Gen Z’s Impact on Buyer Behavior

Ian Baer discusses how Gen Z, a self-reliant, digitally native, and mobile-first generation, is entering the workforce and reshaping business and buyer behavior. Often misunderstood as a “walking meme,” Gen Z is actually more financially responsible and thoughtful in decision-making. Ian offers actionable insights for startups looking to engage this generation, emphasizing that Gen Z values companies aligned with their principles and trusts influencers over traditional advertising. To appeal to Gen Z, brands should be transparent, provide comprehensive information, and use diverse content formats. With Gen Z’s preference for multiple income streams and a rejection of being overtly sold to, businesses should focus on providing valuable information and letting them form their own opinions.

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