As the newest generation of adults enters the marketplace, it is becoming increasingly important for travel brands to understand the unique needs and behaviours of Generation Z. Arriving with distinctive perspectives, preferences and expectations than previous generations, Gen Z is redefining the consumer landscape with their tech-savvy, pragmatic and socio-political characteristics. In light of this, the expert analysts at Mintel.com have surveyed Gen-Zers to arrive at some new data-driven insights.
Here are some highlights:
Transparency and sustainable beauty.
- Mintel’s US Gen Z Beauty Consumer report found that over a third of Gen Z adults and 13% of Gen Z teens do not use brands that act unethically, indicating that this generation is choosing to support brands that align with their ethical values.
- While more brands leverage their eco-ethical position, there is a risk of “greenwashing”, which Gen Z are tuned to, with 58% agreeing that they don’t believe mainstream brands that say they are sustainable.
Power of virtual experiences for the digital native generation.
- While Gen Z is more likely to buy BPC products in-store rather than through online channels, social media, in particular, TikTok, has reshaped the way Gen Zers research, purchase and use products across the beauty and personal care industry: 69% turn to TikTok for learning about beauty, and this influences their buying decisions.
- Mintel’s US Gen Z Beauty Consumer report also found that 48% of Gen Z adults and 53% of Gen Z teens are at least somewhat interested in interacting with beauty products virtually.
On Gen-Z UK, Senior Consumer & Lifestyles Analyst Francesca Smith says, “From new jobs and businesses to purchasing first houses and getting married, Gen-Z UK expect to experience a number of major life events in the next five years. And while they display a positive outlook for their own future, the era of political, economic and climate uncertainty that they have grown up in is making this transitional period more difficult. Brands need to provide Gen Zers with a sense of control and support them with short- and long-term goals, including a strong focus on improving their finances, their physical and mental health and connections with loved ones.”
Sound interesting? Take a look at the full report here: https://www.mintel.com/consumer-market-news/the-future-of-consumer-behaviour-in-the-age-of-gen-z/
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