Here is a comparison of the consumer behavior characteristics of Baby Boomers and Generation Z, including perspectives on social media, globalization, and the COVID-19 pandemic:
Baby Boomers (born 1946-1964)
- Tend to be brand loyal and gravitate towards established, well-known brands. View shopping as a social experience.
- Less likely to rely on social media for information. Prefer traditional media like TV and newspapers. Use social media mainly to connect with family.
- More insulated from globalization growing up. Now enjoy exposure to diverse cultures/cuisines through travel. Value American-made goods.
- COVID-19 has made them more cautious shoppers. Rely heavily on delivery services and online shopping. Missing in-person experiences.
Generation Z (born 2003-present)
- Favor niche, eco-friendly brands tailored to their values. Prefer online shopping for convenience/selection.
- True digital natives. Rely on social media and influencers for trends/information. Use social platforms constantly.
- Very globally connected via digital media. Value diversity and inclusion. Enjoy exposure to international culture/media.
- COVID-19 has normalized online shopping and remote services. Miss in-person socialization. Very aware of health/safety.
In summary, while Boomers value traditional brands and media, Gen Z favors niche eco-brands and constant social media. Gen Z is more globally connected whereas Boomers came of age in a less interconnected world. The pandemic has made Boomers more cautious but accustomed Gen Z to digital conveniences.