The influences on Gen Z and millennials' clothes purchases in Canada & the U.S. 2021

In 2021, both Generation Z and millennial consumers in the United States and Canada said that their main influence when purchasing clothes was their friends. For Gen Z, almost half of respondents named this group as an influence, whilst it was roughly a third for millennials. This survey classed Gen Z as 13 to 20 years old, and millennials as 21 to 39. Unsurprisingly, considering the different stages of life, millennials were swayed more strongly by the recommendations of their significant others, at 30 percent compared to 19.

Gen Z’s love of Nike

When it comes to the brands that Gen Z are influenced to buy, Nike reigns supreme. It was by far the most popular footwear brand among that generation in 2021, receiving well over half of the responses in a 2021 survey of American teenagers. In fact, in another 2021 survey, it was voted as the most popular brand, product, or service among Generation Z consumers in the United States.

Online influences

Gen Z tended to be influenced more by online sources than their older counterparts. Social media is an integral part of daily life for many in the younger generations, so it follows that their purchasing decisions are affected by online ads and influencers. Apparel was the product category that Gen Z and millennials purchased most as a result of social media brands' posts or influencers' content in the United States.