Young people from Generation Z fascinate brands. Different from their elders, they have their own tastes and consumer habits. These people have strong purchasing power and represent commercial opportunities for manufacturers… But we need to understand their behavior. Mintel, a forward-looking consultancy, has deciphered their habits and customs in its latest trends report.
For Mintel, Generation Z refers to individuals born between 1997 and 2010. Some of them are entering adulthood, are working and have some purchasing power.
Gen Z represents 18% of the American population. Although not the largest demographic group, it is the most ethnically diverse.
Born with the Internet, this community is sensitive to technological advances such as the Metaverse, artificial intelligence and augmented reality.
The spleen of the present
According to Mintel, Gen Z is not happy with the life it leads. “The majority of young Zs feel they missed their adolescence because of the pandemic. Unlike their elders, they seem to be disappointed by life at an earlier age. Brands can capitalize on this dissatisfaction by encouraging them to be resilient and build a better future.”
Serene finances
In these times of economic crisis, young Zs tend to keep a tight rein on their budgets.
In their view, a well-managed bank account is the key to serenity. They explain, moreover, that they take after their parents.
Unlike all other demographic groups, Gen Z stands out for the importance it places on its mental health. “This phenomenon can be explained by a combination of anxiety-provoking current events (which exacerbate …
