Gen Z (roughly born 1997–2012) and Gen Y, or Millennials (roughly born 1981–1996), have distinct purchasing behaviors influenced by their unique values, life stages, and experiences.

In terms of the purchasing journey, Gen Z and Millennials (Gen Y) display distinct "main character" traits or identities based on their motivations, approach to decision-making, and engagement with brands. Here’s a breakdown of each:

Gen Z's Main Character in the Purchase Journey:

1. The Trendsetter and Experimenter

• Gen Z sees themselves as highly individualistic and is eager to set trends or at least stay at the forefront of them. They often look for unique, fresh products that allow them to express their identity.
• They are open to trying new brands, especially those recommended by influencers or friends, as they like the discovery process and don’t mind exploring outside established brands.

2. The Digital Native

• As digital natives, they are most comfortable researching and purchasing through social media and online channels. Gen Z frequently encounters new products on TikTok, Instagram, and other visual-first platforms, making their journey highly influenced by online content.
• Their shopping journey often involves multiple steps: discovering a product on social media, checking out reviews or unboxing videos, comparing options online, and then making the purchase through an app or mobile-friendly website.

3. The Activist Buyer

• Gen Z is passionate about their values, especially social and environmental issues, and sees their purchases as a form of activism. They support brands that champion sustainability, ethical practices, and inclusivity.
• During their purchase journey, Gen Z frequently researches brands’ values, looking into ethical practices or sustainability credentials, and avoids brands with negative press around these issues.

4. The Instant Gratification Seeker

• Gen Z has high expectations for quick, seamless shopping experiences and fast delivery. They are more likely to abandon a purchase if the process is too slow or complicated, favoring brands that offer streamlined digital experiences.



Millennials' (Gen Y) Main Character in the Purchase Journey:

1. The Pragmatic Planner

• Millennials value convenience and planning. They research extensively before purchasing, relying on user reviews, product comparisons, and recommendations to ensure they’re getting the best value.
• They often check multiple platforms for deals and discounts, looking for ways to save on high-quality products they believe are worthwhile.

2. The Quality Seeker

• Quality and longevity are top priorities for Millennials, who are more likely to pay a premium for trusted brands and products that last. They often favor brands that stand behind their products with warranties or satisfaction guarantees.
• Their purchase journey may involve reading in-depth reviews or testimonials and assessing product durability, especially for larger or higher-value purchases.

3. The Community-Oriented Buyer

• Community and brand loyalty matter deeply to Millennials, who often feel a sense of belonging to a brand’s community. They value loyalty programs and enjoy receiving perks or rewards for their purchases.
• They are also influenced by social proof, relying on reviews and experiences shared by their peers or on forums before making decisions.

4. The Tech-Enabled Deal Hunter

• While they are less impulsive than Gen Z, Millennials use technology to get the best deals possible. They compare prices across multiple platforms, use apps to find discounts, and take advantage of loyalty programs to save money.
• For this reason, they are likely to complete their journey on the brand’s website after browsing other options or checking for discounts and special offers.

Understanding these traits enables brands to craft a purchase journey that aligns with each generation’s mindset and preferences. For Gen Z, brands can focus on creating immersive, fast-paced, value-driven experiences. For Millennials, brands can highlight quality, convenience, and reliability while providing ample resources for making informed, confident decisions.