# The Ultimate Beginner’s Guide to Selling to Generation Z
## Understanding Gen Z: What Motivates Them to Buy
Generation Z, also known as Zoomers, is a demographic that is coming of age and entering the workforce. As a business owner, it’s crucial to understand what Gen Z cares about and how they shop in order to effectively target this market.
### Sustainability on a Budget
– Gen Z is one of the most sustainability-minded generations, but they are also budget-conscious.
– Secondhand retail has become popular among Zoomers as it allows them to buy the brands they like while being environmentally conscious by giving items a second life.
### Brand Awareness
– Gen Z is highly aware of corporate brands and their actions, often keeping tabs on them through social media.
– Businesses that show the human side of their company on social media are more relatable to Gen Z, which can be beneficial for small businesses.
### Whom do they trust?
– TikTok is extremely popular with Gen Z, especially for discovering new products.
– Recommendations from friends and family have a significant influence on Gen Z’s purchasing decisions.
### They’re Less Loyal
– Gen Z is conscious about consumption and tends to be less loyal than older generations.
– Loyalty programs focused on sustainability or offering discounts are more appealing to Gen Z.
### They’re Not Shopping in the Metaverse
– While there’s buzz about the metaverse, Zoomers are not shopping there yet.
– Keep an eye on Generation Alpha, who may be more eager to shop in the digital universe in the future.
### “Buy Now, Pay Later” Has Arrived
– Gen Z and millennials are the primary users of “buy now, pay later” (BNPL) services.
– The use of BNPL options is increasing among Gen Xers and baby boomers.
– Gen Z’s share of luxury item spending has increased, fueled by the post-pandemic return to the office.
### Conscious Consumerism
– Millennials and Zoomers have a significant share of spending on eco-friendly products.
– Businesses can attract Gen Z and millennials by establishing partnerships with sustainable brands and running their businesses in an environmentally conscious way without being seen as performative.
In conclusion, understanding the priorities and preferences of Generation Z is essential for businesses looking to effectively target this demographic. By aligning marketing strategies with the values and shopping behaviors of Gen Z, businesses can position themselves for success in the evolving marketplace.