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Gen Z customer analysis: The pioneering generation leading future consumption trends


In the context of an increasingly growing and changing consumer market, it is extremely important to understand and grasp the consumption trends of generations of consumers. Among them, the Gen Z generation - those who live and grew up in the digital age, are becoming the focus of attention and research.

This article will analyze more deeply about Gen Z customers - those who are considered pioneers in leading future consumption trends. Thereby, we will better understand the personality, influence and consumption style of this generation, thereby providing appropriate recommendations and strategies so that businesses can effectively approach and interact with them. this customer target.

Join Trung Kien Techdevinco to further explore the Gen Z generation and their influence on the future consumer market!

  • Gen Z, also known as Zoomers or post-millennials, is becoming a notable research subject for consumer scientists and businesses around the world. Living and developing in a period where information technology is developing strongly, Gen Z is considered the "bright path" leading new consumption trends.

How old is the Gen Z generation?
What year was Gen Z born?
  • Born from the late 1990s to the early 2010s, the Gen Z generation has an outstanding characteristic of being racially diverse. This is a multicultural and multiracial generation, with 49% identifying as non-white. This creates an extremely diverse and rich influence in their consumption and social perspectives.

  • Gen Z is considered "digital natives" because they were born and raised in a completely different environment than previous generations. They have never known the world before the internet and the explosion of smartphones. Accessing and using technology has become an indispensable and natural part of their daily lives. This profoundly affects how they interact with the world around them, as well as how they consume and interact with businesses and brands.

2. Gen Z personality and influence

  • Gen Z is not only a generation born and raised in the digital age, but also young people who face significant mental health challenges. Modern life, with pressure from study, work and society, has caused many psychological and mental problems for Gen Z. The rate of young people suffering from depression, anxiety and stress is increasing. increase, especially in the context of a global crisis such as the COVID-19 pandemic.

Gen Z is talking
  • However, despite facing these challenges, the Gen Z generation still exhibits positivity and high ideals towards society. They carry progressive perspectives and are willing to accept and explore new values in society. Gen Z often tends to support social issues such as protecting the environment, fighting for the rights of the LGBTQ+ community and anti-discrimination movements.

  • In choosing careers and careers, Gen Z often prioritizes jobs that bring meaning and opportunities to positively impact society. They are not only looking for a job to make money but also want to contribute to changing the world around them. This demonstrates the positive interaction between personal values and social values in the career choices of the Gen Z generation.

3. Gen Z in the working environment

  • Gen Z is known as the generation that has a different view on salary value than previous generations. For them, salary is not the only deciding factor in choosing a career. Instead, they value factors such as job meaning, growth opportunities, and positive impact on society more highly. This requires businesses to adjust their recruitment and human resources development strategies to meet the desires of Gen Z.

Thế hệ Gen Z
  • Gen Z also prioritizes balance between work and personal life. They don't want work to take up all their time and energy, but want time and space to enjoy life, participate in social activities and travel. To attract and retain Gen Z, businesses need to create flexible work environments and support work-life balance, including providing flexible leave policies and employment support. from far away.

  • To effectively manage Gen Z, businesses need to meet this generation's unique needs and desires. This includes establishing an employee-friendly work environment that facilitates personal growth and flexible job transitions. In addition, creating opportunities to participate in decisions and influence the business is also a way for Gen Z to feel appreciated and committed to the organization.

4. Gen Z is a consumer

  • Gen Z is the first generation to completely "recharge" from the internet to perform shopping activities. Instead of going to traditional stores, they prefer to search and compare products online to ensure they get the best product at the most affordable price. This requires businesses to have an effective online marketing strategy and optimize their online shopping experience.

  • Gen Z is often quite skeptical and wary of companies with conflicting actions and values. They care about a product's origin and manufacturing process, as well as the company's impact on the environment and society. Therefore, businesses need to be truly sincere and transparent in their business operations, as well as promote ethical values and environmental protection to attract Gen Z.

Gen Z is looking at social media

  • Gen Z is also very influenced by "influencers" on social networks. They often look to celebrities on social media platforms as a source of inspiration and motivation, and tend to follow trends and products promoted by them. The worry about missing out on opportunities also sometimes causes them to put pressure on themselves to participate in trends and buy according to trends. This creates a huge opportunity for businesses to engage and impress Gen Z through creative and humane marketing strategies.

Gen Z generation

5. Conclusion and outlook

  • Gen Z is the first generation to completely "recharge" from the internet to carry out their daily activities. Born and raised in a digital environment, they do not know a world before the internet and smartphones. This has created a significant difference in their approach and communication compared to previous generations.

  • The way Gen Z approaches and communicates on the internet is very different. They love using social media platforms like Instagram, TikTok, and Snapchat to share their daily lives and interact with friends. Forms of communication such as text messages, images and videos are more popular than ever, and Gen Z is more likely to use emojis and abbreviated language to express feelings and thoughts. mine.

Gen Z generation
  • As consumers, Gen Z relies heavily on the internet to find information and shop for products. They are sensitive to social factors and corporate values, and often only support companies whose actions and values are consistent with their social views. Therefore, businesses need to build a trustworthy and respectful brand image among Gen Z through implementing social activities and a positive work environment.

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