Teens…How Gen Z Buys
Gen Z is your new and next patient. These young people, the oldest of whom is now 23, are also retail’s newest consumer.
Tip: Gen Z has a strong sense of purpose and feels connected to important causes. 69% think brands should help them achieve their giving goals.
Both the shopping experience and the resulting purchasing landscape will be changing to capture that consumer. Here’s what you need to know
1. GIVING. Gen Z wants to touch and feel product pre-purchase. So, make it easy for them to do so. Have several try-on spots. According to The Center for Generational Kinetics, they’ll likely use Snapchat to send a selfie or video of what they’re considering, so make sure your lighting and reception are good.
2. SMARTPHONE. They’re also going to use their smartphones in your location to check product and pricing, so be prepared for that, too, suggests a new study by Criteo. And, according to the Center for Generational Kinetics, over half of them are on those smartphones at least five hours a day, and that will include time they spend with you.
3. PURPOSE. According to a study by PSFK, Gen Z has a strong sense of purpose and feels connected to important causes. Almost seven out of 10 (69%) think brands should help them achieve their giving goals.
4. CONNECTIONS. As reported in Piper Jaffray’s semiannual, “Taking Stock with Teens” survey, 70% of teen respondents say they prefer brands to contact them about new products through Instagram, with Snapchat coming in a strong second.
5. ADVERTISING. The Center for Generational Kinetics finds that Gen Z trusts ads on YouTube more than anywhere else. That means YouTube beats out print, including yours, as well as radio and TV.
6. RECOMMENDATIONS. Those researchers also say that 68% of Gen Z reads at least three reviews before buying. And nearly half (6%) follow more than 10 social influencers online at any given time.
7. CONNECTED. According to the trend trackers at PSFK, more than a third of Gen Z participating in their research say they are, in fact, always online via their smartphones.
8. BESTIES. PSFK also reports that 60% of teens surveyed believe their online friendships are just as powerful as their in-person relationships.
9. ADVICE. The Digital Marketing Institute finds that eight out of 10 teens say they get most of the beauty tips they follow from social media influencers as opposed to celebs or even friends and family.
10. BRICK. Tips are one thing. Buying is another. Piper Jaffray’s research reports that 90% of the females in the survey report they want to shop for their cosmetics in-store.
Are you beginning to see more of these young adults in your practice…and using their smartphones in the dispensary? Have you tried connecting with them online? If so, tell us about your strategy, and join in the conversation on Facebook here.
Erinn Morgan
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