Gen Z appears to care less about brand in general but they feel most positive about big brands and store brands. When it comes to groceries, teens don’t really begin to think about shopping until after high school, when they begin doing more of it for themselves. This means that most don’t have well-developed personal opinions about brands, retailers or channels, or purchasing criteria yet.
Lightbulb Moment: Don’t make the mistake of thinking Gen Z is anything like Gen Y (Millennials). Gen Y are the babies of Baby Boomers while Gen Z’s parents are Gen X. Having wildly different generational parents produces dissimilar next gens. It will show in how they speak, feel, think, and shop. Their core behaviors and attitudes are revealed in kids as young as 4-5 years old which is why it is critical to be aware of behavioral research as well as survey studies.