Alright, listen up, Millennials! Remember when we thought we had it all figured out? We were the digital natives, the trendsetters, the ones redefining the economy. Well, guess what? There’s a new kid on the block, and they’re not just watching; they’re judging, they’re influencing, and they’re changing the game entirely. We’re talking about Gen Z, born between 1997 and 2012, and their spending habits are as different from ours as avocado toast is from… well, actually, Gen Z might still like avocado toast. But their *approach* to buying it? Totally different. And some of our classic Millennial moves? They’re finding them utterly, completely, unapologetically cheesy.
It’s not just about what they’re buying, but *how* they’re buying it, and more importantly, *why*. Gen Z represents an estimated $450 billion in spending power across the world, with $360 billion in the US alone. And as more of them age into adulthood, their economic influence is only expanding. They’re willing to spend, even amid financial anxiety, but they’re not doing it haphazardly. They’re being extremely deliberate with who gets their dollars, and when. This generation has a long list of requirements before a product is deemed worthy of purchase, making them some of the shrewdest shoppers out there.
So, grab your oat milk latte, settle in, and get ready for a fun, slightly self-deprecating journey. We’re about to uncover the fascinating, sometimes hilarious, but always insightful reasons why some of our beloved Millennial shopping patterns are getting the side-eye from Gen Z. From how we decide what to buy to how we actually pay, prepare to have your consumer habits thoroughly scrutinized by the generation that grew up with TikTok in their hands and a healthy dose of skepticism in their hearts. Let’s dive into the first seven things Millennials are buying—or how they’re buying—that Gen Z thinks are just a *little* bit cheesy.
1. **Impulse Buys Driven by FOMO (Fear Of Missing Out)**Ah, impulse buys. We’ve all been there, right? That perfectly targeted ad, that ‘limited time only’ offer, that sudden urge to click ‘add to cart’ before it’s gone forever. For many of us Millennials, it’s a pretty common occurrence. In fact, a whopping 74% of us admit to making frequent or occasional impulse purchases. Whether scrolling on our phones or browsing in a physical store, if the moment feels right and the product sparks joy (or at least, a temporary dopamine hit), we’re often quick to pull the trigger. We’re nearly as likely to make an impulse purchase on our phone (48%) as we are in-store (49%), demonstrating our susceptibility to that instant gratification.
But here’s where Gen Z throws some serious shade. They are not here for that impulse-driven life. Instead, 47% of Gen Z say they prefer to wait at least a few days before making a purchase, compared to only 41% of Millennials. This isn’t just about being patient; it’s about being profoundly intentional. Tamara Charm, a partner at McKinsey & Company, highlights that Gen Zers are “really savvy at going between their phone, their apps, the website, the store and back, again and again to figure out, ‘What do I want? What do I need? When am I going to get it?’, and being really intentional about that shopping.” This deliberate approach is a stark contrast to our quick-trigger spending.
Why the difference? A lot of it boils down to the financial realities Gen Z faces. Many are still on entry-level salaries, grappling with skyrocketing rent prices and student debt, and they’re stretching paychecks during a period of spiking inflation and high cost-of-living. Money is a daily concern. So, while they are eager to spend, they’re putting in the work—with 53% doing freelance work, a higher number than any other age group surveyed by IBM. This means they are extremely discreet with how they spend their hard-earned cash, viewing impulse buys not as a fun treat, but as an avoidable financial misstep. For them, patience isn’t just a virtue; it’s a financial strategy.
2. **Blind Brand Loyalty (Sticking with a Brand Just Because)**For many Millennials, once we find a brand we like, we tend to stick with it. Positive past experiences, a familiar name, or even just the ease of not having to explore new options often foster a strong sense of brand loyalty. We might have our ‘go-to’ coffee shop, our favorite clothing retailer, or the brand of tech gadgets we always turn to. It’s comforting, it’s convenient, and it feels reliable. If a brand has treated us well in the past, we’re likely to give them our repeat business, assuming they’ll continue to deliver the quality and service we expect.
Gen Z, however, sees this kind of loyalty as, well, a bit old-fashioned. They are the generation that “can’t be tied down.” A recent survey showed that only 30% of Gen Zers in the US and UK said they would “revert to their ‘go to’ brand for a new product or service.” In stark contrast, a massive 62% said they would actively “check out other options, even if they have a favorite brand.” This isn’t just about curiosity; it’s about a deep-seated pragmatism. More than 50% of Gen Zers with a favorite brand would switch if another brand were cheaper or of higher quality. Their loyalty is conditional, and it needs to be constantly re-earned.
What truly earns their loyalty? It’s not just price or quality, though those are paramount. Gen Z demands authenticity, transparency, and social responsibility from the companies they patronize. As Tamara Charm points out, “We only see consumer sentiment going up in importance around buying from companies who are authentic, buying from companies who are transparent, buying from companies who are responsible.” If a brand isn’t living up to these standards, or if its values don’t align with their own, Gen Z is quick to explore other options. Their enthusiasm and exploratory nature mean they are willing to break habits and take risks with new brands, actively experimenting rather than sticking to one place.
3. **Ignoring Sustainable Alternatives or Brand Values**Let’s be honest, Millennials. While many of us care about the environment, it hasn’t always been the absolute top priority in our purchasing decisions. Sometimes, convenience, price, or brand familiarity might have edged out a deep dive into a brand’s sustainability practices or ethical stance. We might recycle, and we might opt for eco-friendly options when they’re readily available, but perhaps we haven’t always gone out of our way to scrutinize every company’s commitment to positive climate action or fair labor practices with the same intensity as the next generation.
Gen Z, on the other hand, is practically leading a revolution in values-driven consumption. They place a strong emphasis on sustainability and are quick to support companies that demonstrate social responsibility—and just as quick to avoid those that don’t. Charlie Reed, global sustainability lead at Intuit, agrees, stating, “This generation is taking personal steps to reduce their environmental impact. If they’re not seeing their purchases align with that, then they’re going to push for a better option.” For them, a product isn’t just about its utility; it’s about its entire lifecycle and the values of the company behind it. This means that buying a product without first checking its environmental footprint or the company’s social impact might be seen as a bit naive or, dare we say, cheesy.
They care deeply that the products they purchase are made and handled sustainably. This commitment goes beyond lip service; it’s about aligning their personal actions with their purchasing power. A brand’s mission, its commitment to positive climate action, and its authenticity are increasingly important factors for Gen Zers. So, while a Millennial might pick up a product simply because it’s a good deal or a trusted name, a Gen Zer is likely pausing to ask: Is this brand truly sustainable? Do their actions reflect their words? If the answer is no, they’re not just moving on; they’re actively *de-influencing* others from making the same choice, highlighting that ignoring these crucial considerations is simply not an option in their world.
Read more about: Cutting Through Complexity: 12 Actionable Ways to ‘Cut’ Your Grocery Bill by 30% for a Healthier Wallet
4. **Overspending on Mid-Range Online Buys Without Deep Thought**When we Millennials hit our stride financially, our comfort zone for online spending often settled into the $50 to $100 range. We’ve established our careers, we might be furnishing homes, raising families, or investing in hobbies, and that price point feels reasonable for many items. We’re comfortable enough to make these purchases without necessarily agonizing over every dollar, especially if it’s for something we perceive as valuable or a necessary upgrade for our established lives. The convenience of online shopping, coupled with our greater disposable income, often makes these mid-range spends feel like a smooth, everyday transaction.
However, Gen Z approaches online spending with a much tighter leash, partly due to their stage of life and current financial landscape. They’re still in college or the early stages of their careers, meaning they have less disposable income and fewer major life events (like moving into a home) to shop for. Their comfort zone for online purchases typically sits between $20 and $50. This isn’t because they’re unwilling to spend; it’s a reflection of their conscious budgeting and their need to stretch their paychecks further amidst rising costs. They view every purchase as a significant decision, especially when money is a daily concern.
This choosiness and price sensitivity mean that a Millennial casually dropping $75 on an online impulse buy might seem utterly out of touch to a Gen Zer. While Gen Zers are still seeking the best prices possible, they’re not willing to compromise on quality, according to McKinsey & Company’s holiday shopping research, which showed them as the only generation to rank quality as more important than price. So, for more expensive items, they’re willing to delay purchases and do extensive research to ensure they’re getting the absolute best value for their limited dollars. They’re not just buying; they’re investing carefully, making any less thoughtful mid-range spend look, well, a little bit cheesy.
Read more about: Your Ultimate Guide to Budget Infotainment Upgrades: 7 Smart Ways to Modernize Your Car Tech for Under $2000
5. **Relying Solely on Email Blast Deals and Traditional Search for Discovery**For many Millennials, the digital landscape we grew up with included email as a primary channel for brand communication and discounts. We’re used to signing up for newsletters, scanning subject lines for sales, and navigating websites found through Google searches. Email remains a powerful tool for us, and targeted search engine results guide our path when we’re looking for something specific. We engage heavily with email and search, and these methods still spark our interest, often sealing the deal for purchases.
But for Gen Z, this approach can feel a bit like reading a newspaper when you could be watching a viral video. They are true digital natives, and their product discovery primarily happens on social media platforms like TikTok and Instagram, often through short vertical videos and influencer endorsements. Gen Z spends an average of three hours a day on social media, significantly more than Millennials, and their purchasing decisions are highly influenced by these channels. While Millennials might use social media for discovery, they are “less likely to make impulse purchases based on social media content” and tend to “research products online before making purchases.” For Gen Z, social media is the front line of discovery and often, direct purchase.
This doesn’t mean email and search are entirely irrelevant for Gen Z, but their impact is different. During high-stakes seasons, for example, a Canada-wide retail survey found Gen Z relied less on social media for holiday decisions, with TikTok influence down 20 percentage points year-over-year, suggesting they might turn to other sources for crucial purchases. However, for everyday discovery and trend-spotting, social media reigns supreme. Relying on an email blast to catch their eye when they’re swiping through curated, often humorous, and highly visual content on their preferred platforms could be perceived as missing the mark entirely, making it a rather cheesy way to try and grab their attention.
6. **Sticking to Physical Card Payments Over Mobile Wallets**As Millennials, we’ve transitioned pretty smoothly into the digital age. We’re comfortable shopping both online and in-store, and we certainly use our debit and credit cards regularly. Tap payments became a norm for us, offering a convenient speed that surpassed swiping or inserting a chip. While some of us have adopted mobile wallets, it hasn’t always been the default. We still often reach for our physical cards, seeing them as perfectly functional and secure ways to complete transactions, especially for in-store purchases where a quick tap is all it takes. The adoption rate for mobile wallets among Millennials in Canada, for example, is 60 percent.
Gen Z, however, is leading the charge into a truly mobile-first payment landscape, making our occasional reliance on physical cards look positively archaic. Seven in ten Gen Z Canadian adults (69 percent) use a mobile wallet, putting them ahead of Millennials. Mobile tap payments are booming, with Interac reporting a 27 percent increase in debit contactless payments in the first half of 2024, “driven largely by Gen Z’s digital-first habits.” For them, paying with a phone or smartwatch is not just a convenience; it’s quickly becoming the expected default.
This preference for mobile payments isn’t just a trend; it’s ingrained in their digital-native DNA. They expect seamless, frictionless transactions where their device is their wallet. As the Bank of Canada reports, “mobile payments and digital wallets are becoming more popular, especially among younger Canadians, who trust these methods for their security.” Therefore, fumbling for a physical card when a quick tap from a phone or smartwatch is available might be viewed as a clunky, less efficient, and frankly, a bit cheesy way to handle a transaction in Gen Z’s world. They expect terminals to accept all forms of tap, including wearables, ensuring their digital-first habits are accommodated effortlessly.
Read more about: Is Your Bank Account Leaking Money? The 14 Sneaky Hidden Fees You’re Probably Paying (and How to Stop Them!)
7. **Hunting Down Promo Codes (Instead of Expecting Direct Rewards)**For years, the thrill of the hunt for a good deal has been a staple of Millennial shopping. We’re the generation that mastered the art of finding promo codes online, signing up for multiple email lists just for that initial discount, and diligently applying coupon codes at checkout. We’re “highly focused on buying on sale (52 percent) and comparing prices (54 percent),” according to a 2024 Canadian snapshot. We see it as smart shopping, a way to maximize our value and feel a sense of accomplishment by securing a better price. We’re willing to put in a little effort to save a few bucks, often viewing it as part of the savvy shopper’s routine.
But here’s a shocker: Gen Z finds the whole promo code treasure hunt to be a bit of a hassle, bordering on cheesy. They are not “super-thrilled about having to track down promo codes.” While price is critical for these savvy shoppers—60 percent of Gen Z base their brand choice on price—they prefer a much more direct and seamless approach to rewards and discounts. They want brands to send or notify them of specific rewards directly to their phones, bypassing the need for manual searching. This aligns with their preference for quick social replies and SMS order updates, expecting brands to meet them where they are: on their mobile devices with instant information.
Restaurants like Wendy’s, Chick-Fil-A, and Chili’s are already wise to this, sending emails and/or SMS notifications to their Gen Z customers with deals and freebies like free desserts or BOGO offers. This personalized, direct approach resonates far more than a generic promo code that needs to be actively sought out. Gen Zers also admit that 65% of them are influenced by rewards programs, but the key is that these programs should *send* or *notify* them of specific rewards, not make them work for it. This reflects their desire for personalization and feeling valued, making the act of painstakingly searching for a discount code seem like an unnecessary, outdated chore in their fast-paced, curated digital world.
Alright, if you’ve made it this far, you’re probably either a Gen Z reading along nodding furiously, or a Millennial clutching your oat milk latte, feeling a little called out but also kinda intrigued. We’ve tackled the first seven revelations, but trust us, Gen Z’s discerning eyes have spotted even more of our classic Millennial moves that just don’t quite land with their digital-native sensibilities. Get ready for another deep dive into what makes them tick, from privacy to personalized experiences, because honestly, their world is just built different!
8. **Neglecting Customer Reviews and User-Generated Content**For many of us Millennials, reading a few reviews before a big purchase might be a good idea, a thoughtful step. We check the star rating, maybe skim a couple of comments, and if it looks good, we’re probably ready to go. Our decision-making process often balances reviews with brand reputation or personal experience. We value the convenience of a quick purchase, and sometimes, a brand’s name alone carries enough weight to sway us without a deep dive into peer critiques.
Gen Z, however, treats product reviews and user-generated content like sacred texts. They are, as Tamara Charm from McKinsey & Company puts it, “really savvy” shoppers, and that savviness extends to meticulously scrutinizing what others have to say. They’re not just glancing; they’re deep-diving. They are significantly more likely to read and leave reviews for products, and they’ll quickly bounce to another option if a product has poor feedback. A stellar product, no matter the brand, can quickly lose its appeal if the community isn’t singing its praises.
This isn’t just about avoiding a bad purchase; it’s about making informed, intentional decisions. They view genuine, unbiased reviews as a crucial part of vetting a product’s true value and quality before parting with their hard-earned cash. For them, a product isn’t truly ‘good’ unless it’s been validated by a chorus of real users. So, if you’re a Millennial still relying solely on glossy brand descriptions, Gen Z might find that a bit naive, perhaps even cheesy, considering the wealth of real-world feedback available at their fingertips.
9. **Believing Loyalty is Guaranteed, Not Constantly Re-earned**Okay, Millennials, let’s be real. Once we find a brand that consistently delivers, we tend to stay pretty loyal. We appreciate the comfort of familiarity, the established trust, and the ease of not having to explore new options. Our loyalty often feels earned by the brand through good past experiences, and we generally expect that relationship to continue unless something drastically goes wrong. We might even champion our favorite brands, seeing our continued patronage as a testament to their quality.
But Gen Z? Oh, they are the definition of “can’t be tied down.” Their loyalty is less of a fixed star and more of a constantly moving target. A recent survey showed that a mere 30% of Gen Zers would revert to their ‘go to’ brand for a new product, while a massive 62% would actively ‘check out other options.’ This isn’t a fickle approach; it’s pragmatic. More than 50% of Gen Zers with a favorite brand would switch if another brand were cheaper or of higher quality. Their loyalty is transactional and requires continuous reinforcement, not just a historical win.
What truly solidifies their loyalty today is an ongoing commitment to their values, consistently high quality, and transparent practices. As IBM’s Joe Dittmar characterizes it, this generation is “enthusiastic and exploratory,” willing to break habits and take risks with new brands. They’re always experimenting, always seeking the best, not just settling for ‘good enough’ because of past experiences. So, if a brand isn’t continually earning their business, addressing their evolving needs, and aligning with their ethical compass, Gen Z sees sticking around as a decidedly cheesy move.
10. **Underestimating the Importance of Brand Mission Beyond Product**Many Millennials, while certainly environmentally conscious, might focus primarily on a product’s utility, price, or quality, with brand values sometimes being a secondary consideration. We might appreciate a brand’s positive stance but aren’t always making it the absolute non-negotiable factor in every single purchase. We’ve seen corporate social responsibility grow, but perhaps haven’t demanded it with the same intensity or integrated it as deeply into our shopping calculus as the next generation.
Gen Z, however, is leading a charge where a brand’s mission, its ethical framework, and its broader ESG (Environmental, Social, and Governance) proposition are paramount. They care deeply about the ‘why’ behind a brand, not just the ‘what’ it sells. Tamara Charm emphasizes that “consumer sentiment [is] going up in importance around buying from companies who are authentic, buying from companies who are transparent, buying from companies who are responsible.” This isn’t just about sustainability, as mentioned earlier; it’s about the entire corporate ethos.
They actively seek out companies that demonstrate commitment to positive climate action and social justice. If a brand isn’t living up to these holistic standards, or if their values feel performative, Gen Z is quick to disengage. Ignoring this deep-seated demand for a meaningful brand mission, or assuming a good product is enough, could be seen by Gen Z as a significant misstep, making those less value-aligned purchases seem, well, a bit out of touch. For them, every purchase is, in a way, a vote for the world they want to see.
Read more about: Mastering the ‘Side’ Game: 12 Zero-Investment Concepts for Unleashing Your Potential
11. **Overlooking the Need for Hyper-Personalized Experiences**As Millennials, we’ve come to appreciate personalization in marketing, but our expectations might still be rooted in email segmentation or targeted ads based on our browsing history. We’re often willing to hunt for promo codes or sign up for a few newsletters to get a discount. We understand that brands collect data, and we expect a certain level of tailored content, but perhaps we don’t always demand that every single interaction feels uniquely crafted just for us.
Gen Z, on the other hand, lives and breathes personalization. They don’t just *like* it; they *expect* it. They want brands to truly ‘see them.’ This goes beyond generic discounts; it means experiences like gated content, exclusive promotions for specific groups (like college students or recent grads), and direct, proactive rewards sent straight to their phones. As the context highlights, they’re not “super-thrilled about having to track down promo codes,” preferring brands to ‘send or notify them of specific rewards’ directly.
This preference for immediate, relevant, and effortless personalization aligns with their digital-native instincts, where every social feed is curated, and every app is designed for their individual needs. Brands like Wendy’s and Chick-Fil-A are already nailing this with SMS notifications for deals and freebies, understanding that Gen Z wants value delivered directly, not hidden behind a treasure hunt. Failing to provide this hyper-tailored, proactive experience is, for Gen Z, a marketing approach that’s probably as cheesy as a stock photo from the early 2000s.
12. **Disregarding Privacy and Data Security Concerns**For Millennials, the internet evolved alongside us. We’ve witnessed the rise of data collection, often trading some privacy for convenience, or perhaps not fully grasping the extent of data harvesting. While we have concerns, our generation might be more accustomed to sharing information for personalized experiences, or we might simply not prioritize privacy with the same fierce intensity as our younger counterparts, occasionally clicking ‘accept all cookies’ without much thought.
Gen Z, however, grew up in a world where data breaches and digital footprints were already a pervasive reality. They are acutely aware of their digital boundaries and fiercely protective of their privacy. The context starkly points out that “87 percent of Gen Zers say privacy is more important than getting ‘likes’ on social media.” They are wary of brands, with 33% worrying about security measures and 38% concerned about brands sharing their personal info without consent. They are literally going ‘ham’ (their words, not ours!) over features like Snapchat’s AI that feel ‘invasive.’
This generation takes active measures to safeguard their information, often toggling location features on and off as needed, and being highly selective about which brands they trust with their data. To them, a brand that doesn’t prioritize privacy or seems cavalier with personal information is not just untrustworthy; it’s deeply ‘creepy’ and undeniably cheesy. Brands need to actively build trust by demonstrating value *and* assuring robust data protection.
Read more about: Flying Drones? Avoid Louisiana’s $2000 Fine & Navigate Strict Rules Across Key States
13. **Failing to Harness Peer-to-Peer Digital Influence (e.g., De-influencing)**Many Millennials are familiar with the concept of influencer marketing. We’ve seen the rise of sponsored content and celebrity endorsements, and we often take these with a grain of salt, understanding the commercial aspect. While we might be swayed by a trusted blogger or a well-known personality, our purchasing decisions are less driven by widespread peer consensus or the rapid-fire, community-driven trends that define Gen Z’s digital landscape. We seek validation, but perhaps not as intensely from the collective digital hive mind.
Gen Z, conversely, lives and breathes peer-to-peer influence, both positive and negative. It’s not just about what influencers are promoting; it’s about what the *community* is saying. This includes powerful phenomena like ‘de-influencing,’ where content creators and regular shoppers alike post videos urging others *not* to buy products that disappointed them. Then there are the ‘buy this, not that’ videos, offering instant alternatives. This collective digital voice can make or break a product in a flash, instantly altering perceptions and purchasing intent.
For Gen Z, these authentic, often unvarnished, peer recommendations and warnings hold immense weight. They trust the collective experience of their digital community far more than traditional advertising. Brands that fail to understand this dynamic – the power of organic, user-generated content, and the potential for rapid de-influencing – are missing a huge piece of the puzzle. Relying solely on polished ads when the real conversations are happening in the comments section and ‘duet’ videos is, to Gen Z, a truly cheesy way to engage.
14. **Neglecting Interactive and ‘Flex-Worthy’ Brand Experiences**For many Millennials, brand engagement might mean participating in a loyalty program to earn points for discounts, or perhaps attending a sponsored event. We appreciate a good customer service experience and might feel a sense of connection through a brand’s social media presence. However, the concept of a brand providing ‘flex-worthy’ or gamified experiences that become part of our social identity isn’t typically at the forefront of our expectations.
Gen Z, however, is all about the ‘flex.’ They’re looking for products, services, and experiences they can not only enjoy but also *show off* to their friends. This could be anything from a customizable order that feels uniquely theirs to an exclusive, clout-generating collaboration with another brand or creator. They thrive on gamification – adding elements like rewards, points, and challenges to enhance their interaction with a brand, turning shopping into an engaging, almost playful, experience.
This desire for interactive and shareable experiences is deeply rooted in their social media habits. They want to be part of something, to interact, to earn, and most importantly, to showcase their unique finds and achievements. Brands that fail to offer these engaging, social-media-ready moments might be perceived as bland or uninspired. To Gen Z, a purely transactional relationship without any ‘flex’ or gamified fun feels like a missed opportunity, making that conventional approach seem pretty cheesy.
15. **Overlooking Seamless Omnichannel Shopping and Delivery Transparency**Millennials have adapted to omnichannel shopping, moving comfortably between online and in-store. We appreciate a mobile-optimized website and often use our phones for product research before buying. We also understand that shipping takes time, and while we like clear delivery dates, we might be a bit more forgiving of slight ambiguities or standard shipping timelines. Our expectation for a frictionless experience has grown, but perhaps not to the hyper-efficient, instantaneous level of Gen Z.
Gen Z demands a truly seamless, integrated shopping experience that mirrors their mobile-first lifestyle. They expect websites to be lightning-fast and perfectly optimized for their phones, with checkout flows under one minute. Crucially, they have zero patience for unclear delivery times; half of Gen Z Canadians would abandon their cart if delivery times were vague or too long. They also expect transparent total costs early on, including taxes and shipping, and a variety of flexible options like express checkout and local pickup.
This generation also applies the same scrutiny to returns. High return fees are a major deterrent, with nearly 70% of Canadian shoppers saying fees affect their return behavior. They expect easy, convenient return options, including free choices like in-store drop-offs and mobile-friendly return labels. For Gen Z, any friction in the omnichannel journey, especially regarding delivery clarity or return convenience, is not just annoying; it’s inefficient, outdated, and ultimately, pretty darn cheesy.
So there you have it, folks! From the micro-nuances of how they discover products to the macro-demands for privacy and social responsibility, Gen Z is redefining the retail landscape one intentional purchase at a time. They’re not just buying; they’re curating their lives, expressing their values, and influencing the world around them with every tap, swipe, and thoughtful decision. For brands, and for us Millennials watching from the sidelines, understanding these shifts isn’t just good business; it’s essential for staying relevant in a world shaped by a generation that truly knows what it wants – and isn’t afraid to call out what they think is utterly cheesy.
