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Gen Z Drives Dupe Adoption
Gen Z's significant spending power and preference for value-driven purchases are accelerating the mainstream adoption of dupe culture.
Timeframe
near-term
Impact areas
Detailed Analysis
Gen Z, with their substantial purchasing power, plays a pivotal role in propelling the growth of dupe culture. Their focus on value and affordability, coupled with their active engagement on social media, makes them highly receptive to dupe products. "Some 71% of Gen Zers say they sometimes or always buy a cheaper version of name-brand products," highlighting their willingness to embrace affordable alternatives. This generational influence is reshaping brand strategies and marketing approaches.
Context Signals
TikTok and Instagram are the top social platforms for driving Gen Z awareness of dupes.
56% of Gen Z are extremely likely or likely to try store brands to find the “best value.”
31% of adults have purchased a dupe, but this percentage is much higher among Gen Z (49%) and millennials (44%).
Edge
Brands may need to develop Gen Z-specific dupe lines or marketing campaigns.
Influencer marketing will become even more crucial for promoting dupes to Gen Z.
Dupe culture could drive innovation in product development and pricing strategies.
