How Technology Shapes Gen Z’s Purchasing Decisions

Generation Z has grown up in a world where technology and the internet have played a significant role in shaping their lives, including their purchasing decisions.

In our research, we have found that now, more than ever, younger consumers appreciate and purchase brands that are authentic, transparent, and align with their own values.

Here are some trends we have seen recently in our research with Gen Z consumers:

1. Online research: When it comes to making purchasing decisions, Gen Z relies heavily on online research. They use search engines, social media, and review sites to gather information about products and services before making a purchase. They read product reviews, compare prices, and seek out recommendations from peers.

2. Social media influence: Gen Z is highly influenced by social media. They spend a significant amount of time on platforms like Instagram, TikTok, and YouTube, where they are exposed to influencer marketing and branded content. Influencers and content creators who align with their values and interests can have a significant impact on their purchasing decisions.

3. Authenticity: Gen Z values authenticity and transparency in their interactions with brands. They are more likely to trust brands that are honest about their products and services and communicate in a genuine and relatable way. Brands that use real people in their advertising and marketing campaigns are more likely to resonate with this generation.

4. Brand values: Gen Z is a socially conscious generation that cares about the impact of their purchases. They are more likely to support brands that prioritize sustainability, ethical manufacturing, and social responsibility. They appreciate brands that take a stand on important issues and use their platform to advocate for change.

5. Personalization: Gen Z values individuality and personalization. They are more likely to buy products that are tailored to their preferences and interests. Brands that offer customization options or allow consumers to co-create products are more likely to resonate with this generation.

When launching new products or brands targeting younger consumers, it’s important to stay authentic, relatable, and socially conscious.

Questions? Email: ayala@harkresearch.com