Gen Z Buys on Purpose—Not Just Price or Hype

In his Adweek article, Ian Baer, founder of Sooth, highlights that Gen Z's shopping behavior is driven more by purpose than price. They begin their shopping journey on social media, seeking brands that align with their values and offer authentic engagement. Traditional marketing strategies fall short; instead, brands must connect with Gen Z at the point of inspiration, delivering meaningful content that resonates. Understanding their motivations is key to capturing this influential demographic.