Ideas, information and industry news for collegiate retailers

Gen Z, millennials, Gen X, baby boomers, the silent generation: is there really a difference between these groups when it comes to shopping? Every generation wants a good experience that is convenient. Everyone wants to feel like they are purchasing a quality product at a good price. It is unlikely a customer of any age will come into your store and demand a terrible experience or complain that they didn’t have to wait long enough to be helped. Core consumer expectations don’t vary all that much from generation to generation. So why does Gen Z research matter? Why does your store need to understand today’s students and their motivation?

Students continuously cycle through campus, but is one group of students really that different than the next? According to generational research, yes. Each generation has different expectations, goals, preferences and views of the world. Gen Z is no exception. Even down to social media habits, this group distinguishes themselves from their millennial predecessors. Understanding Gen Z’s relationship with social media and retail will help you improve the way your store uses social media to connect with the students on your campus.