Gen Z accounts for more than 40% of consumers in the US and is on way to be the largest consumer population in the country by 2026.
Studies show that though Generation Z has never known life without the internet, they still crave in-person experiences when it comes to retail. Gen Z consumers take their shopping inspiration from their favourite influencers and celebrities for recommendations via Instagram, TikTok and Snapchat, all of which offer direct-buy functionality.
After finding out where the target audiences spend the most time, brands should collaborate with an influencer that has cultivated an active and responsive audience on that channel. Investing in influencer marketing can help companies effectively capture Gen Z's attention.
While targeting Gen Z consumers, brands should keep in mind consumer's desire for shopping experiences that are frictionless, safe and convenient. Brands should also develop human, emotional connections with their target demographic.
[4 minute read]