As 40% of the US consumer base, Generation Z is a force to be reckoned with in the nation’s economy. By 2031, their global income will eclipse that of Millennials. Beyond their size and spending power, Gen Z is also a diverse one, with 48% being non-white and 20% belonging to the LGBTQ+ community. They are also on track to be the most well-educated generation in America.
These facets of their identity inform their spending decisions. 65% research product origins before purchasing, and 73% are willing to pay more for sustainable products. Gen Z seeks to buy from brands they feel are doing the right thing, be that with sustainability initiatives, ethical business practices, or inclusivity efforts. These values go beyond marketing; a majority of Gen Z consumers also want to see more diversity in senior leadership positions. For your brand to attract Gen Z consumers, it needs to do good for people and the planet.
Once your brand has its messaging ready, it needs to post it somewhere consumers will see it: social media. 2 in 3 Gen Z use Instagram, and 1 in 5 report spending over 5 hours a day on TikTok. Go to where customers are.