Surveys

8 Things to Know About That Next Generation … Z

SurveysSep 16, 2019

8 Things to Know About That Next Generation … Z

They want to change the world, live authentically and celebrate diversity.

London—It might seem crazy to start looking at Generation Z and their habits. After all, some people are still trying to figure out millennials.

And yet their growing purchasing power can’t be ignored—Gen Z’s spending is estimated at between $29 and $143 billion—so the time to start talking about how they think and buy and has come.

Gen Z is the generation immediately following Generation Y (millennials), generally classifying those born between about 1995 and 2010, meaning its oldest members are in their early 20s.

To offer the industry critical information about this demographic, CIBJO’s Jonathan Kendall, president of its marketing and education commission, released a special report ahead of its 2019 Congress highlighting the habits of the next consumer generation.

Here are eight insights to keep in mind.

1. Social media is a vital part of their lives.

This isn’t news to anyone and yet it’s one of the most important generation characteristics because it affects so much of their behavior.

It allows them to stay in touch with the global community in ways no other generation before them has been able to and also allows them to compare products, experiences and opinions.

Their travel plans are also heavily influenced by social media, with images, links to cool places to stay and sights to see having a major effect on where they go on vacation. They’re also spontaneous in their planning, booking usually no more than three months prior to travel.

The opportunity in this space for jewelers is great, Kendall argues, if product and messaging across social channels meets their aspirations and desires for unique experiences and authenticity, offering a limitless potential client base.

2. They want careers that will change the world.

Research shows that 40 percent of this demographic want to become entrepreneurs, with about half of those saying they want to invent something “revolutionary.”

This means, Kendall says in the report, that there exists an opportunity for the industry to support budding entrepreneurs by providing social entrepreneurship programs that offer mentorships, networking or community support.

“We need to encourage younger people to excel and, in doing so, bring into our ranks the new talent which is vital to a vibrant future,” he says.

3. Their No. 1 concern is the environment.

As such, secondhand shopping fully aligns with the beliefs of the sustainably-minded Gen Z, allowing them to keep up with

trends while also shopping responsibly.

In fact, one in three members of the demographic expect to buy secondhand clothes, shoes or accessories, which is up 46 percent from the amount reported in 2017. This helps explain the popularity of sites like Poshmark and Depop.

The popularity of the sector is expected to push the re-sale category to $51 billion by 2023.

The jewelry industry is in a good position to benefit from this market, Kendall says, but notes that it needs to find a new way to market to best speak to this consumer group and find ways to rework old pieces into exciting new jewelry.

“This is no longer about cheap-looking secondhand pawn shops,” he states. “This is about a proud new marketing message from leading jewelers, stating that many of their fabulously designed new products incorporate secondhand elements.”

4. They want to look authentic.

Gen Z wants to achieve a retro style, but they want to do it by buying products that actually come from eras past, Kendall notes.

So, jewelers and brands should consider collaborating with vintage brands to create retro products with a modern feel and be sure to tell the story authentically, or seek out actual vintage jewelry items and offer them at stores alongside new merchandise.

5. They’re a gender-aware and gender-diverse population.

According to a Pew Research Center study conducted this year, about 35 percent of Gen Z said they know someone who prefers for others to use gender-neutral pronouns when referring to them.

Members of this generation don’t want to be classified; they want to be fluid.

What’s more, gender neutral products, campaigns and spokespeople are becoming much more commonplace.

The jewelry industry needs to adapt to this thinking as well and be able to step back from men’s jewelry and women’s jewelry to think along gender-fluid lines, Kendall says in his report.

6. They also want to celebrate diversity and imperfection.

Gen Z wants the visual media it sees to reflect the diverse and varied world around them; authenticity and inclusivity need to be carried throughout marketing.

This is true especially when it comes to the models and people featured in ads—they want to see people of different colors, physical features, ages and styles. It’s also important to note: not only do the models not need to be perfect, they shouldn’t be. Gen Z wants to celebrate imperfections and will see campaigns championin this idea as authentic.

7. They rely heavily on word of mouth.

Members of Gen Z prefer recommendations from people they trust, like family and friends.

More than 80 percent of Gen Z customers read reviews before they buy products. Among Gen Z women, about 21 percent read more than 10 reviews before purchasing.

There’s a huge opportunity for jewelry here in getting the demographic group to talk about their experiences to others to build trust in a business.

8. They’re financially savvy—and wary.

Seeing the impact that debt has had on their parents’ generation, Gen Z is wary of buying on credit; they’re more likely to save up for a piece of jewelry and buy when they’re ready than to put it on a credit card.

This means jewelers shouldn’t rely on financing deals to entice younger consumers to buy.

With that noted, they are prepared to splurge; it just has to be worth it for them. The more value added the better, whether that comes from its perceived social value or the environmental responsibility behind it.

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

Lewis Heyman
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement Plans

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

CCWW Designs Multiple Shell Charm Necklace
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm Necklace

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The Plumb Club board members
MajorsJul 18, 2025
Plumb Club Elects New Board Members

The organization elected its youngest vice president as it looks to draw in fresh talent.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Jewelry industry veterans Brad Campbell and John Liebler
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

Weekly QuizJul 17, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Silver, Gold, and Bronze Medals for Italy Olympic Winter Games
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes Unity

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

vimeo screenshot.png
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up!

Sponsored by The INSTORE Jewelry Show 2025

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Gina Ferranti
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59

The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.

Rio Tinto Chief Executive Simon Trott
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at Diavik

Production at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.

Jewelers of America Learning Workship Logo
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This Fall

A new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.

Buccellati Opera high jewelry bracelet
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1

It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.

Rolex Datejust ref. 16233
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches

The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.

Jean Dinh Van Orgue Ring
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With Exhibition

The auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.

Jake Duneier and Danielle Duneier
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth Generation

Jake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.

Boucheron Impermanence Boucheron Dragonfly Earrings and Wisteria Hair Piece
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s Impermanence

The “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.

James Avery Cedar Park
MajorsJul 15, 2025
James Avery Expands to 2 More States

The Texas-based jewelry retailer has set up shop in Tennessee and Arizona.

Eric Ford, Couture’s new brand director and former fine jewelry buyer at Neiman Marcus
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director

Eric Ford will step into the role, bringing with him decades of experience.

Bench jeweler holding a ring and a tool
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic Manufacturing

In addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.

Guzema Celestial Blue
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone Jewelry

The “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.

Nanis Mykonos Store Exterior and Interior
MajorsJul 14, 2025
Nanis Opens First Store

The seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.

Long’s Jewelers Summer of Love promo
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s Jewelers

The New England jeweler is hosting a bridal event for the month of August.

Ethical Gem Fair
SourcingJul 14, 2025
Ethical Gem Fair Heads to Seattle

The trade-only event will host its debut fair in the Emerald City later this month.

The Edge and The Edge Retail Academy Logos
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in September

Its sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.

Miseno Arco Earrings
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ Earrings

For its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.

James Avery Texas charm
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief Efforts

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

Kelly Osbourne Engagement Ring
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as Honey

Inspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy