The Changing Consumer Behavior of Generation Z
Generation Z, born between 1996 and 2011, is a group that has grown up in a very different historical context compared to millennials. With a distinct outlook on the world, they are proving to be a unique generation that is reshaping consumer behavior. Unlike millennials, who were internet pioneers and witnessed the rise of social media and online shopping, Generation Z doesn't remember life without these basics of the 21st century. As the oldest members of this generation start college and careers, we are beginning to see trends emerge. One notable trend is the projection of big brands. Marketers have been studying Generation Z for many years, observing their preferences as children and teenagers. They have found that Generation Z has a different relationship with companies compared to their elders. Growing up in an era where information is readily available, they have become the strongest misinformation filters. They can easily discern when a company has lied to them, making them more skeptical of traditional advertising. In the past, brands communicated through advertisements, with corporations with the biggest budgets having the most impact through billboards, magazines, TV, and radio ads. However, with the internet, people can now learn about what brands truly stand for beyond the photoshopped visions they project. Online reviews, for example, have made it easier to spot shoddy products. Generation Z is well aware of this and immediately reacts when a company has deceived them. Furthermore, Generation Z is also less conspicuous consumers compared to their predecessors. In the past, young people aspired to be walking advertisements for brands like Hollister and Abercrombie & Fitch. However, kids today are showing resistance to being used as marketing tools. They value authenticity and are more likely to support brands that align with their values and beliefs. In conclusion, Generation Z's unique upbringing and access to information have shaped their consumer behavior. They are more skeptical of traditional advertising, rely on online reviews, and value authenticity in brands. As this generation continues to grow and become a significant consumer group, companies will need to adapt their marketing strategies to cater to the changing preferences of Generation Z.