Yuvaa, an youth impact organisation, has unveiled its Gen-Z trends report titled ‘Not All Gen Z’. As per the report, 63% of Gen-Z shoppers prefer brands that support social causes. While 71% of Gen-Z prioritise brands that are environment-friendly.
Furthermore, 77% of Gen-Zs consider price when buying something. The report highlighted that Gen-Z might not be big spenders as of yet, but they are still the biggest decision-makers when it comes to household spending. Thus, their purchasing decisions impact the industry.
Though influencer marketing is at its peak with endorsements over social media platforms such as Instagram and YouTube. But interestingly, one reverse trend is that Gen-Zs are now more interested in recommendations of people they know than influencers as they are 50% more likely to buy products through a friend’s recommendation than through an influencer or celebrity recommendation.
While Gen-Zs are split equally between feminist and non-feminist brands, but 60% women prefer feminist brands. Moreover, it is digital world and brands are just living in it, which means that Gen-Z can see through inauthenticity and all forms of washing -pink, green and rainbow, and won’t shy away from calling brands out on it.
The report further focused that for Gen-Zs, it is time to ditch the outdated playbook as there are four new Cs on the block, that is, community, content, connections and cause apart from the most important C – cheap.