Next-Gen Insights: Gen Z

TL;DR

Gen Z consumers are digital natives driven by values, skepticism, and a need for authentic connection. They expect brands to show up, communicate clearly, and earn their trust.

The generation of dualities.

Gen Z is often talked about as a puzzle that brands struggle to solve. Fleeting yet skeptical. Socially hungry yet glued to a screen. Socially practical yet culturally idealistic. Our conversations dug a little deeper to reveal a generation that’s far more coherent (and strategic) than the stereotypes suggest. For brands trying to build real relevance, understanding this generation isn’t optional. It’s the entry fee.

Technology is more than a tool. It’s an environment.

Gen Z doesn’t “use” technology. They exist in it. As true digital natives, every part of their day runs through their phone. For certain Gen Z team members at Phire Group, this extends to major purchases like cars and homes.

Yes, you read that right. Homes. Even the Gen Zer writing this blog post was shocked.

But immersion doesn’t equal trust. This group is extremely ad-skeptical. Gen Z is acutely aware that algorithms influence nearly everything they see. They will engage with creators, memes, and micro-communities, yet they carefully curate their own public footprint by archiving posts, avoiding oversharing, and treating everything online as a performance with an audience.

According to a few of our Gen Zers, it’s embarrassing to post too frequently on Instagram. But they also respect brands and influencers that curate a regular flow of content. Once again… duality!

The controlled chaos means that brands must earn a place in the feed. Content inundation will not work, and neither will pandering to prospective followers. Brands must show up authentically, respect the intelligence of the audience, and deliver emotional connection. Let’s discuss how that works in the sales journey.

Buying with their values.

Generally speaking, Gen Z is not an impulsive generation. Economic uncertainty, skyrocketing costs of living, and the pandemic’s lasting impact have created pragmatic, research-driven shoppers. Before they add to cart, they’re digging into brand ethics, product transparency, and third-party validation from creators or communities they trust.

This means prioritizing frictionless brand experiences and transparent value. Make it effortless for Gen Z to discover, compare, and purchase your products. And ensure your brand values are not only stated but consistently demonstrated through customer experience and internal initiatives.

Gen Z rewards brands that remove barriers and communicate clearly. And proving yourself to these customers can help you become a future-proof brand.Explore more Next-Gen Insights. See our pieces on Millennials and Gen X.