What Consumer Behavior Gets Wrong About Gen Z
There’s no shortage of think pieces, marketing decks, and brand strategy briefs trying to decode Gen Z. We’ve labeled them everything from digital natives to ethical shoppers to chaos-loving maximalists who only communicate through memes. And while some of those patterns may hold true, the way we talk about Gen Z in consumer research has become lazy, reductive, and outdated.
The biggest mistake marketers and researchers make is treating Gen Z like a monolith. We keep trying to fit them into a neat box with one personality, one set of values, and one aesthetic. The truth is, Gen Z isn’t a moment. It’s a mosaic. And it’s long past time we stopped analyzing them as if they’re just a hyperactive, ultra-woke version of millennials.
If you’ve worked in marketing or research, you’ve likely seen this kind of oversimplification play out in phrases like “Gen Z values authenticity” or “Gen Z is all about self-expression.” While both statements may be true in spirit, the way we interpret them has become hollow. Authenticity, to Gen Z, isn’t about being raw and unfiltered in the way brands imagine. It’s about being in control of your own narrative whether that means curating a feed, embracing contradictions, or calling out performative behavior when they see it. They don’t want brands to be messy. They want them to be real and intentional. There’s a difference.
Another thing researchers get wrong is assuming Gen Z’s ethical awareness always translates into purchase behavior. Yes, they care about sustainability, representation, and fairness, but they’re also financially stretched, digitally overstimulated, and constantly targeted. Their values don’t disappear when they make convenience-driven decisions. They’re just navigating a different reality. Gen Z can want to support small businesses and still buy a twelve-dollar dupe they saw on TikTok because it fits their budget and delivers results.
We also need to stop framing Gen Z’s digital fluency as a flaw or a gimmick. This generation was raised with a high awareness of how content works online. They know when they’re being sold to. They know when something is being boosted, suppressed, or pushed through social proof. They engage with content strategically, often for entertainment first, information second, and trust only if earned. Just because they’re fluent in irony doesn’t mean they lack substance. They’re simply better equipped to see through manipulation and call it out before your campaign even gets its first wave of impressions.
One of the most misunderstood aspects of Gen Z is their relationship with identity. We often talk about them as if they’re constantly reinventing themselves, but what we miss is that they’re actually layering who they are. They don’t feel the need to be just one thing. They can be politically engaged and obsessed with reality TV. They can thrift for sustainability and still shop fast fashion. They don’t see that as a contradiction. They see it as real. And brands that expect them to flatten their personalities into neat personas often miss the mark entirely.
It’s also worth noting that Gen Z’s buying behavior is less about aspiration and more about alignment. They aren’t as driven by prestige or exclusivity as previous generations. They’re driven by resonance. They want to feel seen, not sold to. They want to remix trends and put their own spin on them rather than just adopt what’s already been declared cool. That’s why dupe culture exploded during their rise. It’s not about faking luxury. It’s about reinterpreting it. It’s about access, creativity, and the thrill of discovery without giving up control.
The truth is, Gen Z isn’t hard to understand. We just haven’t been paying close enough attention. They’re not anti-brand. They’re just not loyal to brands that haven’t earned their trust. They’re not flaky. They’re adaptive. They’re not distracted. They’re selective. If we want to understand Gen Z, we need to stop asking how to market to them and start asking what they’re responding to and why. Because Gen Z isn’t resisting the market. They’re reshaping it. And the brands and researchers who don’t adjust their lens will get left behind in the scroll.