El poder de compra de la Generación Z, Abasto Magazine

Los minoristas deben enfocarse en crear una fuerte presencia en redes sociales para atraer a los compradores de la Generación Z.

ADVICE CELEBRATING Hispanic Heritage Generation Z: What Does It Expect from a Supermarket? By Jaime Enrique (Rick) Parra as they plan for the future. However, price is not the only key factor. According to Cegielski, nearly all (97%) Generation Z shoppers still shop in-store and look for interactive experien- ces. 吀栀is can range from tech experiences to seeing, touching, eneration Z shoppers are a highly sought-after and trying out products before buying them, something parti- demographic by retail businesses, and supermar- cularly important for supermarkets specializing in fresh foods kets are no exception. Attracting these young and specialty items. consumers now can help build loyalty as their Fast and easy checkouts are also important, with 46% of purchasing power continues to grow. respondents citing this as the most important factor in their G in-store experience. In 2021, Bloomberg cited data from Gen Z Planet estimating that this group had a purchasing power of $360 THE INFLUENCE OF SOCIAL MEDIA billion, a 昀椀gure that has undoubtedly increased as more members of this generation join the workforce. Businesses 吀栀is digital generation is heavily invested in social media, so must understand what sets Generation Z apart from its prede- retailers can’t a昀昀ord to ignore this channel. Social content is a common source of inspiration for users, making these plat- LA GENERACIÓN forms the perfect place for recipes and educational content Son los nacidos entre 1997 y 2012. Representan aproximadamente el 20% de la población de de la Generación Z a昀椀rma que las redes ZEEUU, según datos de 2023 del Censo. sociales afectan sus hábitos de gasto cessors if they want to maximize its buying potential. related to cooking. One of the main drivers of Generation Z’s shopping habits is, of “Generation Z is a demographic highly in昀氀uenced by social course, the economy: only 7% are unsure or say they don’t pay media, especially when it comes to purchasing decisions,” attention to economic issues, according to 吀栀e Rise of the Gen said Cegielski. “Brands that can successfully leverage social Z Consumer report by the International Council of Shopping channels by sharing products, product reviews, and in-app Centers (ICSC). 吀栀is generation has lived through two periods purchases will be better positioned to reach this group.” of economic uncertainty, so it’s not surprising that 48% choose Cegielski also noted that social media in昀氀uencers impact the low-price retailers as one of the types of stores they frequent. spending of about a third of Generation Z, though this e昀昀ect isn’t as strong as the in昀氀uence of friends and family or online ECONOMIC CONCERNS reviews, which ranked among the top three decisive factors in making a purchase decision. “Generation Z was largely shaped by events like the Great Attracting Generation Z shoppers largely depends on a retai- Recession, seeing family members face the challenges of that ler’s ability to o昀昀er a 360-degree experience that encapsulates period and, of course, experiencing the economic impact of the both online shopping and the speed and convenience of in-per- COVID-19 pandemic themselves,” said Stephanie Cegielski, vice son shopping. Simplifying payment options, emphasizing value president of research at ICSC. shopping, and demonstrating a commitment to supporting Shopping at discount stores and bargain-priced retailers social causes (such as mental health, sustainability, and ethi- allows this young generation to remain price-conscious in their cal sourcing) can also help retailers win over Generation Z purchases, which in turn helps them feel more comfortable shoppers. 8080 SSEEPPTTIIEEMBRMBREE//OOCCTTUUBRBREE 2 2002244 AABBAASSTOTO..CCOOMM