Almost 75% of Generation Z consumers say they make at least one purchase a month in marketplaces such as Amazon, Shein or Temu, while 34% do so in fast fashion stores and only 21.8% It does so in independent, boutique or sustainable stores, according to data from the report ‘The new rules of Marketing: building genuine brands that connect with generation Z’, carried out by LLYC and Appinio.
Specifically, this generation, which includes young people born between 1995 and 2010 and represents 25% of the Spanish populationis promoting the transformation of the retail sector, as well as the change in the purchasing habits of the rest of the age groups. A generation that stands out for its mastery of technology, its influence on social networks, the focus on authenticity and the transparency that it demands from brands.
However, when it comes to consuming, they present bipolar behavior, since 70% are likely to buy a brand’s products if it pursues a purpose that is aligned with their own values, but in practice it is price and convenience that guide your decisions of your purchases, how do you invest in Amazon, Shein or Temu.
Thus, Shein leads the world of fashion with an average ticket of 50 eurosthanks to its accelerated growth, based on a wide range of products available at affordable prices.
And the report confirms that They are disloyal to brandssince only 25% always buy the same ones, who trust the reviews (three out of four consider them reliable and more than 40% look for them before purchasing a product) and who It has Instagram, TikTok and YouTube as its major reference platforms.
A generation that is digital native, so 60% use social networks to consume content quicklyor, as short videos on platforms such as TikTok, Instagram Reels or YouTube Shorts, in addition to frequenting streaming platforms.
Furthermore, they have become a ‘addicted’ to reviews, which have become a decisive factor when purchasing. More than 40% look for reviews and opinions from other users on social networks before purchasing a product, and almost 75% consider these opinions to be equally reliable or very reliable, according to Europa Press.
While the favorite categories of these young people when subscribing to a loyalty program are fashion (51%), food (41%) and beauty (35%) and prioritize, above all, the access to free samples or products, receive birthday gifts or personalized rewards.
“Generation Z is a mystery for brands and a transforming factor in the consumption habits of the entire population. Retailers must embrace this demand with boldness and innovation, generating authentic experiences and valuable relationships. Adapting to these new expectations requires another effort in technology, but it is essential to capture and maintain consumer loyalty in this context of continuous transformation based on personalized relationships,” explained the partner and general director of marketing solutions strategy in Europe, Jesus Moradillo.
For his part, Appinio’s senior marketing manager, Fernando Forte, has advocated for the need to “better connect and build brand loyalty with the younger generation.” “It is more important than ever to study in depth the behavior of this demographic group to adapt our strategy as a retailer to their specific expectations and needs,” he indicated.
