TL;DR: Gen Z’s buying journey usually goes discover on social → research (reviews, creators, AI) → compare prices → check values and returns → buy. Trust, authenticity and value matter more than brand heritage.
The Gen Z buying journey
- Discovery – Reels, Shorts, friends and creators.
- Research – reviews, Reddit, AI assistants.
- Comparison – price, features, dupes.
- Validation – brand values, sustainability, return policy.
- Purchase – often mobile, often with UPI or BNPL.
- Sharing – reviews, unboxings, stories.
What builds trust
Real customer photos, honest creators, transparent pricing and quick customer service.
What breaks trust
Fake reviews, hidden charges and brands that say one thing and do another.
See Gen Z Consumer Trends: What Young Consumers Want From Brands.
