Truth Matters: How to Appeal to Savvy Gen Z Shoppers

Prior to the Covid-19 pandemic, an independent study estimated that Gen Z’s direct and indirect spending power reached up to $143 billion. This generation is now at a level making brands and retailers alike stand up and take note. It is also a generation motivated by different factors, unforgiving of poor service, and experience hungry. Brands need to evolve to remain relevant for this new powerful audience of consumers, yet crucially not alienate existing audiences. So how could you go about surfing the fine line?

1. Gen Z are the most information-hungry consumers

Recent research conducted on 2000 consumers, looked at what influences types of shoppers in making a ‘considered purchase’. These are transactions that are made with significant financial or emotional thought. It exposed the fact that brands across some of the top retail categories are potentially missing out on close to £15bn in in-store revenue in the past year, due to poor in-person advice.

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Photo by Ali Pazani