Snapchat reveals Gen Z’s retail influencers | RW

Snapchat has released new research into the latest trends shaping consumer behaviour amongst Gen Z in Australia. The data, from a study of over 3000 young Aussies, found that Gen Z’s shopping is deeply intertwined with their social lives and a desire for genuine self-expression. Young Australians are also prioritising real connections, personal expression and interactive shopping experiences over traditional brand loyalty and polished perfection. “Gen Z is a generation that values genuine connection and experiences that help them express themselves and feel confident,” said Ryan Ferguson, Managing Director of Snap Inc, ANZ. Social connection: The new currency of retail Shopping is increasingly a social activity for Gen Z, with 45% using Snapchat to plan shopping trips or experiences with friends and 49% agreeing that shopping with friends is their favourite way to connect. Two thirds (65%) of Gen Z individuals also stated, “My friends are important in influencing my shopping choices,” with 45% sharing product recommendations or reviews through stories and Snaps. Almost 6 in 10 look to their real friends for beauty inspiration more than influencers. This highlights a significant shift in how this generation discovers, considers, and ultimately purchases products. Self-expression and savvy spending in a cost-conscious
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