Generation Z, made up of those born between 1994 and 2010, already represent 8 million users in Spain (25% of the world's population) who are transforming the world of retail with their vintage, fresh and dynamic shopping approaches.
These young people are setting trends that retailers must take into account to stay top-of-mind.
In this article, we will explore how Generation Z is shaping the future of retail and the key strategies that are driving this transformation.
Keys to the behavior of Generation Z and its Impact on Retail
Here are some key aspects that are influencing your purchasing decisions and your interactions with brands:
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Community and Digital Connection: As the first digitally native generation, Gen Z embraces technology to create online communities. They interact digitally and look for brands that foster that connection.
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Values and Ethics: They value inclusivity, diversity and equality. They look for authentic brands that reflect their values and are committed to ethics and sustainability.
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Mental and Physical Health: Mental and physical health is a priority. This influences your product choices, including plant-based foods and beverages.
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High Social and Environmental Commitment: They have a strong commitment to social and environmental issues. They look for brands that share their values and work for positive change.
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Information Overexposure: They are accustomed to overexposure to information online, which affects how they consume content and respond to advertising.
Generation Z and its Influence on Retail
Gen Z is impacting retail in multiple ways:
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Technological Experience: Their familiarity with technology makes them consumers in search of digital experiences integrated into their purchasing process. Easy-to-use, easy-to-buy...
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Preference for Authentic Brands: They look for authentic brands committed to their values. Nude Project , Blue Banana , VICIO are clear examples of brands with authenticity. Those that embrace sustainability and social responsibility have a special appeal.
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Socially Conscious Purchase: Your mindset on social and environmental issues influences your purchasing decisions. Companies with ethical practices win your hearts.
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Active Participation: They want to participate in the product development process and are attracted to brands that encourage collaboration.
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