Gen Z wants its own consumer culture, and this is what it’s going to look like
During a family vacation in Montana, Emi—a University of Georgia junior—was browsing silk pajama pants and leather shoes on her phone. She wasn’t searching for the hottest new brand to show the world what great taste she has. She was scrolling with a far more pragmatic goal: finding a great cost-per-wear. “When I’m looking for clothes, I’m thinking, ‘Will these clothes be able to transition into…
Gen Z, the generation reaching its peak market power by 2030, is reshaping consumer culture. Emi, a University of Georgia junior, prioritizes cost-per-wear and practicality over brand aspiration when shopping for clothes. Brands like Outdoor Voices, Glossier, Everlane, and Allbirds once targeted millennials but are now falling out of favor with Gen Z. Asperational branding is losing its appeal as Gen Z consumers demand authenticity and value.
Venture capitalists, like Lerer Hippeau, are now focusing on brands that address Gen Z's changing tastes and priorities. Instead of chasing growth at the expense of profitability, these startups are investing in products that promote good health, human connection, and a sense of well-being. This shift reflects the changing consumer mindset of Gen Z, who came of age during unprecedented uncertainty and economic challenges.
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