The tide is turning, and a new generation—Gen Z—is becoming a key driver in consumer sales. These shoppers are redefining family, community, and joy for themselves, meaning brands need to meet these driven, digital natives where they are to capture and retain brand loyalty.

In a recent report, Roundel examined Gen Z shopping behaviors and discovered that 73% prefer to buy from brands and retailers whose shopping experiences inspire and delight.  

What drives this generation? 

The Gen Z shopper wants to feel seen and connected to brands that align with their core values, the Roundel report found. Gen Zers are similar to millennial consumers with family and value being top priorities. The three main life stages of Gen Z consumers include studying, working, and parenting.  

Here’s how brands can best connect with this emerging consumer base:

• Gen Z students are in a transitional stage and budget conscious. The study found that 74% of Gen Z students state that affordable prices are very or extremely important when making purchase decisions. Leveraging promotional messaging will be a way to meet and help students seeking affordable joy. 
• Gen Z workers expect enjoyable shopping experiences and higher-quality products as their earnings increase. Indeed, 74% of Gen Z workers state that the quality of products as being very or extremely important when feeling inspired by a retailer. Brands should center messaging around quality, as well as lean into media experiences that drive inspiration.
• Gen Z parents prioritize connection with others, with 44% reporting that strong relationships with family and friends is what they want out of life. This mentality extends to how they shop and get product recommendations. Gen Z parents are 70% more likely to trust social posts from close family or friends compared to non-parent Gen Z shoppers. 

It’s essential to create brand connections that drive value and emotional connection for the consumer.

Striking solutions for the Gen Z shopper 

Gen Z shoppers crave personalization and inspiration during their shopping experience—often using multiple touchpoints during a purchase journey. Targeting these budget-savvy guests with curated, dynamic ad experiences creates a sense of ease—sparking joy across the sales funnel. 

Here are three ways to bring media experiences that authentically add joy and value to the Gen Z shopping journey: 

1. Shoppable connected TV: Create targeted and personalized shoppable ads to capture interest as shoppers’ stream. Shoppers get an enjoyable shopping experience by seamlessly purchasing what they see with features like “Add to Pick up Order.” 
2. Programmatic media: Drive inspiration and discovery through media that runs across premium publishers’ content where shoppers are already spending time and paying attention to the content they enjoy. 
3. Social: Gen Zers turn to recommendations from trusted friends, family, and even influencers. The study found that 73% of Gen Zers watch influencer videos, and shop their recommendations 41% more than the general population. Build greater brand loyalty as your consumers scroll. 

Gen Zers seek out discovery and delight—and are naturally drawn to experiences they can share. Roundel helps brands embrace this new generation of shoppers with dynamic, personalized media experiences. 

To learn more about Gen Z’s shopping behaviors, download a copy of Roundel’s Gen Z insights report, here.