Gen Z: a criticized generation that is nevertheless rewriting the rules of the market
By 2030, this generation that is redefining the rules will represent nearly a third of the working population in France and will be one of the main drivers of the country's economic growth. "Gen Z" is the name given to the population born between the late 1990s and the late 2000s. Generation Z, sometimes criticized and often misunderstood by their elders, is rapidly imposing its own codes as the new global norm. Members of this hyperconnected generation are no longer limited to their own territory: the community is globalized, and common codes and references now unite young people around the world. Understanding this generation and its particularities is essential for businesses to thrive in this new landscape.
The Gen Z consumer—demanding and informed
Our generation, Gen Z, marks the dawn of a new global era with its own rules of consumption and ways of shopping. New ways of interacting with the world, different consumer behaviors, renewed demands: this generation is becoming a complex subject for businesses, one that needs to be examined in detail.
Attracting Gen Z consumers is no easy task. A simple marketing campaign or a product that is supposed to be useful or innovative is no longer enough. In all its relationships, Gen Z values transparency and authenticity. Hyperconnected, skilled in its use of IT tools and in its search for information, it knows how to distinguish between what is true and what is false. Young people are demanding in their choices and do not hesitate to denounce brands that betray their values and their trust.
New consumer codes that are slowly but surely being imposed on suppliers.
Faced with these new consumption patterns, it is urgent for companies to reinvent themselves, first and foremost from a marketing perspective. New buyers no longer place their trust directly in a brand, but prefer to rely on their peers. TikTok, Instagram, and YouTube have become key sources of information, with a flood of feedback, tutorials, tests, and product comparisons. The popularity of the term "influencers" shows how companies can no longer rely solely on traditional advertising to convince consumers.
Worse still, the most viral videos are often those made by ordinary users, with whom consumers can more easily identify. As a result, a product's success no longer depends on a carefully planned campaign, but on vague algorithms that are beyond anyone's control. It is therefore essential for companies trying to navigate this ultra-competitive environment, where immediacy and virality reign supreme, to arm themselves with in-depth knowledge of these demanding consumers.
The figures confirm this: while only 18% of American Gen Zers say they discover products via Google, 30% discover them mainly on Instagram and 20% mainly on TikTok—and these figures are rising. Paradoxically, even though information and comparisons flood the platforms, consumers remain just as likely to succumb to impulse buying. The frequent stock shortages of products that are popular on social media, such as The Ordinary or Sol de Janeiro, illustrate how Gen Z is more impressionable than ever.
Data from the study 'Gen Zers turn to TikTok and Instagram for product discovery', eMarketer, 2025
A generation that prioritizes consumer experience
However, Gen Z seeks authentic relationships with its favorite brands. Interactivity and consumer participation in the design of products and services are becoming crucial issues for this new customer base. The proliferation of pop-up stores and innovative retail corners shows how Gen Z is no longer just looking to buy a product, but to enjoy an experience, an imaginary world, an ideal. This generation's expectations are very specific, pointing to a boom in experimental and technological retail.
China is at the forefront of this trend. Successfully penetrating and appealing to this market of more than 200 million young people is a real challenge for European companies: only a few have managed to master the codes of Chinese marketing. L'Oréal is one of these rare companies and has been able to ride the wave of livestreaming commerce's success, via KOLs (Key Opinion Leaders) and high-tech skin analysis devices that are popular with young people. We are already seeing this: this craze for customer experience is beginning to take over Western markets.
When the strength of the Z community becomes a threat to the company
Gen Z is unfiltered when it comes to denouncing a lack of transparency or a betrayal of trust. In movements that are sometimes pushed to extreme cancel culture, Generation Z agrees and unites to boycott brands, products, or companies that have failed to meet their expectations. In this distrustful and demanding environment, building customer loyalty becomes much more difficult.
Today, consumers also expect brands to take a stand on political issues or specific causes. A company's actions must be consistent with its ethics and consumer values: 70% say they try to buy from companies they consider ethical. They are quick to identify brands that keep their word, know how to search for information online, and can spot cases of greenwashing or wokewashing. Eighty percent of young people remember at least one scandal or controversy involving a company. Nevertheless, Gen Zers are willing to give companies the benefit of the doubt if they acknowledge their mistakes, correct their wrongs, and change their ways.
For example, in January 2025, millions of Coca-Cola products had to be recalled due to excessive chlorate levels in the water used for manufacturing at one of their plants. Rather than covering up or downplaying the incident, the multinational company conducted a large-scale campaign to inform consumers of the risk, recall the affected products, and offer a refund system. In addition, the company collaborated with experts to prevent a similar incident from happening again. While some of the brand's positions are still debated among these new consumers, such a transparent and proactive mea culpa is exactly the kind of responsibility that Gen Z expects from its favorite brands.
Data based on the 'True Gen' study, McKinsey
HEC Junior Conseil, valuable support for adopting the best business strategy in the Gen Z era
At HEC Junior Conseil, a significant part of our expertise lies in our thorough understanding of the new societal challenges linked to social media, Gen Z codes, and the global cultural trends that drive this new generation. Our experience has enabled us to develop our knowledge of the sales and marketing strategies companies need to attract this constantly evolving generation, whose codes change every day and whose rapid transformations, intrinsic to its hyperconnectivity, make them difficult to keep up with.
Since 1971, we have been supporting CAC 40 companies, SMEs, and individuals in the completion of their projects through a variety of studies. Over the years, we have developed our expertise while maintaining a strong ability to adapt to societal changes. We are available to support you in your strategy towards Generation Z, through market research, communication plans, tailored business plans, or surveys and quantitative studies to identify the trends and expectations of young consumers towards your product or project.
The unique feature of HEC's Junior Enterprise is its access to a powerful and highly qualified student network. For each study, we select the most relevant profile for your project. For example, if you want to develop an app for Gen Z, we will draw on the expertise of a student from the X-HEC Entrepreneurs dual degree program who has already worked in tech scale-ups. You will benefit from market research conducted by a true expert who can help you get your project off the ground.
