Gen Z: Informed and demanding

As part of an exclusive collaboration with Forbes, Neoviso conducted a cross-national study on the consumer behavior of Generation Z for the second time. The aim of the study was to better understand the needs and preferences of this young and relevant target group.

The study focused on the consumer world of Generation Z in Germany, Austria and Switzerland, which was surveyed online over several weeks at the end of 2024. Clear trends emerged that offer brands and companies valuable starting points for designing their strategies and offers in a targeted manner.

What counts for Generation Z? The study clearly shows that value for money is the top priority for Generation Z. Despite their digital affinity, personal interaction with friends and family remains an important factor in purchasing decisions.

Information channel Tiktok

Across the entire DACH region, a third of respondents check Tiktok at least once a month before making a purchase, but the use of this platform varies between countries. Brands need to adapt their communication to the younger target group and thus also the regional differences in order to remain relevant.

Generation Z is characterized by its digital competence and in-depth research. Before making a purchase, they compare information extensively, especially on price. This happens both on site and online. Companies must adapt to the fact that this target group is demanding and well informed.

Just under 40% of respondents stated that their consumer behavior is too high and that they should buy less. The information on personal consumption is also reflected in the level of debt, as more than 25% of respondents stated that they were in debt in at least one form.