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Brands that are yet to make the necessary changes to welcome Gen Z…

It’s ok. You still have some time!

Why Focus on Gen Z?

With a massive 377 million, Gen Z’s customer base is India’s largest generation to date. Already influencing $860 billion in consumer spending, their impact is expected to soar to nearly $2 trillion over the next decade.

With 1 in 4 Gen Z youngsters already in the workforce and half expected to be earning within the next decade, now is the time to adapt. NOW.

Although Gen Z shops as frequently as millennials, they are 1.5 times more likely to conduct in-depth research before buying. 

While 45% of brands acknowledge Gen Z’s economic potential, only 15% have started to truly leverage it!

Gen Z & Trends

When it comes to shopping, trends are everything. For Gen Z, trends are 1.7 times more important than brands. 

It’s not only about the products. Nearly 70% of Gen Z places high value on their inner circle—those close friends and family with whom they share everything from shopping finds to streaming choices.

Nearly 80% are drawn to all types of visuals—from images and GIFs to stickers and immersive lenses. If your marketing lacks visual appeal, it could easily be overlooked in the endless scroll!

Are you ready to embrace the Gen Z revolution?...

First came search. Then came social.

Now, we’re in the third wave of digital advertising, that brands have to get accustomed with.

1. Commerce media has transitioned from traditional in-store displays to digital ads seamlessly integrated across platforms, enabling brands to connect with consumers near the point of purchase.
2. Retail-Agnostic Media Platforms (RAMPs) have broadened commerce media’s reach by leveraging zero- and first-party data from multiple retailers, offering wider audience access and more tailored personalization beyond individual retailer networks.
3. With the rise of hybrid shopping, advertisers need to connect with consumers across diverse touchpoints—from online to in-store—delivering consistent, customised messaging throughout their purchasing journey.
4. As third-party cookies phase out, zero- and first-party data directly gathered from consumers enables brands to enhance personalization in marketing efforts and create more effective audience segments.
5. New measurement tools, such as data clean rooms, offer improved methods to assess ad impact, particularly across digital and physical channels, boosting return on ad spend (ROAS) and return on investment (ROI).

This being said, let us take a closer look into the 3 stages of Customer Journey, and what Gen Z have to say about it…

1. What Gen Z Hates about the Pre-Purchase Experience

Gen Z is all speed and seamless interactions.

With an average online attention span of 8 seconds (sadly), Gen Z values speed and convenience over everything. Brands that can’t offer a smooth, low-barrier entry are at risk of high bounce rates and cart abandonment.

To retain Gen Z’s interest, brands should streamline the pre-purchase process, eliminate unnecessary steps, and explore user-friendly social commerce integrations.

What Gen Z Hates About Cross-Channel Gaps

The Problem:

Gen Z shops across platforms—social media, apps, and websites. Any inconsistency in branding or messaging is a dealbreaker. 54% of Gen Z expects brands to offer unified experiences across channels, yet most D2C brands lack the infrastructure.

Solution:

1. Adopt Omnichannel CRMs: Centralise data from Instagram, WhatsApp, and websites to manage queries and tickets seamlessly.
2. Leverage Personalisation: Use cross-brand data to recommend products Gen Z might like based on their browsing behaviour.
3. Unify Campaigns: Create campaigns that deliver consistent messaging, whether they engage via email or Instagram DMs.

What Gen Z Hates About Checkout Systems

The Problem:

A clunky checkout process is the ultimate dealbreaker. With 58% of Gen Z abandoning carts due to complex checkouts, brands lose billions in potential revenue.

Solution:

1. One-Click Checkout: Reduce form fields and add auto-fill capabilities for seamless experiences.
2. Integrate Payment Variety: Ensure UPI, BNPL (Buy Now, Pay Later), and wallet payments are prominently displayed.
3. Cart Recovery Automation: Use WhatsApp Broadcasting to nudge users to complete purchases with urgency-driven messaging.

What Gen Z Hates About Data Privacy Issues

The Problem:

Gen Z is extremely privacy-conscious. They prefer brands that use zero- and first-party data over invasive third-party tracking. Yet, 42% of brands in India still rely heavily on cookies, creating trust issues.

Solution:

1. Invest in Data Clean Rooms: Ensure data privacy compliance while analysing purchase behaviour.
2. Transparent Opt-Ins: Make it easy for users to understand how their data will be used, building trust.
3. Rewarded Data Sharing: Offer exclusive discounts or content for willingly shared preferences.

What Gen Z Hates About Poor Visual Storytelling

The Problem:

Gen Z consumes content visually first and textually second. They are drawn to immersive experiences, yet 40% of D2C brands still rely on generic stock imagery or unengaging visuals.

Solution:

1. Leverage AR/VR: Enable features like virtual try-ons or 3D product previews.
2. Create Shareable Visuals: Focus on memes, GIFs, and stickers that align with Gen Z’s humour and culture.
3. Optimise for Mobile: Ensure all visuals are designed for vertical scrolling experiences on platforms like Instagram and TikTok.

2. What Gen Z Hates about the Post-Purchase Experience

Notifications, but without excessive intrusion. 

Gen Z’s trust hinges on transparency and immediacy. 

Brands need to prioritise real-time updates, DIY support options, and non-intrusive yet informative notifications to keep Gen Z happy and informed.

What Gen Z Hates About SLA Breaches

The Problem:

Service-Level Agreement (SLA) breaches are a trust killer. When Gen Z orders, they expect brands to stick to promised timelines, and any delay feels like a betrayal. A staggering 62% of Gen Z shoppers demand real-time delivery updates, yet only 34% of brands provide this.

Solution:

1. Use SLA Monitoring Dashboards: Real-time SLA trackers across warehouses, carriers, and 3PLs help identify bottlenecks instantly.
2. Predictive Analytics for SLA Adherence: Tools powered by AI/ML can predict breach risks and suggest proactive measures.
3. Proactive Communication: Notify customers before delays occur, offering discounts or free upgrades to maintain loyalty.

What Gen Z Hates About Slow Customer Support Responses

The Problem:

With an expectation of immediacy, 67% of Gen Z prefer live chat over email for resolving issues. However, 47% of Indian D2C brands still fail to meet acceptable response times, leading to frustration and drop-offs.

Solution:

1. Adopt AI Chatbots: Deploy WhatsApp chatbots for instant responses to FAQs and support tickets.
2. Omnichannel Ticketing Systems: Centralise support requests across WhatsApp, Instagram, and Facebook into a single dashboard.
3. Real-Time Escalations: Use ML-based systems to flag complex issues that require human intervention and fast-track these tickets.

What Gen Z Hates About Poor Cross-Channel Integration

The Problem:

Gen Z toggles between apps, websites, and social platforms, expecting seamless connectivity. However, 56% of Indian D2C brands fail to integrate WhatsApp, Instagram, and web portals into a unified system. This results in fragmented experiences, with inconsistent promotions, abandoned carts across devices, or duplicate notifications.

Solution:

• Adopt omnichannel CRMs that sync carts and communication.
• Automate triggered cart recovery messages via WhatsApp.
• Test promotions for TOFU-BOFU journey alignment across all platforms.

What Gen Z Hates About Slow or Inaccurate Delivery Tracking

The Problem:

Gen Z demands immediate visibility into their deliveries. A 24/7 tracking system is non-negotiable.

Slow updates, missing information, or unclear delivery timelines lead to increased NDR (Non-Delivery Reports). If delivery notifications are inaccurate or delayed, expect an explosion of customer complaints.

38% of Gen Z will abandon your brand after a single delivery delay, and 67% will be vocal about it on social media.

Solution:

• Implement a real-time tracking system integrated with delivery partner APIs for live updates.
• Use location-based data for more accurate predictions of delivery times.
• Automate customer notifications via SMS, Email, and WhatsApp based on the real-time status of the order.

3. What Gen Z Hates about the Post-Delivery Experience

Gen Z is vocal, extremely.

And like any other, expects seamless returns, effortless feedback collection, and prompt responses to any reviews or queries. 

Lacking here? Gen Z won’t hesitate to let you—and their entire social media following—know.

Follow-up right, increase loyalty and brand advocacy.

What else? Streamlined return processes, authentic review interactions, and loyalty programs tailored to individual preferences.

What Gen Z Hates About Return Management

The Problem:

Gen Z expects returns to be as easy as buying. Yet, 47% of Indian D2C brands still rely on manual processes for returns, creating friction. According to a study, 76% of Gen Z customers won’t purchase again from a brand if their return experience is complicated.

Solution:

1. Automate Returns: Invest in ML-driven return workflows that analyse product condition, auto-approve returns, and streamline refunds or replacements.
2. Offer Transparency: Use real-time tracking for every stage of the return journey.
3. Introduce Reverse Logistics Intelligence: Use location-based data to optimise pick-up times and routes, minimising delays.

What Gen Z Hates About NDRs and RTOs

The Problem:

Non-Delivery Reports (NDRs) and Return-to-Origin (RTO) incidents represent inefficiency. With 35% of Indian D2C shipments resulting in RTO, brands lose billions annually. Gen Z views these issues as a reflection of poor customer focus.

Solution:

1. Address NDRs in Real-Time: Deploy WhatsApp chatbots to confirm delivery attempts immediately.
2. Use Customer Data for Smart Shipping: Analyse address validation errors, historical behaviour, and payment preferences to avoid failed deliveries.
3. Optimise Payment Mix: Gen Z prefers UPI or Pay Later options, so offering incentives for prepaid orders can reduce RTO.

What Gen Z Hates About Sustainability Mismatches

The Problem:

Gen Z doesn’t just shop—they shop their values. They are 2.4x more likely to abandon a brand if it fails to align with environmental and ethical standards. However, 63% of D2C brands in India lack clear sustainability initiatives, making it a significant dealbreaker.

Solution:

1. Introduce Sustainable Practices: Partner with carbon-offset providers to reduce environmental impact.
2. Highlight Green Initiatives: Use packaging inserts or QR codes that share your sustainability story.
3. Incentivise Eco Choices: Offer discounts for opting for slower, eco-friendly shipping methods.

What Gen Z Hates About Bad NPS (Net Promoter Score) Data

The Problem:

Gen Z doesn’t hesitate to leave their feedback, but many brands mismanage NPS (Net Promoter Score) data or fail to act on it. 55% of Gen Z want brands to address their feedback immediately, and if they don’t, they’ll broadcast it across their social networks. Low or poorly tracked NPS can lead to high churn rates and missed opportunities for improving customer retention. Lack of follow-up also diminishes the likelihood of repeat purchases.

Solution:

• Use NPS automation tools that trigger real-time actions based on feedback.
• Implement post-purchase follow-up emails or WhatsApp broadcasts to acknowledge feedback and guide Gen Z customers through resolution.
• Develop a feedback loop that converts negative feedback into loyalty-building opportunities.