Hootsuite CEO Irina Novoselsky emphasizes the importance of understanding Gen Z's unique consumer behavior. With over 65% of business decision-makers being Gen Zers or millennials by next year, marketers need to adapt. Novoselsky's discussions with 500 Gen Zers reveal a trend of self-directed buying; they want to research independently without aggressive marketing tactics. In fact, Gen Z often completes 60% of their purchasing journey before engaging sales representatives, showcasing their preference for autonomy when making purchase decisions.
Gen Z is a generation of contradictions. They grew up with a phone in their pocket but don't want it to talk, they don't want it to be sold to.
They complete 60% of their buying journey before ever actually engaging with the sales representative because they want to discover and evaluate their business on their own terms.
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