What: Gen Z is attracted to self-expression and individuality but is easily influenced by price and inclusive marketing.

Why it is important: Several surveys of Gen Z regarding their spending and shopping habits has revealed a new understanding of how they view brand loyalty.

According to the Gen Z Fashion Report by student affinity network Unidays, a majority (61%) of respondents said they think brands should do more to eliminate gender from styling, and just under half said they are more willing to buy from a brand that has better gender inclusivity through their marketing. Overall, Gen Z is harder to please overall, according to Morning Consult which found the average favorability rating for brands across the country is 27% for Gen Z, compared to 33% for all adults and a rating of 36% for millennials.

According to data from Bank of America for September of 2022, 73% of Gen Z say it’s hard to save money right now, and 56% say inflation has created more financial stress. Teens’ self-reported spending increased slightly by 3% year over year to USD 2,331 according to research firm Piper Sandler’s fall 2022 Taking Stock With Teens Survey of 14,500 U.S. teens. Female teens led that spending increase too, with that group’s overall spend up 10% year over year and clothing being 30% of their wallet share, the highest it’s been since 2012.

60% of Gen Z agree that the brands they shop with are an expression of who they are and 77% don’t want to feel like they’re put in a box, derived from 2020 survey data from Wunderman Thompson Intelligence.

Gen Z brand loyalty looks different