Every generation has its way of showing off what matters to them. Back in my day, growing up in South Africa, it was the band tee you wore or the brand of cigarettes tucked into your jacket pocket that sent a not-so-subtle message of who you were or wanted to be. Subcultures were clear and important to show. I listened to Smashing Pumpkins, Blur, Green Day and Korn, much like the rest of my generation. In our attempt to show that we were “anti-establishment”, we used subcultures to show who and what we associated with.

For today’s younger generation, it’s less about what’s hanging in their wardrobes that dictates their position on the prestige food chain, and more about what’s in their shopping basket. Instead of associating brands with specific subcultures, Gen Z uses them to showcase an ethical stance.

Whether it’s forking out £10 for a Charlie Bingham luxury ready meal or strutting into the office with a Yo! Spicy Prawn Dragon Roll (courtesy of Tesco’s premium meal deal), these purchases aren’t simply based on flavour. This generation perceives groceries as a status symbol; a way to climb the social ladder.

While food brands may acknowledge the shift between Gen Z and the generations before them, it’ll take more than a half-baked idea to effectively build relationships with this complex generation.

A young customer is a customer for life

For any brands concerned that Gen Z will prove to be too tough a nut to crack, some good news - there are plenty of strategies that can be employed to generate affinity among this younger audience. As is to be expected, social media is ground zero. It’s a staple of Gen Z’s day-to-day regime so it’s unsurprising that online platforms have also hugely influenced their purchasing habits. More than half of Gen Z-ers use social media to discover new foods. What’s more, 49% of TikTok users have taken action after seeing supermarket or grocery content on the app.

These unique behaviours may set alarm bells ringing for food brands that have already set out their marketing stalls. However, acknowledging and catering to these digital natives will ensure the tills remain flush with cash. After all, Gen Z is forecast to account for $12.6 trillion of total global spending by 2030.

Knorr got it just right with their launch of an affordable, student-friendly menu in collaboration with Grammy award winner Cardi B. What might have seemed like an unusual partnership at first turned out to be a game-changer for Knorr’s affiliation with Gen Z. It shifted their perception from a brand they recognised from their Grandma’s kitchen cupboards, to a culturally relevant and sustainable brand that is driving new food trends.

The weird and wonderful world of TikTok is not governed by standard cuisine traditions (dare I say the words ‘ramen lasagne’) so for brands, the possibilities are endless to get in while they’re young. Chances are they’ll soon become lifelong fans.

How to cut the mustard

Next up on the docket is how to capture the hearts and minds of today’s youngsters by embracing their values, and using them to build bridges. Gen Z’s brand loyalty doesn't end at flavour; they want brands that align with their ethics; a fact reflected in their spending habits. Deloitte’s 2024 Gen Z and Millennial Survey found that almost two-thirds of Gen Z (64%) are willing to pay more to purchase environmentally sustainable products or services.

Adopting greener practices - and being transparent about these efforts - can fast-track brands into Gen Z’s trolleys. Look at Mondelez, which has developed a new paper-based packaging solution. Weetabix is even further ahead on its eco journey, with 100% of its packaging now recyclable.

Surface-level changes won’t cut it with Zoomers. Not only do they care more about the environment, but this generation is more health-conscious about what they put in their bodies, too. Around a third of people aged 18-24 do not drink alcohol at all which, as we’ve seen in recent years, has transformed the non-alcoholic beverage industry.

Today, our supermarket shelves are stacked with rows of unfamiliar and diverse concoctions, while packaging has become more mature, outlandish and expressive. Just a short time ago, your options as a non-drinker might have been one type of 0% beer, a glass of Coca-Cola or, on a really bad day, water.

But there’s been a turning of the tide. Being a ‘non-drinker’ is greeted with its own status symbol - one that’s quite the opposite of my younger days when it was trendy to drink and smoke. In South Africa, my tipple of choice was the beer Back Label that went by the street name “Zamalek”. It was popular in the Townships, so drinking it outside of them carried an almost political statement. Food and drinks were just another tool of expression to represent the ethics (or lack thereof) that we stood by - something in common with today’s younger generation. They will still prioritise quality, brand ethics and self-expression through their food choices, much like I did with the clothes I wore, bands I listened to and food I consumed. Each decision played into who you were and represented a small, passive expression towards some form of ethics. 

Redefining the ‘champagne lifestyle’

The days of Gen Z spending what little money they have on the latest fashion fad are perhaps fading. In a world where economic uncertainty seems ever present, this generation has turned to food and drink to quench their desire for the finer things in life. Brands that can tap into this mindset, offering high-quality products that align with Gen Z’s values, are poised to build lasting loyalty among the buyers of today (and tomorrow). Fail to do so, and they’ll be left with egg on their faces.