GenZology is the Gen Z insights arm of Her Campus Media, where we’ve spent 15 years studying and serving teens and 20-somethings.
Check out our previous GenZology findings below, and reach out to bring GenZology to your company with a personalized presentation.
Snapshot of gen z
born between 1996-2010
population OF 72 Million in the US
net spending power of $360B
Gen Z’s purchasing behavior
✦✧
Gen Z’s purchasing behavior ✦✧
Gen Z goes to influencers & friends to discover new products
Peer-to-peer is still the most effective way to influence purchase decisions
Source: Her Campus Media To the Future Survey - 1800+ respondents, July 2023
Let’s talk about social
✦✧
Let’s talk about social ✦✧
Over half of Gen Z chooses TikTok over Google as their #1 search engine
Nearly 75% of Gen Z have bought something after seeing it on TikTok
3 out of 4 Gen Zers prefer to watch video content on TikTok
Instagram use continues to grow among Gen Z; though TikTok is big for purchases, Instagram is still what is used daily by 95% of Gen Z.
Sources: Her Campus Media 2023 Social Engagement Survey - 500+ Respondents, April 2023; To the Future Survey - 1800+ respondents, July 2023; January 2022 Audience Survey - 2000+ respondents, January 2022
GEN Z
☓
FASHION
✦✧
GEN Z ☓ FASHION ✦✧
Gen Z describes their style as
Classic
Trendy
Simple
Comfy
Preppy
Quality is ranked as the most important factor for deciding to purchase a luxury item
Source: Her Campus Media To the Future Survey - 1800+ respondents, July 2023
Gen Z
☓
Beauty
✦✧
Gen Z ☓ Beauty ✦✧
Price & Quality are most important when it comes to beauty products
Gen Z is willing to splurge on
Skincare
Makeup
Fragrance
Gen Z tends to spend less on
Hair growth & removal products
Learning About the Purchase Funnel
After seeing a beauty product on social, Gen Z will often look for the products & reviews online
Source: Her Campus Media Beauty & Personal Care Survey - 300+ respondents, September 2023
Gen Z
☓
Food
✦✧
Gen Z ☓ Food ✦✧
The majority of Gen Z cook at home multiple days a week
Share new food items on social media to bring in Gen Z
77% of Gen Z have no dietary preferences or restrictions
Sources: Her Campus Media Food & Restaurants Survey - 400+ respondents, October 2023; 2023 New Year Survey - 1200+ respondents, January 2023
bring genzology to your company
By now, you know that Gen Z trends can change as quickly as Hailey Bieber’s manicures. Which is why every semester, we unveil new data, sit down with college students and Gen Z influencers for intimate conversations, and give you the chance to ask your burning questions in real time.
