Gen Z shopping behaviour and brand preferences

Originally published by Rakuten Europe, 13th September 2022.

Gen Z has taken the world by storm – at least the digital world. But what do we know of Gen Z? A term applied by many demographic researchers, and according to Pew Research Center, Generation Z (in short: Gen Z) consists of people born between 1997 and 2012. Gen Z follows Millennials (born between 1981 and 1996) and precedes Generation Alpha.[1]

Gen Z is known to be the most racially and ethnically diverse generation yet. Due to the Covid-19 pandemic, wars, and economic uncertainties following the Financial Crisis of 2009, Gen Z looks into a future more uncertain than previous generations have experienced. According to the Annie E. Casey Foundation, Gen Z’ers are more socially minded than previous generations and focus on seven key issues: healthcare, mental health, higher education, economic security, civic engagement, race equity, and the environment.[2]

And as true digital natives, who have been exposed to the internet, social networks, and mobile systems since the youngest age, Gen Z has access to many platforms to raise their voices and demand change.[3]

What implications does Gen Z have for companies and brands, building their ad strategy, reaching new customers, or building their platform?

In collaboration with Rakuten Insight Global, Rakuten Europe has recently conducted an online survey among 1,800 respondents aged 16-25 in France, Germany, Spain, Japan, the U.K., and the U.S. to find out about this generation’s shopping preferences and trends.

How Gen Z Shops?

Read the full article here.

[1] Pew Research Center. “On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far.”& Pew Research Center. “Defining Generations: Where Millennials End and Generation Z Begins.”

[2] The Annie E. Casey Foundation. “Social Issues That Matter to Generation Z.”

[3] McKinsey. „‘True Gen’: Generation Z and its implications for companies.”

Related articles: What Really matter when deciding between two brandsCircular Economy

For more infographics, updates and our original survey reports, follow us on LinkedIn or subscribe to our newsletter at the bottom of the page.

Share this

Follow Us

Subscribe to Our Newsletter

Sign up to our newsletter subscription and get our original survey reports