✅ Gen Z Consumer Fact Sheet

Key Insights into Online Habits, Social Values, and Purchasing Power

Dec 07, 2023

As Gen Z enters their spending power, they are becoming a significant force in shaping culture, politics, and consumer trends.

Growing up in the digital era, Gen Z has been exposed to technology early, dramatically influencing their worldview and behaviours.

This has resulted in their adaptability, resourcefulness, a deep sense of social consciousness, and a desire for change.

Learn how to connect with Gen Z in this factsheet. 👇

Who Are Gen Z?
Gen Z Consumers
Marketing to Gen Z
References

Who Are Gen Z? ‍

Gen Z is the generation born between 1997 and 2010.
In 2023, members of Gen Z are between the ages of 13 and 26, with Gen Z teens aged 13-17 and Gen Z adults aged 18-26.
Gen Z accounts for 26% of the world's population.
As a digital native generation, Generation Z has a unique perspective and influence that is reshaping the world around them.
This age range distinguishes them from their predecessors, the Millennials (1981 - 1996), and their successors, Gen Alpha (2011-2025)
Only about one in 10 Gen Z consumers are married, and just under a third say they are in a partnership.

🎓 Gen Z Students

58% believe in learning practical skills rather than solely focusing on gaining a traditional college education.
67% prefer to learn using the latest technological advancements.
One of the biggest concerns for Gen Z students is the affordability of higher education.
29% of Gen Z students believe robots and emerging technologies will help them learn more efficiently.
71% worry about how climate change will affect their learning opportunities and the future of education.
67% want personalised learning experiences tailored to their needs and interests
80% of Gen Z students access the Internet for assistance with their academic assignments.
YouTube has emerged as a primary learning resource for Gen Z students, with 80% of them utilising the platform for educational purposes.

🙂 Gen Z Employees

Gen Z will comprise 27% of the workforce by 2025.
88% of Gen Z prefer working collaboratively rather than in isolation.
This generation is not afraid to take risks and explore unconventional career paths, fueled by their desire for purpose and impact.
80% feel more creative when surrounded by diverse thoughts and ideas.
83% of Gen Z think diversity and inclusion are key when choosing a job.
91% of Gen Z consider technology when choosing a job.
58% prioritise a work-life balance.
55% of Generation Z individuals believe they can learn new skills through instructional videos on YouTube rather than attending traditional in-person courses.
60% of Gen Z members strongly desire their careers to offer continued learning and development opportunities.
Gen Z values and preferences have reshaped the business landscape, with companies increasingly embracing sustainability and inclusivity to cater to this demographic.

🌍 Values

Gen Z is a diverse and multi-faceted group characterised by adaptability and resourcefulness.
Known for their entrepreneurial mindset, Gen Z are often driven by the desire to create positive change in the world.
Gen Z are highly connected and value inclusivity and diversity. They grew up in an era of rapid globalisation, making them globally aware and socially conscious individuals.
They are unafraid to speak up about important issues, using their voices to advocate for the causes they believe in. Gen Z's influence can be seen in movements such as climate activism, LGBTQ+ rights and social injustice.

❤️ Health

Gen Zs differ from consumers in prioritising mental health over healthy eating. This is driven by their relatively young age (limiting dietary health concerns), anxiety-inducing current events (exacerbating the need for stress relief), and a general openness to discussing mental well-being.
Taking care of mental health tops Gen Z's health priorities, followed closely by stress management and taking time for oneself. While this focus presents an opportunity for brands to step in and help young adults manage stressful areas of life, it also points to inherent qualities this group would like to see built into brand positioning for a lower-stress baseline.

🎮 Interests

In search of connection, young people spend on gym memberships, social clubs, and art classes.
Social gaming has become an effective way for Gen Z to develop real-life friendships.
Gen Z values personal expression and creativity and has embraced the rise of fandoms in popular culture.
Gen Z are true digital natives. They have only known a world with smartphones, social media, and constant connectivity. Technology has become integral to their daily lives, influencing their communication styles, social interactions, and mental health.
Gen Z is interested in the future use of technology. They show particular interest in virtual innovation, including artificial intelligence (AI) and augmented reality.

📺 Media Consumption

35% of Gen Z spend over two hours on social media daily.
Netflix is the top platform for teen video consumption at 31%, followed by YouTube at 28%, each down one percentage point since last autumn.
As of 2020, Gen Z was spending over eight hours a day online.

📱 Gen Z Spending Power

Gen Z commands $360 billion in disposable income.
More than half of Gen Z teens and adults want to develop an aptitude for saving money.
76% of Gen Z admit turning to platforms like TikTok, YouTube, and Reddit for financial education.
Popular social media platforms that Gen Z relies on for financial information and decision-making help:
- TikTok: 42%
- YouTube: 27%
- Reddit: 14%
- Instagram: 10%
- X/Twitter: 4%
- Facebook: 2%
- Others: 1%
Affordable categories, like snacks, accessories, and personal care products, can benefit from quality-related messaging when targeting Gen Z.
Brands should find opportunities to make higher-quality items more accessible to younger spenders.

Gen Z Consumers

🛍️ Shopping Habits

Gen Z prioritises experiences over material possessions, seeking personal growth and fulfilment opportunities.
Brand ethics and corporate responsibility are more important to Gen Z than Millennials.
Younger consumers may increasingly favour sustainable shopping efforts and affordability as economic headwinds persist.

Despite their increased preference for social media shopping, many Gen Z still enjoy brick-and-mortar shopping, especially if they need to try something on or see something in person.
The opportunity exists for brands to connect with Gen Z via souvenirs, accessories, and commemorative swag that mark occasions and express identity.
It is common for Gen Z to research and compare options before buying.
Despite being price-conscious, Gen Z is less price-centric than previous generations.
To appeal to Gen Z consumers, products and brands must demonstrate quality, value, and ethical practices.
Delivering the digital experience is a must-have for Gen Z shoppers.
98% of all Generation Z individuals learn about new products from social media.
Social media platforms are also the most popular shopping platforms for this generation.

🤳 Social Media Habits

Social media isn't just a form of entertainment for Gen Z but a tool. Research shows that the younger generation likes interacting online with their favourite brands.

Social media is integral to Gen Z's lives, serving as a platform for self-expression, connection, and activism.
Gen Z individuals are adept at curating their online personas, carefully selecting the content they share and the causes they support.
Gen Z is very aware of the dangers of social media, including cyberbullying and mental health issues. As a result, they actively seek a balance between their digital lives and real-world experiences, recognising the importance of genuine connections and offline interactions.
Since spring 2022, TikTok has been Gen Z's top-ranked social media app, surpassing Snap and Instagram with 27% and 23% share, respectively.
83% of those browsing TikTok have said that trending products have influenced them toward a purchase.
About 55% of Gen Z consumers have purchased after seeing a brand on TikTok.
The hashtag #tiktokmademebuyit has more than 6.7 billion views, indicating a new Gen Z shopping habit within social media, particularly TikTok.
29% of Gen Z surveyed said that they were more likely to purchase from a brand with a social media presence
Gen Z likes to reach out to brands online. Like Millennials, they avoid phone calls in favour of social media chats or email. Companies must make their online customer service options available and mobile-friendly to reach this demographic.

Social media influences 97% of Gen Z shoppers, highlighting the significance of partnering with influencers and content creators.
Among Gen Z adults, 74% opt for mobile shopping. YouTube comes out on top, with 47% of Gen Z researching their products here before purchasing, then Instagram, Snapchat, and TikTok.
Companies wanting to tap into this market must know that Gen Z cares about their privacy. About one-third worry about online security measures, and 38% worry about brands sharing their data.
A purchase driver for 28% of Gen Z is a simple online checkout experience.
45% of Gen Z consumers who purchased via social media did so because they saw a product they liked. 24% purchased because the platform made it easy to do so.
68% of Gen Z consumers read or watch at least three reviews before purchasing.
60% of Gen Z consumers use Instagram to discover new products.

✈️ Travel

Gen Z travellers plan larger 2023 travel budgets but are more cost-conscious when booking flights and hotels.
52% of Gen Z adults are frequent travellers.
Personal wellness matters to Gen Z travellers, and even more specifically, there will be an increased focus on a good night's sleep while away from home – a trend that has accelerated after the challenges of the last few years heightened travellers' desire for rest and relaxation.
Gen Z is the most intentional about winding down, making small daily choices that can significantly impact their sleep.
- 21% regulate their workout routine.
- 25% avoid alcohol before bedtime.
83% of global Gen Z travellers said it's important to be able to book their trip entirely online – and 76% of global travellers said they appreciate travel apps that reduce the friction and stress of travel.
64% say they aim to reduce other areas of their spending to prioritise leisure travel in 2024.
52% will prioritise exploration and adventure, carving out more budget for these types of experiences than the other generations.
More than a third of Gen Z business travellers plan to extend a business trip to enjoy leisure time before or after their work obligations.
24% of global business travellers plan to take a friend or family member on a business trip next year.

🍗 Food & Drink

Gen Z prioritises sustainability, health, and wellness in their food choices.
They are more likely to follow flexitarian eating habits like vegan or vegetarian lifestyles.
Convenience is important to Gen Z, as they are often busy with school and work. They prefer quick and easy meals.
Gen Z wants food that fits their lifestyles and often omits sugary or highly processed items.
Sustainability is a significant concern for Gen Z, with a third stating that it impacts their food purchasing decisions.
They want to know where their food comes from and how it is produced.
Plant-based alternatives are popular among Gen Z, who prioritise physical and mental health.
Gen Z is wary of online information and verifies health and nutrition information through their own research.
Social media plays a significant role in Gen Z's food choices, as they discover new dining experiences and trends through platforms like Instagram and TikTok.
Gen Z has a desire for authentic global cuisine and enjoys street food.
They are open to new flavours and look for new takes on popular dishes like chicken, burgers, sandwiches, pizza, smoothies, and salads.
Gen Z spends a significant portion of their money on eating out, as food and drinks are central to their socialisation.
Virtual dining concepts and online influencers are popular among Gen Z.
Gen Z is more likely to try new beverages and packaged foods than the general population.
Gen Z's favourite foods are traditional pizza, burgers, chicken, pasta, and sushi.
42% say they want to see street food on restaurant menus.
23% enjoy building a meal of starters sharing plates, and snacks. Rather than eating separate dishes, snacks create a communal experience for everyone at the table.
Among successful food brands for Gen Z in the USA, Chick-fil-A remained the No. 1 restaurant (13%), followed by Starbucks (12%) and Chipotle (7%).

Marketing to Gen Z

Marketing to Gen Z requires a nuanced approach that aligns with their values, preferences, and digital lifestyles. By putting transparency, authenticity, and entertainment at the forefront, brands can effectively connect with this influential generation.

🌟 Put Values First

Gen Z wants transparency and authenticity when it comes to social media. Gen Z care about a brand's values and are more likely to engage with companies that they perceive as trustworthy.

Share your brand's story, be transparent about your practices, and communicate your values explicitly.

💬 Speak Their Language

Take the time to immerse yourself in Gen Z culture by following influencers, consuming their content, and paying attention to their vocabulary, acronyms, and jokes.

However, it is important to strike a balance and avoid appearing inauthentic or trying too hard to be cool.

❌Avoid Performative Activism

Gen Z is highly attuned to brands' actions and can quickly detect inauthenticity. Avoid engaging in performative activism or allyship, as it may lead to a loss of trust and even result in being "cancelled" by Gen Z consumers.

Instead, focus on taking genuine actions that support the causes you claim to care about. This could include donating to relevant organisations, amplifying marginalised voices, or participating in community events.

🤝 Collaborate with Creators

When it comes to product recommendations, Gen Z tends to rely more on influencers and niche content creators. You can build trust and reach a broader Gen Z demographic by collaborating with creators who have similar audiences.

It is essential to select influencers who share your brand values and genuinely engage with their audience; if in doubt, check the comments on their social posts.

💃 Create Entertaining Content

Gen Z values entertainment and engaging content. When creating social media content, focus on entertaining, informative, and authentic, and adapt your approach for each channel.

Use humour, storytelling, and interactive elements to capture their attention and keep them engaged.

Gen Z has a sharp sense of humour, so incorporating funny and relatable content can go a long way in building a connection.

📷 Use Short-Form Video Platforms

To effectively reach Gen Z, it is essential to understand the social media platforms they frequent. According to research, TikTok is highly influential among Gen Z females in purchasing decisions.

Instagram and YouTube also rank high in terms of impact. Tailor your content to suit the platforms Gen Z use most frequently and adapt your marketing strategies accordingly.

📊 Embrace Experiments and Innovation

Gen Z is a generation that craves novelty and innovation. Experiment with new marketing techniques to stay ahead of the competition.

Tech like augmented and virtual reality can help you create immersive brand experiences.

Embracing innovation and staying open to new ideas will help you capture the attention of Gen Z.

✅ Take-Aways

When developing marketing strategies to target Gen Z, it is essential to embrace creativity and innovation.
Gen Z has short attention spans, so capturing their attention requires unique and compelling content.
User-generated content, interactive experiences, and gamification are proven ways to engage this generation.
Gen Z values authenticity and transparency, so brands must communicate their purpose and values.
Gen Z is highly visual and responds well to engaging and interactive content.
Use social media platforms and influencer marketing to reach this digitally savvy generation effectively.
Listen to Gen Z's feedback and involve them in the brand's decision-making process, as they value collaboration and co-creation.