THE FUTURE GEN Z

CUSTOMER PROFILE

GRACES’ DAY

BACKGROUND:

• 19 years old
• Single, sort of
• Lives near her University in private student accommodation
• Training to be a paramedic
• Vegan 
• Likes R&B music 

• Usually wakes up at 9am to start her day, and late nights are part of her daily routine.
• Revises during the day, messages her room mates to go for a cigarette break and a chat during the day, nights are spent in bed with Netflix or video calling friends. 
• Very easy going in general, but cares very much about social issues. 
• Room is usually quite messy, but is sorted and cleaned as procrastination on work or when she is feeling down. 
• Doesn’t go out very much. 

FINANCES:

• Relies on student loan and parents, but is always looking for part time work
• Conscious of what she spends her money on, but will treat herself once a month 
• Only uses her debit card (Due to COVID she will not carry or use cash)
• Has lots of membership cards, and always asks for student discount in shops. 
• Looks for clothes online, adds them to Wishlist and never buys them. 

ONLINE BEHAVIOURS:

• Active on snapchat, Instagram and WhatsApp
• Always looks for deals and coupons on food, clothing and home decor (particularly house plants)
• Shares posts on her Instagram about veganism, feminism and BLM.

WHAT SHE IS LOOKING FOR:

• A cute little apartment with a balcony that she can share with a close friend or two
• A place to study and relax where she’s not distracted by the mess in her room
• A good deal to make her feel less guilty about purchases
• A career where she can make a positive difference to someone’s life

INFLUENCES:

• Instagram accounts about social issues & empowerment
• Friends 

BRAND AFFINITIES:

• Aldi
• IKEA
• QUORN
• Oatley

HOPES AND DREAMS

• Become a paramedic 
• Travel the world
• Not worry about finances 
• Flexibility to move around and do what she wants

WORRIES:

• Low income
• Being tied down 
• Debt 

MAKE HER LIFE EASIER:

• Cute, cosy atmosphere, with lots of green
• Deals, discounts and coupons 
• An App that shows vegan restaurants in the area
• Instagram ads 

WHAT WILL CHANGE?

Things that will impact or change the future Gen Z:

• Technology will advance, Gen Z’s will be more up to date on this progression:

Currently, gen Zs are the generation most up to date and interested in technology. As technology advances, future gen Z’s will be the first to find out through online articles and educational courses. 

• COVID – This will change the way Gen Z’s will interact 

Mood board: