Bonfanti Diego

Our first true social natives are coming of age. Gen Z now holds over $44 billion in buying power and brands need to take notice sooner rather than later. Not only do young consumers now have more of their own disposable income, but they are also influential in their buying decisions and trendsetting. Social media has been a key part of this generations’ formative years, and in return, Gen Z has altered social media to fit their needs and values.

As Gen Z starts to dominate the consumer landscape, will celebrity endorsers lose their status? Quizzing my Gen Z college students about brands they’re loyal to and brand influencers, I find that they’re more focused on social media and peers than they are on advertising and celebrity endorsers. When asked to give examples of categories where they’re brand loyal, most of the female students turn to cosmetics, a category where the opinion leaders have traditionally been celebrities.