March 2022 Media Group Online, Inc. Newsletter

Pinning the Tail on Gen Zers

The Gen Z generation is a difficult group for brands and retailers because the youngest will be 10 years of age during 2022 and the oldest will be 25. Much of the consumer research, therefore, focus more on Gen Zers who are adults, either in college or starting their career, family and consumer journeys, than pre-teens and teens, although they are a potent group of spenders and digital natives.

Sailthru’s new report, Marketing to Gen Z, reveals many interesting insights and comparisons between Gen Zers and other generations. For example, the myth that Gen Zers prefer to buy online than in a store is primarily untrue. Yes, they will buy online, but they want to be immersed in an experience when shopping in a store not just making a transaction for merchandise.

Another twist to Gen Zers’ shopping habits is a larger percentage (38%) are attracted to renting or shopping for resale items compared to 27% of Millennials.

Gen Zers have also adopted contactless payment methods at large rates than other generations. While 22% of Gen Zers say they’ve used Apple Pay during the past six months, 13% of Millennials, 11% of Gen Xers and 5% of Baby Boomers say the same.

Gen Zers are also savvy about their personal data. Half say they are able to control their personal data and less concerned about their online privacy as well as brands and retailers obtaining their personal data.

News outlets must also adjust how they engage with Gen Zers because significant percentages of them access social networks for news.

Comparison of Social Networks Where Gen Zers

and Millennials Obtain Their News, 2022

 Sailthru, March 2022

Gen Zers are also less optimistic about many social issues, from climate change to diversity and equality, than Millennials, or 25% and 32%, respectively. Brands and retailers must demonstrate their support for sustainability and these issues to engage with Gen Zers today and as they age.