Generation Z

Generation Z is born roughly between 1997 and 2012 and is the first fully digitally native generation, having grown up with smartphones and social media. The group often prefers short, visual and video based content and reacts sharply to marketing that feels inauthentic. Their purchase decisions are strongly influenced by recommendations and online communities.

A webshop aiming to reach Generation Z can prioritize short videos and creator collaborations over long, formal ads.