The world has always been just a click away for Gen Z. They are incredibly diverse, connected and global.
Get ready for dramatic changes in customer expectations, bold new design paradigms, and social influence among everyone at every turn.
Gen Z- An all-digital generation
A generation born and raised in the Internet Age. They are all digital natives, growing up with abundant information and choice. To them, these seemingly disparate devices and tech are platforms that together enhance their experiences, not just tools for communication or entertainment.
As a result, they are not just consumers of technology but also producers and influencers: a generation that is comfortable with sharing, content creation, and curation. They understand the complexities of online relationships and see no difference between communicating with people they know in real life and on social media or with co-workers over a video call or chat.
Consumption Patterns and Psyche of Gen Z consumers
Gen Zers are a product of their time. They have grown up in an age where technology has developed at breakneck speed, and they expect their experiences to be personalized and delivered to them instantly. GenZ has no interest in being talked at. They want to participate in the conversation about products and services actively.
This generation has grown up with an unprecedented level of access to information, and they have always experienced the world through a screen. 55% of Gen Z use their smartphones for five or more hours a day.
The challenge for marketers is building and maintaining trust with this generation. In particular, we need to be listening to them and responding in real-time. 52% of Gen Zer are highly likely to get a product or service if recommended by their favorite influencer. (The Center for Generational Kinetics, 2020)
How should brands rethink their product strategy?
The digital focus of Gen Zs could help fuel another significant trend in the Digital Future: the rise of AI and machine learning. As machines become more ubiquitous in our lives, these systems will require human guidance to operate appropriately.
With the advent of virtual reality, digital assistants, and artificial intelligence, Generation Z's digital future is now. This generation will drive changes in how we interact with technology and how we consume content.
While it can be easy to dismiss young people as the "digital natives" or "WiFi kids", it is essential to recognize that they are one of the most enormous spending generations ever. Gen Zers' purchasing power is predicted to quadruple in two years. (Snapchat, 2020).
They will have less patience for poor site performance, unresponsive sites that don't translate well on mobile devices or clunky menu navigation. Their demands will force designers to rethink their approaches and build better user experiences that cater to this tech-savvy crowd.
Their attitudes to sustainability and diversity are distinct from those of earlier generations: they want brands to reflect their values and have no interest in those who don't.
As a result, the traditional marketing mix needs to adapt significantly for companies to succeed with Gen Z consumers.
Industries need to level up and match the expectations of Gen Z
Gen Z is more likely to engage with brands that share their values and political learnings, giving companies a solid incentive to stand on social issues. As their purchasing power grows, there will be greater demand for quality and sustainable products with social value.
The e-commerce industry is investing in new technologies to create unique shopping experiences. As the trend of 'one click' shopping grows, e-commerce retailers will need to provide virtual fitting rooms alongside augmented reality services for consumers to try before buying.
Gen Z's influence can also be seen in other companies founded today. For example, The Players' Tribune, an athlete-centered media platform founded by Derek Jeter that "provides unique insight into the daily sports conversation," or Yumi, a baby food delivery service that delivers organic meals to your doorstep for your baby or toddler.
While these companies are using technology to disrupt traditional industries, they've also set out to build a new digital future with products that are easy to use: They're innovative and technologically advanced, but they're also simple enough for anyone to use.
Gen Z-A Digital Revolution is Under Way
The way we work, interact, and even shop will change forever. And the driving force behind this shift is the newest members of the global workforce: Gen Z. They have high expectations for brands and experiences and a strong sense of personal responsibility and social impact. Gen Z is a valid inflection point for every business leader today and society at large.
They expect that everything is instantaneous and seamless, no matter what device they are using or where they are in the world. GenZs would be the highest market for products like AR/VR apps related to gaming, connectivity, and education. AR/VR products would have all the qualities of fast, engaging and tech-savvy applications.
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