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

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Weekly QuizApr 18, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

Jewelers of America logo
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from Members

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.

Technology Therapy Group logo
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry Retailers

The online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.

Catbird Chicago
IndependentsApr 16, 2025
Catbird Expands to Chicago

The opening marks the jewelry retailer’s first location in the Midwest.

Foundrae United in Love Campaign
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through Love

The “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.

Robert and Rose-Marie Goodman outside Robert Goodman Jewelers
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-Up

Robert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.

×

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