Gen Z Shopping Trends Revealed by Sorbonne Paris I Students

During the latest MAPIC event in Cannes, Master’s students in Real Estate Investment and Construction Management and Strategy from Sorbonne Paris I shared insights into the shopping behaviors of Generation Z. Here are the key findings from their study.

A Connected and Immersive Shopping Experience

The results show that 90% of young consumers prefer to see and touch products before buying. However, social media plays a crucial role: the majority of respondents interact with brands online before visiting a store. The ideal shopping journey involves a seamless integration of online and in-store experiences.

The Appeal of Unique Experiences

Gen Z seeks memorable experiences: limited-time pop-up stores and exclusive offers featuring local artisans particularly attract this demographic. Among the most appealing aspects, 28% of respondents highlighted the originality of places and products.

Clear Expectations for Service

With 86% of respondents dissatisfied with checkout waiting times, improving this aspect is a priority. Easy navigation in stores is also critical for 60% of them, alongside exceptional customer service, which 40% consider essential.

Sustainable Practices: A Secondary Concern

Contrary to popular belief, sustainable practices are not a top priority. This suggests a need for brands to better educate and engage this audience on these issues.

Future Strategies to Attract Gen Z

To maximize their appeal to young consumers, brands should:

• Offer personalized deals and self-service shopping options;

• Collaborate with influencers and focus on social impact initiatives;

• Deliver a frictionless customer journey, both online and in-store.

While Generation Z is highly connected, they remain drawn to strong and immersive physical experiences. Brands that can combine authenticity, innovation, and efficiency will be best positioned to capture these discerning and novelty-seeking consumers.