, demanding transparency and responsibility from brands.
They will be informed and demanding consumers, valuing companies that demonstrate a commitment to sustainability, diversity and inclusion.
Therefore, companies that want to capture the attention and loyalty of this generation will need to invest in emerging technologies, offer interactive and authentic brand experiences, and maintain a constant focus on ethical and sustainable practices.

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1 comment
Wanicler
Not ready