Generation Z, often defined as those born between 1997 and 2012, is emerging as a powerful consumer demographic. With unique shopping preferences, a strong commitment to social issues, and a distinct taste in music, understanding how Gen Z makes purchasing decisions is crucial for businesses aiming to attract and retain this generation as customers. From how they shop to the type of music that resonates with them, Gen Z’s preferences are shaping the future of retail.
How Does Gen Z Shop?
One of the most significant ways in which Gen Z differs from previous generations, like Millennials, is their emphasis on a brand’s stance on social issues. For Gen Z, shopping isn’t just about the products; it’s about the values a company upholds. Brands that are transparent about their sustainability efforts, inclusivity, and ethical practices are more likely to capture the attention and loyalty of this younger generation.
Take Patagonia, for example. The outdoor clothing brand has made a name for itself by promoting environmental conservation and sustainable practices. Patagonia’s “Don’t Buy This Jacket” campaign, which encouraged consumers to consider the environmental impact of their purchases, aligns with Gen Z’s emphasis on reducing waste and making mindful decisions. Similarly, brands like TOMS, known for their “One for One” model, which donates shoes to those in need, appeal to Gen Z’s desire to contribute to a more equitable world through their purchasing choices.
This generation’s shopping habits are closely tied to their digital lives. Gen Z relies heavily on social media platforms like Instagram and TikTok for product recommendations, reviews, and fashion inspiration. They prioritize peer reviews and influencer endorsements over traditional advertising methods, which means that for brands to engage Gen Z effectively, they need to foster authentic connections through these platforms.
Gen Z Fashion Trends
When it comes to fashion, Gen Z embraces a blend of individuality and social consciousness. Sustainable fashion brands like Everlane, known for its transparent pricing and ethical sourcing, resonate with this generation. Fast fashion, once popular for its affordability and convenience, is losing favor among Gen Z shoppers, who are increasingly aware of its environmental impact.
Thrifting and second-hand shopping have seen a resurgence thanks to Gen Z’s desire to reduce waste and stand out with unique pieces. Thrift stores and online resale platforms like Depop and Poshmark have become go-to destinations for Gen Z shoppers who seek affordable, eco-friendly, and one-of-a-kind items. This shift toward slow fashion, characterized by a preference for quality over quantity and a reduced environmental footprint, is indicative of Gen Z’s forward-thinking approach to consumerism.
Gender fluidity in fashion is another important trend. Gen Z rejects the rigid boundaries of traditional gender norms, and this is reflected in their fashion choices. Brands like ASOS and Zara have responded by introducing gender-neutral clothing lines, catering to this generation’s demand for inclusivity and self-expression.
Gen Z vs. Millennials: Shopping and Socializing
While both Gen Z and Millennials value experiences over material possessions, there are key differences in how they approach shopping and socializing. For Millennials, shopping often intersects with social experiences—going to malls, dining out, and sharing the experience with friends is a common behavior. Millennials tend to be more brand-loyal, sticking with companies that align with their personal values.
In contrast, Gen Z is more pragmatic and frugal. They grew up during economic instability and are thus more financially cautious, often comparing prices and waiting for deals before making a purchase. They also prioritize speed and convenience—mobile shopping, same-day delivery, and personalized recommendations are highly valued. Gen Z is more likely to engage in “showrooming” (viewing products in-store and buying them online) and “webrooming” (researching products online and purchasing them in-store).
Socializing for Gen Z is heavily digital. Unlike Millennials, who may balance online and offline social interactions, Gen Z is more comfortable engaging with friends and communities through platforms like Snapchat, Instagram, and TikTok. These social media platforms also play a significant role in their shopping habits, with influencers and viral trends shaping their purchasing decisions.
What Type of Music Does Gen Z Like?
Music is a vital aspect of Gen Z’s identity and is deeply intertwined with how they express themselves. This generation enjoys a wide range of genres, but some stand out more than others. Pop, hip-hop, indie, and electronic music tend to dominate Gen Z’s playlists. Artists like Billie Eilish, Olivia Rodrigo, and Travis Scott, who resonate with themes of self-expression, emotional depth, and social consciousness, are popular among this demographic.
Music is also an essential part of how Gen Z interacts with brands. They expect retailers to curate soundtracks that reflect their diverse tastes and create a personalized shopping experience. Brands that successfully integrate music into their physical and digital spaces can enhance the shopping experience and strengthen emotional connections with Gen Z consumers.
What Type of Music Should Retail Stores Play for Gen Z Shoppers?
For retailers aiming to attract Gen Z shoppers, the right in-store music can significantly impact the atmosphere and customer experience. Gen Z values authenticity, diversity, and personalization, so the music they hear while shopping should reflect those values. Retailers should consider playing playlists that include a mix of current chart-toppers, emerging indie artists, and diverse genres such as hip-hop, alternative pop, and electronic music.
More importantly, the music should align with the brand’s identity. For example, a fashion retailer targeting eco-conscious Gen Z shoppers could curate playlists featuring artists known for their activism or music that promotes themes of sustainability and social justice. The goal is to create an immersive, enjoyable environment that reflects the values Gen Z holds dear.
Why Should Retail Shops Play Licensed Music?
In addition to choosing the right music, it’s critical that retail stores play licensed music. Gen Z is highly attuned to ethical business practices, and playing licensed music aligns with their focus on sustainability and equality. Unlicensed music not only puts businesses at risk of legal consequences but also contradicts the fair treatment of artists and creators—a value that resonates with Gen Z.
By playing licensed music, businesses can show their support for the artists whose work they benefit from. This transparency and ethical behavior can help build trust and loyalty among Gen Z shoppers, who are likely to avoid brands that engage in exploitative practices.
How Jukeboxy Can Help Businesses Attract Loyal Gen Z Shoppers
Jukeboxy, a business music solution, offers retailers the tools they need to create a memorable and compliant in-store experience for Gen Z shoppers. Jukeboxy provides access to fully licensed music curated for business environments, ensuring that retailers can legally stream music while supporting artists and creators.
Jukeboxy’s customizable playlists allow businesses to tailor their music to their target audience. With features like mood and genre-based playlists, retailers can curate soundtracks that align with Gen Z’s values and tastes, from upbeat pop tracks to chill indie beats. Additionally, Jukeboxy’s seamless integration with in-store audio messaging can help retailers further connect with their customers, reinforcing brand messaging around sustainability, inclusivity, and ethical practices.
By using Jukeboxy’s services, businesses can create an immersive and ethical shopping experience that resonates with Gen Z, ultimately fostering brand loyalty and increasing sales.
To attract and retain Gen Z shoppers, businesses must understand their unique preferences and values. This generation’s commitment to sustainability, inclusivity, and individuality shapes their shopping habits and the brands they choose to support. Retailers that play licensed music and curate thoughtful in-store soundtracks that align with Gen Z’s tastes and ethics will be better positioned to build lasting relationships with this influential consumer group. With Jukeboxy, businesses can achieve these goals, providing a shopping experience that resonates with the values of Gen Z and sets the stage for long-term success.
