Gen Z are sustainably minded in all areas of their lives, and this includes travel. They look for compelling and immersive content to inspire them. They are tech-savvy, heavy users of social media and rely on channels like TikTok and Instagram for word-of-mouth marketing. They use social media channels and OTAs extensively to purchase travel products. To reach them, you will need to create a bold personality, be inclusive and have excellent sustainable credentials.
To attract Gen Z, you must think like Gen Z. They are digitally connected and look for inexpensive, personalised experiences. They are educated about sustainable practices and want to make conscious decisions, so let them! Review your business practices and make positive changes. Use social media as a platform to relate with Gen Z.
Simply put, demonstrate to Gen Z that, by travelling with you, they will have less impact and a great experience.
Dr Natalie Semley, Senior Lecturer in Sustainable Tourism Management, Falmouth University UK
Generation Z spends time researching destinations and experiences. They rely on tips and advice from social media, influencers and bloggers. To reach this market, ensure you have a strong online presence and provide enough information online that explains your offering in detail.
There is growing interest in sustainable travel amongst this generation. They look for eco-friendly options and experiences that benefit local communities. Voluntourism is popular when travelling pre or post university.
Teresa Agovino, Environmental Engineer and Sustainable Tourism Consultant
Search
Enter search terms to find market research
Gen Z is the youngest consumer group today, aged between 12 and 27. They grew up with technology and use the internet extensively. They are aware of climate change and the urgent need for action regarding sustainability, and they are motivated to do their part to help save the planet. When they travel, they like to know their actions will have a positive effect on the places and people they visit. To reach them, local operators should be familiar with social media and online sales channels, as this is where Gen Z can be found.
European imports of the product groups that include plant pots have grown considerably in recent years. With about three-quarters of these imports coming directly from developing countries, Europe could be an interesting market for you. Demand is being driven by the need of consumers to feel close to nature and make their homes and outdoor spaces cosier. The middle to high-end segments offer good opportunities. You can target these segments by adding value to your products through decoration and artisanry. Sustainability is also important.
Demand for dried pineapple in Europe is currently affected by conflicting trends. Healthy snacking is helping to drive sales, while slow economic growth is negatively affecting consumer mood with respect to pricier products. Opportunities for new developing country suppliers can be found in large importing, processing and consuming countries such as Germany and the United Kingdom. A competitive advantage for emerging suppliers can be gained by offering lower-priced, quality products that stand out in terms of sustainability profile or other traits.
Nutmeg is traditionally used in a variety of foods, from gingerbread to sausages. Large importing and consuming markets presents export opportunities. Offering high-quality, safe and sustainable products will give you a competitive advantage. New suppliers must be able to compete with established suppliers from Indonesia.
The growing popularity of foreign cuisines and convenience has led to a growing range of spice mixes, sauces and condiments being used in the food industry and sold in supermarkets. These trends are important drivers for the clove market. Large importing and consumption countries like the United Kingdom and the Netherlands provide new opportunities. Offering low-pesticide and sustainable products can provide a competitive advantage. New suppliers must be able to compete with established suppliers from Madagascar and Indonesia.