In recent years, marketers have spent millions trying to understand Gen Z—how they shop, where they shop, why they shop. Studies sometimes produce contradictory results around what works best to attract this coveted generation, which represents nearly a quarter of the U.S. population. For example, the cohort supposedly craves transparency and sustainability in fashion, yet the recent rise of fast-fashion giants such as Shein suggests a disconnect. At the same time, why are decades-old brands such as Stanley, Ugg and Crocs resonating with younger shoppers?

On Dec. 13, Ad Age hosted a roundtable with members of Gen Z, where they shared their thoughts on the shopping habits of those born between 1997 and 2012. Panelists offer a first-hand look at how brands have gotten them through the point of purchase, and what shopping experiences have been especially meaningful at spurring brand loyalty.

Watch the broadcast replay above, featuring Alexis Kwan, junior creative strategist at Archrival; Bryant Lin, co-founder and chief marketing officer of NinetyEight; and Johnny Thai, junior cultural strategist at TBWA\Worldwide.

Follow the conversation on LinkedIn, Facebook and X.

This virtual roundtable is part of Ad Age Gen Z Voices; subscribe to Ad Age to get the latest perspectives.