Gen Z is a generation comprised of the most tech-savvy digital natives on this planet, yet these individuals are cautious about technology and crave authenticity, individuality, and transparency over constant monotonous innovation.
1.#GenZ is individuality-oriented. Instead of trying to fit in, Gen Zers test and shape identities that stand out, especially through technology and social media. Gen Z is interested in personalization and involvement with brands that adhere to their identity. They are also competitive and success-driven.
2.#GenZ possesses strong powers of discernment. Growing around advanced technology, Gen We has developed a sophisticated authenticity radar and set of decision-making skills. They can tell what is authentic and what is not.
3.#GenZ feels empowered. Gen Z's parents, their community, and even savvy brands take their ideas and opinions seriously, so this generation's sense of self-actualization and worth is part of their foundation.
I created this guide to Generation Z during my 2018 summer internship at Geometry Global. Since I am on the cusp of Generation Z myself, I found my self curious about how young people behave. I sought to discover what differentiates Gen Zers and how brands can reach us. Through conducting market research on platforms such as Mintel, Iconoculture, Adweek, and the National Retail Federation, I distilled key insights that explain the way Gen Zers eat, think, shop, and breathe.
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