What Are the Characteristics of Gen Z Shoppers? McKinsey Facts

Gen Z shoppers are digital natives with strong views on ethics. These findings come from McKinsey’s explainer What is Gen Z?, last updated in August 2024.

Who they are

McKinsey defines Gen Z as people born between 1996 and 2010, between millennials and Generation Alpha.

How they shop

• They use the internet to research products and read reviews. In the US, 40 percent admit to being influenced online, often by brands in the videos they watch.
• Compared with millennials, they are more likely to spend on experiences than on luxury goods and favour access over ownership, such as streaming and rentals.
• Trend-driven fast fashion is popular. McKinsey notes that Shein adds 6,000 new products to its website per day.

What they value

McKinsey reports that 73 percent of Gen Z say they try to buy from companies they consider ethical, and nine in ten believe companies should address environmental and social issues. They can spot brands that offer only lip service. Ease of use matters too, including mobile payments and simple online transactions.

What it means for brands

Clear sustainability claims, honest marketing and a smooth mobile experience matter more than heritage alone.

Figures are from McKinsey and may be revised.

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