Generation Z will soon surpass Millennials as the most populous generation on earth, with more than one-third of the population identifying as Gen Z. This makes understanding Gen Z’s buying needs and behaviors valuable and critical for business success.
For Kogod student Victoria Ferreira, this fact was a driving force behind her recent marketing internship at Voxburner, a London-based marketing research firm that investigates Gen Z trends. As a business administration major specializing in marketing, she wanted to better understand Gen Z as a customer base—a demographic she says is often misunderstood.
Take sustainability, one of Gen Z’s top issue areas. According to “Gen Z or Generation Green,” a 2022 Voxburner+ report exploring the sustainability of e-commerce, 40 percent of Gen Z respondents have avoided clothing brands they consider unsustainable, yet 58 percent say price is a priority when purchasing clothes. Each chapter of the 1,000+ person survey offers a different insight into Gen Z values and behavior, giving marketers—and businesses—essential data to inform their values.
“Research like this can lead to real impact,” says Ferreira.