Anyone with Gen Z children knows they see the world through a different lens. Not saying that’s a bad thing, it just takes some getting used to. While Gen Z or Zoomers are on every retailer’s radar, they refuse to be defined by anyone except themselves. Born between 1997 and 2012, they are digital natives who are living their lives immersed in technology and social media. Although every generation is multicultural, Gen Z is the most diverse generation in history, with a larger percentage of individuals from various racial and ethnic backgrounds. Since multiculturalism is the norm for Gen Z, they see diversity, equity, and inclusion from a different perspective.

Financially conscious and Pragmatic
Although Gen Z is relatively new to the workforce, saving and investing are a priority. Many are not big risk-takers because they have experienced economic instability. Despite being risk-averse, many of them have an entrepreneurial spirit and want to own their own businesses. This desire to control their own destiny might also align with their desire to make a lasting impact on society.

• Concerned about climate change, sustainability, and being eco-friendly
• Make environmentally conscious choices as consumers and employees
• Open to learning new skills and exploring new employment opportunities
• Choose companies and brands that align with their values and beliefs

Communicating with Gen Z Shoppers
A word that frequently comes up in reference to Gen Z is authenticity. Attempts to fluff up their egos by using slick tactics are going to fall flat. These individuals prefer clear, direct communication tied to meaningful interactions. Online shopping and all that it entails are second nature to Zoomers. E-commerce is essential to their lifestyle, and buying the perfect products sparks passionate conversations and forges lifelong friendships. The ability to access the internet 24/7 has placed the world of shopping at their fingertips. Apps are a big deal for Gen Z. Since Apps focus on specific products, companies, or experiences, using Apps for transactions saves time and effort.

One of the best ways to understand any group of consumers is to look at their buying habits. Although Gen Z is a diverse group, they share common attributes that can help retailers and marketers identify their wants, needs, and motivations.

• Personalized Experiences: Just a few years ago, the profession of being an Influencer didn’t exist. Fast forward, and Influencers are the “go-to” authority on a wide range of products, services, and topics. To make the most of their online shopping experience, Gen Z consults several sources before deciding to purchase products. Conducting product research can mean reading dozens of reviews, searching for details on the manufacturer’s website, checking out YouTube, and talking to friends.
• Loyalty Programs: Gen Z can be frugal. Buying recycled or vintage clothing is a badge of honor, especially when you get a great deal. Retailers who offer a robust loyalty program have a clear advantage. Gen Z seeks opportunities for rewards and savings.
• Patiently Waiting for Deals. Some may say Gen Z is impatient and unwilling to wait for what they want. However, since money is often a concern, they will patiently wait for the best deal before buying products.
• Experiencing in-person Shopping: Although it seems as if Zoomers are born to shop online. They still appreciate and value shopping in a physical store. The ability to see, touch, and interact with merchandise, as well as speak to a sales associate, still matters.

Using Social Media Transforms e-commerce
Most of us had to figure out the ins and outs of social media since it was new territory for older generations. Gen Z grew during the rise of social media and has taken the platform to the next level in terms of e-commerce. They have made it a booming enterprise for transactions and a vibrant resource for building a community. In fact, Zoomers buy more products on social media than any other generation. They want to spread the word and talk about the things they buy. Gen Z also wants to get to know the brand and what it stands for or against.

• Videos of product reviews motivated 53 percent of Gen Z to make a purchase
• More than 40 percent of those who use social media use it to contact customer service

Gen Z gives Artificial Intelligence (AI) a thumbs up
Zoomers embrace change and adapt to new situations relatively easily.  Based on their devotion to technology and rapid advancements, it’s not surprising that they welcome the innovations attributed to AI. According to a 2024 survey. 75 percent of Gen Z consumers were excited about incorporating artificial intelligence into the shopping process. This was 15 percentage points higher than the overall consumers. One of the things Gen Z likes most about generative artificial intelligence (GenAI) is its ability to make customized recommendations about fashion, home decorations, and color choices.

To hold the interest of Gen Z Consumers, Independent retailers will need to come up with creative ways to keep them engaged online. Zoomers want to get to know your brand and share your story with family and friends. Start by reflecting on how consumers view hardware stores—authentic, family businesses that serve the community. The staff greet me when I arrive and help me find what I need. Every story will be different since no two stores are the same. That’s something Gen Z will appreciate.