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  • Writer's pictureAlexander Matambo

Deconstructing The Gen Z Consumer


Gen Z, also known as "Gen Zers" or "Gen Z consumers," are the generation born between 1997 and 2012. As the first true digital natives, Gen Z has grown up with technology and social media at their fingertips, and they have very different values, preferences, and purchasing habits than previous generations. The group currently makes up approximately 30% of the global population, and is expected to account for about a quarter of the overall workforce by 2025. Understanding Gen Z consumers is crucial for brands looking to effectively market to this demographic, so let's explore them.


One of the key characteristics of Gen Z is their focus on social and environmental issues. Gen Zers are known for their commitment to sustainability and social responsibility, and they are more likely to support brands that align with their values and make an effort to make a positive impact on the world. Brands that can demonstrate their commitment to sustainability and social responsibility through their marketing efforts are more likely to appeal to Gen Z consumers.



In addition to their focus on sustainability and social responsibility, Gen Z is also known for their desire for authenticity and transparency. Gen Zers are sceptical of traditional advertising and marketing tactics, and they are more likely to trust and engage with brands that are authentic and transparent in their messaging and actions. Brands that can demonstrate their authenticity and transparency through their marketing efforts are more likely to build a strong connection with Gen Z consumers.


Gen Z is also highly connected and engaged with social media, which has changed the way that businesses market to this demographic. Gen Zers are more likely to discover and engage with brands through social media platforms, and they are also more likely to be influenced by social media influencers. Brands that can effectively use social media to reach and engage with Gen Z consumers are more likely to be successful in their marketing efforts.



Finally, Gen Z is known for their preference for video content. This generation consumes more video content than any other, and they are more likely to discover and engage with brands through video content on platforms like YouTube, TikTok, and Instagram. Brands that can create and distribute engaging video content are more likely to reach and engage with Gen Z consumers.


Overall, understanding Gen Z consumers are crucial for businesses looking to effectively market to this demographic. By focusing on sustainability and social responsibility, authenticity and transparency, social media

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