Gen Z Prioritizes Brand Values and Influencer Endorsements in Shopping

Younger buyers care less about deals, new study shows

Gen Z shoppers are much more interested in brand values than Baby Boomers. Gustavo Fring/Pexels

Key Insights:

It’s no secret that Gen Z shops differently than previous generations, with a higher emphasis placed on personal connections than discounts. These contrasts have become even stronger within the last few months, particularly between the youngest and oldest surveyed generations, according to marketing technology firm Valassis’ annual consumer intel report showed.

Kaila is a graduating senior at Villanova University pursuing a degree in PR & Advertising and Journalism. She is currently working as the Social Media Manager for CLLCTVE, and covers brand marketing and retail stories as a contributor for Adweek.