The Gen Z Corner: Rethinking Business in an Age of Shifting Preferences

What the digital native generation values.

As a member of Gen Z, I’ve often found myself navigating an economic environment that feels both familiar and fundamentally different from that of previous generations. We’ve grown up during global recessions, a pandemic, rising living costs and rapid technological advancement — all of which have shaped how we think about money, work and brand loyalty. Our economic preferences are not just trends, they’re reflections of our values.

What I’ve concluded is this: Gen Z is deeply pragmatic, but we’re also deeply principled.

Take spending habits, for example. We’re incredibly price-conscious, not necessarily because we want to be frugal for our own sake, but because we’ve grown up in financially uncertain times where we’ve been exposed to various economic obstacles. This prevails too for members of Gen Z who still live under the roofs of their parents; though we may not be spending tons of our own money just yet, we are far more aware than other generations perceive us to be and the idea of money remains a stressor (even if we are not the ones making it).

Student debt looms large, wages haven’t always kept pace with inflation, and at the tender age of 19, I think of homeownership as more of a dream than a given. So when I and many of my peers decide to spend money, we’re careful. We research, weigh the options and don’t buy into “hype” unless the value is most certainly there. 

But value, to Gen Z, isn’t just about cost. It’s about company values.

We want to support companies that align with our beliefs. Sustainability and transparency aren’t just buzzwords to us. If a brand can’t speak authentically, it’s unlikely that they will earn our loyalty. Time and time again I have chosen smaller brands over big-name retailers simply because they were more honest in their media presence. Authenticity matters more than perfection.

Another key shift in economic preferences is flexibility and convenience. We grew up online, work remotely and are master-multitaskers. We expect seamless digital experiences as a norm. Subscription services, one-click purchasing, and mobile first interfaces are no longer viewed as innovative by Gen Z; we expect those conveniences across industries.

So, what can companies do to adapt to these evolving economic preferences as it pertains to Gen Z?

Lead with Purpose, Not Just a Product: We want to see the “why” behind your business. What do you stand for? How are you contributing to the world? If your purpose is communicated authentically, we’ll notice and support you.

Make Transparency and Affordability a Part of Your Model: Price is a huge deciding factor. But how you explain your pricing and how openly you communicate costs matters just as much. Gen Z appreciates brands that break down their business model and are honest about where the money is going.

Invest in Digital Experiences: Mobile optimization, intuitive design, and real-time customer support are non-negotiables. Companies that invest in technological infrastructure that aligns with our generation and habits will gain our attention.

Make Us a Part of Your Model: We don’t just want to be marketed to, we want to work with you. Brands that invite Gen Z’s voice into their decision-making, product development, or content creation foster loyalty. Companies can thrive simply by listening more and talking less.

Gen Z may be skeptical, but we are also engaged, aware, and eager to support brands that align with our shifting economic preferences. Businesses that recognize this shift and evolve with us will thrive in and past the Gen Z “era.”