1、Experts in what consumers want and why4 Facts About Gen Z Consumers and the Opportunities They Present for Brands How Gen Z behaviors,preferences,and spending are shifting market opportunities and the competitive strategies brands need to engage this increasingly powerful demographic.Forget what you

2、 think you know about Generation ZMany assume Generation Z(Gen Z)is comprised of healthy eaters,eco-conscious buyers,and consumers with a deep mistrust of big brands.While these attributes are loudly touted by the media,they are,in fact,wrong.Neither are Gen Zs like Millennials but on steroids.Gen Z

3、 has never known a world without the internet.This has created,in the words of Gen Z CEO Advisor Hannah Williams,“a new type of human”that brands need to target differently.Gen Z has also been shaped by its coming of age,plugged into a world of great uncertainty and disruption.Mintel defines Generat

4、ion Z as the generation born between 1997 and 2010.In 2023,members of Gen Z are between the ages of 13 and 26,with Gen Z teens aged 13-17 and Gen Z adults aged 18-26.2Defining Gen ZGen Z was brought up in an era of rapid technological change.Coming of age with social media magnified the already big

5、social,economic,and political changes of the time.While Gen Z will never be the largest demographic brands can engage with,they represent a significant share(approximately 18%)of the US population,an estimated 60 million strong in 2023,behind the behemoth Millennial and Baby Boomer generations,and c

6、losing in on Gen X.Despite some additional growth projected from immigration through 2028,Gen Z will remain the fourth largest generation group,eclipsed by the continued growth of Gen Alpha(those born 2011-2025).Even more important than their size is their need state based on life stage.In 2023,memb

7、ers of Gen Z are between the ages of 13 and 26.While this group continues to straddle childhood and adulthood,an ever-increasing share is making the transition into adulthood and could use support in all that entails,including establishing their identity,housing shifts,career navigation,partnership,

8、and parenthood.It also means that marketers are increasingly speaking directly to members of this group,who are gaining financial independence and decision-making authority.3Note:Data may not equal totals due to rounding Source:Census Bureau,annual population estimates and 2017 National Population P

9、rojections;Mintel Reports US,Marketing to Gen Z,2023US population by generation,2018-2820182023(est)2028(proj)52,76559,51576,83760,10868,34718,50073,50060,97177,14458,84462,51611,46431,84458,58276,30060,96772,47826,517population(thousands)Gen AlphaGen ZMillennialsGen XBoomersSwing/WWIINote:Data may

10、not equal totals due to roundingSource:Census Bureau,annual population estimates and 2017 National Population Projections/Mintel4Only about one in 10 Gen Z consumers are married and just under a third say they are currently in a partnership.While dating is a stronger area of immediate focus than mar

11、riage for this group,a quarter are parents,pointing to a crop of consumers likely in need of child-rearing support.Social media has a stronger influence on Gen Z parental purchase decisions,with parenting groups and social media influencers being seen as more trustworthy than brands.Gen Zs in genera

12、l are more likely than the average consumer to use and trust social media,making it vital for brands to nurture social circles for resonance.Gen Zs are also more likely than older generations to trust,use,and be interested in the future use of technology.They show particular interest in virtual inno

13、vation,including artificial intelligence(AI),augmented reality(AR),and the metaverse,suggesting ever-expanding routes for communication,connection,and securing relevance.Finally,as the US population diversifies,newer generations will continue to hold greater shares of diverse people.Despite being th

14、e fourth largest generation,Gen Z is estimated to have the second largest non-White population by size,with more than 16 million Asian,Black,and other individuals(largely made up of mixed-race individuals)combined.With this expanded representation comes the prioritization of social equality.Gen Z ad

15、ults are more likely than average adults to define sustainability as social equality,as well as more likely to associate sustainability with social justice than economic viability.Infusing social justice themes into brand missions and messaging will be necessary to establish relevance with these you

16、ng consumers.5Base:3,000 internet users aged 18+Source:Mintel Reports US,Marketing to Gen Z,2023Adult Gen Zs parental status0%10%20%30%40%50%60%70%80%90%100%67%76%24%33%Total adultsGen Z adultsNot a parent of children under 18 in the householdParent of children under 18 in the household6010203044 fa

17、cts brands need to know about Gen Z consumersCarol Wong-Li Director of Consumer&Culture Research,Mintel Reports“Gen Zs continue to age into greater responsibility and spending power.Brands can help this group ease their discontent and sense of not being as far along as they should be in life.While t

18、he pandemic and economic uncertainty have been obstacles to Gen Zs progress,they havent stifled optimism.Instead,they drive a quest for tools and skills.”7Gen Z is dissatisfied with the presentGen Z is seeking a responsible financial futureMental health is Gen Zs top health priorityGen Z wants to st

19、and outwith limitationsGen Z is dissatisfied with the present0164%54%of Gen Z adults agree their life isnt where they thought it would be at this point.of Gen Z teens agree they feel like they missed out on typical teenage experiences because of the pandemic.Base:867 internet users aged 13-17;3,000

20、internet users aged 18+Source:Mintel Reports US,Marketing to Gen Z,2023 The majority of Gen Z teens feel like they missed out on being a teen due to the pandemic,and the majority of Gen Z adults feel as if their life isnt where they thought it would be at this point.While many Americans contend with

21、 a disconnect between childhood dreams and real life,Gen Zs may be experiencing their disappointments sooner than most.Brands can tackle this disappointment head-on,connecting with this consumer by acknowledging their dissatisfaction and hardship and encouraging their likely sense of resilience to b

22、uild toward a better future.8Base:2,000 internet users aged 18+|Source:Mintel Reports US,Marketing to Gen Z,2023Financial wellness training and support will be a strong route to connecting with Gen Zs,given that more than half of Gen Z teens and adults want to develop an aptitude for saving money.Th

23、is wont be new territory,considering the majority of Gen Zs say their parents imparted them with some skills in this category.However,uncertain economic performance and perceptions of financial insecurity that stem from bank failures and recession fears stoke the desire to learn more.Gen Z is seekin

24、g a responsible financial futureAdult Gen Zs financial situation020%10%20%30%40%50%60%70%80%90%100%Total adultsGen Z adultsIn trouble-Ive missed loan repaymentsor household billsStruggling-Im in danger of fallingbehind with bills or loan paymentsTight-Im making ends meet,but just barelyOK-I get by,b

25、ut theres not a lot leftby the time the basics are taken care ofHealthy-I have money left at the end of the month for some luxuries or to add to my savings6%10%19%32%33%19%40%24%10%7%9Mental health is Gen Zs top health priorityBase:2,000 internet users aged 18+|Source:Mintel Reports US,Marketing to

26、Gen Z,2023Gen Zs differ from overall consumers in their prioritization of mental health over healthy eating.This is driven by the combination of their relatively young age(which limits dietary health concerns),anxiety-inducing current events(which exacerbate the need for stress relief),and a general

27、 openness to discussing mental wellbeing.Taking care of mental health tops Gen Zs health priorities,followed closely by stress management and taking time for oneself.While this focus presents an opportunity for brands to step in and help young adults manage stressful areas of life,it also points to

28、inherent qualities this group would like to see built into brand positioning for a lower-stress baseline.Adult Gen Zs health priorities(any rank one,two,or three)039%Total adultsGen Z adultsEating HealthyTaking care of my mental healthManaging my stressManaging my weightTaking time for myselfMaintai

29、ning an exercise routineImproving my quality of rest/sleepMaintaining my energy levelsStrengthening my immune systemLimiting exposure to germs/common illness12%17%18%19%19%24%24%27%30%32%32%33%38%38%44%39%41%42%32%10Gen Z wants to stand outwith limitations 60%43%of Gen Z adults say they prefer to st

30、and out.of adults overall say that they prefer to stand out.Base:3,000 internet users aged 18+|Source:Mintel Reports US,Marketing to Gen Z,2023In part a reflection of their youth,the desire for Gen Z adults to stand out is likely also a reaction to the limitations placed on them as they aged into ad

31、ulthood during the pandemic.To some extent,being confined to a video chat box or phone screen amid stay-at-home orders felt like a persecution that Gen Zs want to rebel against and push past by taking up space and being big in the real world.For others,the digital-forward interactions allow the safe

32、ty and security of specific confines,providing a controlled canvas for being big within a small space.Either way,it is imperative that brands arm Gen Zs with the tools to express themselves in order to make deep,lasting connections.04114 market opportunities Gen Z presents for brands01020304The Me M

33、entality trend explores how consumers are emerging from the pandemic eager to refocus on themselves and suggests brands can help them take center stage.Consumers are ready for a confidence boost,and brands can support them with products that feed their curiosity as they establish new tastes,routines

34、,and preferences that align with who they are or who they want to be.Mintel 2023 Global Consumer Trends12Shift the focus(back)to things over experiencesMake quality the goal,not quantity Create immediate interactions with images and videoEmbrace virtual technology as adoption growsShift the focus(ba

35、ck)to things over experiences47%53%of Gen Z adults say they prefer to splurge on things(eg designer items).of Gen Z adults say they prefer to splurge on experiences(eg vacations).The trend over the last few years has been all about experiences over things.While Gen Z adults are currently more likely

36、 to splurge on experiences over material options,the pull of physical objects is on the rise.This may be because this digitally native group,used to learning,connecting,shopping,and otherwise interacting virtually,finds refreshing novelty in tangible goods.Delivering on the digital experience is a m

37、ust-have for Gen Z shoppers,but the opportunity exists to connect with them via tangible objects,such as souvenirs,accessories,and commemorative swag that mark occasions and expresses identity.Base:3,000 internet users aged 18+|Source:Mintel Reports US,Marketing to Gen Z,20230113Make quality the goa

38、l,not quantity 77%67%44%agree its worth paying more for higher quality products.agree they like to own the same types of things their friends do (eg technology,clothing styles).agree their favorite brands offer products at the lowest prices.While Gen Z teens arent yet in the position to make primary

39、 purchase decisions in substantial categories,their preferences are important to track as they gain earning and spending power.They are shifting away from fast fashion and easily-disposed-of clothing in favor of quality pieces.Even among affordable categories,such as snacks,accessories,and personal

40、care products,messaging related to quality will resonate with this group.Brands can also find opportunities in making higher quality items more accessible to younger spenders,such as through secondhand and rental programs.Base:867 internet users aged 13-17|Source:Mintel Reports US,Marketing to Gen Z

41、,2023 0214Create immediate interactions with images and videoBase:3,000 internet users aged 18+|Source:Mintel Reports US,Marketing to Gen Z,2023Digital native Gen Zs are a useful playground in which to view the progression of technology use and reliance to see what rises to the top amid a world wher

42、e virtually everything is within reach.The preference for immediate and image-forward interaction is seen in Gen Zs outsized use of social media and video chatting,and their underuse of email,as forms of communication.Brands looking to engage with this group must utilize these more dynamic forms of

43、interaction to make them feel like theyre being heard and seen.Adult Gen Z technology-based activities(2022-23)03Used a smartphone(eg.iphone)Sent text messagesSent emailsBought something onlineChecked accounts/managed my money onlinePosted on social media(eg.Facebook,Instagram)Video chatted(eg.Facet

44、ime,Zoom)Used a tablet(eg.iPad)Clicked on advertisements I saw onlineUsed a smart speaker(eg.Amazon Echo with AlexaUsed an internet-connected eReader(eg.Kindle Fire)Total adultsGen Z adults86%78%84%69%83%74%76%64%66%71%61%66%55%48%52%45%41%36%20%14%89%85%15Embrace virtual technology as adoption grow

45、sBrands that utilize technology will have an interested audience in Gen Z shoppers,and those that want to incentivize engagement can do so via early access and exclusive opportunities for tech trials.Gen Z is considerably more likely to view themselves as early adopters of technology,with over a qua

46、rter saying they like to be among the first to try new technology in general and,specifically,to try new technology before it is available to the public.This interest is growing among younger shoppers,with Gen Z teens more likely to have used AI and AR than their adult Gen Z counterparts.With elevat

47、ed use comes more positive perceptions,as Gen Z adults are more likely than the average consumer to view AI advancements as beneficial to society.Base:867 internet users aged 13-17;429 internet users aged 18-26|Source:Mintel Reports US,Marketing to Gen Z,2023Adult v Teen Gen Z use of and interest in

48、 technology0432%27%28%23%24%20%17%14%Interact with brandsusing AI technology(eg.Chat GPT)Attend an onlineevent using an avatar(eg.a concert in Fortnite)Use augmented reality to purchasesomething at a storePurchase an NFT(i.e a digital item,like an image,with a unique digital signature)Gen Z TeensGen

49、 Z adults163 top takeaways and what to do nextGen Zs feel like life isnt going as planned.The discontent expressed by Gen Zs presents an opportunity for connection via acknowledging the hardship and arming them with resources to move through it.This group wants to be recognized for what theyve overc

50、ome and empowered to achieve more.A focus on the future can be aided by a connection to the past.Gen Z adults show a preference for focusing on the future over living in the moment.At the same time,they exhibit a strong preference for holding on to things that remind them of the past.Combined,these

51、form a get me outta here mindset that can be served by marketers who remind Gen Z consumers of how good things were and guide them toward how good things can be.Quality is back in style.Amid stalled economic advancement,Gen Z is quality-focused,having a preference for objects that outpaces overall c

52、onsumers and a willingness to invest in premium positioning.For this group,value will come from brands that can help them access the quality they desire.010203Youve got the topline,with some key,actionable insights into Gen Z.Now,lets dig into the data and plan your next,strategic move.If youre a Mi

53、ntel client,please speak to your Account Manager about accessing our Gen Z research,connecting with our incredible Consumer Insights team,or maybe its a highly customized solution on a very specific project youre after,in which case Mintel Consulting could be the answer.If youre not a Mintel client,

54、youre welcome to visit the Mintel Store to explore and purchase our Gen Z research or speak with a Sales person about the many,exciting ways you can become a client.Either way,wed love to hear from you.17The smartest way to understand consumer markets.REPORTSWhat it is Mintel Reports are a series of

55、 comprehensive reports rooted in robust data and market analysis to provide you with expert insights and strategic recommendations.What it covers Each report combines consumer research and drivers,product innovation and/or competitive analysis as well as market size to give you a complete view of yo

56、ur market.Mintel Reports helps your business grow:Identify future opportunities by understanding what your consumers want and why.See the trends and innovations impacting you on a local and global level.Make better decisions faster by keeping informed on whats happening across your market.1231,000+i

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58、NALYSTS 300 global analysts with deep subject matter expertisePRODUCTS 3,000 new products,in 86 countries,purchased every dayFIELD TEAM 25,000 on-the-ground global shoppers in 130 countriesMEDIA Monitoring of millions of advertisements,social sentiment,and product reviewsCustom curation and unparall

59、eled granularityCONTACT US Weve been shaping futures for 50 years.Find out now how we can shape yours too.Learn more by visiting and get in touch todayWe are Mintel Consulting.We help clients make the biggest impact possible.When you work with us youll feel the support of a world-class team.We are a

60、 mix of curious,logical thinkers,grounded in reality what binds us is our passion for helping businesses growA LITTLE ADDED SPARKPrecise and Creative19Custom curation and unparalleled granularityCONTACT US Weve been shaping futures for 50 years.Find out now how we can shape yours too.Learn more by v

61、isiting and get in touch todayWe are Mintel Consulting.We help clients make the biggest impact possible.When you work with us youll feel the support of a world-class team.We are a mix of curious,logical thinkers,grounded in reality what binds us is our passion for helping businesses growA LITTLE ADD

62、ED SPARKPrecise and CreativeANALYSTS300 global analysts with deep subject matter expertiseCONSUMERSPerspective from 40,000 global consumers,monthlyFIELD TEAM25,000 on-the-ground global shoppers in 130 countriesMEDIA Monitoring of millions of advertisements,social sentiment,and product reviewsPRODUCT

63、S3,000 new products,in 86 countries,purchased every dayTRENDSTrend spotting and market predictions in 20 countries20About MintelMintel is the expert in what consumers want and why.As the worlds leading market intelligence agency,our analysis of consumers,markets,product innovation and competitive landscapes provides a unique perspective on global and local economies.Since 1972,our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster.Our purpose is to help businesses and people grow.2023 Mintel Group Ltd.All rights reserved.