emerging
Gen Z Values Drive Loyalty
Gen Z's focus on sustainability, purpose, and authenticity is shaping brand loyalty strategies.
Themes
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
With Gen Z's increasing purchasing power, brands are adapting their digital strategies to cater to their values. This generation's reliance on social media for shopping presents both opportunities and challenges. "As Gen Z (ages 12-27) is projected to increase their spending power to around $12 trillion globally by 2030, and with Gen Alpha (ages 1–14) following, brands are adapting their digital strategies to foster long-term loyalty."
Context Signals
Gen Z projected to have $12 trillion spending power by 2030
55% of Gen Z made online purchases via social media in the last six months
Growing emphasis on authenticity and user-generated content
Edge
Brands will need to find innovative ways to integrate social commerce into their strategies.
The rise of virtual influencers and the metaverse will create new opportunities for engagement.
Transparency and ethical sourcing will become increasingly important for building trust with Gen Z.
