Key Takeaways

The current recession is changing the way consumers shop.
Along with rising unemployment and a decrease in discretionary spending, buyers are becoming more concerned with utility and sustainability.
Designers will have to adapt to this shift in the market, taking into consideration the value of the goods they are creating before going into production.

How your brand resonates with the demands of the consumer-driven market is vital to its longevity and success. Today Generation Z (people born between 1995-2010) is the largest generation with roughly 90 million individuals and accounts for the greatest number of transactions annually. Unique in their complete digital immersion,this demographic has an incredible deal of influence on both the culture and spending habits across all generations. We see this inthe crossover appeal of products marketed to Gen Z that have also found success with Millennials. So whether Gen Z is your intended audience or your aim is a wider target, active engagement and a genuine desire to incorporate their values will ultimately further your brand’s reach.

Unlike the generations that came before, Gen Z spends most of its time on the internet or in a virtual world connecting with people and influences they may never meet in real life.Their ease with technology makes them feel most comfortable shopping onlinewhile liking, sharing, and creating content with other members on various social media platforms. Consequently, it’s vital for your brand to build an online presence in order to both showcase your products and connect with this generation’s consumers. The brands that are able to provide an interactive customer service experience will create a devoted fan base. These marketing tactics that wereinitially implemented for Gen Zers have also found success with older buyers in the age of COVID-19 due to an increase in online shopping.

In order to capture the eye of Gen Z customers, your brand’s identity must reflect Gen Z’s social attitudes which are far more liberal and tolerant than previous generations. According to a 2018 study done by McKinsey & Company, Gen Z members “search for truth”in their interactions. This can be distilled into 4 core behaviors:

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BUILDING A BRAND IN A GEN Z WORLD