Gen Z in the Omnichannel Era: Rethinking Consumer Behavior for Sustainable Business Success

The emergence of the new generation of consumers (born 1997-2012) has transformed the principles of consumer behavior in the world, as the world has switched to the sphere of a digitally native and socially aware generation. Gen Z is projected to transform the concept of retail, marketing, and brand-consumer interaction in the next decade due to the estimated spending capacity of $12 trillion by 2030 (NASSCOM, n.d.). In contrast to earlier generations, Gen Z prioritizes authenticity, sustainability, transparency, and personalization, with a high emphasis on wellness and social responsibility. This research paper discusses the defining features of Gen Z consumers, the trends that determine the consumption pattern, and the implications for businesses in any industry. Based on the practitioner experience and scholarly opinion, the paper points out the need to adopt digital nimbleness, omnichannel approaches, and purposeful practices by businesses to create loyalty in this extremely volatile consumer population. The results highlight the importance of the fact that the brands that do not adjust to the demands of Gen Z are at risk of becoming irrelevant in a highly competitive landscape that prioritizes experience in the market.

@article{ijter2025212509240330,
  author = {Shikha Goel and Pankaj Madan},
  title = {Gen Z in the Omnichannel Era: Rethinking Consumer Behavior for Sustainable Business Success},
  journal = {International Journal of Technology &  Emerging Research },
  year = {2025},
  volume = {1},
  number = {5},
  pages = {145-155},
  doi =  {10.64823/ijter.2505015},
  issn = {3068-109X},
  url = {https://www.ijter.org/article/212509240330/gen-z-in-the-omnichannel-era-rethinking-consumer-behavior-for-sustainable-business-success},
  abstract = {The emergence of the new generation of consumers (born 1997-2012) has transformed the principles of consumer behavior in the world, as the world has switched to the sphere of a digitally native and socially aware generation. Gen Z is projected to transform the concept of retail, marketing, and brand-consumer interaction in the next decade due to the estimated spending capacity of $12 trillion by 2030 (NASSCOM, n.d.). In contrast to earlier generations, Gen Z prioritizes authenticity, sustainability, transparency, and personalization, with a high emphasis on wellness and social responsibility. This research paper discusses the defining features of Gen Z consumers, the trends that determine the consumption pattern, and the implications for businesses in any industry. Based on the practitioner experience and scholarly opinion, the paper points out the need to adopt digital nimbleness, omnichannel approaches, and purposeful practices by businesses to create loyalty in this extremely volatile consumer population. The results highlight the importance of the fact that the brands that do not adjust to the demands of Gen Z are at risk of becoming irrelevant in a highly competitive landscape that prioritizes experience in the market.},
  keywords = {Gen Z, Omnichannel, Digital transformation, Consumer behavior,},
  month = {Sep},
}

Copyright © 2025 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.