Generation Z is growing up, and brands are taking notice. Individuality and uniqueness play a large role in their identity, yet group validation is paramount. In a recent Google Gen Z report, Griffin, age 15, states, “I do go for name brands—mostly because they have better customer service—but I also like to go with brands that aren’t very popular yet. They’re more unique.” Ranging from pre-teen to college age, this next wave of young people are the newest and most relevant content creators out there. Born into a world with smartphones at their fingertips, they demand immediacy, convenience, and constant connection. This high-speed lifestyle leaves them with an average eight-second attention span and has them hungry for validation from peers in the form of digital “likes” and “followers”.

Gen Z Influencer Rank

Gen Z knows what’s real and what’s fake. They demand authenticity from brands and influencers. 38% of Gen Z trust digital influencers and don’t mind if they endorse a brand, so long as they feel the connection to the product is genuine, even if nothing else is. Most of Gen Z’s biggest influencers have become famous from Youtube, Instagram, Musical.ly, reality TV, and Vine.

Social Media

Gen Z recognizes their digital and social addiction. Based on our Gen Z survey, the majority stated that their phone was their best friend and that without it they felt totally isolated. They do take breaks though. Gen Z teens are less attached to their phones at summer camp and pile them up in an off-limits zone during friend hangouts. They have “Finstagram” accounts (fake Instagram), that they share with only their closest friends, where they post real, funny, and embarrassing photos. They leave their public pages to show a more curated look into their lives.

IRL Hangouts

Group gatherings often happen in locations which they are excited to document and share. There’s a sense of copycat culture, as “Insta-worthy” destinations like the Museum of Ice Cream NY which sold 300,000 tickets in only 5 hours. Geo-tagging their location on Snapchat and Instagram is equally as important to serve bragging rights. Lifestyle shopping centers like Platform in Culver City, L.A. are gaining popularity with teens, as they offer a little bit of everything. Skateboarding remains a popular sport with Gen Z, and with it’s 2020 Olympic games debut we expect to see more and more modern skateparks being built.

Food

A different kind of food culture is emerging with Gen Z. According to Piper Jaffray’s biannual Taking Stock With Teens study as reported by CNBC, teens are spending more money on food today than clothing. They are heavily influenced by food media, love fusion food trends, and post their picture-perfect meals on social media (free publicity for brands). A digital friendly atmosphere, fast food with a twist, and insta-worthy decor are a recipe for success.

Brands

Generation Z is just beginning to build relationships with brands. Key brand loyalty factors include price, availability, convenience, and brand engagement (primarily through social media). For Gen Z girls, Brandy Melville and American Eagle are top for denim and basics at a good price point. Gen Z guys also wear AE but mix a lot with their favorite athletic brands like Nike, Adidas, and Champion. Fashion forward guys will lean towards looks from Urban Outfitters, oversized pieces, Vans, and quirky vintage fashion. Brands like Forever 21, Asos and Don’t Ask Why are more trend focused, offering urban, street, and festival style for Gen Z girls. Teen girls eagerly buy up Victoria’s Secret’s Pink brand and follow the young VS models on social media.

The Look

One big area that Gen Z differ from Millennials is that they tend to value material things over experiences, which makes them the dream consumer for retailers and a secret weapon for luxury labels. Their style is a combination of vintage (or vintage looking) and fast fashion pieces. They are drawn towards heritage brands that also offer street-cred, like Champion, Vans, and Adidas. Gender neutral pieces, 90s inspired style, and athleisure are popular across the board.

Politics

Gen Z is optimistic about the future. They have recently found their political voices and we await their political engagement as they turn the legal voting age. They are the most diverse generation in US history. Gen Z is liberal-minded and have more fluid notions when it comes to gender and relationships - labels do not define them. 


- Heather Picquot