The pandemic has changed the way of shopping for many people, but not so much for Gen-Z's. This group of consumers was actually the most prepared for the rise in online shopping channels and have most likely enjoyed the increased accessibility to their favorite stores. However, while their sentiments for online shopping may be favorable for retailers, their sentiments regarding current events are constantly evolving. For digital marketers, this makes traditional campaign creation processes, wherein marketers plan their campaigns 6+months in advance, almost irrelevant with content becoming obsolete or no longer relevant for their younger consumers. Gen-z's shopping behavior shifts with cultural and political events and requires marketers to keep up to speed with what's happening globally, not just within their retail landscape. Specially, an understanding of the current climate is even more crucial for the holiday season as gen-z's experience heightened emotions and sentiments such as stress, anxiety, and tighter budgets. The digital marketing tactics employed must be able to alleviate emotions for this audience in order to attract their attention requiring a deviation from traditional product marketing and incorporating a human element.
https://www.retaildive.com/news/what-the-pandemic-has-cemented-about-gen-z/588863/
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