The 18-24 year olds are the ones who make the rain and the sun shine. Resolutely different from their elders, they have their own way of understanding society and consumption. According to NielsenQ, a data analysis firm, this generation is creating new buying habits and popularizing new distribution channels.
Digital by nature, young Z’s love social networks (especially Tik Tok and Instagram). But they don’t just post photos or watch videos, they also shop (fashion, beauty) directly from these platforms. NielsenQ therefore advises brands to take care of the way they sell on the networks in order to create a smooth and enjoyable experience.
Note that 18-24 year olds are increasingly present on live streaming platforms. “This can represent new sales opportunities for brands.”
Sweet Commitment
Deeply activist, Zs are looking for meaning and engagement from the brands they value. And they expect these values to be reflected in the products (and in the way they are sold) that manufacturers design. This generation is not necessarily looking for a crazy customer experience, but rather for authenticity.
18-24 year olds are more likely to buy from a company if it develops its products in a responsible and sustainable way. Conversely, they are not afraid to turn away from brands and retailers that do not meet their standards and ideals. Among the Z’s major considerations are animal welfare, global warming and air pollution.
Refuse to fit into boxes
Subway, work, sleep? Very little for the Zs.
Once again, unlike previous generations, …
