Socially responsible, technologically savvy and well informed, Gen Z consumers are increasingly making their presence felt in the global market. Catering to this growing consumer force requires novel approaches in jewellery sales and marketing.

By all indications, Gen Z is emerging as a pivotal consumer force across most markets. In any case, they are most certainly the consumer of the future. Bold, principled and outspoken, this generation is changing the rules of sales and marketing with their demands, priorities and preferences.

Pernille Kok-Jensen, director of Cultural Insights at Amsterdam-based boutique marketing agency Fitzroy Communications, agreed.

“Gen Z is hyperconnected. However, they use this connectivity differently from Millennials, who are sometimes called the Burn-Out generation for their constant need to do everything perfectly. Gen Z is far more pragmatic. They are also unapologetic, raw and real. They embrace the ugly and being weird. They are all about being real,” she revealed.

As the jewellery industry still tries to comprehend what inclusivity and diversity mean, Gen Z may already expect it to embrace these without compromises.

Vicenza Museum of Jewellery Director Alba Cappellieri, who is also director of the Master in Jewellery and Fashion Accessories programme at Politecnico di Milano, sees this in her students. “Never in my career have I seen such seriousness and commitment to pursuing ethical values through fashion design,” she disclosed. “This is bound to have an impact on the industry. Companies will have to rethink their business models and values if they want to align with new consumer trends, or they will be cut out of the game.”

According to Kok-Jensen, Fitzroy Communications, whose clients include Doritos, Quaker and Playstation, distinguishes between three Gen Z mindsets – Fluid, Fragile and Fierce.

Fluid consumers are volatile and embrace the phygital or physical/digital world. They prefer no-friction experience, seeking instant gratification. They pay with voice and buy on social media.

Open and adaptable, they eschew traditional confines. Their acceptance of gender fluidity sees men embracing jewellery. Fluidity extends to innovative combinations, from functional and smart jewellery to handmade and organic looks, and analogue/digital mesh ups. Misho’s brand of sculptural, functional jewellery embodies this concept.

Consumers in the Fragile mindset suffer from ‘infobesity’ and look to nature to reconnect with themselves. They seek tangible experiences such as multisensorial jewellery, calming motifs and soothing experiences. This group responds to organic and basic designs with a twist such as jewellery that represents nature but worn perhaps on a shoulder.

Privacy is a major concern hence bejewelled representations resonate with such consumers. Ewa Nowak’s jewellery that attempts to prevent AI facial recognition addresses this, while Esmay Wageman’s body jewellery that removes all sense of privacy reflects the other extreme.

Fierce Gen Z consumers are social activists who are upset with the state of the planet and are willing to take a stand. They expect a brand’s story to reveal how it contributes to a better world. Realistic and pragmatic, they respond to honesty.

Brands should involve these consumers in what they do and make them part of the solution. This particular group tends to gravitate toward second-hand gold, charms with messages as well as meaningful items. They are open too to renting vintage pieces instead of buying them outright.