A survey published by Vogue Business illustrates how Gen Z shoppers are not as brand loyal as their Millennial predecessors. Gen Z consumers crave a deeper connection to their brands and will often opt for independent and micro-brands that are aligned with their personal ethos.
Gen Z is a large and influential generation that aims to stay on top of and push cultural change, but brands have to earn their way into their wallets. As a result of the pandemic, 70% of Gen Z said they are monitoring their spending more closely than before. This underscores the importance of brands needing to speak to individualization and identify niche narratives to help their product stand out among the rest and be able to engage today’s consumers.