Generation Z consumers are values-driven


Gen Z, born between the mid-1990s and early 2010s, is the generation succeeding Millennials and is often described as digital natives. Unlike any previous generation, Gen Z has grown up in an era dominated by technology, social media, and instant connectivity. They are characterized by their fluency in digital platforms, diverse perspectives, and a deep-rooted desire for authenticity. Understanding the values ​​and behaviors of this generation is essential for companies aiming to thrive in the digital age.

Visually attractive, concise and engaging content tends to generate greater interest among Generation Z audiences. This generation’s preference for short content and live streaming should guide the creative approach of influencer campaigns. Whether through Instagram Stories, TikTok videos, or YouTube vlogs, brands must harness the power of multimedia content to capture the attention and imagination of Gen Z consumers.

Generation Z represents a significant consumer base with growing purchasing power. As they come of age, they enter the labor market and become independent consumers who influence household spending and set market trends. Brands that overlook Generation Z do so at their own risk, as this generation is the key to future market growth and innovation. Furthermore, Generation Z consumers are very demanding and value-driven. 82% declare that what they value most in brands is authenticity, social responsibility and inclusivity. By aligning with these values, companies can make meaningful connections and build lasting brand loyalty with Gen Z consumers.

Influencer marketing has emerged as a powerful tool to reach Generation Z consumers in today’s digital landscape. Unlike traditional advertising, influencer marketing allows brands to leverage the trust and authenticity of influential personalities on social media. Generation Z greatly trusts the opinions and recommendations of their favorite influencers, as they consider them authentic and relatable sources of information. By partnering with influencers who match the values ​​and interests of Generation Z, brands can effectively engage this demographic and drive brand awareness, consideration, and conversion. In fact, 91% of Gen Z search for a product or brand after seeing it on an influencer’s social media profile.

However, the success of influencer marketing campaigns targeting Generation Z requires more than celebrity endorsements. Authenticity is paramount. Generation Z consumers easily detect inauthenticity and are quick to disengage from brands that appear insincere or opportunistic. Therefore, brands must carefully analyze influencers to ensure that their values ​​match those of Generation Z and that their content is genuine and relatable.