Focus on sustainability
It’s well known that Gen Z feels strongly about sustainability and the environment—the earth is theirs to inherit, after all—and that focus shows no sign of slowing down next year. However, many products that are sustainable often cost more, and Gen Z is not known for having a lot of savings yet.
“Gen Z's, at least for now, will probably stay on the lower side as we don't really have that much buying power,” said Lin. “But in like five or 10 years, once we've built up our careers and we've gotten some of that buying power back, we'll definitely start shifting towards more sustainable options.”
One way the group can partake in the trend now is by buying brands that tout sustainable packaging, according to Johnny Thai, a junior cultural strategist at TBWA\Worldwide.
“It’s really expected these days for a brand to have more sustainable practices like using less water or things like that, but packaging is a way for Gen Z to participate,” he said. Thai noticed a brand called Canned Goods Clothing, which packages apparel in mystery cans of seeds the purchaser can then plant.
Recent news: Gen Z marketing trends from 2023
Role of community
Social media and how other customers feel about products play an important part in Gen Z’s purchase decisions. Many members of the group say they research a product before buying it, tapping into group forums online, for example.
“Research does play a huge role in the majority of the things that Gen Z buys as we don't have that much money,” said Lin. “So we're really trying to make the most of our finances.”
Samples and freebies are also a valuable way for brands to get their products in new customers’ hands and potentially get their product reviews, as well. Kwan pointed out Urban Outfitters’ Nuuly rental subscription service, which is growing in popularity with younger consumers, as an example of sampling that does not have to be free.