A generation

without borders
Embracing Generation Z

In partnership with

uncommon sense
 03 Introduction

04 Who are Generation Z?

08 Six key findings

22 Implications for brands and retailers

34 What next?

02 | OC&C A generation without borders

Introduction
Needy, entitled, ethical – as the first
generation to grow up under the public
gaze of the internet, Millennials must A word on generational
research
be the most talked about, scrutinised Generational research has long
generation to date. Yet now, just as been recognised as a valuable
method of understanding people

brands finally start understanding this according to the economic,

political, technological and,

demographic, a new group is making

increasingly, environmental
context in which they were

its way onto the consumer landscape:

born and came of age. Rather
than stereotype individuals,
generational research explores the

Generation Z. impact that global events have on

age-specific communities.
By viewing consumers through a
generational lens, we can look for
trends and shifts in perspectives
Broadly defined as those born in 1998 and after, this group already makes up that transcend age, gender and
30% of the global population and circa 50% in parts of Africa. In little over a decade, nationality, which are attributable
to global factors instead.
Generation Z will account for a third of all consumers worldwide – presenting vast
opportunities for businesses. But as with all generational
studies, our findings have
But what about Generation Z today? As the oldest members turn 21 this year, certain limitations. We can’t offer
longitudinal perspectives, so
and enter adulthood and the workplace, the opportunity for business is already for example, we can’t compare
mounting. Businesses – as both brands and employers – are under increasing the shopping habits of teenage
pressure to understand who these new consumers are and what they want. Baby Boomers with Generation
Z. While every effort has been
made to present findings that are
This study aims to help businesses do just that. Spanning four generations, nine not attributable to age, making
countries and 15,500 respondents, A generation without borders is the widest allowances for age-specific
geographical study of Gen Z consumers to date. Through rigorous analysis of over behaviours remains a critical
12 million data points, our research provides valuable insight into this already challenge of this type of study.
To help you draw your own
misinterpreted generation, revealing many of the values and attitudes displayed meanings from our research,
by this group of young consumers – and influencers. we’ve presented data alongside
our interpretations throughout.
Because like the Millennials before them, Generation Z are anything but passive
consumers. With this generation we enter the age of the influenced and the
influencer, the finsta and the rinsta, the activist and the individual.

Welcome to Generation Z.

In little over a decade, Generation Z will

account for 33% of all consumers worldwide –
presenting vast opportunities for businesses

OC&C A generation without borders | 03

Who are Generation Z?
THE GENERATIONS

1928-1945 1946-1964 1965-1980

Silent Gen Baby Boomers Gen X

While the definitive years are still Yet despite these events, Gen Zers are not necessarily
defined by these geo-political tumultuous times.
to be agreed (clearer generational Born alongside the commercialisation of the World Wide

boundaries will likely emerge over Web, this group is surely better defined by the era of
unprecedented technological change that has followed.
time), it’s generally accepted that
Generation Z includes those born For growing up alongside the internet and the
subsequent dawn of social media, meant a childhood
sometime between 1998 and punctuated by the many seismic events (the Arab

2016. Spring, Donald Trump’s Presidency, Brexit) directly

influenced by this medium.

Add to all this contemporary events and trends involving

Members of this demographic grew up, or were born rights and equality – such as the Syrian Civil War and the
into, an era defined by political and economic turmoil. refugee crisis, the legalisation of gay marriage, the #metoo
The financial crisis of 2007, and the 9/11 attacks that movement and the rise in populism across the Western
took place six years earlier, meant childhood was a time world – and it becomes clear that Generation Z have lived
of relative hardship set against a backdrop of increasing through, or were born into, times of extraordinary change.
anxiety for many Western Gen Zers, as both the ‘war on
terror’ and Great Recession took hold. Today, as the oldest Gen Zers come of age, we’re
starting to grasp just how much these worldwide events
And while the Western world struggled, this generation may have influenced and defined the characteristics of
also witnessed the rapid development of the BRIC these young consumers. We’re seeing how concerns
nations and, more specifically, China’s transformation around social responsibility are affecting purchase
from ‘third world’ to the next potential superpower. decisions, for example, and that equality and diversity –
not the environment – are the most significant issues for
this group of people.

TECHNOLOGY TIMELINE, 1998-2017

Software/Apps

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Hardware

04 | OC&C A generation without borders

 “When I think of Generation Z, the first thing
that comes to mind is change.”
Female, 20, USA

1981-1997 1998-2016 2017-20??

Gen Y/Millennials Gen Z Alpha Gen?

The research paints a layered and textured portrait.

It shows how, more than any other generation, this one
is subject to influence from celebrities and friends, but
also, the extent to which this cohort wants to stand out as
individuals. Driving these seemingly contradictory forces
is, most likely, the irrefutable influence of social media.

Growing up with Facebook, YouTube and WhatsApp,

it’s no surprise that Generation Z are prolific and masterful
social media users: adept at manipulating the medium
to build influence, make money and discover brands and
new ideas. As the first generation to know nothing but life
with Snapchat and Renren, platforms like these are where
Gen Z socialise, source news, watch videos and carve out
multiple identities. These young adults, teens and tweens, From selfies to finstas
don’t ‘go online’, they live online.
Millennials may have popularised the selfie and
This doesn’t mean they’re not concerned by their social ‘humble brag’, but we see a trend for multiple account
media use, however. Over 50% worry about the wider use among Gen Zers, suggesting a focus on carefully
impact social media has on society, while two in five curated personas. Furthermore, this generation is the
are concerned by the effects social media has on least likely to limit their social media audience to those
they know in real life. The result? The birth of the finsta,
their health.
the so-called ‘fake’ and private Instagram account for
close friends and family only, and the rinsta, the polished
and public ‘regular’ account. And it’s not just Instagram
– Gen Z report having multiple accounts across social
media platforms.

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

OC&C A generation without borders | 05

 “What makes
us different
from any other
generation
is that we are
more cautious
and pragmatic.
We grew up
during a global
recession, war,
and terrorism.
When planning
our futures we
seek stability
and security
rather than the
optimism and
flexibility of
Millennials.”
Female, 20, UK

06 | OC&C A generation without borders

Generation Sensible,
or Generation Spend?
Generation Z are frequently labelled the ‘sensible, stay-
at-home generation’. Evidence suggests that the rise in
streaming, online communities and instant communication
channels has produced a generation that socialises less
outside and more inside.
We see these ‘sensible’ attitudes reflected in our research too. GEN Z SPEND
Growing up in times of economic and political uncertainty Global Gen Z Spend, 2018 7.5%
has clearly had an impact on this group of young consumers. US$ tn of all global household spend
Over 35% are regularly saving for big purchases, with 12% saving
for retirement already. 0.9 3.4

2.4
That’s not to say that Generation Z doesn’t spend of course.
At US$3.4 trillion, this group already accounts for over 7% of total
household spend, even though the vast majority are teenagers
or even younger. At the moment, Gen Z’s spend over-indexes in
technology (e.g. their mobile phones and media subscriptions) and
clothing, with Gen Z in China, Brazil and Turkey accounting for Gen Z Gen Z Gen Z
more household spend than their Western peers. Direct spend1 Influence spend2 Total spend

Gen Z share of household spend, by surveyed country (%)

Why Gen Z account for
more household spend China 13%
10% 3%
in developing economies
Brazil 10%
7% 3%
There are more of them
In developing countries such as Turkey 8%
6% 2%
Nigeria and Pakistan, over 40% of the
population are Generation Z. In our Poland 5%
3% 2%
surveyed countries, Gen Z represent
a larger percentage of the population Italy 5%
3% 2%
in Brazil and Turkey (around a third of
the population) – significantly more France 4%
3% 1%
than in Western countries like the UK
and the US (around a fifth). Germany 4%
3% 1%
They leave school and enter the workforce earlier USA 3%
In developing countries Gen Z are more likely to be in employment 2% 1%
having left school at an earlier age. This means they are already 3%
UK
contributing to household earning and spending earlier than their peers 2% 1%
in developed countries.
Direct spend1 Influence spend2

China and the one-child policy 1.

Direct spend: Gen Z spending their own money (either earned or money received
Since the launch of the one-child policy in 1980, many Gen Zers in China from parents/guardians/relatives, e.g. allowance/pocket money)
2.
Influenced spend: household spending where Gen Z influences either the amount
were born as the only child in their family. Being only children, Gen Zers spent or the items bought (i.e. can be items not bought specifically for Gen Z)
are more likely to receive generous financial support from their parents Source: UN; World Bank; CEIC; National Bureau of Statistics of China;
than older generations. OC&C Gen Z Survey, August 2018

OC&C A generation without borders | 07

Our key findings
Gen Z are:

More Under the More

global influence demanding
“With how social media “I keep up with “Brands need to work
spreads news around, celebrities, influencers, more to retain their
we are very educated and sometimes brands customers (since our
in how the world is.” through Instagram.” choices have really gotten
pretty limitless) – I would
Female, 20, US Female, 17, US like it if they increased
their offerings and make
it easier to find things that
you’re looking for.”

Female, 20, US

08 | OC&C A generation without borders

Eager to After Pro social
stand out experiences (responsibility)
“Generation Z is more “The experiences I have “Ethics and message are
focussed on innovation had, they do define me most important to me…
and uniqueness.” in a way – not so that you cannot expect people
I can show off about them, to buy your products if
Male, 19, China but what they have taught your ethics are trash.”
me is really valuable.”
Female, 17, US
Male, 20, UK

OC&C A generation without borders | 09

 “With how social media spreads
news around, we are very
educated in how the world is.”
Female, 20, US

10 | OC&C A generation without borders

 Gen Z are more global
From attitudes to spending, to their ATTITUDES AND BEHAVIOURS ACROSS
COUNTRIES ARE MOST SIMILAR IN GEN Z
outlook on the future, Gen Zers across
the globe are resembling each other
Differences in Attitudes, Behaviours and Purchase Criteria across
countries by generation
(% Delta between highest and lowest countries)
more than any other generation. Attitudes

23%
Compared with older generations, we see greatest similarities
in behaviours and attitudes in the Gen Z respondents of all nine 16% Example
Question
countries we surveyed. This suggests a homogenising effect that is To what extent
almost certainly being driven by technology – primarily the internet, do you agree with
13% the following:
but also the increasing accessibility of low cost travel. The internet “I am worried
and social channels make it ever easier for this online generation about the future
to share ideas and access the same information and media. 10% of the global
economy?”

Brands and celebrities appear to be playing their part in this trend

too. As brands expand further into new and developing markets, Behaviours
often through leveraging the power of truly global celebrities and
influencers, Gen Zers increasingly share access to the same products 17%
and services. As a result, online and in the media at least, the world
can look surprisingly similar for Gen Zers in Germany or the US. 15%
Example
Question
13% How frequently
do you make
purchases
10% through social
media platforms?

Purchase Criteria

27%

20%
Example
Question
Which of the
17% following
elements are
most important
15% to you when
buying clothes?

Baby Boomers Gen X

Millennials Gen Z

Source: OC&C Gen Z Survey, August 2018

OC&C A generation without borders | 11

 Gen Z are under
the influence
Influence plays a huge role in the life of Gen Zers. They report higher levels of
influence on their life choices than older generations, and are more likely to be
influenced by friends and celebrities than older generations.

This tendency towards influence is reflected in their

purchase decisions too. We see traditional purchase
journeys disrupted as a much wider set of inspirations
contribute to Gen Z’s purchase decisions. So whereas
Generation X, the Millennials and Gen Z may all shop
online and are all influenced by a brand’s social media
(though Gen X less so), Gen Z’s list of influence extends
further and is more evenly spread. Mobile apps, friends’
and celebrities’ social media and blogs are bigger
influences for Gen Z than for older generations.

We see young people diverging from traditional

sources of brand discovery too. When asked to select
brand discovery channels, just 8% of Gen Zers selected,
‘Seeing the brand when out shopping’ compared
with 24% of Baby Boomers and 17% of Gen Xers.
Instead, friends and family are the two most important

“I keep up with
discovery channels for this group, with more than
a third selecting these channels.

Despite their age, Gen Zers are already influencing

their peers by readily interacting with brands online
celebrities, influencers,
and on social media. Gen Z are the most likely
generation to follow brands and retailers on social
and sometimes brands
media, to repost brands’ own posts and to write online
reviews. This generation already knows its mind and
through Instagram.”
isn’t afraid to speak it.
Female, 17, US

“I will ‘reward’ brands… I’ll buy more

from that company, tell my friends
about them and suggest products
from their website.”
Female, 20, US

12 | OC&C A generation without borders

GEN Z CONSULT MORE SOURCES FOR PRODUCT INSPIRATION
Sources of clothing purchase inspiration1

Average number of sources for purchase inspiration

# Sources (Online and offline)
2.5 2.7 2.9 3.0

Baby Boomers Gen X Millennials Gen Z

Gen Z online sources of inspiration

% Selecting answer as source of inspiration for most recent purchase

Gen Z Millennials Gen X Baby Boomers

Brand online store 25 -3 2 8

Brand social media 20 1 7 12

Online multi-brand
store 20 -2 -1 -1

Brand mobile app 19 -1 4 10

Online advert 15 0 1 4

Friends/celebrities’
social media 14 2 6 10

Online search
13 0 1 2
(search engine)

Multi-brand store
13 0 2 4
app

Online magazine/ 12 3 6 7
blog 

1. Thinking about your most recent clothing purchase, did any of the following inspire the purchase?
Source: OC&C Gen Z Survey, August 2018

GEN Z’S CHANGING CHANNELS FOR BRAND DISCOVERY

Brand discovery1 (Clothing & Beauty) – by channel
% of survey respondents (for last brand discovered)

-16ppt -2ppt -2ppt -1ppt 0ppt 0ppt +1ppt +1ppt +2ppt +4ppt +5ppt +9ppt
24

19
17 17 17 17 17
16
15 15 15
13
11 11
9 10
8 8 8 8
6 6 6
5 5 5 5 5 5
4 4 4 4 4 4 4 4 4
3 3 3 3 3 3 3
2 2
1

Seeing the Seeing the Recommend- Through Through Through Celebrity Through Through Online Through Through
brand out brand on a ation from offline family print endorsement online social influencer, online friends
shopping multi-brand store advertising  reviews  /online reviews/ media e.g. vlogger advertising
retail assistant/ product discussion /blogger/
website server placement forum/blogs social media
personality
Baby Boomers Gen X Millennials Gen Z

Thinking about the last time you were introduced to a new brand that you subsequently bought yourself, how did you discover the brand?
1.

Source: OC&C Gen Z Survey, August 2018

OC&C A generation without borders | 13

 Gen Z are
more
demanding
While price and quality remain the most
important criteria for choosing retailers,
Gen Z have a wider set of KPCs than older
generations. This group places a higher
value on secondary factors such as style,
sustainability, uniqueness and flexibility,
and attaches more importance to a brand’s
ethics. We see this trend reflected in food
shopping too, where Generation Z places
greater value on factors like curation and
sustainability.

Furthermore, Gen Z are already showing signs of being enthusiastic

researchers, though not quite to the same degree as Millennials.
They are much more likely to go directly to brands’ online channels
to research and price-check products before they buy than older
generations. Interestingly, Gen Z appear much more targeted in their
research as they are less likely to use broader search channels such as
search engines or multi-brand platforms. This research channel shift
we have observed will have implications for brands trying to access
these youngest consumers, particularly in terms of marketing mix
spend allocation.

This combination of a wider set of purchase criteria and more

targeted research before making a purchase, suggests a
consumer who’s possibly better informed and who’s most
certainly more demanding.

14 | OC&C A generation without borders

 “Brands need to work more
to retain their customers (since
our choices have really gotten
pretty limitless) – I would like it
if they increased their offerings
and make it easier to find
things that you’re looking for.”
Female, 20, US

GEN Z HAVE DIFFERENT KPCs

Key purchase criteria for clothing1

Importance of criteria for Gen Z Gen Z vs average of other generations

% respondents selecting criteria in their top 3 most important %pt delta

Price 55 1%

Quality 53 -7%
Range 26 -1%
Suits me 25 -7%
Convenience 22 -7%
Provenance 17 -1%
Stylish 15 6%
Sustainability 13 0%

Curation 13 -3%
Uniqueness 10 3%
Ownership 8 2%

1. When shopping for the following products, what are your top priorities? [Clothing]
Source: OC&C Gen Z Survey, August 2018

GEN Z DO MORE PURCHASE RESEARCH ONLINE DIRECTLY

WITH BRANDS
Research channels1

Average number of channels used for research Gen Z vs average of other generations
# Sources (Online and offline channels)
Brand online platforms2 4

Online media 3
3

Offline media4 2

Multi-brand online platforms5 0

2.5 2.4
2.3 Brand store -2
2.1 Department store -3

Search engine -3

Baby Boomers Gen X Millennials Gen Z

1.
Thinking about your most recent clothing purchase, what did you use to research the product or check prices?
2.
Brand website, mobile app and social media
3.
Online news sites, magazines, blogs
4.
Newspapers and magazines
5.
Multi-brands websites, mobile app (e.g. Amazon)

Source: OC&C Gen Z Survey, August 2018

OC&C A generation without borders | 15

 Gen Z want
to stand out
In a world where everyone has a platform
though social media, many Gen Zers have
a strong desire to stand out and feel unique.
We see this reflected in their attitude even
towards their own opinions – nearly a quarter
believe having a unique point of view is
very important – as well as their views
on style, hobbies and creativity.

The desire to feel unique directly informs what Gen Z want from
retailers, with demand for bespoke and limited edition highest
among this generation. This increased demand for uniqueness
in their product choices was observed across both clothing
(see page 15 Gen Z have different KPCs chart) and beauty and
grooming products. Furthermore, when asked about food
shopping, interest in unusual or exotic products was highest
amongst this generation. But this doesn’t mean Gen Z are
completely dismissing mainstream brands; of the four
generations, Gen Zers expressed the strongest desire to
purchase well-known brands and wear products with
visible branding.

“Generation Z is more
focussed on innovation
and uniqueness.”
Male, 19, China

16 | OC&C A generation without borders

GEN Z PLACE MORE IMPORTANCE ON BEING UNIQUE
Importance of uniqueness
% identifying the statement as “Very important”

Having unique points of view/opinions

+4%

19% 18% 19% 23%

Creating unique content (video, photo, blog, other writing or art)

+9%

9% 11% 14% 18%

Having a unique style

+7%

9% 11% 12% 16%

Having unusual hobbies/interests

+6%

10% 11% 13% 16%

Baby Boomers Gen X Millennials Gen Z

Source: OC&C Gen Z Survey, August 2018; OC&C analysis

OC&C A generation without borders | 17

 Almost a fifth of Gen Z respondents
strongly agree that they “would rather
spend money on experiences
than products”

Gen Z
want experiences
Their predecessors may have coined the phrases FOMO and
YOLO, but Gen Z are even more intent on choosing experiences
over products than Millennials. Almost a fifth of Gen Z respondents
strongly agree that they “would rather spend money on experiences
than products”.

Across the countries we surveyed, the largest swing between Millennials and Gen Z were observed in Germany
and China with 4-5 %pt increases in those wanting experiences over products.

Interestingly, this desire for experiences appears to be, at least partly, correlated with lower materialism and
a concern for sustainability. And while the Gen Zers who place particular value on experience tend to be
slightly wealthier on average, we still see this trend reflected across all income brackets.

18 | OC&C A generation without borders

“The experiences I have had, they do define me
in a way – not so that I can show off about them,
but what they have taught me is really valuable.”
Male, 20, UK

OC&C A generation without borders | 19

 Gen Z are pro social
(responsibility)
We saw conscious consumption go mainstream with Millennials,
and Gen Z look to be continuing the trend. In particular, issues
of social responsibility have captured the attention of Gen Z.

Testing a range of ethical issues showed animal welfare, equality, diversity and human rights are most important to
Gen Z overall. Our data also reveals national differences that appear to directly reflect the political climate of the
country. In China, Gen Z are more concerned by human rights issues, while American Gen Zers (the most racially and
ethnically diverse generation in the US) are most committed to solving diversity issues. It has been widely reported
that Gen Z exhibit much more fluidity in terms of gender and sexuality than previous generations – as a result they
are much more aware of issues surrounding diversity and tolerance.

Our data shows that for several of the social issues in which Gen Z are most engaged – combatting inequality,
supporting human rights and encouraging diversity – this group are the most engaged generation overall.
However, our data doesn’t suggest that older generations are less socially responsible than Generation Z. Rather,
this generation has selected a different set of concerns to focus on from those prior.

Gen Z’s social values are not just reflected in how they interact with one another or society in general, but are reflected
in their consumer behaviours as well: a higher percentage of Gen Zers choose brands that reflect their ethos.

GEN Z PRIORITISE SOCIAL RESPONSIBILITY

Responsibility attitudes
% Respondents stating “I am fully committed to this”

Generation Z Delta vs Average Previous Generations

Promoting animal welfare 22 1

Ensuring my family have good opportunities 22 -2

Supporting human rights organisations 17 4

Combating inequality in the community 17 5

Diversity in workplace/educational insititute 16 5

Reducing amount of waste I create 15 -7

Safety of my neighbourhood 15 4

Helping to build local communities 14 3

Reduce my carbon footprint 14 -3

Purchasing products on basis 13 3

of sustainability/ethical concerns

Reducing use of single-use plastic 13 -8

Environmental responsibility Social responsibility Ethical/Other

Source: OC&C Gen Z Survey, August 2018

20 | OC&C A generation without borders

“When you think about new things you buy
you never think of the environmental costs
before you are done with using the product.”
Female, 20, US

“Ethics and message are most important to

me... you cannot expect people to buy your
products if your ethics are trash.”
Female, 17, US

Gen Z and the environment

“I think we’re a more open-minded (it’s complicated)
generation, as we’re on the whole very At first glance, social issues appear to be more
tolerant and accepting of different races, important than environmental ones for Gen Z. Just
religions and sexualities than in the past, 13% of this group say they’re trying to cut down
on using single-use plastic, compared with 30% of
and aren’t afraid to voice our opinions to Baby Boomers and 15% of Millennials. From these
protect certain groups’ rights.” results it’s possible to suggest that Gen Z are more
‘committed’ to solving issues which require less of a
Female, 20, UK
lifestyle change. Yet Gen Z are concerned about their
consumption: a quarter (27%) prefer buying products
that can be used repeatedly and more than a third
(37%) try to buy and keep only what they truly need.
They’re engaged with sustainability when it comes
to food shopping too, with one fifth selecting this
as a key purchase criteria – more than Millennials
and Gen X.

OC&C A generation without borders | 21

 What does
this mean for
businesses?
7
GET YOUR
STORY Gen Z
are more
STRAIGHT demanding

Gen Z

6
are pro social
(responsibility)

Gen Z
are under
the influence
ETHICS
BEYOND
COMPLIANCE

5
THE (SOCIAL)
NETWORK EFFECT
22 | OC&C A generation without borders
 We have mapped a set
of implications for brands
and retailers against our
key findings.

As our research demonstrates,

understanding the Gen Z consumer is far
from straightforward. We see this group

1
displaying their own distinct consumer
patterns, while sharing attitudes with
older generations and carrying forward

THE NEW trends established by the Millennials.

SEGMENTATION This latter point is of particular

significance. Our research disproves
the theory that certain Millennial trends
(such as the appeal of experiences
over possessions) are fads, suggesting
the socially conscious, experience-led
consumer is here to stay for a while.

But of course that’s not to say this

generation are simply an extension of
the Millennials. Our data-driven insights
identify several key trends particular to
Gen Z this demographic and the actions brands
must consider when targeting this very
are more distinct new consumer.
global

2
Gen Z
want to JUST UNIQUE
stand out
ENOUGH
Gen Z
want
experiences

3 DRIVING VALUE
FROM EXPERIENCE

4 CONSUMER
COMMUNITIES
OC&C A generation without borders | 23
Implication 1
The new segmentation
As the first generation born after the commercialisation
of the internet, this cohort has grown up with more access
to entertainment, brands and celebrity than any other
group. Meanwhile, the rise in social media and online
news broadcasting has turbocharged global awareness of
campaigns, ideas and issues – while making communicating
about these issues easier than ever before. As a result, we see
the emergence of country-agnostic tribes sharing attitudes and
behaviours. These new, borderless and globalised consumers
are hungry for unique products, services and experiences.

ACTION POINTS
STEP 1 STEP 2 STEP 3
CHOOSE YOUR AXES OF ADJUST YOUR OFFER FOR YOUR REVISIT YOUR SEGMENTATION
SEGMENTATION CHOSEN SEGMENTS REGULARLY
Traditional segmentation axes – Understanding and defining the right Given the fluid nature of the new
often along lines of geography, age, segmentation for your industry can prove segmentation dimensions, it is important
purchase behaviours and affluence – are critical in developing and nurturing to review and update your segmentation
increasingly less relevant for this global your brand, but the real power of the regularly, much more so than for the
generation. New axes, fuelled by the new segmentation is in adjusting your traditional axes.
internet and social media – value sets, products and messaging to make them
influence groups, experience types or most relevant for your chosen segments.
even celebrity following – cut through the International retailers Zara and ASOS
traditional axes. Though as with traditional are able to respond to different ‘tribes’
segmentation, the ‘new segmentation’ around the world through rapid reactive
should reveal consumer groups with production as they identify consumer
distinctive purchasing habits and brand requests at the global level, in addition to
preferences to make them actionable. adjusting their tone of voice for each of
those tribes.

24 | OC&C A generation without borders

Implication 2
Just unique enough
When it comes to choosing products and brands,
Gen Z consumers look for clothing, accessories
and even groceries that are unique or unusual.
However, this group also supports mainstream brands
and enjoys wearing clothes with recognisable logos.
In other words, Gen Z want to stand out, but within
ACTION POINTS defined limits.

STEP 1 STEP 2
IDENTIFY THE VALUE FOR YOUR CHOOSE YOUR ‘UNIQUENESS’
BUSINESS MODEL
The benefits from investing in ‘just unique There are a number of different models to
enough’ are not just attractive, they’re consider, including:
critical: • ‘One of a kind’ – Genuinely individual, Collaborations / limited editions –
• 
• Increase consumer loyalty through ‘one-off’ products and services allow Through limited edition ranges and
products that speak more clearly to consumers to feel truly unique. There are partnerships, mainstream brands
consumers different individuality dimensions that can appeal to the Gen Z desire for
brands can consider when delivering independent, unique products with less
• Decrease price competition, as ‘one of a kind’ at scale – from changes to radical changes to their proposition.
products have reduced comparability fit or colour through to packaging and Clothing brands such as H&M have made
• Power your online business, as the even customer support collaborations a cornerstone of their
website is the natural personalisation product strategies. In particular, luxury
Personalisation – Letting the consumer
• 
tool collaborations (Moschino, Erdem, Kenzo
guide the product aesthetic or
and Balmain have all collaborated with
• Gain better consumer insights, as you specifications makes them feel more
H&M in recent years) allow consumers to
understand the degrees of uniqueness individual while delivering a more intimate
access not only limited edition products
that consumers want. brand experience. Nike, one of Gen Z’s
but covetable designs that they might not
favourite brands, allows consumers to
normally be able to afford.
customise their own trainers through
their NikeiD offering. The online
customisation tool has been a key
element in growing their D2C channel
STEP 3
MODIFY YOUR OPERATING MODEL
Across your value chain, there are a series of questions to address to ensure you
deliver scale customisation without damaging your underlying economics.

Product design Manufacturing Sales/merchandising Marketing

• How will you design • How will you personalise • What is the right channel • How will you communicate
one-of-a-kind products? within traditional to sell to your consumers? ‘individualism’ to multiple
manufacturing consumers?
• How many choices will • What is the right inventory
processes?
your consumers want? strategy?
• How will you cope with
product returns?

OC&C A generation without borders | 25

Implication 3
Driving value from
experience
We know that experiences are important to
Gen Z – more so than for Millennials and older
generations. The question, then, is how can
businesses provide experience as part of their
proposition, beyond the usual retail experience?
ACTION POINTS
Where experiences can really drive value is when they are seamlessly woven into the brand or retail DNA and deliver something that
the consumer genuinely wants on an ongoing basis, rather than a one-off. There are three different ways this can be delivered:

ENHANCE THE SHOPPING TAILOR PRODUCTS TO DEVELOP A BRANDED

EXPERIENCE ENHANCE YOUR CONSUMERS’ EXPERIENCE
Making the retail experience an ‘experience’ EXPERIENCES This can include directly monetising
can be achieved through various models, As consumers continue to shift spend experiences around the usage of your
without necessarily changing the underlying to experiences, you can maintain product as well as using more tangential
product – from pop-ups for e-retailers, relevance of your brand in a number of experiences to drive value to your brand.
to immersive product experiences, to ways. By understanding the activities, For example, Chanel has launched
personalisation experiences: occasions and rituals associated with a series of Instagram-ready pop-ups
usage of your product, you can use in Asian cities, including cafes and
Pop-up stores: these have become a
• 
marketing to deepen and build on this gaming centres. These ventures not only
popular strategy for direct-to-consumer
link. Furthermore, by understanding what showcase their products in a different
brands like BooHoo and online
other activities and experiences your setting, but allow the brand to put its
marketplaces like Amazon
target consumers may be gravitating to, stamp onto a novel format outside of
• Immersive product experiences: particularly those bordering your product, traditional retail stores.
launched in the summer of 2016, Belong you can look at product and category
by Game is a network of gaming arenas extensions that keep you at the heart of
across the UK. Each arena hosts its own your consumers’ experiences.
schedule of events, competitions and
community nights. The venture has
attracted lots of young consumers and
those visiting the arenas have a higher
per-head spend than customers of
Game’s retail-only format.
• P
 ersonalisation experiences: taking the
concept of personalisation a step further,
QUANT-U by Ecco invites consumers
into its experiential store, W-21 in
Amsterdam, to experience 3D printing
first hand

26 | OC&C A generation without borders

Implication 4
Consumer communities
Generation Z are prolific social
media users. They have more
profiles, check their accounts
more frequently and spend longer
periods of time browsing feeds.
As a result, they’re more likely
to be influenced by friends and
celebrities, follow brands, source
purchase inspiration and make
transactions.
By building online communities, brands and retailers
can access and influence these users. The purpose
of these communities is not to directly sell products,
but to create spaces and opportunities for consumer
communities to engage, interact, share knowledge,
review products and ultimately grow in their brand
advocacy. Clearly, these spaces must be useful,
enriching or entertaining for consumers
to continue to engage with them.

ACTION POINTS
The key question for brands and retailers is: how do I get my customers and advocates to interact with each other and build
something that new customers want to be part of?

CREATE HYPE AROUND PROVIDE ONLINE SPACES BUILD BEYOND YOUR BRAND BY
YOUR BRAND USING ONLINE FOR MEMBERS (CUSTOMERS INSPIRING CONSUMERS TO DO
PLATFORMS TO ENGAGE AND OR OTHERWISE) TO DISCUSS SOMETHING MEANINGFUL
AMPLIFY SUPER FANS SPECIFIC THEMES OR HOT Technical-wear brand, Outdoor Voices, has
The leading Turkish jean brand Mavi TOPICS commandeered the #DoingThings hashtag
uses a combination of online platform Hair and beauty retailer, Sephora, has an on Instagram, and in doing so built an
(I Love Mavi) and the #ilovemavi hashtag active online community with sub-groups inspirational community that encourages
to allow users to share pictures of their for members to join conversations relevant members to be active on a daily basis.
Mavi outfits and style inspiration. In Turkey to their own interests (e.g. ‘acne-prone skin’
Mavi commands 20% of the social media or ‘frizz fighters’), share and receive advice,
‘buzz’ in the apparel market and has double and get inspired.
the level of engagement versus its closest
competitors.

OC&C A generation without borders | 27

Implication 5
The social network effect
Our research reveals just how influential friends
and family are for Generation Z. This is a
demographic led by its peers (for now at least),
whose members strive to both emulate and
influence each other.
Image-based social media platforms like Instagram and Snapchat underpin this
trend. Acting as catalyst, facilitator and broadcaster, they have become a key part
of the brand discovery process. In return, Gen Zers expect direct engagement with
brands via seamless omnichannel offers – for which integrated social media is key.

The key question for brands and retailers is how to best leverage social media to
drive peer-to-peer marketing and selling?

28 | OC&C A generation without borders

ACTION POINTS
STEP 1
OPTIMISE YOUR OMNICHANNEL STRATEGY
Understand where your target consumers are across all channels, create a borderless
and frictionless experience across digital and physical channels, and reallocate
marketing budgets to target consumers accordingly. Engage with consumers on social
media and integrate ‘shop now’ options (e.g. Instagram and WeChat), and be ready for
within-app payment options as soon as they become available.

STEP 2
CHOOSE THE RIGHT PEER-TO-PEER MODEL
There are various different peer-to-peer models that can grow your brand reach and
sales. Here we outline some of them.
Peer-to-peer marketing models – These models use customers or paid affiliates to market
the brand and products to their networks:
Affiliate marketing – Use affiliates to grow brand awareness and drive online traffic.
• 
Affiliates sign up to third-party networks and promote products or services through
their own social platforms, earning commission on sales made, or on a ‘pay per click’
basis, tracked by cookies
Referral schemes – Incentivise peer-to-peer marketing by offering rewards that
• 
encourage consumers to recommend your brand: Huel’s refer a friend scheme has
helped accelerate this powdered food start-up’s phenomenal success
• Influencer marketing – Leverage carefully selected social media influencers to tap into
relevant consumer segments; influencers are often paid on a ‘per post’ basis. Founded
by a group of teenagers in 2012, Gymshark has built a 2.7m cult following on Instagram
through careful engagement of influencers, and is one of the fastest-growing sport
brands as a result
Peer-to-peer selling models – Peer-to-peer selling, or ‘direct selling’ where brands enlist
sales reps to sell product directly to consumers, has been transformed in the digital age,
and there is a growing overlap between direct-to-consumer models and peer-to-peer
selling. Beauty brand Glossier is a good example of the emerging cross-over – launched
in 2014 as a spin-off to a successful beauty blog, the online D2C business added in a sales
rep programme in 2017 and plans to continue its social selling focus with a website that
will blur the boundary of social media and ecommerce.

STEP 3
MAKE SURE THE ECONOMICS ARE ROBUST
Particularly for social selling models, ensuring your economics stack up is paramount.
It is essential to have a large enough population of potential sellers or advocates, and
ensure they are satisfied with the right balance of incentivising product sales versus
network growth.

OC&C A generation without borders | 29

 Implication 6
Ethics beyond
compliance
As socially conscious consumers, Gen Z have high
expectations of brands – attaching even more
importance to specific areas of social ethics than
previous generations. It’s increasingly easy for
Gen Z to be informed consumers too: they
are willing and able to research brands’ supply
chains and employment practices, as several
brands have discovered (to their detriment).

30 | OC&C A generation without borders

These issues will become even more critical as more Gen
Zers enter the workforce themselves. After pay, ‘doing
something meaningful’ is their next highest criteria
when reviewing employers and career opportunities.

And there is evidence that going above and beyond on

matters of social and environmental responsibility can
deliver real shareholder value: various studies and indices
show that more ethical companies are outperforming
their competitors.

The following action points and brand examples show how

retailers can create an ethical positioning that goes beyond
the basics and that will really engage Generation Z.

ACTION POINTS
STEP 1
TEST THE STRENGTH OF YOUR SOCIAL PURPOSE
• Is it genuine to your brand?
• Is it relevant to your consumers?
• Is it sufficiently bold and different?
• Is it economically viable?

STEP 2
MAKE A REAL DIFFERENCE, WITH THE RIGHT APPROACH, TO HAVE
LASTING IMPACT
Make your values part of your brand DNA – From reviewing your supply chain to meet
• 
high ethical standards to ensuring your employment policies and practices are socially
responsible, make your values a critical part of your brand DNA that lives front and
centre of everything your business does. Be active and transparent, rather than reactive
and vague. This generation expects more than CSR afterthoughts or lip service.
Get employee buy-in – Think deeper about how you can better engage your staff to be
• 
advocates for your values. Furthermore, be proactive in championing diversity in your
organisation. For example, Natura (Brazilian beauty and cosmetics manufacturer that
recently acquired ethically-led The Body Shop) has publically committed to have 50%
women in leadership positions and to have people with disabilities representing 8% of
total employees by 2020.
Include your values in your marketing – Showcase your company values and ethos in
• 
your marketing as well as in internal communication. For example, Nike has become a
strong champion of ethical issues, and ensures brand and marketing imagery includes
diverse ambassadors and voices. Recent campaigns included former NFL quarterback,
Colin Kaepernick, alongside the words: “Believe in something. Even if it means
sacrificing everything.”

OC&C A generation without borders | 31

Implication 7
Get your story straight
The Gen Z consumer is more demanding, subject to
more influence and prone to more complicated purchase
cycles. To be heard above the noise, it’s essential that
brands communicate who they are and what they stand for
consistently – the importance of having a crystal clear story
has never been greater.

32 | OC&C A generation without borders

ACTION POINTS
STEP 1
CLARIFY YOUR MISSION
Having a clear mission is crucial. Your mission should:
• Be distinctive
• Address genuine consumer needs
• Be simple and clear
• Create value

STEP 2
COMMUNICATE, COMMUNICATE, COMMUNICATE
Think about how to tell your story, both internally and externally:
Externally
• E
 nsure your brand handwriting is distinctive, and your story is clearly articulated across all channels (and third parties) – Gen Zers
expect to know the brand they’re buying from.
– Gentle Monster, the rapidly growing Korean eyewear brand founded in 2011, has an unusual, experimental style – across both its
product range and retail experience. Flagship stores are almost like art galleries, with curated quirky displays changing regularly
providing an exciting backdrop to the equally quirky products themselves.
Show your values – Social justice is increasingly important to Gen Z, either for their personal worldviews or for ‘being seen’ to support
• 
the ‘right’ causes. And while your values don’t have to be ‘ethical’ as such, showing a consistent mission that you’ve stuck to over time
which is communicated at every possible touchpoint will be compelling for these youngest consumers.
– Lush, a British cosmetics company popular with both Gen Z and Millennials, has a consistent ethical positioning across channels and
throughout the retail experience. From a controversial in-store and online campaign about undercover policing in 2018, to packaging
that’s both as minimal as possible and comes with clear recycling instructions and it is clear to consumers that this is a brand with a
voice and a mission
– US business Warby Parker, the disruptor of the US eyewear industry, has consistently delivered on their original mission statement as
they have grown: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money
in your pocket.”

Internally
• W
 eave your mission into the fabric of your organisation and culture. Your story should inform not just the products you sell and your
messaging, but everything about your business – from the way you organise to your values and priorities.
• Make it a key element of decision making. The only way your story will permeate all aspects of your business is if it is a consideration in
every decision. ‘Is this true to our story?’ and ‘Does it tell our story better, clearer, louder?’

OC&C A generation without borders | 33

What
next?
This report outlines our key
global findings and topline
implications for business, and
is designed to serve as an
introduction to this vast body
of research.

For country- or sector-specific

analysis, and to learn more about
how we can help you engage
with this next generation of
consumer, please contact our
consumer experts listed on the
back page of this report.

34 | OC&C A generation without borders

ABOUT THE REPORT
A generation without borders is a landmark study
covering nine countries; Brazil, China, France,
Germany, Italy, Poland, Turkey, UK and the US, and
several consumer sub-sectors, including; apparel,
beauty, grocery, alcohol and eating out. In addition
to quantitative survey-based research which involved
15,500 respondents, bespoke discussion panels for
Gen Zers aged 16 to 20 in the UK, US and China
were used to understand these consumers in even
greater detail.

ABOUT THE AUTHORS

A generation without borders, the inaugural report on
Generation Z as consumers, was conceived, designed and
developed by OC&C Strategy Consultants. OC&C were
supported by Viga, who provided the global quantitative
survey panel and platform to deliver our data-driven
insights.

OC&C is a global strategy consulting firm, bringing clear

thinking to the most complex issues facing management
teams today. Our client roster includes some of the largest
corporations and most innovative challengers in the world.
Our business is built firmly on the sectors and specialisms
where we have deep expertise: Consumer Products,
Retail, Leisure, Media, Technology, Private Equity and M&A
and B2B Services.

VIGA supports global audience research, powered by

proprietary technology that streamlines survey design,
audience access, and data delivery – getting vital insights
to clients faster.

OC&C A generation without borders | 35

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GLOBAL REPORT CONTACTS COUNTRY SPECIALISTS

Will Hayllar, Partner Brazil Poland
[email protected] Tulio Pereira, Associate Partner Marek Zdziech, Partner
[email protected] [email protected]
Deidre Sorensen, Associate Partner
[email protected] China Turkey
Adam Xu, Partner Burcu Tokmak, Associate Partner
Sarah Carall-Green, Manager [email protected] [email protected]
[email protected]
France UK
David de Matteis, Partner Tom Charlick, Partner
[email protected] [email protected]

Germany US
Christoph Treiber, Partner Coye Nokes, Partner
[email protected] [email protected]

Italy
Alfonso Lotito, Associate Partner
[email protected]

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