Decoding the GenZscape: Digital Proficiency and Its Influence on Consumer Experience

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

Abstract

In the shifting landscape of consumer culture, Generation Z (GenZ) emerges as a demographic that is quickly becoming influential group within many service sectors. GenZ has grown up in a seamlessly digital world, which has not only influenced their consumer behaviours but also expectations from the design of products, services, and experiences. As digital natives, this demographic ascending to economic prominence with increasing purchasing power, compels a deeper understanding of their intrinsic traits, particularly as they affect the demands for hyper-personalised, omnichannel experiences necessitates a nuanced understanding of their digital-first approach to life. This paper explores the distinct motivations and behaviours patterns of GenZ, emphasising how their digital fluency influences their lifestyle choices and consumer habits which dictate their engagement with design-led services and products.

To explore these dynamics, this study adopts a qualitative research methodology. This approach combines an extensive literature review that provide foundational understanding of GenZ, while primary data is gathered through surveys, interviews, and focus groups to capture the authentic voice of GenZ and their characteristics. This approach leads to layered analysis of GenZ’s preferences and factors that implicate the insights as a cornerstone for businesses and designers alike, proposing a strategic framework for developing services and products.

Through the understanding of GenZ centric behaviours, the paper contributes to the evolving discourse in design practices and its implication towards creating experiences that resonate with the value system and integrated digital lifestyle of GenZ. It brings to light the unique ways in which GenZ navigates the digital landscape, demanding experience that is not only blend digital insights seamlessly with the tangible aspects of products and services, but also serve their desire for deeply personalised and socially responsible experiences.

The conclusion of the paper presents actionable insights that synergises digital and physical elements to reflect GenZ's distinctive preferences and values. This ensures that businesses remain relevant in a market increasingly influenced by GenZ. In conclusion, ‘Decoding GenZ’ not only illuminates the complex relationship between this generation and their digital context but also provides a strategic blueprint for service providers eager to attract and retain this pivotal demographic.
Original languageEnglish
Title of host publicationDMI: Academic Design Management Conference
PublisherTU Delft
Publication statusAccepted/In press - 26 Apr 2024

Keywords

  • Generation Z
  • Digital Natives
  • Consumer Experience
  • Hyper-Personalisation

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