Generation Z , or centennials , are no longer children – they are between 15 and 25 years old – and, according to Inegi, they comprise the majority of the population in Mexico. In addition, it is the most hyperconnected segment of the population and the population that is integrating into the workplace, changing consumption habits , especially in e-commerce.
Centennials do not buy the same objects and services as other generations. they are more aware about their online privacy and, above all, they like easier shopping.
The study “The behavior of the Mexican consumer 2022” prepared by ClearSale, mentions that Generation Z and Millennials are the ones who buy the most online, since 42% do so at least twice a week, representing an average monthly consumption of 400 dollars –including delivery purchases, streaming services and articles–. The market knows this and, for this reason, brands have to adapt to these new consumers and their requests.
Sustainable and local trade: the favorites of generation Z
For centennials, the brand name is no longer as relevant as it was for past generations, but rather sustainability. According to “The state of consumer spending: Gen Z influencing all generations to make sustainability-first purchasing decisions” for 75% of the population group consumers it is more important that a product is sustainable than the brand name.
In addition, the same study also mentions that 71% of centennials are willing to pay more if they know that their product is sustainable.
On the other hand, the second-hand market has become one of the most popular in Mexico, especially as a result of the pandemic. Instagram, Facebook Marketplace, Mercado Libre and pages like Troquer have become tools for users to sell clothes and products that they no longer use.
Given this, a study revealed that Mexico is the second country that buys second-hand items the most, only below the United States, since 50% of those surveyed admitted having bought something from this category in the last 12 months.
In addition, buying Mexican products is becoming more and more common. The ClearSale study mentions that, although 56% of consumers buy from both local and foreign brands, 33% prefer to do so with national brands.
Platforms and payment methods
Generation Z is looking for easier experiences to buy. Even purchases on social networks – called social commerce – are gaining ground in the dynamics of consumption. So much so that, according to data from the fintech Rapyd, 57% of those surveyed said they make purchases without leaving the apps.
The platforms know this and, for this reason, they have integrated tools to make purchases within them. Since 2016 Facebook launched Marketplace; Instagram and Whatsapp Business followed. This year, TikTok also got on this trend with and .
Digital wallets and virtual cards are the preferred payment methods. ClearSale shares that unlike 55+ who prefer to use their credit card to make purchases, younger generations because they don’t have to re-enter all data or personal information on all sites.
And with online shopping now so common, another factor younger consumers value is security and fraud prevention tools. ClearSale data reveals that 78% of users do not return to a website if they experience fraud.
