For decades, brands have obsessed over Millennials—the generation that reshaped workplaces, tech, and shopping habits. But just as companies thought they had cracked the Millennial code, along came Gen Z. Born roughly between 1997 and 2012, Gen Z has grown up in a digital-first, crisis-filled world, and their buying behavior is rewriting the rules of consumer culture.

If Millennials introduced online shopping and Instagram-worthy purchases, Gen Z is the generation redefining what it means to spend. Let’s dive into how—and why—Gen Z buys differently than Millennials.

1. Purpose Over Products

Millennials are often called the “experience generation.” They valued travel, dining, and lifestyle perks over material goods. They also began asking brands about ethics and sustainability, but it wasn’t always a dealbreaker if a company didn’t measure up.

Gen Z, however, takes it a step further. For them, purpose is everything. They want brands to stand for something beyond profit—whether that’s sustainability, social justice, or inclusivity. If a brand doesn’t align with their values, Gen Z won’t just avoid it; they’ll call it out online. This activism-driven consumerism makes Gen Z more loyal to brands that share their worldview and quick to abandon those that don’t.

2. Digital Natives vs. Digital Adopters

Millennials witnessed the rise of the internet, social media, and smartphones. They adapted and embraced the digital world, but they also remember a time before it.

Gen Z, by contrast, are true digital natives. They’ve never known life without high-speed internet, smartphones, and social platforms. Shopping for them is seamless between the digital and physical worlds. A TikTok review might inspire a purchase, followed by an AR try-on, and then either an online checkout or an in-store pickup.

Where Millennials pioneered e-commerce, Gen Z is normalizing omnichannel shopping—a fully integrated experience across apps, stores, and digital platforms.

3. Influencers vs. “People Like Me”

Millennials helped turn influencers into celebrities. Perfectly curated Instagram feeds, aspirational travel photos, and polished brand partnerships were the key to winning Millennial wallets.

Gen Z doesn’t buy it. They’re skeptical of over-polished influencer marketing and crave authenticity. A micro-influencer with 10,000 followers who gives unfiltered product reviews on TikTok may have more sway with Gen Z than a celebrity with millions of followers.

This explains why user-generated content—reviews, hauls, “get ready with me” videos—drives so much Gen Z spending power. They trust people like them more than any glossy ad campaign.

4. Fast Fashion vs. Circular Fashion

Millennials embraced fast fashion in the 2010s, when brands like Zara, H&M, and Forever 21 were at their peak. The thrill of buying trendy clothes at affordable prices was irresistible. But as conversations about waste and climate change grew louder, some Millennials began to pivot toward quality over quantity.

Gen Z, however, is fully aware of the dark side of fast fashion. While they still enjoy affordable style, they also champion circular fashion—thrifting, renting, reselling, and upcycling. Platforms like Depop, Poshmark, and Vinted have become Gen Z playgrounds, where shopping feels less like consumerism and more like community. For this generation, buying secondhand is not just eco-friendly—it’s cool.

5. Convenience vs. Customization

Millennials prized convenience. They were early adopters of subscription boxes, one-click ordering, and food delivery apps. Convenience was the ultimate luxury for their busy, experience-packed lives.

Gen Z still values convenience, but they add another layer: personalization. They expect brands to tailor recommendations to their unique tastes, whether through AI-driven shopping suggestions or customizable products. A “one-size-fits-all” approach won’t win them over. If Millennials made convenience king, Gen Z is making customization the crown jewel.

6. Brand Loyalty vs. Brand Fluidity

Millennials were loyal shoppers. Once they found a brand they liked, they tended to stick with it. Think about Apple’s cult-like following or Starbucks’ status as the default coffee shop for a generation.

Gen Z, however, is more brand-fluid. They switch between brands easily, especially if they find better prices, values, or aesthetics elsewhere. Loyalty programs don’t hold the same weight unless they come with real perks. Instead of pledging allegiance to one brand, Gen Z shops across ecosystems, building a mix-and-match wardrobe, lifestyle, and digital identity.

7. The Rise of “Shop-tainment”

Millennials used shopping as a functional activity or a treat-yourself moment. It was about finding what you wanted and buying it—maybe with a fun experience layered in, like browsing at a mall or unboxing a delivery.

Gen Z has turned shopping into entertainment. Live shopping streams, TikTok hauls, and gamified e-commerce apps make the process of discovering products as exciting as owning them. They don’t just shop—they watch, comment, and share the experience with friends and strangers online. For them, buying is a social event.

8. Financial Realities Shape Habits

Millennials came of age during the 2008 financial crisis, which shaped their cautious spending habits and delayed milestones like homeownership. They’re often labeled as “broke but bougie”—willing to splurge on avocado toast and travel, but slower to build wealth.

Gen Z, growing up during pandemic uncertainty and inflation, are even more financially cautious. They’re savvier about budgeting, more open to side hustles, and more likely to research before buying. However, they’re also impulsive spenders when it comes to small, fun items they see trending on TikTok. Their motto? Save big, splurge small.