If you weren’t in awe of the strength, conviction and vision of the young people leading this past weekend’s March for Our Lives, then you weren’t paying attention.
No matter where your beliefs may fall on the political spectrum, designers eager to tap Generation Z as their audience must take notice of the characteristics this young demographic bring to the consumer table.
And maybe it’s not about looking at those born between 1996 and 2010 as “consumers.” Instead, given the following traits of Gen Zers, how and why we design may take on an entirely new and inspirational direction.
Generation Z is poised to put the efforts of the generations before it into real action—and with confidence. The fight for more diversity and representation on the runways and in print has given this generation a platform to say, “We are ready to take the torch and run with it.”
The definition of “beauty” has expanded and Gen Zers are confident standing in their own skin, knowing their voices make important contributions to the conversation. With role models like Ashley Graham, Winnie Harlow and online platforms like the What’s Underneath campaign, today’s youth see themselves represented and proceed with confidence.
Despite the polarized nature of politics around the world today, Generation Z maintains its optimism. Young, vibrant and with energy for days, Gen Z looks forward with the belief that change is possible.
Unlike Millennials, who have a reputation for taking the backseat, Gen Zers move full speed ahead with a positive, “this WILL get done” attitude. In terms of fashion, this attribute translates into fearlessness and nonconformity—an inspirational spirit for designers to draw upon as they create.
Social Media Savvy
There’s no denying the power of social media. However, Generation Z has proved its ability to harness social media’s reach and influence and turn it into action. The March for Our Lives is a perfect example of how young people communicate, mobilize and make change.
For designers wishing to appeal to Generation Z, taking command over the possibilities social media has to offer is essential. And truly understanding how Gen Z communicates means letting go of some of the practices and traditions the fashion industry has a tendency to cling to—like cost prohibitive “on the ground” fashion shows. Gen Z is more likely to stream an online presentation or tweet digital lookbooks.
An Eye for Style
So get this. In a recent study of Generation Z, fashionable design matters to 67 percent of Generation Z shoppers (which is more than any other generation). In addition, the number one thing Gen Zers look for in the products they buy is aesthetic. That means that while their voices are loud and proud, and action is at the top of the list, Generation Zers are not willing to sacrifice style.
According to Refinery 29′s Hollywood Z List, there’s one thread that seems to connect Gen Zers.
When asked about their social media accounts, Generation Z up-and-comers valued kindness, honesty and an awareness of the dangers of letting social media consume them. Noah Cyrus, Miley’s little sis, sums up the Gen Z sentiment on social media when she says, “”I just like being real on my account. I don’t worry about how many pictures I post a day or what the picture is. If I want to post a picture of a salad leaf on my pants, then why not.”
For designers, this desire for authenticity means getting to the core of why we do what we do.
It’s true that our youngest generation cares about sustainability and ethically made clothing, however, what is most attractive to Generation Zers is the authenticity behind the clothing they wear and purchase. If, as a designer, you decide to slap a sustainable label on your garments simply to garner the attention of Gen Zers, they are likely to see through your intentions. However, if at the core of your “why” is to reduce waste in the fashion industry, Gen Zers are more likely to take real notice.
The upcoming generation of movers and shakers are moving with intention and purpose and research and knowledge—an inspiring direction for designers of all ages. How do you think Millennials and Gen Zers compare? And what Generation Z attributes have we left out? Please share your thoughts in the comments below.