Gen-Z & Shopping Local

People buy products primarily because they have a need that must be fulfilled. After that, convenience and price usually drive their decisions. But Gen Z doesn’t follow that pattern as predictably. Their reasons for choosing a product go beyond just function or cost, they have other values that matter to them.

Community-Driven

In a survey shared by Faire and reported by ChainStoreAge, 100% of Gen Z respondents said they’d take action to support local businesses. There are a lot of reasons for this, but in my opinion, the most compelling one is the impact of the COVID-19 pandemic. For many in Gen Z, the pandemic hit during their formative years. It was a time when the message to "buy local" and "support small businesses" was everywhere, especially on social media. We all saw just how vulnerable local businesses were. That messaging stuck, and it continues to shape the way Gen Z thinks, even long after the pandemic ended. Supporting local wasn’t just a trend, it became a core value. That same survey from Faire and ChainStoreAge shows just how deeply that value runs: 100% of Gen Z respondents expressed a willingness to actively support small businesses.

Quality-Driven

Another big shift is Gen Z’s focus on quality over quantity. With growing awareness around overconsumption, Gen Z is more willing to spend more on products that last longer. Many are also turning to secondhand shopping, thrifting, and upcycling as ways to reduce waste. I see it all the time in my own life and among my peers. I’ve participated in it myself. Gen Z isn’t just buying to buy, they’re buying with purpose, and durability matters. For business owners, this means offering a high-quality product, even at a higher price point, can actually be more appealing to Gen Z consumers. They see it as a better investment.

Values-Driven

In the age of social media, Gen Z knows more about what’s happening behind the scenes of businesses than any generation before. With a quick search or even an AI-generated summary, they can dig up a brand’s history, values, and any past scandals. According to Camphouse, over 70% of Gen Z researches a brand’s values before making a purchase. Clear ethics and transparency are non-negotiables now. One negative post or viral comment about unethical practices can create real, lasting damage to a brand’s reputation. Businesses need to be clear about what they stand for and live those values every day.