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Shifitng States
02
A new segment: Pragmatic Loyalists
The surprising truth about Gen Z’s predicTable unpredictability
When we dived into the data, we found things we expected. Reassuring, absolutely, but it still didn’t answer why so many brands are failing to land meaningful connection with this generation.
- Price and quality really matter: 94% rated product quality as very important, with 93% saying the same about price - with 88% crossover. No surprise there, we all want a good deal.
- Of the 300 Gen Z consumers we surveyed, no two data profiles were the same. Each participant, it seemed, was completely unique.
- Big on research: 91% often compare prices before purchasing, with 80% likely to research specs before purchasing.
- 'Brand loyalty' was dead. 87% said they often purchase from the same brands - with 88% saying they'd switch for better value, and 71% saying they'd shop around if their favourites are unavailable.
- Social-first: 95% said social media worked best to connect with brands.
- Trends weren't as influential as we thought. Our 'trend follower' segmental questions received only 24% alignment.
- Chaos reigns, as expected.
56% often buy from the same brands but will likely switch for value or availability
But then it got interesting:
Let’s start with the data
- Gen Z survey response
I think a lot of brands want highly loyal customers, but Gen Z just isn’t like that, they like to explore different brands.
- Gen Z survey response
I don't get brand loyalty. If you burn me, you're gone.
90
%
Research prices and
80
%
Research specs
Could a shift in the way we see Gen Z be key to deeper connection?
In an amorphous mist of data, was there… a… potential pattern? First, some truisms…
Gen Z are purpose-led protectors of mother
nature, right?
They’re gripped by new tech, aren’t they? Weren’t Gen Z born digital, craving more URL than IRL?
Well, not exactly. In both cases,
we saw three clear states:
There was a large state of conflict - a state with potential for movement. Could this be true for the indifferent and aligned states too? The non-committal loyalty figures suggested it might.
Suddenly, we began to see Gen Z in a whole new light... What if they weren’t chaotic at all?
Disengaged and unmotivated because the proposition doesn't get them where they need to be, and their energy is limited.
Indifferent
Practical barriers like cost, convenience or ethics.
Conflicted
Highly engaged with their actions reflecting their beliefs – but only when the right conditions are met.
Aligned
What if we’ve all been looking at it the wrong way?
Even though they're no stranger to research
Gen Z prioritise sustainability?
Think again
50
%
Will boycott a brand if unsustainable, but only a quarter will look into their practices...
5
%
Prioritised 'brand values and social responsibility' when asked what influences them to follow a brand on social media
A shimmer of clarity in the chaos
In a rapidly shifting world, Gen Z surfs the waves of change
They’re hard to pin down because their states are always shifting – a fluidity dependant on whatever best meets their needs in an ever-changing world.
If Gen Y fuelled the new world with 'Move fast and break things', what choice did Gen Z have other than, 'Adapt fast and rethink things'?
Rather than viewing Gen Z’s behaviour as random, brands should see it as highly responsive - rooted in the ever-shifting priorities of a generation constantly adapting to new realities.
It's a subtle perspective shift. But brands that take notice will undoubtedly have the edge.
- Emma Chamberlain - YouTube
What I think is cool today,
I might not think is cool tomorrow,
and I'm fine with that
- Hunter Schafer - actress
The more you are willing to let go
of what you think you know,
the more room there is to expand
into new territory
Gen Z aren’t chaotic, they're fluid, dynamic and adaptive.
- Hunter Schafer - actress and model
Things change and move so quickly... I try not to get too caught up in it because I know none of it is really real or permanent
Gen Z isn’t as chaotic as
we think
