Members of Generation Z are that customer, who everyone wants to reach, but is the great unknown of brands . These digital natives are considered to prioritize online shopping and sustainability, but how true is this? Rakuten Europe and Rakuten Insight Global have carried out research on the purchasing behavior and brand preferences of Generation Z , to finally answer what their true motivation for purchasing is for this group. Through an online survey carried out with 1,800 people between 16 and 25 years old, in Spain, Japan, the United Kingdom and the United States.
They are considered the first digital natives
But what is Generation Z? This generation category email list is made up of people born between 1997 and 2012 . It is the generation that emerges after the Millennials (born between 1981 and 1996) and is before Generation Alpha, according to the Pew Research Center . Since they do not know a world without the Internet. According to the Annie E. Casey Foundation , members of Gen Z, characterized by flexibility, have a greater social awareness than previous generations and focus on seven key issues : healthcare, mental health, higher education, safety economic, civic engagement, racial equality and the environment.
What motivates Gen Z to purchase?
It is important to understand BLB Directory what motivates this demographic. As they are beginning to become today’s consumers . The study carried out by Rakuten shows that. Contrary to popular belief. Physical purchases are increasingly important for this generation of young people. Furthermore, price. Quality and design are the main purchasing priorities ahead of sustainability and brand image. This generation considers that honesty is the primary value of a brand. As stated by 64% of those surveyed. This value is followed by interest (38%) and entertainment (33%). For their part. 54% of them consider that influencers are the ones who generate trends. Compared to 48% who consider that trends are established by brands.