Generation Z Rejects Luxury: Why Zoomers Boycott Brands

One of the reasons is the rapid rise in prices, notably for Louis Vuitton products, which have surged by 90% since 2019. This has sparked outrage among Zoomers. Other values that Generation Z appreciates include sustainability, ethical production, and social responsibility, as emphasized by David Patterson.

Members of Generation Z are changing their consumption habits by refusing to shop at luxury boutiques. Experts have concluded that traditional marketing strategies no longer work with young people, who value principles over status. This is stated in a piece by 'The Business of Fashion', citing 'Hlavkom'.

Entertainment and Uniqueness Over Status

Zoomers grew up in the era of digital technology and heightened activity, which is why traditional advertising and glossy magazines are losing their effectiveness. As content consultant Grace Andrews puts it, without entertainment, consumers lose interest.

Marketers need to change their communication, develop resale strategies, improve brand stories, and experiment with digital content to capture the attention of future buyers. Meanwhile, Zoomers are reviving the popularity of compact digital cameras, purchasing both new and used models that cost around $100.

Members of Generation Z are rejecting purchases from well-known brands like Louis Vuitton due to the rapid price increases. They value sustainability, ethical production, and social responsibility. Marketers should focus on entertainment, resale, and digital content to attract the attention of a target audience that values uniqueness more than status.