Generation Z have become one of the most powerful forces shaping how brands think about connection, authenticity, and engagement today. Deeply influenced by the digital age, economic uncertainty, and social transformation, they are the first generation to live entirely online, and they expect the brands they engage with to keep pace.
They now represent roughly 32% of the global population and about 40% of global consumers. For researchers, this means understanding how Gen Z navigates the world isnโt just a demographic exercise, itโs a direct preview of what most consumers will expect in the decade ahead. Here are three trends emerging from Gen Z consumer habits we believe will greatly influence the next generation of research:
- Frictionless Experiences
Gen Z has grown up in a world defined by immediacy and ease. If something feels inconvenient, they move on without skipping a beat. Traditional research methods like long surveys or email outreach rarely capture their attention because thatโs simply not where or how they spend their time. As McKinsey notes, this generation โcares deeply about ease of use: mobile pay, app-based services, and seamless digital transactions define their expectations.โ
For researchers, the takeaway is clear. Eliminate friction and meet your audiences where they are. While this may not seem groundbreaking, it's often overlooked and this small misstep can be the nail in your research recruitment coffin. Design feedback experiences that feel natural and work to embed them directly in the spaces where you know your audiences already spend time. Research shouldnโt feel like a task, it should feel like participation.
- Building Community Builds Loyalty
54% of Gen Z say their favorite brands are the ones that make them feel part of a community. That sense of belonging is what ultimately drives repeat engagement. Itโs not discounts or promotions, but shared identity.
For researchers, this is a pivotal shift. Insight and community are now intertwined. Building ongoing spaces for conversation and participation will yield far richer data than one-off studies ever could. The most successful researchers will be those who encourage co-creation and build belonging around shared purpose and experience.
At Alida, weโve seen some of the worldโs leading brands uncover their most valuable insights through always-on customer communities. These participants arenโt just respondents, theyโre passionate advocates who want to see the brand evolve through their feedback. Given the opportunity, customers want to participate and see their feedback come to life in your brand. Itโs up to you to give them the opportunity.
- Authenticity Is Non-Negotiable
Gen Z has grown up surrounded by constant information and marketing and as a result, they can spot inauthenticity from a mile away. According to a 2025 study published in Vogue Business, nearly 74% of Gen Zers believe real-world experiences matter more than digital ones. Even for a generation immersed in digital life, the desire for human connection remains incredibly powerful.
Consumers donโt want to be researched, they want to be heard. They reward transparency, dialogue, and honesty. For researchers, that means creating experiences that feel human and reciprocal. Build communities that donโt just collect feedback but also show participants just how that feedback shapes decisions. Those โsharebackโ moments are often overlooked but critical to building long-term trust.
- The Future of Research Is Community-Powered
Gen Z expects to engage, co-create, and see the impact of their input. Traditional one-off studies simply donโt meet these expectations. Online insight communities provide a foundation for collecting feedback while also fostering lasting, meaningful relationships. When participants feel part of a space that listens, evolves, and responds, engagement becomes ongoing, not a single interaction.
For organizations looking to move beyond transactional research, embedding community into research strategy becomes essential. It creates authentic spaces where people feel heard, valued, and invested, which in turn produces richer, more actionable insights. With Alida, brands are building always-on communities that recruit their most loyal customers and keep them engaged over time. This approach not only allows researchers to continuously gather feedback, but also validate changes with the same audiences. For any researcher aiming to stay ahead while keeping human connection at the heart of their work, integrating a community-based platform into your research stack is a smart next step.
The Future of Research Is Connection
What we can learn from Gen Z behaviour is that the future of research lies in connection, in creating spaces where consumers feel their voice has influence. Gen Z is showing us the path is meeting people where they are, designing experiences that fit seamlessly into your audiencesโ lives, and never losing sight of the human touch.
As AI becomes more central to research, perfecting this balance will matter more than ever. Technology can scale speed and insight, but it canโt replace connection. The organizations that will thrive are those that combine digital innovation with authenticity, capturing attention in a fast-moving world while reminding consumers theyโre part of something bigger than just a product or service.
