What's Happening?
At SNAC International's Executive Leadership Forum, Amy He from Morning Consult shared insights into Gen Z's digital habits and consumer behavior. Gen Z is prolific on social media, preferring video content
and engaging with influencers for product recommendations. This generation is also characterized by discretionary spending as a coping mechanism, with 61% admitting to overshopping. Gen Z's focus on wellness is driving a boom in health-related activities, with a preference for protein-rich diets and social activities centered around fitness. In the workplace, Gen Z shows dissatisfaction with traditional employment structures, with only 35% wanting full-time jobs, and many opting for careers in influencing.
Why It's Important?
Gen Z's digital engagement and spending habits are reshaping marketing strategies across industries. Brands must adapt to Gen Z's preference for video content and influencer partnerships to effectively reach this audience. The emphasis on wellness and community-driven activities presents opportunities for brands in the health and fitness sectors. Additionally, Gen Z's dissatisfaction with traditional employment highlights the need for companies to offer flexible career paths and growth opportunities. Understanding these trends is crucial for businesses aiming to capture the attention and loyalty of Gen Z consumers.
What's Next?
Brands may increasingly leverage influencers and video content to connect with Gen Z, while exploring new platforms outside traditional social media to stand out. Companies might also focus on creating wellness-oriented products and experiences that align with Gen Z's lifestyle preferences. In the workplace, employers could offer more flexible and engaging career paths to attract and retain Gen Z talent. As Gen Z continues to influence market trends, businesses will need to remain agile and responsive to their evolving preferences.
