What: Edelman, a consulting company based in the US and Europe, carried a study of the Gen Z. The lessons are sometimes surpising.

Why it is important: Department stores are eager to know better their next generation of customers.

Thirty percent of the global population, representing USD 13 trillion, is aged 12-27.

Debunking Myths:

• While 55% get informed from social media, 60% use traditional news, and 70% rely on search engines.
• Contrary to the belief that they are attracted only to provocative brands, two-thirds prefer brands that make them feel safe.
• Despite being labeled as impulse purchasers, 70% check everything they see online before making a purchase.

Interesting Trends:

A growing gender divide exists between Gen Z men and women. For instance, trust in government has decreased by 6% among females but increased by 6% among males. Additionally, there is a regional divide, with young people in the West being less optimistic compared to those in upper-middle-income economies.

Influence and Opinions:

Gen Z's opinions are significantly influencing other generations. Ninety-three percent of employers are influenced by Gen Z coworkers. Sixty-six percent of the global population has been motivated by teenagers and college students calling for boycotts. Additionally, 71% say teenagers and college-aged individuals influence their online purchases.

Gen Z believes brands should lead changes, with 63% thinking it is easier for brands than governments. Ninety-two percent of Gen Z say they need to share values with a brand to make a purchase. They have transformed the purchase funnel into a loop involving consumer advocacy and action versus brand statements and actions, all aimed at building trust.

Debunking Gen Z myths