By 2026, they will rule the retail world — or at least they’ll be old enough to exercise some serious buying power, so a report from Business Insider’s research division dug into what Gen Z, defined as people born from 1996 to 2010, likes and dislikes, and surprisingly perhaps, the results aren’t doom and gloom for brick and mortar stores.
But you can’t be a digital ghost, naysayer or uncool (though, who knows, maybe that’s coming back). Here are the top three takeaways that will get Gen Z’s attention:
Gen Zers currently likes shopping at physical stores (emphasis on currently). Something about the novelty of a place where you can buy stuff and people hang out is appealing — go figure.
2. Don’t waste time
Gen Zers won’t use slow-loading or hard-to-navigate websites and apps. They are an impatient, efficient group.
3. Be on brand
Quality and curation motivates Gen Zers — if it’s not pretty they’re not buying.