At the 2025 CommerceNext Growth Show, two standout sessions put Gen Z students and professionals in the spotlight, as they shared how this generation shops, what influences their decisions and what earns their long-term loyalty.
WHAT WE LEARNED:
- How Gen Z Discovers and Researches Products
- Gen Z’s Shopping Preferences & Brand Loyalty
- Gen Z’s Non-Negotiables
- Gen Z in the Workforce
- Their Advice to Brands and Employers
How Gen Z Discovers and Researches Products
For Gen Z, social media isn’t just entertainment; it’s where product discovery happens. Platforms like TikTok and Instagram are their go-to sources for finding what’s new and next. Influencers play a major role, but this generation is quick to spot the difference between a heartfelt recommendation and a paid post. “I think Gen Z is able to tell when something is real and authentic and when
someone’s trying too hard. I think more than any other generation.” -Clare Ehnes What actually resonates? Storytelling, usefulness and above all, authenticity. Gen Z isn’t falling for the hard sell, but rather they’re drawn to brands that feel real, relatable and aligned with their values.
Word of mouth and smaller, more personal connections also carry serious weight. Friends, peers and niche creators often hold more sway than high-profile influencers, simply because they come off as more genuine. That personal touch matters.
AI is also entering the mix in a big way. Tools like ChatGPT and PHIA are becoming part of Gen Z’s shopping toolkit, helping them find products, compare prices and discover brands’ stances and values—all in a smarter, faster and more informed way.
Shopping Preferences & Brand Loyalty
Even though Gen Z grew up online, they still value the in-person shopping experience. Trying things on, avoiding returns and interacting with products in person matters to them. “And I think what’s really exciting is to kind of pop into stores of very trendy neighborhoods. It’s fun to have that in-store experience as well and meet the business owners and the founders and get that passion and their story firsthand.” – Dahye De Givenchy That said, online research often comes first; they’ll scroll and compare before heading into a store to make the final decision.
Gen Z is price-conscious but not at the expense of quality. They’re willing to invest in items that last and reflect their standards. Value isn’t just about cost; it’s about durability and integrity.
As for loyalty, it’s earned, not assumed. Gen Z is open to new brands, but they stick around for ones that offer more than just a good product. What keeps them engaged? Strong storytelling, a sense of community and transparency about how products are made and what a brand stands for.
Gen Z’s Non-Negotiables
So, what matters most? Gen Z prioritizes four key things: price, quality, transparency and customer reviews. They’re smart shoppers who do their homework and expect brands to walk the talk.
Sustainability and community also carry weight but only when communicated sincerely. Performative marketing won’t fly. “Gen Z are definitely value seekers. That doesn’t necessarily mean we’re price sensitive because we are willing to pay a premium if we clearly see that the product payoff and the durability of it is really there.” – Dahye De Ginvenchy They want proof: How are your products made? Who do they benefit? What values do you actually live by? Brands that answer those questions honestly are more likely to earn and keep their trust.
Gen Z in the Workforce
When it comes to the workplace, Gen Z is driven,but on their own terms. “Gen Z isn’t lazy, we just work differently. Gen Z is going to want to work for a place where they feel valued and they feel a connection.” – Clare Ehnes Flexibility, mental health support and a strong sense of community are at the top of their list of priorities. Hybrid work is the preferred model, but many are open to in-office roles if the company supports collaboration and meaningful connection.
Purpose matters. Gen Z wants to contribute, be heard and feel like their input counts. They’re not content to clock in and check out; they want to make an impact and be part of something bigger.
Advice to Brands and Employers
The biggest takeaway? Be real. Don’t chase Gen Z trends or try to speak in their slang, just involve them in the conversation. Bring their voices into the room one way or another.
Focus on meaningful storytelling over polished aesthetics. Show the receipts when it comes to your values, especially around sustainability and social impact. And most importantly, remember: Gen Z isn’t one thing. They’re diverse, dynamic and deeply individual. One-size-fits-all strategies just won’t work anymore.
Looking for more valuable insights from today’s top retail leaders? Head over to our YouTube channel to watch additional sessions from the CommerceNext Growth Show.
