Understanding Gen Z Consumer Behaviour

Grow your retail business by learning how to attract and engage a younger customer base.

The purchasing habits of Gen Z and Millennial consumers are becoming increasingly values-driven. In fact, according to a recent Drapers report, the percentage of Gen Z and Millennial consumers leaving behind brands or retailers that fail to align with their values increased from 40% in 2022 to 45% in 2023. 

How do we know this? Because we work with an established panel of young people – our Youth Network. Offering access to almost half a million young people through our community and those of our partners. We’re interested in their opinions and the things they value. Learning this is incredibly valuable for any retail business striving to meet the needs of younger customers.  

Young people invest in a brand and your story. Our work with the Sweaty Betty Foundation proved this when we helped them to empower women of all ages and backgrounds to adopt a healthier, more active lifestyle. To deliver this, we helped the charity establish the Girls Panel – a platform involving young people and trustees in a collaborative process to inform decision-making. Our key aim here was to ensure the foundation’s initiatives sparked engagement with young people.

Let us help you build on your brand story to help you build loyalty amongst a younger customer base.  

Hear From Our Clients


“Working with Participation People has been a game-changer for Sweaty Betty Foundation and our Girls Panel. Their executive coaching and consultancy empowered our team to listen to and value the voices of young people, resulting in transformative outcomes. Through their training, we gained invaluable skills and insights, enabling us to make more informed decisions and create programmes that truly resonate with our target audience. “

– Nicola Marshall, Director of Sweaty Betty Foundation

Retail Consultation

If you‘re a retail business looking to better understand Gen Z consumer behaviours, we recommend running a diagnostic session with our young people to dive deeper into their opinions and experiences. This allows us to identify your key pain points when it comes to engaging with young consumers and build a bespoke plan to help. 

From youth engagement training for your team and writing policies to workshopping initiatives and setting up youth panels, Participation People will work with you to truly embed youth voices into your organisational frameworks in a meaningful way.

Train your retail teams

Learn how to engage with Gen Z consumers in your marketing to the layout of your shop floor. Our training can pave the way for retail transformation. 

We have a range of courses that are delivered regularly and remotely. You can register for any course or discuss your training requirements with a member of our team, and we’ll be happy to advise you. 

Alternatively, we regularly deliver training in person to retail teams and key decision-makers. Learning in this way with your colleagues can be hugely beneficial. We train alongside some of our young people who deliver insight to growing a younger customer base and ensuring their needs as consumers are consistently met. 

Find your young people

We take our time to understand the retail businesses we work with and apply this knowledge to find the right people that fit your exact specifications e.g. Gen Z consumers – so you can make better, more informed decisions.

Our extensive database of Under-18 participants, who have all expressed an interest in giving their opinions, means we have a huge resource at our fingertips. These youth panels can work with you to inspire new ideas and facilitate real change.

Levelling Up Your Youth Engagement Training

NEW Digital Youth Engagement Training – Courses running in April, July & October 2024. Learn how to harness the power of digital platforms to engage with the younger generation.

Talk to us about youth participation