How To Understand The Influence Of Gen Z Consumers
PSFK's Forecast Z decodes the shifting priorities, values and behaviors of Generation Z
Gen Z is here and they’re shaking things up with their positivity and overall world perception. In PSFK’s new Forecast Z report, we examine quantitative and qualitative research regarding America’s up-and-coming consumer generation, providing insights into how they feel, why they act as they do and how they use technology.
Gen Z is a generation that identifies themselves first and foremost as open-minded, desiring inclusivity in any way possible. They are purpose-driven and they have expectations of the brands that they shop with; two-thirds of Gen Z feel that brands should help them achieve their own personal goals.
As the first generation to grow up exclusively in a digital world, Gen Z perceives technology and its benefits in a particularly unique light. Technology doesn’t scare them, instead they embrace it for all it has to offer. They are the first generation to live and transition seamlessly between their on-and-offline lives, and as a result they’re able to see and experience how people live across the world, with 88% of Gen Z saying that technology helps them to better understand other people.
Gen Z is also selfless when it comes to creating; they are more interested in getting the job done then receiving credit for it. They are interested in collaborating; Gen Z perceives creative work as a solitary event 12% less than millennials. For Gen Z, creation is not confined; instead, it’s more important for them to create something great, no matter how it gets done.
In order to engage with this new generation, brands must break away from binary norms, shift their identities and adapt to a new way of thinking, catering to real humans and their needs. They must learn to collaborate, become better listeners and actively support the ideas of this generation. For more, read our latest report Forecast Z, which decodes the shifting priorities, values and behaviors of this upcoming group.