NEW GEN Z 101: Unlock & Outlast Microtrends

Don’t worry, Gen Z’s paradox between what they want and how they’re behaving is confusing for everyone. 

Aug 19 2022

Don’t worry, Gen Z’s paradox between what they want and how they’re behaving is confusing for everyone. VMLY&R Commerce’s global study of over 2 thousand young consumers (in Shenzhen, China, Mumbai, India, Lagos, Nigeria, Manchester, U.K. and Houston) “found that 75% of Gen Z will switch from a brand that gets negative PR…[but] until there is a real reason to rally against them, Gen Z will prioritize value by buying stuff that aligns with their taste and quality expectations.” Gen Z won’t look directly at their social impact when making purchases, but they will ditch a company as soon as they see the brand is not being “virtuous.” On the other hand, they’ll happily back any brand who has proven they align with their values beyond their ads and messaging. Meaning, this gen is ridding themselves of environmental and social pressures, and putting it all on the brands instead. YPulse’s report on the gen’s cause conundrum (coming this fall) takes a deep dive into young consumers’ spending habits and relationships with brands. (Adweek)