Gen Z Prioritizes Brand Values and Influencer Endorsements in Shopping

Younger buyers care less about deals, new study shows

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

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.

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in