Generation Z represents the largest cohort in the world (27% of the working population in 2025). So it’s a real challenge for brands to get to grips with them. In a recent article, trend research company Kantar analysed the behaviour of these young consumers to help manufacturers create a link with them.
“As Generation Z (currently aged between 12 and 28) reaches adulthood, their influence and purchasing power increases. In the United States in 2023, members of this demographic group will have a purchasing power of 984 billion dollars,” analyses Kantar as a preamble. “Brands need to engage in two-way communication between themselves and their consumers, understanding that a company’s content generates debate, whether intended or not. Brands need to understand the format and content preferences of each generation in order to reach them effectively. However, Generation Z feels poorly represented: almost three quarters (74%) of 18-24 year olds feel that young people are poorly understood.”
Winning the hearts of the Zs
When a brand (cosmetics, for example) designs an advert to promote a product, the Zs say they are receptive to it provided it is funny or contains good music. Presenting a new product is not enough to capture their attention.
These young consumers are reputed to be constantly connected. They may spend their time on TikTok or Instagram, but they don’t like to see adverts appearing on these platforms.
“On average, Generation Z has an attention span of 8 seconds, 4 seconds less than Generation Y (currently aged between 29 …
