Between persistent inflation, climate anxiety, and the pervasive influence of online platforms, Generation Z is inventing a form of consumption that is both cautious and expressive. This analysis deciphers the trade-offs, emotional triggers, and new purchasing landscapes that are reshaping brand strategies.
18-24 year olds navigate an unstable daily life, but their desires remain unchanged. Their consumption is structured around a delicate balance: securing the future, preserving moments of pleasure, and giving meaning to each purchase.
Through concrete examples and operational benchmarks, this article explores the logic that guides their decisions, from optimized shopping baskets to "comfort" purchases, to social formats that transform inspiration into conversion.
Budgetary prudence and trade-offs: how Generation Z secures its purchases
For 18-24 year olds, the economic context acts as a constant filter. Even when it is not mentioned spontaneously, it influences everyday choices: nearly nine out of ten young people state that rising prices are weighing on their decisions, and approximately seven out of ten They say they are sensitive to political instability. Added to this is a dimension more specific to this age group: geopolitical instability influences 65% among them, a level significantly higher than that observed in the rest of the population.
In practical terms, the choices are made first and foremost on categories perceived as compressible. Young people are more willing to reduce certain food expenses (approximately 35%against 19% for all French people) and also limit hygiene or cosmetics (around 30%against 16%). These figures tell a simple story: the “essential” basket is being renegotiated, not because hygiene or food are losing their importance, but because the search for “good deals” requires substitutions (family sizes, store brands, group purchases, timed promotions).
To illustrate this mechanism, one need only observe a typical situation: a student who alternates between discount shopping for basic necessities and targeted purchases of "signature" products (a serum, a pair of sneakers, a concert ticket). The rationale is clear: reduce the cost of invisible items to finance brand identity elements. This logic imposes greater transparency on brands regarding value. The expected evidence is not only functional (quality, durability), but also narrative (traceability, commitment(actual usefulness).
In this environment, the advertising format that works is the one that respects attention and contextualizes the offer. Brands that focus on editorialized content, closely aligned with user habits, are more in line with this cautious approach. A useful detour involves understanding the principles of native advertising The approach reduces disruption, clarifies the promise, and leaves room for demonstration. Key insight: Gen Z doesn't buy less, it buys under certain conditions.
Savings, emotions, and "comfort" purchases: the acknowledged ambivalence of Generation Z
Generation Z is often described as paradoxical, but this paradox is primarily an adaptive strategy. On the one hand, nearly 80% 18-24 year olds report saving more to reassure themselves and secure their future. On the other hand, the idea of widespread abstinence doesn't hold water: the reduction in outings is less pronounced than the national average (approximately 43% against 51%). This coexistence between caution and pleasure is not a contradiction; it is an active management of uncertainty.
The most underestimated driver is emotional state. Young people express more intense distress: approximately 34% they say they are more stressed 33% more anxious, and 21% are looking for more escapism. When mood weighs on the purchasing decision (around 42%against 34% (on average), commerce becomes a tool for regulation. This phenomenon can be seen in "small pleasures": decoration, cultural objects, or micro-purchases that give the impression of regaining control over the day.
A brand that understands this doesn't overplay optimism; it facilitates rituals. A practical example: a beauty e-tailer can offer short "3-minute before-go" routines, with controlled spending and strong social proof. The trigger isn't just the price, it's the immediate feeling of well-being. On a platform level, this explains the performance of demonstrative and immersive formats. Short videos, before-and-after comparisons, "get ready with me" videos, and behind-the-scenes glimpses convey a promise: "this will improve your daily life, without costing you too much."
This dynamic is reinforced by the social ecosystem. Networks inspire, guide, and reassure: approximately 33% 18-24 year olds cite social media as a direct influence (compared to 10% in the general population), while online reviews (approximately 29%) and advertising (approximately 24%) retain an important role. For brands, this means that the message must be understandable in seconds and validated by credible creators. A prime example is the rise of Reels and short videos, which are linked to the impact of Reels and videos on Facebook : even when the platform is not the preferred one, video codes spread everywhere.
Once emotional balance is established, the next question naturally arises: where does Gen Z find the originality that makes all the difference? Final insight: The purchase becomes an act of reassurance as much as an act of style.
To situate this evolution within social practices, a video search helps to visualize the formats that structure inspiration and conversion.
Local commerce, originality, and social commerce: the new frontiers of innovation for Generation Z
Contrary to popular belief, innovation in Generation Z consumption isn't solely happening online. Local shops are becoming laboratories for pleasurable shopping: nearlyone in two young people goes there to enjoy himself, and about 30% declare having a monthly budget exceeding 200€, above the national average. The motivations are very concrete: proximity to the place of study or work (around 41%), good value for money (approximately 40%), more pleasant atmosphere (around 31%In addition to this, there is a major differentiating factor: the uniqueness of the products (approximately 21%) and manufacturing deemed more responsible (approximately 19%).
The key point is the quest for originality. A large majority associates local shops with the discovery of more unique products (approximately 79%), and a significant proportion also appreciate budget accessibility (approximately 73%(above average). In other words, these places aren't just "cute" or "authentic": they offer a rare combination of differentiation and cost control. Personalized service is also key, as it transforms shopping into an experience. From an influence perspective, this experience becomes "filmable": packaging, in-store advice, salesperson recommendations, unexpected finds.
The preferred categories confirm the role of "comfort shopping": stationery and gifts, pet accessories, fashion and jewelry, beauty and wellness, not forgetting outings and food/drinks. For a brand, the challenge is to connect these worlds to social media formats that tell a short, verifiable story. The most effective approach often involves orchestrating a back-and-forth: discovery in-store, reassurance on social media, and then a purchase online.
| Gen Z Trigger | Expected proof | tailored marketing activation |
|---|---|---|
| Inflation and Arbitrage | Clear pricing, immediate benefit, sustainability | Demonstration content, simple comparisons, "essential + pleasure option" shopping cart |
| Seeking comfort | Well-being effect, ritualization, credible opinions | UGC, short routines, specialist creators, everyday storytelling |
| Quest for originality | Unique product, limited edition, personalized | Drop launches, local collaborations, "try-on" formats, and behind-the-scenes glimpses |
| Influence of social networks | Social validation, transparency, consistency of values | Cross-platform strategy, affinity-based creators, visible social proof |
This mechanism is particularly noticeable on platforms where aesthetics and recommendations structure the user journey. To understand the differences in usage between channels, a useful benchmark is to compare Instagram and TikTok in social media One excels in showcasing and desirability, the other in discovery and virality. In both cases, Gen Z expects brands to speak "like people," while providing evidence.
Social commerce then emerges as a logical bridge: discovery by creators, proof through reviews, frictionless purchasing. A complementary video search allows users to visualize the integrated purchasing mechanisms.
The ultimate challenge for brands is not to choose between proximity and digital, but to orchestrate continuity. Final insight: Gen Z innovation is born when the experience is shareable and the purchase justifiable..
ValueYourNetwork precisely accompanies this orchestration. Since 2016, the team has been deploying cutting-edge expertise in influence marketingwith hundreds of successful campaigns on social media, and a proven ability to connect influencers and brands based on genuine affinities, measurable objectives, and effective formats. To transform these innovative consumption patterns into concrete results, all it takes is to contact us.