4 Min Read
As Gen Z’s purchasing power continues to grow, brands need to shift strategies to keep up with the discovery and shopping habits of younger buyers. When it comes to factors influencing purchasing decisions, this generation is trend-responsive, platform-fluid, and purpose-driven. To understand how these consumers discover, evaluate, and ultimately buy products, we surveyed over 400 Gen Z consumers using QuestDIY, the agile DIY research platform by The Harris Poll.
Being “On Trend” Influences Purchasing Decisions
40% of Gen Z shoppers report buying new products based on trends. Brands that want to capture more of Gen Z’s spending power should plan to stay ahead of trends. Coupling a new product launch with a trend could help boost sales among Gen Z shoppers. Brands should monitor cultural moments and social signals in real time to be able to adapt quickly to changes.
With QuestBrand, marketers can stay ahead of trends and better react to cultural moments with real-time monitoring. Track how these trends translate to real changes in brand equity by identifying lift in awareness, consideration, and purchase intent at the moment it matters most.
Live Commerce, Chatbots, and a Dialed Omni-channel Strategy will Set Brands Apart
Gen Z shoppers take the time to learn and leverage new technology while shopping online, indicating the recent use of the following tools.
- 33% used chatbots for customer service
- 33% participated in live shopping events on social media
- 27% shopped using voice assistants
- 21% relied on AI-powered product recommendations
And while most Gen Z shoppers indicated a mix of shopping online and in-store, some shoppers indicated a preference for mostly online or mostly in-store depending on the category.
Of those that indicated a preference for mostly in-store or online shopping:
- 22% prefer shopping in-store for clothing (vs. 16% mostly online)
- 21% prefer buying food and beverages online (vs. 19% mostly in-store)
- 16% prefer shopping mostly online for furniture (vs. 14% mostly in-store)
Brands must consider these channel nuances when planning experiences. Testing concepts for offers across online and offline shopping experiences using QuestIC can help validate what resonates by category.
Social Media Platforms that Impact Product Discovery
The top three platforms where Gen Z discovers new products:
- TikTok – where brands can focus on being “on trend”
- Instagram – where brands can double down on influencer partnerships
- YouTube – where brands can focus on deep dive product reviews
Brands should align product discovery strategies based on the goal and platform.
Through QuestBrand, companies can monitor trends across social media platforms and how these moments translate to measurable brand outcomes.
What Type of Influencer Content Works?
This QuestDIY study also found the top 3 most persuasive types of influencer content among Gen Z shoppers:
- Product review videos
- Tutorials and “how-to” content
- Unboxing videos
This suggests that Gen Z values authenticity and utility. They don’t just want to see a product—they want to understand how it works, how others are using it, and what the experience feels like.
For brands investing in influencer marketing, these insights can shape briefing strategies and content formats. With QuestDIY, brands can pre-test influencer creative concepts for effectiveness and ensure alignment with messaging strategy before content goes live.
Sustainability Matters
A full 33% of Gen Z say they are willing to pay 5–10% more for sustainable products. This signals an important shift in value perception for shoppers. The steady drumbeat of hyper-consumerism over the years has taken hold Today’s shoppers care about sustainable purchases to make a positive impact on the environment.
To capitalize on this, brands must move beyond general claims and lean into transparent, verifiable messaging. QuestBrand can track how sustainability positioning impacts key brand metrics over time, while QuestIC helps identify which messages most credibly communicate a brand’s commitment to purpose.
Closing the Gap Between Insight and Action
These findings from QuestDIY are part of a broader trend: Gen Z’s expectations are dynamic, nuanced, and deeply shaped by the digital environment. For marketers and insights leaders, understanding and adapting to this complexity is not just an advantage—it’s a necessity.
The Harris Quest suite can help brands stay ahead of what Gen Z shoppers want next. With QuestDIY, you can launch targeted surveys to niche audiences like Gen Z and get results in hours. QuestBrand helps you monitor and track brand performance over time. And with QuestIC, you can ensure your messaging resonates before it reaches the market.
Let’s Keep Exploring
Want to dig deeper into Gen Z’s behavior? Talk with our team about launching your first study with QuestDIY.
