By Muhammed İsmail Uçar
Gen Z refers to those born between 1996 and 2010 — the first true digital natives who grew up surrounded by the internet. As children, they witnessed the devastating global effects of the 2008 financial crisis. Then came the COVID-19 pandemic, disrupting all balances in education, social life, and employment.
But these events didn’t just leave individual scars — they shaped a collective consciousness. Gen Z is a generation that grew up with access to unlimited information, yet in an atmosphere of deep economic insecurity. That has drastically changed the way they consume, how they relate to brands, and especially how they engage with the fashion industry.
On top of that, Gen Z now accounts for nearly 40% of global consumer spending, meaning they’re no longer just “young people” — they are a powerful force brands must understand and respond to.
What Does Gen Z Want? Meaning Over Material
For Gen Z, shopping isn’t just about fulfilling needs. Sometimes it’s a form of escape, self-expression, or even a reward. What they buy matters — but why they buy it matters even more. Fabric and fit are important, sure, but so is the story behind the piece, the values it carries, and what it represents.
A Business of Fashion analysis highlights that young consumers today don’t just expect fashion to follow trends — they expect it to reflect their values. A similar view was suggested by a senior retail analyst, Samantha Dover, who explained that in recent years, luxury has become increasingly individualistic: Gen Z consumers are more concerned with developing their style rather than following trends.
For this generation, fashion isn’t just about how you look — it’s about what you stand for. They pay close attention to the message behind the brand. They gravitate toward companies that are vocal on social issues, committed to sustainability, and inclusive in both representation and production. But most importantly, they value authenticity. Overproduced, artificial messaging doesn’t resonate — sincerity does. Today, a product is more than just a garment. It’s a statement, an identity, and a belief.
Financial Nihilism and the Rise of Impulse Spending
There’s a striking contradiction between Gen Z’s financial reality and their spending behavior. Despite rising inflation, unemployment, and the cost of living, this generation continues to spend. Why?
Because many Gen Z no longer feel hope for the future. Their consumer behavior is shaped by a kind of financial nihilism — a belief that, in the face of constant instability and crisis, enjoying the present moment matters more than saving for an uncertain tomorrow.
This is where FOMO (Fear of Missing Out) comes in. Limited-time drops, exclusive capsules, and low-stock alerts trigger Gen Z’s impulse to act fast. Shopping becomes less about utility and more about emotional reaction — about catching something before it disappears, about grabbing joy when you can.
Nike and Kaepernick: Why Bold Brands Win
Gen Z isn’t just a group of consumers — they’re a generation with strong ideas about what’s right and wrong. Brands that stay silent — or worse, stand on the wrong side — are quickly “cancelled.” One bold example is Nike’s 2018 campaign featuring Colin Kaepernick, who was blacklisted from the NFL for kneeling during the national anthem to protest police brutality. Nike took a big risk by including him in their “Just Do It” campaign, but it paid off. Sales soared, and more importantly, Gen Z noticed.
It’s not enough for brands to be creative anymore. They need to speak the same language, share the same values, and include Gen Z in the process — not just as an audience, but as collaborators. This generation wants to engage, create, and be heard. And above all, they want brands to be real. Because Gen Z doesn’t just care about what you sell — they care about what you stand for.
References
https://www.mdpi.com/2071-1050/16/8/3129
https://www.voguebusiness.com/story/fashion/how-should-brands-navigate-gen-z-economic-nihilism
https://kyla.substack.com/p/gen-z-and-financial-nihilism
Some content in this article was originally written in Turkish and translated into English using AI-assisted tools for clarity, tone, and coherence.
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