Beyond labels: segmenting the Gen Z market for more effective marketing

Abstract

Purpose The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences. Design/methodology/approach An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas. Findings Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas. Research limitations/implications This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world. Practical implications This study provides input for marketing practitioners to create better focused and more effective campaigns. Originality/value Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.

Impulsive Buying in Live Tiktok Shop: Exploring The Role of Telepresence, Enjoyment and Trust Among Generation Z

“…The positive emotions from pleasure create strong in-centives for consumers to make quick, unplanned purchases for immediate gratification and emotional rewards. Generation Z exhibits a high propensity for engaging with technological advancements (Van den Bergh et al, 2023). This phenomenon can be felt when shopping via the Live TikTok Shop platform.…”

Impulse Buying: How Generation Z's Enjoyment of Shopping Affects Their Fashion Buys

“…The fashion industry may have a market expansion opportunity with the 41 percent share of Generation Z. In addition, numerous studies have demonstrated that Generation Z actively purchases and consumes goods from a variety of online marketplaces; thus, it is considered one of the most influential consumer groups (Nghia, Olsen and Trang, 2020;Azhar et al, 2023;Van den Bergh, De Pelsmacker and Worsley, 2023).…”

“…Several scholarly investigations have been undertaken to examine the purchasing patterns of Generation Z through the lens of generational cohort theory, which emphasizes the characteristics of cohorts (Ismail et al, 2020;Agrawal, 2022;Thangavel, Pathak and Chandra, 2022;Van den Bergh, De Pelsmacker and Worsley, 2023). Another approach used is the Theory of Planned Behavior (Djafarova and Foots, 2022;Pradeep and Pradeep, 2023;Suzianti, Amaradhanny and Fathia, 2023); the theory of Acceptance Model (Lestari, 2019), which uses the gratification theory (Siregar et al, 2023), and social commerce adoption model that focuses on specific platforms (Azhar et al, 2023).…”