Woke Gen Z (UK & US Markets)

‘Woke Gen Z’ a term used to describe Gen Z who are born in and after 1997 to 2012, who are politically aware and unafraid to show their concerns for social justice. The report focuses on understanding this cohort's behaviour, motivations, and how this impacts their shopping habits. Gen Z comprises 32% of the world population and has around $44 billion market share in the US, very high share compared to the UK.

Current pandemic (C-19) has caused a lot of disturbance in Gen Z’s education, part-time working hours and even forced them to stay home. Causing an unstable lifestyle affecting mental wellbeing, physical activities and financial struggle. Secondary research highlights insights on Gen Z psychographic lifestyle choices, from the adoption of veganism in daily life to prioritising time for family. By setting goals for future work placements they have motivated themselves through their newly adopted hobbies to value self-fulfilment and have fun and enjoyment through daily activities. Being digital nomads, Gen Z uses their digital platforms to raise voice for causes they deem important. Youtube, Instagram and Tiktok are currently the most used apps in both markets by Gen Z as suggested by primary and secondary research.

In terms of shopping behaviour, both markets share similar choices and opinions on brands and fashion choices. Secondary research highlights the importance of the reseller market, second-hand clothes and repairing items among Gen Z’s attitude towards fashion. In addition, The first preference of Gen z when shopping is the quality of the clothes and second is the brand's ethics and ethical behaviour.

Furthermore, the investigation around the economic situation and socio-cultural differences help to understand the impact of C-19 on Gen Z in both markets. Certain factors are closely linked to Gen Z i.e the growing unemployment rate, recessions etc. In terms of socio-culture, Hofstede 6 dimensions help to locate visual differences in factors such as long term orientation, uncertainty avoidance and the power distribution in both markets that shape Gen Z views. Additionally, Brands must approach Gen Z with caution by using appropriate strategies suggested in the recommendations. The report highlighted certain aspects of Gen Z shopping preferences that brands and marketers can adopt to build a long-lasting customer relationship.

Due to Copyright issues Full document in PDF version and references are available upon request