Gen Z’s Lifestyle and Consumption Habits

A Generation can not be defined just from its age group because many different factors or elements determine them. Those elements can be life values, aspirations, hobbies, education, etc. That principle applies to any generation, including Generation Z or Gen Z (plural). 

Each generation is also distinctive. They have their own characteristics that differentiate them from each other. For example, as Gen Z grows during the recession and pandemic, they tend to be more frugal and conscious regarding their financial situation. They do not want to spend their money on something that does not give them any value whatsoever. In contrast, Millennials tend to be easily swayed by brand image as they are looking for the experience of buying a product. 

In UMN Consulting’s Gen Z Lifestyle and Consumption Habits research, we explored every element, factor, and value that defines them. We know that general knowledge considers Gen Z the true digital native. Still, we believe there is more than meets the eye. We decided to explore what values or elements shaped the generation’s lifestyle and consumption habits. 

During the research, we observed several aspects, which were later divided into seven sections: Self-Concept, Self-Value, Self-Aspiration, Hobbies, Consumption Habits, Shopping Preference, and last but not least, Brand Preference. Each section will give you a detailed insight into how Gen Z sees themselves, their chosen lifestyle, and what they want when buying things. 

You can also check our freemium article (registered user only) and blog post about Gen Z’s lifestyle. In addition, we also have a collaborative article with Kompas.com that you can access through this link.