In recent years, Gen Z has shown continuous interest in fashion and shopping. Since the epidemic's beginning, Gen Z has exhibited a propensity to purchase online, choosing each channel depending on its own set of advantages.
The Kibo study postulated that Generation Z has further altered their shopping penchant from in-store shopping. With the aftermath of the pandemic, concerns such as long queues will continue to be restraints. According to the study, 42% of Gen Z expect to revert to their pre-COVID purchasing patterns, including online and in-store shopping.
Factors that Gen Z explore when shopping:
1. Higher-quality images and videos.
2. Unique customization technology that can consider a shopper's specific size, style preferences, and price to help them locate the perfect goods during their online visit.
3. Younger shoppers purchase based on their social beliefs.
Brands should focus on improving Gen Z’s customer journey by highlighting the essential elements of their experience. For instance, Gen Zs mentioned convenience, better shipping options, and price comparison as benefits of online shopping.
Gen Z and Sustainability:
As we emerge from a stormy year, the significance of sustainability and inclusive social viewpoints has only risen.
According to Kibo's study on what Gen Zs feel about brands and businesses,
• An impressive 81.7% of Gen Z favors environmental sustainability.
• 78% feel businesses should take a pro-diversity position.
• 70% of young buyers would pay extra for clothes from sustainable or socially aware companies.
• Others reported abandoning a purchase because the brand did not match their beliefs.
With the rise of new sustainable brands and socially aware businesses, Companies should connect their business operations with challenges the target markets face. These actions can range from supporting underrepresented social media perspectives, revising the corporate policy on employment and inclusive practices, enhancing product source transparency, and providing more sustainable alternatives.
Social Media Influence
Social media is an outstanding avenue for creating awareness for their sustainable initiatives, mainly because Gen Z depended extensively on these channels to remain in touch with one another during the pandemic. Companies need to proactively showcase their sustainable initiatives and incorporate their values when advertising to Gen Zs on social media to better connect with them in the following years.
Social media has had a significant influence on their purchase decisions. 64.2% of Gen Z cited shopping inspiration from Instagram in the Kibo Study, while 41% of Gen Z will pay more for sustainable fashion. This generation care a lot about ethics, sustainability, and equality.
As Gen Z's purchasing power grows in the following years, it will become increasingly critical to reaching out to them. This digitally conscious generation is eager to embrace new buying choices, though they still appreciate the importance of their pre-pandemic shopping habits and yearn for them. The physical store experience of trying on clothes and discovering new fashion styles are incentives for them.
Companies and Brands need to leverage the lessons of the last year to produce remarkable overall customer experiences as Gen Zs continue to value online and in-person social contacts, pricing, delivery convenience, and societal good on various matters.