Gen Z: Skeptical, Value-Driven,
and Financially Anxious

Gen Z is coming of age under economic strain and institutional distrust, driving more cautious spending, heightened price sensitivity, and a redefinition of success grounded in pragmatism, wellness, and inclusion. Despite financial pressure, they are highly values-driven and demand proof, transparency, and real utility from brands—embracing a hybrid future that blends digital convenience with a renewed preference for in-store, analog experiences.