Get a first-hand look at the new reality of qualitative research.

Gain access to the full study
We asked 80 Gen Z consumers across 8 different markets on what inspires them and drives their purchase behaviors both on a global and a local level. This is just a small sample and a glimpse into the insights gained. You can request access to unlock the full study with all 8 markets.

Trusted sources of inspiration
Gen Z consumers’ purchasing behavior is characterized by thorough research and cross-examination through trusted sources and channels before making a decision. As digital natives, they meticulously navigate from discovery to purchase, especially when the price point is significant. 

Across all markets, Gen Z values brands that align with their personal values, provide high-quality products, and engage in ethical practices. Product price, brand reputation, and sustainability are key factors in their buying decisions.

At the same time, differences in market impact factors are evident
In the UK, packaging and advertising significantly influence consumers, while in the USA, financial constraints inhibit purchases. In Germany, peer popularity matters, whereas in Spain, innovation and visual appeal are key. Italy finds nostalgia inspiring, while in France, product practicality is crucial.

France, Germany, Sweden, and the UK have the most conscious, skeptical, and brand-loyal customers, demanding high brand values and product quality. Conversely, US and Danish consumers exhibit less skepticism toward larger brands and major influencers.