This generation is focused on mental health, social care issues, leadership in the workplace, climate change and other social issues in a way that impacts their purchasing decisions. A recent study by Facebook revealed that 38% of European Gen Zers would consider shopping with consideration for sustainable products.

When marketing towards Gen Z, there needs to be more emphasis on showcasing diversity, the quality of the products, and how products or ingredients are sourced. More brands will have to make a point to showcase corporate social responsibility, diversity and inclusion in the workplace, and a stance on issues if they want to gain market share with this generation.

Generation Z are an active generation both online and offline. When looking at personality traits, many list ‘driven’ and ‘fast learners’ among their top attributes. This would answer the question of why 58% have focused on learning a new skill or educating themselves on a new topic of interest since the start of the COVID-19 pandemic. A focus on learning and continual growth is what makes this generation more interesting, they expect your brand to extend beyond creative boundaries towards meaningful content. When it comes to crafting an online presence with Generation Z, there needs to be more thought than to merely exist. 87% of European Gen Zers are using Instagram on a daily basis and with most of them becoming passive ‘listeners’, it will be up to brands and influencers to provide meaningful content. With the rise of influencer marketing, brands can adapts a growing strategy to use to reach these users. Brands need to adopt the role of creator or work alongside independent creators like influencers or media companies to help them breakthrough. Generation Z are not impulsive decision makers in fact, only 19% describe themselves as such in Europe, this highlights the responsibilities that a brand has to truly be individualist in the market.

With the correct strategy and marketing, the impacts of successfully marketing towards Gen Z can generate great results for a young or established brand. Generation Z although incredibly conscious also highly prioritise convenience. Instagram is popular right now due to its incredible convenience of Instagram Shopping and the variety of content that can be used to showcase products on the platform. According to Instagram, for 48% of Gen Z their impression of a brand would improve if that brand engaged more on Instagram.