Instagram shopping exec reveals 3 crucial desires of Gen Z shoppers - Business Insider

Gen Z has the potential to completely change the retail industry. And, brands that learn the group's shopping habits could win over this crucial generation of consumers.

There are three main features that Gen Z values in brands, Instagram Shopping's product lead, Layla Amjadi, said at Business Insider's"What we look at is, well, what's working for them in their shopping experience," Amjadi said at the conference.1. Brands engaging in real-time cultureAmjadi said that the ability for a brand to have a broader conversation about a current trend is crucial.

To win over Gen Z, Amjadi said that brands should aim for a nimble content strategy that is aware of larger trends and fads in the world. "Brands really showing up like your friend and being a part of the conversation is critical for building that relationship with that Gen Z shopper," Amjadi said.Gen Z likes feeling that their products were made with their preferences in mind, Amjadi said.

She gave the example of the polling feature on Instagram, which allows shoppers to vote on items and styles they like.

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