Business / Marketing / Start-Ups / Strategy

5 Things Gen Z Aussies Love to Buy

January 19, 2022 , 7 minutes
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By 2030 Generation Z and Millennials will account for 48% of retail spending in Australia. Young shoppers are well-informed and looking to balance affordability and quality.

Social media trends are the name of the game for Gen Z. Product novelty matters to them more than brand names. Many businesses market their products through social media influencers. These modern day mavens promote brands to their fans and viewers.

This article explores 5 products young Aussies are buying and how they appeal to the Gen Z mindset.

What Gen Z are Buying and Why

#1 Apps, Software and Digital Media

Streaming services extract $15 per month from 95% of Gen Z’s pockets. The age group is more than happy to oblige by the subscription model. It’s not just because lazing on the couch while binging your favorite shows is so enticing!

Exercise apps run on a similar ‘freemium’ model to Netflix. First, they offer basic features or a trial to new customers. Then they suggest the option to pay for a complete service.

Gen Z prefers digital services that are entertaining and informative. Apps foster long-term commitment from customers by as a reminder of brand presence. Likewise, the option to push attention-grabbing notifications to phones keeps young customers invested.

The mobile game Fortnite benefited from targeting their game to Gen Z players. They didn’t rake in $2.4 billion in 2018 from downloads alone. Micro-transactions: the sale of virtual goods and in-game currencies made loyal players into big payers.

When it comes to software, and digital goods, companies don’t need to sell a particular product. They need to keep users engaged and entertained with a service over the long term.

For non-digital brands and products, consider how apps can enhance the checkout experience. Loyalty program trackers or the option to order for pick-up increases digital visibility.

#2 Services from Local Businesses

Gen Z use BNPL services to support small businesses more than Gen X or Baby Boomers, making Local SEO very important. Young shoppers seek clothes, electronic devices and travel from small or boutique stores. Smaller businesses can offer experience-driven purchases that feel unique and tailored to them. As we return to a post-pandemic ‘normal’ the in-store shopping is set to regain popularity.

They’re also willing to pay extra for luxury items. Gen Z’s aversion to brand loyalty means they are attentive to the uniqueness of a product. Transparency and efficiency drive their product inquiries. This gives sales staff a chance to explain how a product suits them and meets the customers values.

Yet, marketers underestimate Gen Z’s desire for an in-store shopping experience. 75% of small Aussie businesses lacking a marketing strategy for the demographic. Brick-and-mortar stores can provide an individualised customer experience. Some have turned to hosting events and promotions with help from TikTok influencers. Emphasizing the social experience of shopping itself is essential to maintaining Gen Z’s interests.

#3 Personal Tech

Apple is the smartphone hardware of choice for 70% of Gen Z. Innovations and gadgets that use the smartphone ecosystem will guide future purchases.

For Gen Zers, getting from A to B in a sustainable manner is a major issue. 44% of Young Aussies are considering purchasing e-scooters or downloading car-sharing apps for their commutes. Companies like Beam and Neuron have combined hardware and software, allowing users to rent e-scooters and e-bikes through their apps.

The smartphone generation are discerning and experienced consumers of tech. The key to standing out is a problem and solution approach. This doesn’t mean re-inventing the wheel of personal computing or gaming consoles. Instead, market your product as compatible with the wide array of gadgets Gen Z already owns.

Ring lights have presented a simple solution for influences are regular users alike. It’s gotten to the point where Amazon and Target are listing their regular LED’s as ‘TikTok Lights’.

Social media marketing and electronic products go hand-in hand. Younger generations are more open to targeted ads and data collection than baby boomers. Marketers can use social media advertising to reach Gen Z customers fast all through the efforts of remarketing.

#4 Sustainable Fashion

McKinsey’s fashion trends report claims Gen Z want to reduce clothing waste. Some are terming it the ‘end of ownership’ for fashion products.

Australian online clothing store ‘The Iconic’ now features a ‘Considered’ section for sustainable clothing brands. The brand has won over many Gen Z customers for their transparency and ethics.

Given their desire for uniqueness, sustainable practice and affordability it’s no surprise. Gen Z shoppers seek cheaper pre owned garments and rental solutions for their wear. sells pre owned luxury goods and currently sits at a $450 million USD valuation. Their online model allows for shopping during lockdowns and reflects the ever-changing trends in fashion.

Companies like Express combine the subscription and rental models. This emerging trend of ‘Collaborative Consumption’, is a response to increased post-pandemic pricing. Gen Z’s sense of frugality and desire for uniqueness informs their fashion.

#5 Restaurant-Quality Food  

Young people prefer dining out because it’s a social experience that saves time on cooking. Small, shareable dishes and seasonal items are their preferred option.

A menu full of healthy options goes a long way for attracting young customers. Providing a feeling of social change through dining helps, too. Food donation drives and green waste management plans also attract young customers.

Gen Z represents 25% of total food service traffic. Instagram is their platform of choice for sharing restaurant recommendations. Encourage user-generated content like online reviews or start an account for food-based businesses.

Mental and physical health are important to the age group. They’ve been dubbed ‘Ultimate Wellness Consumers’ because they are willing to pay a premium for healthy dishes. restaurants that keep up with these trends won’t be going away anytime soon.

Quick Tips for Marketing to the Gen Z Demographic

● Market Your Product as a Time Saver

Time is money for younger generations. Marketing your product as efficient when compared to the time-consuming alternative will draw Gen Z’s attention. Know your niche and focus on social, interactive solutions.

● Refine Your Online Presence

Online stores and social media pages need to be simple and engaging. Convenience is the most attractive feature of online shopping for Gen Z. Try make the journey from clicking to buying as short as possible. Young customers love it when ad algorithms recommend a product relevant to them. Make sure your social media profiles are up-to-date so algorithms suggest your products to the right customer.

● Get in Touch with Influencers

The Aussie app ‘Tribe’ can help connect you to influencers and their fanbases. Influencers with smaller followings have the advantage of a more attentive and loyal fanbase. Larger influencers are great for spreading awareness to a wider group.

● Show Engagement with Communities and Causes

The non-financial aspects of your business are more important than ever. Gen Z customers want to know your brand represents an ethical good. That means being upfront about the your businesses sustainable or inclusive operations. As a bonus: try making this an activity customers can engage with like community gardens or fund-raising drives.

● Make Your Sales and Promos Count

The Gen Z loves a sale. Many hold out for seasonal promos, but a well-timed sales campaign will work wonders. The fear of missing sales (FOMO) is a strong motivator driving younger generations to make purchases. This is a great opportunity to sell luxury goods, as young shoppers are savvy and save for big-ticket items.

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