{"id":11383,"date":"2023-09-01T18:09:26","date_gmt":"2023-09-02T01:09:26","guid":{"rendered":"https:\/\/mg2.com\/?p=11383"},"modified":"2025-09-08T10:58:32","modified_gmt":"2025-09-08T17:58:32","slug":"gen-z-a-deeper-look-at-4-key-personas-and-how-they-are-shaping-the-in-store-experience","status":"publish","type":"post","link":"https:\/\/mg2.com\/zh\/latest\/gen-z-a-deeper-look-at-4-key-personas-and-how-they-are-shaping-the-in-store-experience\/","title":{"rendered":"Gen Z: A Deeper Look\u00a0At 4 Key Personas And How They Are Shaping The In-store Experience\u00a0"},"content":{"rendered":"<header class=\"post-header block-header block-header-hero margin\">\n\t\t\t<div class=\"header-background image\" style=\"background-image:url(https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13105737\/john-schnobrich-2FPjlAyMQTA-unsplash-scaled.jpg);\"><\/div>\n\t\t\n\t<div class=\"header-overlay black\">\n\t\t<div class=\"grid-container\">\n\t\t\t<div class=\"grid-x grid-padding-x align-center align-middle\">\n\t\t\t\t<div class=\"cell small-10 medium-10\">\n\t\t\t\t\t<h6 class=\"eyebrow\">Research &#038; Insights &#8211; September 2023<\/h6>\n\t\t\t\t\t<div class=\"header-content gotham\">\n\t\t\t\t\t\t<h1 class=\"p1\"><span class=\"TextRun SCXW71629282 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW71629282 BCX0\">Gen Z: A Deeper Look At 4 Key Personas And How They Are Shaping The In-store Experience<\/span><\/span><span class=\"EOP SCXW71629282 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/header><!--\/post-header-->\n\n\n<div class=\"wp-block-columns grid-container collapse is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column grid-x grid-padding-x align-center is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group cell small-12 medium-11 large-8\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p>As Gen Z has grown up and become independent consumers, we examine how this shift in mindset informs their preferences, expectations, and spending habits, highlighting where brands and retailers should focus their attention and investments to best resonate with this digitally fluent, omnipresent generation.<\/p>\n\n\n\n<p>Our full deck is available for download at the bottom of this preview. <a href=\"#h-download\">Take me there now!<\/a><\/p>\n\n\n\n<div class=\"responsive-embed widescreen\"><div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/866868371?h=27cfe12831&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Gen Z Panel Video_edited\"><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-want-to-get-gen-z-consumers-in-store-meet-them-where-they-want-to-be-met\"><strong>WANT TO GET GEN Z CONSUMERS IN-STORE? MEET THEM WHERE THEY WANT TO BE MET<\/strong><\/h3>\n\n\n\n<p>Gen Z is digital first however they seamlessly blend worlds, expecting brands to fluidly meet them online and offline because that is all they have known. By bridging online engagement with physical retail experiences that apply both purposeful and playful technologies in-store, brands and retailers can elevate the shopping experience while maintaining the convenience and efficiency Gen Z has come to expect. In this survey, we seek to better understand this generation and investigate their preferences and motivations for shopping in-store, enabling us to bring forward opportunities for future retail store design that incorporate experiences that not only resonate with the consumer\u2019s values, but celebrate their individuality and desire to be a part of the brand story digitally and physically.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"452\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13110527\/web-image.png\" alt=\"\" class=\"wp-image-11385\" style=\"width:1069px;height:auto\" srcset=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13110527\/web-image.png 1024w, https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13110527\/web-image-800x353.png 800w, https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13110527\/web-image-768x339.png 768w, https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13110527\/web-image-18x8.png 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-key-takeaway\">Key Takeaway<\/h3>\n\n\n\n<p>Gen Z consumers know what they want and they know what matters to them. They may be ever changing however their motivations are central to who they are. This generation values authenticity and transparency and knowing a brand\u2019s story is only one part of what drives their sense of connectivity. They expect brands to meet them online and in-store with fluidity, and desire continuity as it relates to brand messaging and customer experience, regardless of the platform or environment. They value and seek out alternative brand experiences not only to feature on social media, but as a way to further educate themselves and immerse themselves in a brand\u2019s world. Gen Z wants to be a part of the narrative and they want to engage with brands in unexpected ways.<\/p>\n\n\n\n<div style=\"height:33px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-slider uagb-block-7d586ec9 uagb-slider-container\"><div class=\"uagb-slides uagb-swiper\"><div class=\"swiper-wrapper\">\n<div class=\"wp-block-uagb-slider-child uagb-slider-child-wrap swiper-slide uagb-block-e4bfef81\"><div class=\"swiper-content\">\n<div class=\"wp-block-uagb-image aligncenter uagb-block-02007b50 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22161922\/Screen-Shot-2023-08-25-at-7.38.24-AM-229x300-1.png ,https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22161922\/Screen-Shot-2023-08-25-at-7.38.24-AM-229x300-1.png 780w, https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22161922\/Screen-Shot-2023-08-25-at-7.38.24-AM-229x300-1.png 360w\" sizes=\"(max-width: 480px) 150px\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22161922\/Screen-Shot-2023-08-25-at-7.38.24-AM-229x300-1.png\" alt=\"\" class=\"uag-image-11625\" width=\"212\" height=\"278\" title=\"\" loading=\"lazy\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-4c63cb7c alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-info-box uagb-block-a17eec64 uagb-infobox__content-wrap  uagb-infobox-icon-above-title uagb-infobox-image-valign-top\"><div class=\"uagb-ifb-content\"><div class=\"uagb-ifb-title-wrap\"><\/div><p class=\"uagb-ifb-desc\">It\u2019s really important for brands to push out messaging that actually aligns with their brand values and is demonstrated through the action they take in the community. It can feel very inauthentic when brands promote body positivity when they have 0 body diversity within their models online. \u2013 Sierra Mar Elia, Z Suite Member<\/p><\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-slider-child uagb-slider-child-wrap swiper-slide uagb-block-58348ff1\"><div class=\"swiper-content\">\n<div class=\"wp-block-uagb-image aligncenter uagb-block-a7552e1e wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162246\/Screen-Shot-2023-08-25-at-7.37.36-AM-229x300-1.png ,https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162246\/Screen-Shot-2023-08-25-at-7.37.36-AM-229x300-1.png 780w, https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162246\/Screen-Shot-2023-08-25-at-7.37.36-AM-229x300-1.png 360w\" sizes=\"(max-width: 480px) 150px\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162246\/Screen-Shot-2023-08-25-at-7.37.36-AM-229x300-1.png\" alt=\"\" class=\"uag-image-11627\" width=\"157\" height=\"206\" title=\"\" loading=\"lazy\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-a0963757 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-info-box uagb-block-fb9d08b1 uagb-infobox__content-wrap  uagb-infobox-icon-above-title uagb-infobox-image-valign-top\"><div class=\"uagb-ifb-content\"><div class=\"uagb-ifb-title-wrap\"><\/div><p class=\"uagb-ifb-desc\">For me, it\u2019s in the visual space. Like if something looks really, really cool inside, whether it\u2019s a display or just artwork, not even the product, I\u2019m really curious to see what that is. \u2013 Tyra Mitchell, Z Suite Member<\/p><\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-slider-child uagb-slider-child-wrap swiper-slide uagb-block-4be7316e\"><div class=\"swiper-content\">\n<div class=\"wp-block-uagb-image aligncenter uagb-block-387718e9 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162406\/Screen-Shot-2023-08-25-at-7.37.48-AM-219x300-1.png ,https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162406\/Screen-Shot-2023-08-25-at-7.37.48-AM-219x300-1.png 780w, https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162406\/Screen-Shot-2023-08-25-at-7.37.48-AM-219x300-1.png 360w\" sizes=\"(max-width: 480px) 150px\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162406\/Screen-Shot-2023-08-25-at-7.37.48-AM-219x300-1.png\" alt=\"\" class=\"uag-image-11628\" width=\"149\" height=\"204\" title=\"\" loading=\"lazy\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-55ca3dde alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-info-box uagb-block-fe8d41df uagb-infobox__content-wrap  uagb-infobox-icon-above-title uagb-infobox-image-valign-top\"><div class=\"uagb-ifb-content\"><div class=\"uagb-ifb-title-wrap\"><\/div><p class=\"uagb-ifb-desc\">For me it\u2019s the people that make the space so I love going into a store that has really nice store associates in there. It invites you to be curious about what\u2019s inside, and then you can maybe take in the art they have in there, the different colors. It allows you to be a consumer if the people make the space. \u2013 Lindsey Hyams, Z Suite Member<\/p><\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-slider-child uagb-slider-child-wrap swiper-slide uagb-block-222cc00c\"><div class=\"swiper-content\">\n<div class=\"wp-block-uagb-image aligncenter uagb-block-8c86daed wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162534\/Screen-Shot-2023-08-25-at-7.38.39-AM-255x300-1.png ,https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162534\/Screen-Shot-2023-08-25-at-7.38.39-AM-255x300-1.png 780w, https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162534\/Screen-Shot-2023-08-25-at-7.38.39-AM-255x300-1.png 360w\" sizes=\"(max-width: 480px) 150px\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/22162534\/Screen-Shot-2023-08-25-at-7.38.39-AM-255x300-1.png\" alt=\"\" class=\"uag-image-11629\" width=\"174\" height=\"205\" title=\"\" loading=\"lazy\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-db3f66b2 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-info-box uagb-block-ee21fc7d uagb-infobox__content-wrap  uagb-infobox-icon-above-title uagb-infobox-image-valign-top\"><div class=\"uagb-ifb-content\"><div class=\"uagb-ifb-title-wrap\"><\/div><p class=\"uagb-ifb-desc\">Highsnobiety did the Cafe de Flore thing and when I was in Paris I was like I have to go see this cafe, why did they do this fashion pop-up? Those crossovers are really cool. Made me a fan of the clothing brands and who they are working with. So these experiential things really speak to me. \u2013 James Turco, Z Suite Member<\/p><\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-slider-child uagb-slider-child-wrap swiper-slide uagb-block-862adb9a\"><div class=\"swiper-content\">\n<div class=\"wp-block-uagb-image aligncenter uagb-block-304aa5da wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13112231\/1594152484694.jpg ,https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13112231\/1594152484694.jpg 780w, https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13112231\/1594152484694.jpg 360w\" sizes=\"(max-width: 480px) 150px\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13112231\/1594152484694.jpg\" alt=\"\" class=\"uag-image-11386\" width=\"200\" height=\"200\" title=\"\" loading=\"lazy\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-99ca1b40 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-info-box uagb-block-1030f350 uagb-infobox__content-wrap  uagb-infobox-icon-above-title uagb-infobox-image-valign-top\"><div class=\"uagb-ifb-content\"><div class=\"uagb-ifb-title-wrap\"><\/div><p class=\"uagb-ifb-desc\">I don\u2019t like that Artizia has the mirror that you have to walk outside of the dressing room to get to, it can be very intimidating. It hasn\u2019t stopped me from shopping there, but it definitely has stopped me from trying things on there so I think that has curved my experience a little bit. And making sure the dressing rooms are not super tight and feeling claustrophobic because it can be emotional trying on clothes sometimes. &#8211; Emma Fortuna, Z Suite Member<\/p><\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-slider-child uagb-slider-child-wrap swiper-slide uagb-block-59315005\"><div class=\"swiper-content\">\n<div class=\"wp-block-uagb-image aligncenter uagb-block-a8dd49cf wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-center\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" srcset=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13114123\/1663190738749.jpg ,https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13114123\/1663190738749.jpg 780w, https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13114123\/1663190738749.jpg 360w\" sizes=\"(max-width: 480px) 150px\" src=\"https:\/\/d1xchyov513y0i.cloudfront.net\/wp-content\/uploads\/2023\/12\/13114123\/1663190738749.jpg\" alt=\"\" class=\"uag-image-11387\" width=\"200\" height=\"200\" title=\"\" loading=\"lazy\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-a08b535b alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-info-box uagb-block-2b920099 uagb-infobox__content-wrap  uagb-infobox-icon-above-title uagb-infobox-image-valign-top\"><div class=\"uagb-ifb-content\"><div class=\"uagb-ifb-title-wrap\"><\/div><p class=\"uagb-ifb-desc\">Shopping in a place that is a subtle luxury, not overly flashy with TV screens and those kind of things is appealing to me. \u2013 Alec Beers, Z Suite Member<\/p><\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n<\/div><\/div><div class=\"swiper-pagination\"><\/div><div class=\"swiper-button-prev\"><\/div><div class=\"swiper-button-next\"><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-download\">Interested in More? Download the Full Deck!<\/h3>\n\n\n<script type=\"text\/javascript\">var gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,initializeOnLoaded:function(o){gform.domLoaded&&gform.scriptsLoaded?o():!gform.domLoaded&&gform.scriptsLoaded?window.addEventListener(\"DOMContentLoaded\",o):document.addEventListener(\"gform_main_scripts_loaded\",o)},hooks:{action:{},filter:{}},addAction:function(o,n,r,t){gform.addHook(\"action\",o,n,r,t)},addFilter:function(o,n,r,t){gform.addHook(\"filter\",o,n,r,t)},doAction:function(o){gform.doHook(\"action\",o,arguments)},applyFilters:function(o){return gform.doHook(\"filter\",o,arguments)},removeAction:function(o,n){gform.removeHook(\"action\",o,n)},removeFilter:function(o,n,r){gform.removeHook(\"filter\",o,n,r)},addHook:function(o,n,r,t,i){null==gform.hooks[o][n]&&(gform.hooks[o][n]=[]);var 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