Gen Z and the future of shopping: Trends to watch

Written By Sonny Sethi

Gen Z is redefining shopping with their emphasis on authenticity, sustainability, and seamless digital experiences.

This generation expects brands to align with their values and engage them where they spend the most time—online.

Take Adidas as an example: its Run for the Oceans initiative aligns environmental action with active lifestyles, creating a connection with eco-conscious Gen Z shoppers.

Similarly, Levi’s has strengthened its relationship with younger consumers by committing to sustainable denim production, second-hand fashion, and transparent supply chains, making it a go-to brand for ethically conscious shoppers.

For small businesses, embracing sustainability, creating authentic online engagement, and leveraging platforms like TikTok can make all the difference. Meeting Gen Z’s expectations isn’t just about products—it’s about shared values and creative connection.

At Scale Research, we help businesses understand Gen Z buying behaviours and develop strategies that resonate. Reach out today to understand how to position your brand for Gen Z buyers!

Sonny Sethi

Scale Research was founded in 2022 by Sonny Sethi, a research veteran with over two decades of agency and client-side experience, having provided research support to brands like Uber, Uber Eats, Nestle, Kelloggs, BestBuy, Optus, Chevron as well as setting up research teams globally.

With a notable track record of 1500+ research projects, Sonny and his dedicated crew are on a mission to deliver actionable insights, data-driven strategies, and custom-tailored research solutions.

At Scale, we're proud to offer high-quality research studies at budget-friendly rates, without compromising on quality. We believe in delivering exceptional value for your investment, and bringing in senior specialists, as required.

We work across the world, with active clients in Australia, NZ, and the Americas.

https://www.scaleresearch.co
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