The Influence of Gen Z on Consumer Behaviour  

By: Alexia C.J. Widjaja 

Throughout the years, consumer behaviour has evolved and changed dramatically with time; what had once been the biggest trend could end up in failure the next day, such as ‘Star Wars’ or even the fall of what had been a money-printing strategy: NFTs. You may be asking, what do the fall of both these things have in common? Well, one thing’s for sure, as times have changed, one of the world’s main target audiences is our current generation: Gen Z.  

According to a study from the Consumer Technology Association, at least 86% of Gen Z agree that technology is an essential part of their daily lives, meaning they would consume a great amount of information on the internet daily. This shows that digital marketing and online retailers can be crucial parts of reaching today’s consumers. The rapid flow of information from apps like TikTok or Instagram Reels makes it so that there should be a rapid flow of new products as well to keep up with it. 

Additionally, Gen Z is a generation known for their forwardness in their beliefs, having grown up during such a critical time for Earth’s climate as well as the big yet growing protests of equality. Statistics have shown that 58% of Gen Z are more likely to purchase products made sustainably, with Australian Gen Zs saying they’re willing to pay more for a positive future. Because of this, companies have implemented and are encouraged to practice more green and sustainable methods of production in order to capture their support.  

Now the question is: why does Gen Z even have such a big influence? They may not be the richest generation, nor the one with the most purchasing power. According to Queros, Gen Z takes up a large percentage of the current population, meaning that a large part of the market contains Gen Z. Furthermore, it can be confirmed that quite a percentage of Gen Z also happens to be influencers. Through short-form content available for all the world to see and participate as they please, Gen Z is one of the biggest trendsetters in this era.  

Another title Gen Z has gained over the years was ‘digital natives’. Having grown up with smartphones, Gen Z is likely to understand the internet best. Their comfortability with technology has made them adept in using it to the fullest for their own causes, ideas and wants. As a generation that has practically ‘lived’ on a platform where connection and communication to anyone around the world are the most accessible, allowing them to unite to make themselves come out on top as one of the most influential generations. 

In a nutshell, them holds its power and influence over consumer behaviour through its sheer numbers, their digital adaptation and presence and finally, their vocalisation in their beliefs. As they take up a huge percentage of the world’s population, Gen Z’s size alone makes them a force to be reckoned with. However, it is their seamless integration with technology that makes them truly stand out as one of the most influential generations in today’s consumer behaviour.