The impact of Gen Z on consumer habits

The rise of Generation Z, born between 1997 and 2010, is characterized by an acute social conscience, a strong civic commitment and a clear desire for change. At the heart of a world where environmental, social and ethical issues take center stage, this generation is exerting a growing influence on consumer practices.

Rejecting traditional patterns of consumption focused solely on profit and to the detriment of the environment and human rights, Generation Z now favors brands and companies that embody values of ethics, sustainability and social responsibility.

The power of social networks / the internet age :

Raised in the digital age, where access to a wealth of information on business practices, working conditions and environmental impacts is commonplace, Generation Z has developed a heightened sensitivity to environmental and social issues. Unlike their predecessors, these young people attach great importance to the ethical values of brands and demand total transparency as to the origin of the products they consume.

This demand for transparency is amplified by the omnipresence of social networks, which play a central role in the lives of Generation Z members. They use them not only to share their convictions and raise awareness of societal issues, but also to highlight corporate practices. Viral campaigns, online petitions and digital boycotts are just some of the tools used to make their voices heard and influence consumer behavior.

Influencers, an impact on consumption :

Influencers, the emblematic figures of social networks, exert considerable influence on the opinions, purchasing behavior and trends of their audience. Their impact on consumption patterns is significant, as they are able to promote products and services through their recommendations, reviews and collaborations with brands. Young people, in particular, attach great importance to influencers' opinions, and are often influenced in their purchasing decisions by them. In this way, influencers help shape consumer trends.

However, they are not immune to the demands of Generation Z. On the contrary, consumers are looking for ethical, environmentally-friendly products, and are eager for new generations to adopt this responsible consumption approach. As a result, brands are increasingly integrating responsible influence into their business strategy, not only to stand out from the competition and burnish their image, but also to build relationships of trust and loyalty with Generation Z.

Responsible influence, a lever for change :

What is responsible influence? It's a concept encompassing practices aimed at exerting a positive influence on individuals, groups or society as a whole, while respecting ethical, social and environmental values. This approach values transparency, authenticity and integrity in interactions with brands and companies.

Practitioners of responsible influence are distinguished by their transparency of intentions and methods. They act with integrity and honesty in their interactions with their target audience, avoiding any form of manipulation, coercion or exploitation. Their aim is to promote the well-being of individuals and society as a whole, whether by encouraging healthy lifestyles, raising awareness of important social issues, or supporting humanitarian or environmental causes.

In France, ARPP (l'autorité de régulation professionnelle de la publicité) plays a crucial role in regulating advertising and promoting responsible practices. Ensuring compliance with ethical and deontological principles, particularly in terms of respect for the environment and fair treatment of consumers, the ARPP awards a label to companies and influencers committed to respecting these ethical rules. This certification is a guarantee of credibility and integrity for brands.

Generation Z, driven by its social conscience and civic commitment, is bringing about a profound transformation in consumption patterns. Through the use of social networks and responsible influence, they are promoting values of ethics, sustainability and transparency. The emergence of responsible influence, supported by certifications such as that of ARPP in France, illustrates this evolution towards more ethical and responsible consumption, in phase with contemporary issues.