Consumer behaviour is rapidly evolving, with Gen Z and millennials leading the charge in reshaping shopping trends. From prioritising sustainability and ethical shopping to demanding speed and convenience, these generations are setting new standards for brands. At the same time, social media and influencer marketing have become powerful forces in shaping their purchasing decisions.
Sustainability and ethical shopping
Sustainability and business ethics have become a hot topic for shoppers in recent years. Gen Z is especially driving a shift in consumer behavior. The younger generation is prioritising brands and products that embody values of environmental responsibility, social justice, and ethical labor practices.
Gen Z is showing increasing interest in value-driven shopping, preferring brands that are transparent about sustainability efforts and ethical sourcing. It has been found that Gen Z is open to paying extra for eco-friendly, fair-trade, and responsibly made products.
According to a survey conducted by InXpress in 2025, 33% of Gen Z claim that they consider sustainability very important when making purchasing decisions, while only 14% of millennials rank sustainability this quite so highly. Meanwhile, a third of survey responders across both generations said it’s important to them that brands support social causes and give back to charity.
As a response, many companies now adopt eco-friendly packaging, carbon neutrality, and ethical supply chains to meet consumer expectations. While fashion brands focus on slow fashion, recycling programs, and sustainable materials.
Convenience and efficiency
Next-day delivery is no longer a luxury, it is a necessity. Millennials express strong loyalty to convenience and efficiency and prioritise fast, reliable delivery and seamless checkout experiences.
Thanks to companies like Amazon Prime, there has been a rise in the instant gratification culture. Both millennials and Gen Z are accustomed to instant access to services, content, and products. According to InXpress’s recent survey, price is the most important shipping factor for both Gen Z and millennials. This is closely followed by speed of delivery.
Many companies have invested in retail innovation over the past few years as a response and are offering fast, free, and hassle-free delivery & returns to gain a competitive edge.
Influence(r) of social media
Inspiration for purchases comes from social media for both Gen Z and millennials, with 33% of Gen Z and 29% of millennials claiming that platforms like TikTok influence their shopping habits.
Both Gen Z and Millennial shoppers trust influencers more than traditional advertisements, as influencers, unlike scripted commercials, share personal experiences with products. Followers also tend to see influencers as friends, not celebrities, making their opinions more trusted. Many influencers show the good and the bad, making their recommendations feel more genuine. Partnering with authentic, niche influencers with a loyal follower base helps businesses build brand credibility and trust amongst consumers. Moreover, it has been found that unfiltered, real-time reviews for e.g., on TikTok, and Instagram, work better than scripted ads when it comes to capturing Gen Z and millennial attention.
Gen Z also uses social media to hold corporations accountable for greenwashing and unethical behavior. They want to make sure that brands are transparent and honest regarding their ethical practices and brand values and put money where their mouth is.
The bottom line
The shopping landscape is undergoing a profound transformation. Sustainability, convenience, and social media influence are shaping the way Gen Z and Millennials interact with brands. Companies that embrace ethical practices, prioritize efficiency, and leverage influencer marketing will be the ones to succeed in this rapidly evolving market.
- Sourcing & Procurement
