"The idea that you have to go to a store to buy something is obsolete."

Mumbai: Technology - Quote

Do you always check the tech you buy respects the following values?

Mumbai: Technology - Graph 3

"The trend  now is  that you have to be more sustainable. If the style changes tomorrow, Gen Z would follow."

Mumbai: Behaviour - Quote 7

"I shop there because of discounts, fast delivery & no question asked exchanges."

Mumbai: Fashion - Quote 3

"I look in stores & then mostly order online."

Mumbai: Fashion - Quote 2

"We have so much more information so we're more conscious of what and where we buy."

Mumbai: Behaviour - Quote 6

Do you always check the food and drink you buy respects the following values?

Mumbai: Food & Drink - Graph 2

Mumbai: Technology - Graph 2

When buying tech what gratification are you looking for?

Mumbai: Technology - Graph

"Brands have designed their online space in a way that you don’t feel the difference between online and physical stores."

Mumbai: Behaviour - Quote 4

"The instant gratification of online shopping is appealing to Gen Z."

Mumbai: Behaviour - Quote 3

"Most Gen Z shop online, they very rarely go in-store. They’ll share a link with you."

Mumbai: Behaviour - Quote 2

Mumbai: Fashion - Graph 2

When buying fashion items, what gratification are you looking for?

Manchester: Technology - Graph

Do you always check the tech you buy respects the following values? 

Lagos: Technology - Graph 3

Lagos: Technology - Graph 2

"Some brands have been able to sell themselves into the hearts of people. To make us feel like we need every new addition."

Lagos: Technology - Quote 2

What food and drink brand attributes are you most attracted to?

Lagos: Food & Drink - Graph 2

"I can choose any brand if the quality is good and offers the best price."

Lagos: Behaviour - Quote 5

"I think every brand is trying to accommodate the way Gen Z shops."

Lagos: Behaviour - Quote 4

"If a product is difficult to return then you won’t shop there anymore."

Lagos: Behaviour - Quote 3

Lagos: Fashion - Quote 3

When buying a fashion product, do you check that it aligns to your values? 

Lagos: Fashion - Graph 2

Are you confident that the brands you buy  align to your values?

Lagos: Behaviour - Graph

"Gen Z shops with their heart, they buy things to help them express themselves."

Lagos: Behaviour - Quote 2

Lagos: Technology - Graph

"I look out for brands that have consistently shown quality."

Lagos: Technology - Quote

"Shopping on Instagram is so easy because I don’t need to leave the app. I can quickly engage the seller when I find what I want, read reviews on the comment section and discredit the vendor if they fail to deliver."

Lagos: Behaviour - Quote

"Your privacy could be violated because of technology, but I don't think people care as much as they say they do."

Houston: Technology - Quote

Houston: Technology - Graph

"We are looking for companies with diversity."

Lagos: Fashion - Quote 2

"Influencers make you want what they have, to have the same pictures, so everybody copies them."

Lagos: Food & Drink - Quote 2

Shenzhen: Behaviour - Graph

Shenzhen: Food & Drink - Graph 3.2

Shenzhen: Food & Drink - Graph 3

"We expect technology to bring a real experience that feels the same as offline."

Shenzhen: Technology - Quote 3

"I like a phone that is constantly updated and optimized"

Shenzhen: Technology - Quote 

Shenzhen: Technology Purchase Drivers

"Luxury fashion has an unnecessary ego, which is why a lot of people buy fast fashion."

Houston: Fashion - Quote 4

"If a brand has a weak stance on a social issue or they got caught doing something like terrible we'd be like no, we don't want that anymore."

Houston: Behaviour - Quote

"I do prioritize quality. I'm not a fan of fast fashion, of it not being sustainable."

Houston: Fashion - Quote 3

"If I have a relationship with the brand and I know what to expect, I'm going to buy from them."

Houston: Fashion - Quote 2

Houston: Fashion - Graph 2.1

Houston: Fashion: Graph 2.2

Manchester: Food & Drink - Graph 2

"You don't really look at that (leather) and see an animal, whereas if you look at a big steak, you think ‘yeah, that's come straight from a cow’. So I think that makes a difference of it."

Manchester: Food & Drink - Quote 2

"A lot of people say they care about sustainability but when it boils down, a lot of people don’t actually think about it on a day-to-day basis."

Manchester: Fashion - Quote 3

"It's important to be inclusive of all bodies, shapes and sizes. Big brands should definitely do it right."

Manchester: Fashion - Quote 2

"Brands who work with artists should consider the artist’s ethics, rather than just taking care of their own interests."

Shenzhen: Behaviour - Quote

Shenzhen: Fashion - Values

"Groceries, like milk, are basically the same and brands can be switched at any time according to the price."

Shenzhen: Food & Drink - Quote 2

Shenzhen: Technology Values

"When we choose furniture, we can put it into a virtual world to see how it looks."

Shenzhen: Technology - Quote

Do you always check the food and drink you buy respects the following values? 

Shenzhen: Food & Drink - Graph

”An incident made me try a different brand of soy milk. I found that the quality and taste were not much different, so I switched the brand.”

Shenzhen: Food & Drink - Quote

Shenzhen: Fashion - Purchase Drivers

“If a brand doesn't respect females while taking our money, I won't buy from that brand.”

Shenzhen: Fashion - Quote

What food & drink brand attributes are you most attracted to?

Mumbai: Food & Drink - Graph

"I bought bread online today because I didn't want to go downstairs to the shops."

Mumbai: Food & Drink - Quote

When buying fashion items, what gratifications are you looking for?

Mumbai: Fashion - Graph

"We know the importance of sustainability. But it also has to line up with what is cool."

Mumbai: Fashion - Quote

Manchester: Food & Drink - Graph

"I went vegan to try and reduce the impact my food purchases were having."

Manchester: Food & Drink - Quote

When buying a fashion product, do you check that it aligns to your values?

Manchester: Fashion - Graph

Do you check whether a fashion product aligns to your values before you buy?

Manchester: Fashion - Graph 2

"I want the global South to be looked after."

Manchester: Fashion - Quote

Lagos: Food & Drink - Graph

"Gen Z doesn't really care what is more expensive, it's the credibility it gives you on social media."

Lagos: Food & Drink - Quote

Lagos: Fashion - Graph

"People like a space where you can literally buy anything you want, you can see anything you want."

Lagos: Fashion - Quote

Do you always check the food and drink you buy respects the following values? 


Houston: Food & Drink - Graph

"Sometimes I do like to see the level of freshness for produce."

Houston: Food & Drink - Quote

Houston: Fashion - Graph

“Gen Z are impulsive shoppers, in comparison to other generations shopping with more of an intention.”

Houston: Fashion - Quote

Meet one of today’s  most powerful consumer forces.

Intro

The Gen Z Paradox - Intro

Gen Z’ers rely on their social media feeds to make their mind up.

Crush Culture

We asked Gen Z how they shop for fashion.

Fashion Focus

Gen Z and Fashion Focus

While Gen Z’ers in China, Nigeria and India feel confident that the brands they buy from behave responsibly, the jury’s still out for those in the UK and the US.