In a recent article, forward-looking agency Mintel drew a detailed portrait of Generation Z and its purchasing behaviors. The members of this cohort are shaping a new purchasing model, combining a quest for efficiency, ethical demands and intensive use of digital channels.
Online shopping is part of everyday life for Gen Z. In the USA, almost 60% of young adults and one in two teenagers shop online at least once a week. “E-commerce has become a fully integrated routine in Gen Z’s shopping behavior,” says Mintel.
The cell phone is the primary interface. Platforms that offer fluid navigation, fast delivery and flexible payment options (such as “buy now, pay later”) are more likely to attract attention.
Three criteria now play a decisive role in Gen Z’s consumer choices: the convenience of an unconstrained shopping experience, speed of delivery and price. “Young Gen Zers regularly compare prices, look for promotions and wait for discount periods before finalizing their purchases.”
Strong values and challenged brands
The relationship with brands is marked by a demand for transparency. 45% of Gen Z young adults participated in a boycott between October 2024 and April 2025. “Loyalty is no longer based on reward points, but on relevance, transparency and shared values,” stresses the firm. “Diversity, inclusion, sustainability: commitments must be consistent and verifiable.”
When omnichannel becomes the norm
Despite their digital roots, Gen Z consumers remain sensitive to the in-store experience. The hybrid …
