Home Blog Sneakernomics: Here Comes Gen Z, Part 2

The NPD Group Blog

Insights and Opinions From Analysts and Experts in More Than 20 Industries

In a recent blog I highlighted some of the major differences between Millennials and Generation Z. I get a lot of questions on how to understand the profile and values of Gen Z, and for brands and retailers it’s certainly necessary to understand this important next generation.

When asked to describe themselves, the most used word by Gen Z is “unique.” Gen Z wants to buy unique products, from unique brands, that are sold at unique retailers. They have also expressed that they’re willing to pay more for such unique products. Taking it a step further, they also want products that are tailored “just for me.”

Gen Z also seeks meaning in their work, relationships, products, and brands. They value relationships above all else. This makes them both tolerant and respectful. Gen Z also appears to have more “old school” work ethics, and I expect they will be hardworking, determined, dependable, and independent.

Gen Z believes that the community, if it comes together, can solve all problems. “Life hacks” (meaning a trick, skill, or shortcut that increases efficiency and productivity or solves problems) are revered. This makes Gen Z intensely collaborative.

As a generation that is out to change the world, Gen Z also wants brands to take visible stands on social issues. Human rights are the primary cause for Gen Z, and equality is non-negotiable. We can also expect more social change as this cohort gains the right to vote. With that, brands can no longer claim to be apolitical. If Gen Z does not agree with a brand’s values, they will take their business elsewhere.

For Gen Z, education is on-demand. They will learn things when they need to know them. We must learn new ways to teach them. In the Gen Z world, everything is “smart,” and all objects have behaviors.

Gen Z has moved from self to selfies. They have given up virtually all concerns for privacy, and they share everything. This makes them ripe for contextual marketing.

Brands and retailers must adapt to this new generation. In order to successfully serve Gen Z, brands and retailers must again adjust the way they market.

Because Gen Z wants a relationship with brands, they will seek out brands that share their values. Brands must earn their influence with Gen Z, and earn it every day.


Stay current in your industry
SUBSCRIBE

Related Blog Posts


Back-Pedaling: Sales of Children’s Bikes Are Slowing
Back-Pedaling: Sales of Children’s Bikes Are Slowing

Decline in children's bike sales and a look at what can be done to change directions.

Sneakernomics: In the World of Market Research, Your Network is Your Net Worth
Sneakernomics: In the World of Market Research, Your Network is Your Net Worth

NPD Senior Industry Advisor, Matt Powell, shares his thoughts around the power of networking, as well as his personal LinkedIn and Twitter strategies

Sneakernomics: Athletic Footwear and Activewear’s Q1 Performance
Sneakernomics: Athletic Footwear and Activewear’s Q1 Performance

A series of headwinds dampened U.S. athletic footwear and activewear sales in the first quarter of 2019. In January, the 53rd week in last year’s retail calendar which was accounted for in January 2018 significantly impacted the comparisons; in February, the later and lower IRS refunds dampened results; and the later Easter affected March performance.

Sneakernomics: Q1 2019 Golf and Team Sports Equipment Recap
Sneakernomics: Q1 2019 Golf and Team Sports Equipment Recap

Will golf sales get a lift from Tiger Woods’ recent win? Matt Powell recaps how the team sports markets including golf, baseball, basketball and others fared during the first quarter of 2019.

Subscribe to our blog

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.