Gen Z wants “a different shopping experience” for the future. Certainly, COVID has accelerated young consumers’ interest in social shopping and our Retail’s New Reality research found that they actually prefer online shopping more. Even big brands like Sephora, Target, Nike, and Zara are embracing social commerce and features like Instagram Checkout. According to the Salesforce quarterly Shopping Index, the number of purchases made through social media apps during the second quarter of this year was up 99% compared to last year. But young shoppers’ perspective on a brand goes beyond the products itself: Afterpay found that for young customers, the lines between commerce, entertainment, and community “are blurred.” They also value “authenticity and untouched, raw visuals” instead of “glossy advertisements.” And when it comes to fashion or beauty, what they buy is “a statement and representation of their beliefs.” (Forbes)
