Understanding Generation Z: The new trend among young consumers

Generation Z, those born between 1997 and 2021, represents a group of young consumers with significant disposable income. The latest data shows that 64% of Generation Z consider themselves “always online”, making their influence on retail and e-commerce not to be underestimated.

Here are Arrow Translation’s strategies for effectively interacting with Gen Z:

Convenience comes first

Generation Z has grown up in the Internet era and has high expectations for the convenience of shopping.

• Convenience needs : This generation demands shopping anytime, anywhere. Free shipping has become a necessity, not a luxury.
• Shopping experience : A seamless shopping process is crucial. Data shows that 60% of Generation Z consumers will abandon a website that loads slowly. Therefore, retailers need to optimize their websites to meet their needs.

Changes in consumer values

Generation Z has shown significant changes in consumption values.

• Value authenticity : This generation tends to support brands with authentic values, especially around diversity, inclusion and sustainability.
• Pay attention to brand stories : Generation Z not only cares about the products themselves, but also wants to understand the stories and ethical practices behind the brands.

Omni-channel shopping

Although Gen Z is often thought of as primarily shopping online, they are also rediscovering the importance of physical stores.

• Offline shopping trends : Research shows that Gen Z consumers were 56% more likely to shop offline than online in the past three months .
• Flexible in channel selection : They are flexible in their shopping behavior and often choose the most convenient channel. Therefore, retailers should combine digital experience with physical experience to attract this group.

The rise of social e-commerce

Social e-commerce is developing rapidly among Generation Z.

• Influence of social media : 64.2% of Generation Z said they get shopping inspiration from Instagram, far exceeding 39.1% of Millennials .
• Mobile first : Gen Z relies heavily on their phones, getting news and cultural information through Instagram and TikTok. Brands can increase engagement by:
• Leverage in-platform purchasing tools
• Optimize your website for mobile devices

Global strategy and localization

To effectively connect with Generation Z around the world, retailers need to provide information that meets their needs on the right platform. A comprehensive global strategy and localized measures are the key to achieving growth.

◀️：Strategies for optimizing video content for global markets

▶️：Key Considerations for Implementing Chatbots in the Translation Industry