Gen Z’s Path to Purchase

Our Exclusive Survey Explores How Social Media Influences the Customer Journey

Social media plays an important role in Gen Z’s path to purchase, but it’s still just one piece of the puzzle.

Key Question: How does social media influence Gen Z’s path to purchase?

KEY STAT: In the past six months, 39% of Gen Z clothing buyers have discovered a new apparel brand or product on social media—more than 10 percentage points higher than clothing shoppers of all ages.

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First Published on Nov 20, 2023


Blake Droesch


Sky Canaves
Senior Analyst, Retail & Ecommerce
Suzy Davidkhanian
Na Li
Director, Primary Research
Amy Rotondo
Director, US Research