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GenZ: The rise of new decision makers

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Long before the term “influencer” was coined, young people played that social role by creating and interpreting trends. Now a new generation of influencers has come on the scene. Members of Gen Z—loosely, people born from 1995 to 2010—are true digital natives: from earliest youth, they have been exposed to the internet, to social networks, and to mobile systems. And it’s crucial that we understand their decision-making process. 

Shanya, a fashion enthusiast shared that it mostly depends on self-reflection, and in between, they rely on personal advisors as well as online research to inform their choices. Their journey cycle is fluid. But they like to evaluate the pros and cons thoroughly. 

Gen Z is making their own professional and educational decisions. This young generation prioritizes being able to tap into their passions, as well as emotional well-being when looking at education and career paths.

In general, Gen Z’ers display the following consumer behaviour:

  • YouTube is pivotal in influencing their purchase decisions
  • Personalization is important for them
  • Actively engage with influencer marketing and brand collaborations on social media
  • They focus on global trend
  • They engage with imagery and reviews
  • They want brands to shape based on their needs
  • They look for sustainable choices

According to study, 41% of GenZ are impulse buyers. On the other hand, this generation is acutely aware of what’s genuine and what’s not when it comes to brands publicising how socially aware they are. To build their trust, it’s better to be authentic and stay on your toes to keep them interested and resonate with their preferences.

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