Navigating the Future of Commerce with the Generation Set to Redefine Consumer Dynamics

Gen-Z's coming, and they are quickly changing the way things work. 

In this blog post you'll find out:

• What are their shopping preferences & habits

• Who do they trust when making a decision

• What they care about

1) Gen Z: The Emerging Consumer Force

First, we need to understand "Who They Are."

According to Wikipedia, Gen Z, born between the mid-1990s and early 2010s, is the generation poised to reshape the consumer landscape.

In the world of commerce, their behaviors, preferences, and digital savviness position them as a formidable force to be reckoned with.

2) Content Creators are Shaping Gen Z's Choices

Content Creators are Catalysts of Gen Z's Shopping Preferences.

According to LTK's recent study, creators greatly influence Gen Z's online and offline choices.

An impressive 75% of Gen Z respondents lean on creator recommendations for online purchases – surpassing the general population by 21%.

3) In-Store Influence of Creators

Creator Endorsements are Shaping In-Store Purchases.

Further bolstering creators' impact, 77% of Gen Z shoppers now turn to creator endorsements for in-store purchases, solidifying the role of influencers in the consumer journey.

4) Social Commerce's Transformational Power

Social Commerce Reigns Over Gen Z's Shopping Habits.

The rise of social commerce reshapes Gen Z's shopping landscape.

A staggering 79% of Gen Z's shopping expeditions stem from social media platforms, indicating a transformational shift in their purchasing behaviors.

5) Trust in Creators on Social Media

In the overall trust hierarchy, Creators lead all the way!

Creators reshape Gen Z's trust hierarchy on social media.

Surpassing conventional ads and celebrities, creators hold this generation's trust, exerting 3.5X more influence than traditional advertisements.

6) Authenticity as the Bedrock

We can sum it up as Authenticity, Relatability, and Influence.

Creators' authentic, relatable personalities build trust among Gen Z.

Gen Z resonates with creators for style and shopping guidance due to authenticity in:

• fashion

• style

• product quality

• brand discovery

• honest opinions

7) Confidence through Creator-Guided Shopping

Post-Purchase Confidence is Amplified by Creators.

Creator-guided shopping extends beyond the point of purchase.

Nearly half of Gen Z respondents express a reduced likelihood of returns after viewing creators' video descriptions, a testament to enhanced purchase satisfaction.

8) Micro-Influencers' Rising Influence

Micro-influencers are Echoing Gen Z's Lifestyles.

Micro-influencers strike a chord with Gen Z's diverse lifestyles.

With followings of 10,000 to 50,000, they stand on par with macro influencers, resonating with Gen Z's unique interests and styles.

9) Gen Z's Brand Preferences

Gen Z's Choices, in three words, are Trendy, Eco-Conscious, and Unique.

Trends, environmental impact, and individuality characterize Gen Z's brand preferences:

• 63% prioritize trendiness and affordability

• 43% lean towards eco-friendly brands

• 33% engage with resale companies

10) Categories Seeking Creator Recommendations

Gen Z's Seekings are a Multifaceted Shopping Palette.

Gen Z's shopping journey encompasses diverse categories.

Seeking creators' insights, they navigate:

• Places

• Beauty & personal care

• Style & fashion

• Food

• Electronics

• Cleaning supplies

• Gaming, and more…

If you’re targeting Gen-Z you should consider Influencer marketing as an excellent avenue for reaching this audience.

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Or, if you're eager to kickstart a conversation and explore how our service can align with your brand goals, feel free to contact us directly.