The Gen Z Shift: Why Their Buying Habits Are So Different from Millennials

Digital Natives, Digital Shoppers: Gen Z was born into the tech world, and online shopping is their natural habitat. No tech, no sale.
Social Media Isn’t Just Social: Platforms like Instagram and TikTok aren’t just for scrolling—they’re where Gen Z shops. Forget the mall—online is the new marketplace.
Values Over Products: This generation is as conscious as they are connected. If you’re not backing up your green claims, they’ll call you out and move on.
Influencers > Celebrities: Traditional ads? Nah, Gen Z trusts real people. If your brand isn’t in with influencers, you’re missing out on their most powerful recommendation engine.
Experiences, Not Stuff: Forget the gadgets. Gen Z is investing in experiences that fuel their lifestyle and status—think travel, concerts, and the next big event.

Gen Z, often referred to as digital natives, have grown up in a world where the internet and technology are as commonplace as a morning coffee. Unlike Millennials, who experienced the shift to the digital world, Gen Z was born with smartphones and social media as part of their DNA. This makes their shopping habits uniquely tied to technology and online platforms.
Here’s why they’re not your typical shoppers:
1. They Shop in the Digital Realm
From Instagram to TikTok, Gen Z isn’t just browsing; they’re purchasing. Whether it’s via a simple link on a social post or a full-blown e-commerce experience, they’re comfortable making transactions from their devices. They’re not just window shopping—they’re window buying.
2. Payment Convenience
Speed and simplicity are key. Gen Z loves digital payment solutions that are fast, secure, and convenient. If it’s not instant, it’s not worth their time. So, if your checkout isn’t frictionless, forget it.
3. Social Media Is Their Marketplace
This generation doesn’t just scroll through social media—they shop through it. Instagram, TikTok, and Snapchat aren’t just for selfies—they are the new virtual shopping malls. Influencer marketing is not a trend; it’s their shopping handbook. Influencers create authentic and relatable content that Gen Z trusts. Brands need to harness this power, creating engaging and interactive experiences that reflect this reality.

Gen Z has evolved into a generation of conscious consumers who prioritize brand values above everything. They’re not here for greenwashed claims—they’ll call out a brand that doesn’t walk the talk. So if you’re aiming to catch Gen Z’s eye, make sure your values align with their sense of social responsibility.
Key factors driving their purchasing decisions:
Sustainability and Ethics
Gen Z is all about sustainable, ethical practices. Brands that make sustainability a core part of their offering (Patagonia, TOMS, anyone?) earn their loyalty, and they’re willing to pay more for it.
Social Justice
Whether it’s diversity, inclusivity, or environmental activism, Gen Z wants brands that stand up for what matters. They expect transparency and authenticity—so don’t just talk about being “eco-friendly.” Show it. Gen Z can spot a greenwashed brand from a mile away.

Social media is everything to Gen Z. It’s where they discover products, read reviews, and interact with their favorite brands. But it’s not all about flashy ads and curated posts; it’s about real, relatable content from people they trust—like influencers.
Key tactics to engage Gen Z through social media:
Influencer Marketing
Gen Z trusts influencers more than celebrity endorsements. Micro-influencers, in particular, have the power to sway buying decisions through authentic, personal connections with their followers.
Peer Reviews and User-Generated Content (UGC)
Gen Z values peer feedback over polished brand ads. If you want to get their attention, let your customers do the talking. Authentic reviews and user-generated content are gold.

Preference for Experiences Over Products
Forget your typical materialism. Gen Z is all about experiences—travel, concerts, live events. They want memories, not things. Experiences are the new status symbol, and they’re willing to invest in them. Marketers need to step up their game by offering exclusive experiences that speak to Gen Z’s adventurous and social nature.

Despite their digital fluency, Gen Z is financially conscious. They’ve seen their parents struggle with student debt and economic downturns, so they’re prioritizing value for money. But don’t mistake them for cheap—they’re looking for quality at a reasonable price. If you’re not delivering on value, don’t expect them to fork out their hard-earned cash.
What brands need to do:
Discounts and Promotions
Price matters, but value for money matters more. Gen Z loves discounts, loyalty programs, and flexible payment options. Brands that offer transparent pricing and high value will win this demographic.
Smart Pricing
Offering products at accessible prices while maintaining high quality is key. Gen Z is not afraid to hold a brand accountable for its pricing structure, so don’t push them too hard on cost.

Gen Z is rewriting the rules of the consumer game. They live online, value authenticity and sustainability, and trust influencers over traditional ads. If your brand wants to thrive in this new landscape, you’ll need to cater to their digital-first, value-driven, experience-focused, and price-conscious habits. The question is, are you ready for it?

Ready to make your brand Gen Z-approved? Let’s start the conversation at genz@bangeri.fi.