IRI uncovers purchase motivators of Generation Z shoppers
Findings show that Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household.
IRI, Chicago, announced findings from two recent studies into the shopping attitudes and behaviors — and the emotional drivers — of Generation Z (aged 21 and under). In partnership with The Family Room LLC, Norwalk, Conn., these studies surveyed a cross-generational sample of Gen Z consumers. Findings show that Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household — meaning that manufacturers and retailers are smart to adjust their marketing strategies to win the hearts and minds of Gen Z shoppers.
“Gen Z is deeply motivated by authenticity and a brand’s ‘emotional DNA,’ which we define as how completely a product or brand aligns with the values shoppers attribute to it,” says Robert Tomei, president of consumer and shopper marketing and core content services for IRI. “Because Gen Z shoppers rely more on brand recognition to make purchase decisions than their Millennial counterparts, it is critical that manufacturers and retailers create transparent and authentic relationships with the Gen Z population early on to build loyalty as their purchasing power grows.”