Generation Z, also known as Gen Z, TrueGen, Centennials or Zoomers, is made up of individuals born between 1997 and 2012 and is now the second largest consumer in Brazil. In this article, we will present some data and characteristics of this generation and show you, as a retailer, how to captivate this audience. Read on!
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GEN Z AS A CONSUMER FORCE
With 2 billion individuals, according to figures compiled by the IstoÉ portal , Gen Z already constitutes 25% of all people in the world. Meanwhile, in Brazil, which is an aging country, they number 34 million, equivalent to only about 16% of the population.
However, in Brazil, according to data from IstoÉ, Zoomers have already become the second largest workforce. They are the new young people in the country, but when it comes to work and purchasing power, they are second only to Millennials, Generation Y. Take a look:
| GENERATION NAME | BIRTH PERIOD | CURRENT AGE RANGE | MAIN ATTRIBUTE | WORKFORCE |
|---|---|---|---|---|
| LOST | 1883 to 1900 | no context | disillusionment | Inactive |
| GREAT | 1901 to 1924 | 100 the 123 years | Resilience | Inactive |
| SILENT | 1925 to 1945 | 79 the 99 years | Conformity | Retirees |
| BABY BOOMERS | 1946 to 1964 | 60 the 78 years | Optimism | 16 % |
| GENERATION X | 1965 to 1980 | 44 the 59 years | Independence | 20 % |
| MILLENIALS Y | 1981 to 1996 | 28 the 43 years | Innovation | 25 % |
| GEN Z | 1997 to 2012 | 12 the 27 years | Diversity | 23 % |
| ALFA | 2013 to 2018 | 6 the 11 years | Digitalisation | Inactive |
| CORONA BABIES | 2019 to 2030 | 1 the 5 years | Adaptability | Inactive |
It certainly won't be long before Centennials overtake Millennials and soon dominate the world of work, leadership positions and consumption. This will happen not only in Brazil, but all over the world. That's why you, as a retailer, need to quickly understand how this audience behaves and how to sell to them. Keep reading to find out more!
CHARACTERISTICS OF GEN Z IN CONSUMPTION
When it comes to consumption, Generation Z has many characteristics. However, the main ones are that they:
- They value brands that express points of view, that is, that are genuine and transparent;
- They value individuality and, as such, enjoy personalized consumer experiences;
- They consume to express their individuality and not to look like the rest of the group;
- They trust the opinions and recommendations of the digital influencers they follow;
- They have more access to information and, therefore, are more aware and prefer sustainable products;
- They shop more frequently than other generations through mobile devices;
- They like quick answers;
- They promote diversity and social inclusion;
- They adopt new technologies quickly;
- They cancel brands whose philosophy they do not agree with;
- They prefer immediate pleasure rather than waiting to enjoy something in the future.
Now that you know more about Gen Z, we’ll show you some ways to captivate this audience. This way, you can more easily attract individuals from this generation to your e-commerce site. You’ll certainly be able to sell a lot more this way. Check it out!
HOW TO CAPTIVATE THIS AUDIENCE?
To captivate and sell more to Zoomers, take into account their consumption characteristics, as we studied in the previous topic. Based on this:
- Offer personalized experiences in your e-commerce. To do this, employ strategies such as Inbound Marketing integrated with technologies such as RD Station, which enable hyperpersonalization;
- Provide quick answers to questions and objections from Generation Z individuals. To do this, use, for example, tools such as WhatsApp and chats with humanized Artificial Intelligence;
- Communicate through social networks like Instagram and TikTok. Express your brand’s views and correlate them with the characteristics of Zoomers;
- Use platforms like Wake Experience to hire digital influencers capable of creating a greater connection between your brand and Generation Z.
In addition, invest in content about sustainability, create mobile experiences, take advantage of their love of games and use gamification in e-commerce, provide multichannel service and run exclusive promotions, among other actions. In short, speak the Zoomers' language and they will make your e-commerce stand out!
