Because they’ve grown up with personalized, powerful tech, Generation Z expects to have a better idea of what’s going on under the hood of any business angling for their dollars. Tapping into Generation Z’s spending habits and building lasting relationships with these consumers means focusing on the company’s core values, communicating them clearly, and investing in technology that makes the shopping experience seamless and friction-free.
Experts say that Generation Z places a higher premium on the social values of a company trying to sell them something, reflecting a general belief that businesses should use their financial power to improve the world—90 percent of consumers from Generation Z say that companies have “a responsibility to address environmental and social issues,” according to McKinsey research.
While most members of Generation Z use their smartphones to communicate with friends and family, they’re not against bringing businesses into the conversation. According to the NRF, more than a third of Generation Zers would be interested in making digital content on behalf of a brand, while more than 40 percent are willing to participate in games or product review opportunities offered by businesses.
But Generation Z consumers have high expectations for the technology tools at their fingertips. The NRF also reports that about 60 percent of Generation Z consumers are simply unwilling to use apps and websites that load too slowly or make it too hard to find what they’re looking for.