A Paradigm Shift
Generation Z, born between the late 1990s and the mid-2010s, is redefining the rules of consumption. Once the favored target of major brands, they now seem to be distancing themselves, even divorcing from them. But why? It’s a story of values, perceptions, and economic realities.
Generation Z: A Generation in Search of Meaning
Generation Z isn’t just a group of consumers born with a smartphone in hand. They are primarily a generation that has grown up in a world undergoing profound changes: economic crises, climate emergencies, technological revolutions. All of these factors have shaped a unique worldview where meaning takes precedence over possession.
For this generation, authenticity and social responsibility are key values. They seek transparent and honest brands that genuinely commit to social or environmental causes. Old marketing tactics no longer work; millennials see through them. They want to know where their products come from, how they are made, and by whom.
The Trust Crisis: More Cynical Towards Major Brands
There is a trust crisis between Generation Z and major brands. The latter are often perceived as disconnected from current realities, too focused on profit and not enough on social or environmental impact. This has led to a certain cynicism: for many millennials, major brands are simply no longer trustworthy. Big companies have become the big bad wolf in the story, taking consumers for granted.
Impact of the Economic Crisis: Diminished Purchasing Power
The economic context also plays a crucial role. Generation Z has been severely affected by the economic crisis; many entered the job market during or just after the 2008 crisis. The result? Purchasing power is often lower than that of their parents at the same age. Less money to spend means more thoughtful choices and often a distancing from traditional brands and mass consumption.
Preferencing Experiences Over Possessions
Another strong trend among Generation Z is the preference for experiences over material possessions. They are more willing to spend on travel, concerts, and culinary experiences rather than on purchasing goods. For them, living is better than having.
In this context, ethical, local, and sustainable brands are gaining ground. They better meet millennials’ expectations in terms of social responsibility, transparency, and authenticity. These brands offer an alternative to mass consumption, a more thoughtful consumption aligned with their values.
Digital: A Direct Relationship with Brands
Digital also plays an essential role. Millennials are hyper-connected and use digital platforms to search for products, compare prices, and read reviews. They often prefer a more direct relationship with brands, especially through social media or online sales platforms.
The Challenge for Major Brands: Reinvent or Disappear
Faced with all this, major brands have a significant challenge: reinvent themselves or risk becoming obsolete. This involves a profound self-assessment, genuine listening to Generation Z’s expectations, and concrete changes in their business and production practices.
Successful Brands: Those That Listen
Some major brands manage to stay on course by adapting. They listen, change their communication methods, engage in more sustainable practices, and try to rebuild trust with this generation. These are often the brands that successfully combine quality, responsibility, and authenticity.
An Uncertain Yet Full-of-Possibilities Future
The relationship between millennials and consumer brands is complex. It’s like a marriage where both partners must learn to rediscover each other to stay together. Brands that can adapt, listen, and genuinely address the concerns of Generation Z have a lot to gain. For others, the risk is being left behind. An uncertain future, indeed, but also full of possibilities for those ready to embrace change.
