The Gen Z Paradox - Summary

Gen Z are not always shopping in line with their values.  (Yet).

Gen Z are rapidly coming of age - with today’s values being transformed into tomorrow’s table stakes. 

The primary needs that drives Gen Z  to buy are

• Quality

• Convenience

• Value for money

However, Gen Z feel that they are sacrificing their values like

• Care for the Environment

• Gender representation

• Workers' Rights

Our prediction?

As evidenced in our research of the food & drink, fashion, and technology categories, there is a huge gap between how Gen Z want to shop and how they actually shop.

Brands that help Gen Z buy in alignment with their values will succeed with our future shopper. And as for the brands that don’t... they’ll get crushed.