About Gen Z from a Gen Zer. Finally.
I’m Gen Z and I don’t shop the way your data tells you I do.
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Gen Z, a term that’s become omnipresent in any and every Marketing, Sales, Communications or Research presentation I’ve come across in my 2 years at University. But I have to say: we talk about Gen Z like its a round of 2 truths and a “generalization”.
Gen Z is tech-savvy. Ok.
Gen Z is diverse. Ok? (but isn’t everyone?)
Gen Z is impulsive. What??
Data on all generations work on generalizations and assumptions, but that on Gen Z is twice as extensive because technology has been around for as long as we have, making our digital footprint 2 decades+ long.
As a Gen Z insider, here are some insider points of view.
Gen Z is painted as a generation that values logomania, status symbols, limited editions, touchscreens in stores, quick checkouts, peer2peer influence and whatnot.
These ‘consumer habits’ are apt at one point in time but no longer than that. Trends among Gen Zers work most often under a ripple effect. Such an effect hits some hard but does not speak of all of Gen Z’s preferences and often only represents habits of the more expressive and flamboyant part of the audience.
A huge chunk of Gen Z is not as vocal and silently peruses social media without directly engaging with Fashion Brands. Granted that we’re talking of an industry that runs on Trends as it’s fuel, but the engine making use of that fuel is the audience itself. And this is not an audience that can be dealt with just via cute crop tops and latest trends.
If one moves aside what’s said in the mainstream, the youth of today, if not consciously, but subconsciously respects longevity. There has to be a big picture. It can’t be ad-hoc. You can’t sell us Supreme shirts one day and Jacquemus the next just because the “data said so”.
The data is who you ask. Therefore, the data is unfortunately what you WANT it to be.
Fashion is, however, a mirror to society and represents the sentiments of the wearer. How this generation views itself is not represented by most brands with the exception of a few that categorise themselves as niche.
Even in 2020, I see the largest clothing retailers selling hoodies with “New York” or “F.R.I.E.N.D.S” on them. Granted we’re 90s kids but I always thought the job of designers was to surprise the audience and not tell them what they already know. With today’s technology and all these cookies that seem to be following us like the FBI, I wonder if brands ever move ahead of their own universe.
What does Gen Z do when it’s home alone? What does it dream about? What are its aspirations? Why are all their role models figures from the past? What irks them? Why DO they make TikToks? What was their childhood like? What do they want the world to be like in 5 decades?
Contrary to popular belief, Gen Z is incredibly empathetic, loyal and sensitive.
When I see what brands create for our generation, I get that they know we watch TikTok but have they ever looked out for WHAT we’re watching?
It’s not just cute dogs and makeup reviews.
We’re talking mental health. Gender Equality. Body positivity. Consent. Climate change. Charity. Family values. Interpersonal Relations. Love. Racism. Equality. Representation. Many Faiths. AND One World.
Where are these being mentioned? There’s a lot of talk online but when will we see this in Fashion we wear?
Sustainability, in particular, is often taken as something Gen-Zers are incredibly sensitive about. Most Gen Z-ers are no more than 25 years old today. We don’t understand those heavily numbered, 200-page reports you post. We understand action. We understand the proof. We understand when you write “recycled” on the tag but we also understand when you write “JUST the tag, though” in the fine print.
I know most brands are too big to fail today and they’re earning enough without investing in these aspects. But as a Gen-Zer I can confirm, we’re taking copious subconscious notes in our minds. The key to long-term success is this. To not just show us what the data tells you we want but also to teach us. To tell us something we hadn’t even considered. Drive your data to pick up on early trends, not trends that are already going viral. (Pro tip: The lack of inclusivity & body positivity in men is gathering increasing attention these days. Catch on ;)
Because I sense that the time is approaching as we’re already becoming business owners. At a time when Gen-Z native businesses will be thriving, catching up might be a long-gone possibility.
I wrote this because I believe the data behind Gen Z misses out on a large chunk of the people that are in it. I for one do not relate to 90% of the data in Gen Z reports and don’t know many people who feel differently. If in my 3rd+ connections I can point out probably just a handful of people that match this data, I can’t help but question its accuracy.
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What do you think? Agree or Contradict, I’m just curious!
Feel free to write to me!
