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Meet Your Newest Customers: Generation Z

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Meet Your Newest Customers: Generation Z

If you’ve started to suffer from MHO (Millennial Hype Overload), rest easy: Generation Z is coming.  OK, so the oldest are just 19 years of age, but marketers are already beginning to try to break down and classify this cohort that will outnumber its older Millennial siblings by about one million.  As this generation comes of age, how will their jewelry buying habits differ?

Meet Your Newest Customers: Generation Z
Trace
Shelton



Editor-in-Chief
of INDESIGN Magazine and Contributing Editor of INSTORE.
I

f you’ve started to suffer from MHO (Millennial Hype Overload), rest easy: Generation Z is coming.  OK, so the oldest are just 19 years of age, but marketers are already beginning to try to break down and classify this cohort that will outnumber its older Millennial siblings by about one million.  As this generation comes of age, how will their jewelry buying habits differ?

While there’s no definitive answer since they haven’t reached jewelry buying age yet, there are clues that can help jewelers begin thinking about how to reach future Generation Z buyers.  They will be like the Millennials in their technological savvy – most will not remember a time before social media, and their attention span is here one second and gone the next.  But one major difference is that where Millennials hang their dirty laundry out on Facebook, Instagram and Twitter for the world to see, Generation Z is much more privacy-conscious, preferring media like Snapchat, Secret and Whisper, where anything incriminating disappears after a short amount of time.  They’ve seen the price their elder brothers and sisters have paid for their hubris, and they’ve learned from it.

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This caution will extend to other decisions as well.  Just as Millennials echoed their Baby Boomer parents’ larger-than-life characteristics, Generation Z will take after their Generation X parents’ safety-conscious, jaded outlook.  They’ve grown up in a post-9/11 world that’s undergone recessions and a growing sense of political discord.  As a result, Generation Z will place great importance on being “mature and in control,” according to a Sparks & Honey trend report. 

The New York Times recently asserted that Generation Z’s sense of privacy, caution and sensible careers reminds some of the Silent Generation who were shaped by the Great Depression and World War 2.  That generation was incredibly career-oriented, and was also one of the richest generations in history.

If that does indeed hold true of Generation Z, jewelry retailers will do well to emphasize security and safety in their presentations, emphasizing warranties, reliability and trustworthiness.  They will be extraordinarily discreet and will prioritize value as much as flash.  Certainly, the kids of Generation Z enjoy having fun as much as the next person, but they prefer to do so while maintaining their privacy and sense of well-being.

For more details on Generation Z, check out this New York Times article here.

 

 

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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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Meet Your Newest Customers: Generation Z

Published

on

Meet Your Newest Customers: Generation Z

If you’ve started to suffer from MHO (Millennial Hype Overload), rest easy: Generation Z is coming.  OK, so the oldest are just 19 years of age, but marketers are already beginning to try to break down and classify this cohort that will outnumber its older Millennial siblings by about one million.  As this generation comes of age, how will their jewelry buying habits differ?

Meet Your Newest Customers: Generation Z
Trace
Shelton



Editor-in-Chief
of INDESIGN Magazine and Contributing Editor of INSTORE.
I

f you’ve started to suffer from MHO (Millennial Hype Overload), rest easy: Generation Z is coming.  OK, so the oldest are just 19 years of age, but marketers are already beginning to try to break down and classify this cohort that will outnumber its older Millennial siblings by about one million.  As this generation comes of age, how will their jewelry buying habits differ?

Advertisement

While there’s no definitive answer since they haven’t reached jewelry buying age yet, there are clues that can help jewelers begin thinking about how to reach future Generation Z buyers.  They will be like the Millennials in their technological savvy – most will not remember a time before social media, and their attention span is here one second and gone the next.  But one major difference is that where Millennials hang their dirty laundry out on Facebook, Instagram and Twitter for the world to see, Generation Z is much more privacy-conscious, preferring media like Snapchat, Secret and Whisper, where anything incriminating disappears after a short amount of time.  They’ve seen the price their elder brothers and sisters have paid for their hubris, and they’ve learned from it.

This caution will extend to other decisions as well.  Just as Millennials echoed their Baby Boomer parents’ larger-than-life characteristics, Generation Z will take after their Generation X parents’ safety-conscious, jaded outlook.  They’ve grown up in a post-9/11 world that’s undergone recessions and a growing sense of political discord.  As a result, Generation Z will place great importance on being “mature and in control,” according to a Sparks & Honey trend report. 

The New York Times recently asserted that Generation Z’s sense of privacy, caution and sensible careers reminds some of the Silent Generation who were shaped by the Great Depression and World War 2.  That generation was incredibly career-oriented, and was also one of the richest generations in history.

If that does indeed hold true of Generation Z, jewelry retailers will do well to emphasize security and safety in their presentations, emphasizing warranties, reliability and trustworthiness.  They will be extraordinarily discreet and will prioritize value as much as flash.  Certainly, the kids of Generation Z enjoy having fun as much as the next person, but they prefer to do so while maintaining their privacy and sense of well-being.

For more details on Generation Z, check out this New York Times article here.

 

Advertisement

 

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var dsq = document.createElement(‘script’); dsq.type = ‘text/javascript’; dsq.async = true;
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})();

Please enable JavaScript to view the comments powered by Disqus.
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Advertisement

Advertisement

SPONSORED VIDEO

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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