Price, Brand, Or Value? Understanding Zillennial Shoppers’ Preferences

• Zillennials combine millennial values with Gen Z’s digital skills, focusing either on low costs or strong brand loyalty—creating opportunities for brands to engage them.
• Value-driven at their core, Zillennials prioritise sustainability, social responsibility, and locally made products, influencing their purchasing choices.
• Social proof and peer recommendations, especially influencer endorsements, strongly influence Zillennial shopping, making authentic marketing essential for brands.

A new generation—Zillennials—is revolutionising the retail market. Born between 1991 and 1999, this distinct demographic merges millennial values with Gen Z’s digital expertise to create a unique buying style. By prioritising brand loyalty, bargain hunting, and value-driven purchases, Zillennials are reshaping retail, making it crucial for businesses to understand and engage with them.

Divergent Preferences: Price vs. Brand Loyalty

Zillennials stand out for their distinctly polarised shopping preferences, with many prioritising either low prices or strong brand loyalty, creating two distinct buyer personas within this group. Around 41% of Zillennials prioritise affordability over brand names, compared to 38% in the general population. Meanwhile, 21% place greater emphasis on brand loyalty—significantly more than previous generations. Unlike older shoppers, who often balance price and brand, Zillennials are more inclined to take a firm stance. This dynamic offers retailers a unique opportunity to appeal to both price-sensitive and brand-loyal Zillennials.

Value-Driven Purchasing: Emphasising Sustainability and Social Responsibility

Zillennials are deeply committed to aligning their spending with brands that reflect their values, particularly around sustainability and social ethics. Roughly 38% prefer sustainable products, highlighting their environmental concern—surpassing both Millennials and Gen Z in commitment to eco-friendly choices. Additionally, nearly one-third of Zillennials favour locally produced items, showing a preference for products that support their communities.

Zillennials are deeply committed to aligning their spending with brands that reflect their values, particularly around sustainability and social ethics. Roughly 38% prefer sustainable products, highlighting their environmental concern—surpassing both Millennials and Gen Z in commitment to eco-friendly choices. Additionally, nearly one-third of Zillennials favour locally produced items, showing a preference for products that support their communities.

Social responsibility also holds strong appeal for this generation. Zillennials are more inclined to support retailers who align with their values and are transparent about their social and environmental impact. This shift in consumer priorities has spurred many retailers to adopt sustainable practices and ethical sourcing to better connect with this values-driven demographic.

The Power of Social Influence on Purchasing Decisions

Zillennials’ purchasing choices are largely driven by social proof and peer recommendations. Nearly 40% of this group make purchase decisions based on personal recommendations from friends and family. Additionally, social media influencers hold significant sway, with about one-quarter of Zillennials being influenced by social media figures.

For brands, recognising the power of this social influence is crucial. Campaigns featuring authentic endorsements from relatable figures and aligned with values like authenticity and community engagement resonate strongly with Zillennials. Brands that collaborate with influencers and craft marketing strategies reflecting Zillennial ideals are more likely to capture their attention and gain their loyalty.

A Generation Searching for Connection

Zillennials are actively seeking brands that not only reflect their values but also create a sense of belonging. They are drawn to companies that offer more than just products – they want authenticity, transparency, and alignment with their ethical beliefs. Retailers who deliver value, champion sustainability, and stay true to these principles are more likely to earn their trust and loyalty.

As this demographic continues to grow, its purchasing power and influence will only increase. Brands that build meaningful connections by fostering community, embracing sustainability, and championing social causes will be the ones that endure.  To thrive in the evolving retail market, businesses must truly understand and engage with the unique preferences of Zillennials.