How well do you understand Gen Z, today’s youngest adult consumer, whose age spans from 18 to 26?
Often treated as a single cohort, Gen Z actually contains two distinct inter-generational groups, each with its own priorities, behaviors, and expectations. The younger Gen Z is just entering adulthood, while the older is shaping careers, households, and long-term habits. Their views on value systems, societal impact, education, and identity are nuanced, and so are their relationships with brands and retailers. Making assumptions about this generation, or relying on outdated labels, can lead to missed opportunities, limiting both loyalty and revenue growth.
This report is designed to help brands and retailers stop generalizing and start making more informed decisions. By uncovering the differences within Gen Z, not just between them and other generations, we reveal clear opportunities to create authentic, in-store moments that build community and trust, inspire loyalty, and support long-term brand relevance.
The full report is available for download at the bottom of this page. Take me there now!
What We Learned
Based on our findings, Gen Z consumers shared the following key insights on how their values are reflected in the shopping experience and how they seek more meaningful in-store engagement with the brands they care about.
Aspirational Values
94% of Gen Z shop with their values in mind, such as authenticity, transparency, and humility, but often struggle to achieve this in-store, frequently trading ideals for price or convenience
Co-Creator Status
More than 70% of Gen Z want to engage with brands they love beyond content; they want to be co-creators and collaborators in the brand journey, including store design and product customization
Community Driven
3 out of 5 Gen Z shoppers say a leading reason for visiting a store is to experience the brand’s community and fulfill their desire for a greater sense of belonging
Cultural Awareness
60% of Gen Z want to see products or in-store visuals that reflect timely, relevant cultural moments, demonstrating a brand’s awareness of what matters to their lives
Sustainable Design
Nearly 50% of Gen Z say they trust a brand’s sustainability promise more when it is reflected in how the store itself is designed
Building Loyalty with Gen Z: How Attainable, Values-Driven Stores Win Their Trust and Engagement
To earn the attention, respect, and long-term loyalty of Gen Z, brands and retailers must move beyond preconceived notions and mere trend chasing and take the time to understand what truly drives this generation. Gen Z responds to brands that reflect their values and invite them into the process, not just as consumers but as collaborators. This means bringing purpose into the store through thoughtful design choices like sustainable materials and ethically sourced products, while offering spaces that foster connection, such as community lounges or co-creation hubs where their voices shape everything from product design to store layout. Nostalgia, artistry, and visual storytelling also resonate deeply with this generation, especially when paired with technology that enhances rather than distracts from the brand’s heritage and product education. In-store experiences should be a meaningful extension of Gen Z’s values: easier paths to sustainability, personalized creativity, and real community. When brands position themselves as partners in these priorities rather than just sellers of products, they build relevance and trust that goes far beyond the checkout.
Interested in More? Download the Full Report!
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