Generation Z is also called Gen Z and Zoomers. Why? They are immersed, because they were the first to access the internet. They dominate the online world.
Zoomers are a group of people who are social media and mobile savvy. They also excel at online shopping. Generation Z is tech-savvy, having constant access to the internet, social media savvy, and mobile device ownership. This is evident in their intuitive and seamless adoption of online transactions and purchases.
You might be surprised to learn that Gen Z consumers are very powerful. Tom Hedges is a senior trend analyst at market research firm GWI. He says Gen Z has a growing influence on our culture.
Why is Generation Z such a powerful force in the world of consumer goods?
Why is Gen Z a powerful consumer?
The Generation Z group is made up of individuals between the ages of 12 and 27. Anyone born between 1992 and 2012. So what makes this particular age group of consumers so influential?
The primary cause is their age.
Generation Z is comprised of consumers who are entering and growing in the workplace. Generation Z is a group of consumers with significant disposable income.
Exploding Topics is a market research firm that specializes in trends. According to them, Gen Z has a global spending power of $450 billion. This number will continue to grow as Gen Z reaches its full earning and purchasing potential.
It’s not just younger Gen Zers who have purchasing power. They can also claim that power by pestering their parents to buy them drinks or snacks. This is called “nagging power.”
Clare Seal is a financial editor at NatWest. She says: “Advertising directly to children who have little or no ability to buy products for themselves may seem like a bad idea. But marketers know how powerful it can be to use children as proxies to promote their product.”
Gen Z has a lot of spending power, but their predecessors, Millennials and Gen X, as well as Boomers, should not be overlooked. They are still a large group of people with a lot of spending power, even if they are at different stages of life. Baby Boomers have a spending power of $548 billion per year, which leaves Gen Z out. Baby Boomers are the wealthiest generation, but they are in decline, while Gen Z is entering its prime.
What are Gen Z shoppers buying today?
What is Generation Z buying?
Gen Z has a unique shopping style. Compared to their predecessors, Gen Z has completely changed the conversation. Gen Z has a strong focus on health and fitness. While Millennials and Gen X were known for their alcohol consumption and more sedentary lifestyles, Gen Z is more focused on wellness and health. This has influenced their eating and drinking habits.
Kyle Crowley is a nutritionist for Protein Works. He told FoodNavigator that Gen Z’s diet is different than previous generations. This can be attributed to the increased accessibility of health and fitness content online. Unlike Millennials or Gen X who relied more on traditional media, which often promoted restrictive diets and narrow beauty standards, Gen Z has a wealth of information available through platforms like TikTok and YouTube. Social media influencers, along with new, widely shared scientific research, have changed their perceptions of fitness and nutrition.
This shift towards a healthier lifestyle has contributed to the food and beverage trend of the last five years. Gut Health.
Alcoholic beverages are also less popular among the younger generation. Alcohol consumption is downAcross Europe
The health effects of alcohol are a major factor, but so are the dramatic changes in entertainment. As the sports culture grows, people are now more likely to go to the gym, or even take a fitness class, after finishing work. Social media is dominated by the terms #fitness and #fitspo. #fitfam and #fitgoals are also popular. Influencers tend to prefer posting images of a protein shake after a workout rather than a pint.
Crowley says a significant percentage of Gen Z abstains from alcohol or moderates its consumption. They also view fitness more as a form of social interaction than just physical activity.
Gen Z loves sweet treats, but they also exercise regularly and live healthy lives.
Jonny Forsyth of Mintel Food & Drink told FoodNavigator that Gen Z treats are a great way to escape stress and worry.
Gen Z is also following in the footsteps of Millennials in leading the plant-based food trend.
Tove Malmqvist, GlobeScan’s Senior Insights and Strategy Manager, says younger consumers are driving the demand for vegetarian and vegan foods. This trend presents a great opportunity for brands to create sustainable products.
How does Generation Z impact other consumers?
Generation Z is a powerful consumer, both in terms of purchasing power and when it comes to influencing the purchasing decisions of other consumers. How? Social media plays a big part in their lives.
Crowley adds that “Gen Z’s health and wellness habits are having a profound impact on other generations.” Their approach to fitness and nutrition is slowly reshaping social norms as older generations embrace Gen Z’s holistic view of health. Social media has made Gen Z’s health trends more visible and widely disseminated, influencing the behaviors and attitudes of older generations.
This influence extends beyond the food industry to include supplements.
Crowley adds that “the market is also responding to Gen Z preferences, such as an increased demand for protein-rich foods and supplements, which are influencing the purchasing habits of older customers.” This transgenerational impact highlights Gen Z’s growing influence on health and wellness.
What can brands do to attract Gen Z?
Generation Z is not only a powerful consumer, they also influence the next powerful generation of consumers, Generation Alpha.
How can you engage with them? Social media. They use social media to entertain themselves and interact with their friends. You can start by joining Instagram or TikTok and posting about your brand. Keep it light, keep it funny and they will be hooked. It’s stealth advertising. LinkedIn is a great place for older Gen Zers to connect with younger Gen Zers as they start their careers and enter the workforce.
Alison Battisby of Avocado Social Marketing, founder of IFE 2024, said, “LinkedIn is now a much better place to have daily conversations and get tips and advice.” Engagement on the platform has more than doubled in the past year. More people are posting, commenting, and sharing. LinkedIn is worth it because consumers are using LinkedIn. ) Gen Z has become a powerful group of consumers and influencers GettyImages/Thx4Stock
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