NEW BREED OF DIGITAL NATIVES

Dona Senara spills the beans on what interests and motivates her generation

Comprising nearly two billion people, Generation Z continues to influence the world with its trending cultures and interests. As true digital natives, Gen Zs are driven by technology – research conducted by the Center for Generational Kinetics (CGK) clearly points to their dependence on it.

Social media, information saturation and rapid advances in physical technology are assimilated by this generation in record time. It follows that businesses can use this knowledge to help unlock the potential of Gen Zs and increase trust across the generation.

Getwizer maintains that YouTube and Instagram rank highest among Gen Z users. It is followed by Snapchat and TikTok.

When GlobalWebIndex and Snap conducted a survey of over 79,000 internet users between the age of 16 and 22 in 45 markets, it was found that nearly everyone owns a smartphone and spends over four hours a day online.

Marketers should create apps for e-commerce that make it easy for Gen Zs to shop directly via Snapchat, Instagram and TikTok. Moreover, business websites that are user-friendly and offer mobile-friendly content that’s accessible on any device will easily win over Gen Z consumers.

Since this generation has high expectations of seamless online experiences with brands, organisations need to optimise their approach to digital media.

Moreover, emerging buying power is seen among Gen Zs. Reports by Ad Age show that presently, Generation Z has direct buying power to the tune of US$ 143 billion even though most buyers are under 18.

This generation has also popularised key financial trends such as Buy Now, Pay Later (BNPL) services.

In the meantime, Insider Intelligence predicts that 47 percent of Gen Z digital buyers who are 14 and older would have used BNPL services at least once in 2025, compared with only 40 percent of millennial digital buyers.

Furthermore, Generation Z wants to stand out rather than fit in – and Gen Zs are more interested in finding a unique product rather than an exclu­sive brand.

A 2021 survey by Vogue and GQ reveals that COVID-19 has made six in 10 Gen Zs more conscious about the fashion items they purchase and they’re now more focussed on buying higher quality items than before.

And a McKinsey survey says that 48 percent of Gen Zs claim they value brands that don’t classify their products as being for male or female. The survey also shows that 27 percent of this generation are more likely to shop for secondhand items than others and seek retailers who value inclusion as much as they do.

By following these trends, SMEs can attract younger generations who are willing to purchase what attracts them. Partnering with social media influencers is another way to promote goods and services among digital natives.

Yet another common trend among Gen Zs is a distrust of government and other institutions. According to a 2021 study conducted by Springtide Research Institute, two-thirds of Gen Zs don’t believe that governments have done their best to protect nations. And almost 60 percent agree that it is difficult to trust their government after COVID-19.

What’s more, three in 10 Gen Zs don’t trust traditional media, nearly a quarter are sceptical about business leaders and almost half distrust religious leaders, a 2022 Deloitte’s survey reveals. Similarly, brand cynicism is also high and this trend could continue into adulthood.

However, some experts maintain that suspicion is a characteristic of youth.

Nonetheless, Gen Zs have shown that they are more loyal than others and need places to invest their trust in – so it’s up to society to foster the trust they’re seeking!

This generation is more connected and diverse… and ready to make its way known.