Digital Natives: The Impacts of Generation Z on Consumption
Posted: Sun Jan 19, 2025 9:12 am
Generation Z, also known as digital natives, is made up of those born between 1995 and 2010. With increasing purchasing power, they are shaping the future of the consumer market, focused on authenticity, diversity and innovation.
A study by McKinsey consultancy highlighted the main characteristics and behaviors of this generation, showing how their preferences are creating new consumer trends.
In this article, we will explore the main characteristics of Generation Z and how they impact the market. Check it out!
What defines Generation Z?
Generation Z was the first to be born into a highly digital australia whatsapp data world, which earned them the title of "digital natives." Familiarity with technology and social media is deeply rooted in the daily lives of these young people, who use these tools to communicate and express themselves.
Read also: Prepare for the future of work in 3 steps
Furthermore, authenticity is a core value. According to McKinsey, Gen Z is known as the “truth generation,” whether in relation to themselves or the brands they interact with, rejecting labels and embracing diversity.
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The impacts of Generation Z on consumption
Generation Z’s preferences are shaping modern consumer behavior, and companies need to adapt their strategies to keep up with this transformation. According to McKinsey, these changes are seen on three main fronts:
1. Access rather than possession
Digital natives prefer to pay for access to services, such as streaming platforms, rather than purchasing physical products. This behavior reflects their pragmatism and appreciation for experiences that connect people. As such, brands that offer subscription solutions or on-demand services have a competitive advantage.
Read also: Why should a leader seek a diverse team?
2. Consumption as an expression of identity
Generation Z uses consumption as a way to express their individuality. To this end, they are willing to invest more in products and brands that allow for personalization and that reflect their unique identities, rejecting mass trends.
3. Ethical consumption
For this generation, consumption is an extension of their values. They demand that brands be transparent and ethical, supporting social and environmental causes in a genuine way.
Read also: The importance of ESG knowledge for leaders
Companies that promote marketing actions without proving authenticity or real engagement may lose the trust of this audience. Business ethics is not only a differentiator, but a requirement to gain the loyalty of Generation Z.
A study by McKinsey consultancy highlighted the main characteristics and behaviors of this generation, showing how their preferences are creating new consumer trends.
In this article, we will explore the main characteristics of Generation Z and how they impact the market. Check it out!
What defines Generation Z?
Generation Z was the first to be born into a highly digital australia whatsapp data world, which earned them the title of "digital natives." Familiarity with technology and social media is deeply rooted in the daily lives of these young people, who use these tools to communicate and express themselves.
Read also: Prepare for the future of work in 3 steps
Furthermore, authenticity is a core value. According to McKinsey, Gen Z is known as the “truth generation,” whether in relation to themselves or the brands they interact with, rejecting labels and embracing diversity.
Blog Post-3
The impacts of Generation Z on consumption
Generation Z’s preferences are shaping modern consumer behavior, and companies need to adapt their strategies to keep up with this transformation. According to McKinsey, these changes are seen on three main fronts:
1. Access rather than possession
Digital natives prefer to pay for access to services, such as streaming platforms, rather than purchasing physical products. This behavior reflects their pragmatism and appreciation for experiences that connect people. As such, brands that offer subscription solutions or on-demand services have a competitive advantage.
Read also: Why should a leader seek a diverse team?
2. Consumption as an expression of identity
Generation Z uses consumption as a way to express their individuality. To this end, they are willing to invest more in products and brands that allow for personalization and that reflect their unique identities, rejecting mass trends.
3. Ethical consumption
For this generation, consumption is an extension of their values. They demand that brands be transparent and ethical, supporting social and environmental causes in a genuine way.
Read also: The importance of ESG knowledge for leaders
Companies that promote marketing actions without proving authenticity or real engagement may lose the trust of this audience. Business ethics is not only a differentiator, but a requirement to gain the loyalty of Generation Z.