Gen Z are one of the most talked-about consumer groups in marketing right now, but the conversation often generates more heat than light. Generalisations about digital natives and purpose-driven spending don't tell you much about how this generation is actually behaving in 2026, particularly as economic pressure and shifting attitudes towards brands and influence reshape the landscape.
Carat's Lia Ebongo draws on two rich sources, dentsu's Consumer Navigator Influencer Special, and insights from VIZ, dentsu's Gen Z employee resource group, to paint a clearer picture of how UK Gen Z are approaching brands, spending and loyalty right now, and much of it cuts against the received wisdom.
On brands, 61% of Gen Z said social media outperforms traditional retail for discovering new products, with creator communities and algorithms doing much of the heavy lifting that brand messaging used to do.
On spending, Gen Z report more financial strain than older generations, but they're also the most confident about economic recovery. That combination produces behaviour that's genuinely hard to predict through a standard planning lens.
On loyalty, nearly half of Gen Z said they're more likely to switch brands following the Budget. This isn't disengagement, it's a higher bar. Value has to be visible, relevance has to be earned, and trust is built through consistency rather than familiarity.
The full picture is worth your time. Read the full article on dentsu.com.
