RBA research to better understand the generation of the future
Generation Z, which identifies those born between the second half of the 1990s and 2010, is unique, defined by positive contrasts that shape its behavior and preferences. Research by RBA Design analyzes their habits and behaviors to identify the best strategies that brands can implement to reach and involve them. Digital natives, they represent 30% of the population and workforce and are the consumers of today and tomorrow. Let’s see together what their behaviors are to understand how to communicate with them effectively.
- Digital VS. Vintage: Raised with technology, they also love the authenticity of vintage.
- Inclusivity VS. Exclusivity: They value inclusion and equity, but also value unique, personalized experiences.
- Mental Health VS. Performance: Importance of mental health alongside a strong determination to succeed.
- Fast Fashion VS. Slow Fashion: Sensitive to the environment, they prefer sustainable and quality fashion.
- They prefer digital content and short videos and use social channels to inform themselves or stay updated. These mainly include YouTube, Instagram and Tik Tok. They are sensitive to social and environmental causes and issues related to sustainability and conscious consumption. 64% of Gen Zers are willing to pay more to purchase environmentally sustainable products or services.
Gen Z Consumer Preferences:
- Brands that embody health and wellness, sustainability, authenticity and inclusiveness.
- Growing interest in simple and discreet luxury experiences.
- Preference for healthy foods and eco-friendly lifestyles
- Lower alcohol consumption and preference for organic and artisanal wines
- Pay attention to healthy foods and drinks with low alcohol content
- A brand that wants to involve Centennials must therefore take into account all these behaviors and a growing pragmatism on the part of young consumers, who are looking for new models, also relying on influencers and content creators who speak the same language as them.
The focus is on those brands that know how to express content related to health and well-being, sustainability, authenticity and inclusiveness. The following are suggested as winning strategies for brands:
- Content generated by users and influencers.
- Support for social and environmental causes.
- Visual and engaging content on platforms like Instagram and TikTok.
A revolutionary generation, aware and demanding, who knows what they want, how and where to look for it.