who — through no fault of their own — have grown up addicted to the internet.  Gen Z is a generation free from the confines of gender, where the boundaries between online and offline are more blurred than ever before. So where does that leave retailers? Diversity of all shapes, sizes, and genders Gen Z is clamouring for diversity, whether it’s in the sizes of models shown on retailers’ websites, racial diversity in advertising campaigns, or the visibility of people with disabilities.  If retailers want to embrace Gen Z, they need to embrace this generation’s fluidity in their shopping habits. Gone are the days of strict gender boundaries, with women just as comfortable shopping in the men’s section as men are in the women’s. This aligns with research from Gallup, which found one in six Gen Z individuals report being either transgender or queer, compared to one in 10 millennials.  Fashion retailers should also focus on showing their clothes modelled in a range of sizes, instead of sticking to the stock-standard XS model, which doesn’t represent the majority of customers.  A new generation of social marketing Traditional marketing strategies are unlikely to attract the attention of Gen Z, who are famously glued to their phones. Social media is the way forward, but it’s not enough to simply convert your existing TV or online ads and slap them on social.  According to research from Cassandra, Gen Z want to be engaged by real people, especially in advertising where they are nearly twice as likely to want to see ‘real people’ than celebrities (63 per cent vs. 37 per cent). Retailers should consider social strategies that utilise smaller, more authentic influencers and user-generated content (UGC) that feels more ‘real’ than a typical advert. Platforms such as TikTok and YouTube are great choices that are beginning to hold more inherent trust than the ‘filtered’ perfectionism of Instagram.  Catering to individuality Research from McKinsey and Company found that 58 per cent of Gen Z are willing to pay more for products and services that highlight their individual personalities.  While Gen Z are not necessarily keen on products with huge labels slapped on them, they are more likely to be attracted to cult products with underground legions of online fans.  This is especially true when it comes to sustainable and eco-friendly products, which not only reflect their personalities, but their core beliefs and understanding of the world around them.  CBD and wellness trends  The legalisation of cannabis is set to become an increasing focus for Australian retailers, with the down-scheduling of CBD for over-the-counter access the first step on the road.  Retailers are already jumping on changing attitudes with ranges of leaf-adorned products seen on shelves. Others are looking to the wide range of CBD products available overseas as an inkling of what’s to come. Makeup ends where jewellery begins This generation is more willing to express their individuality through what they wear than any other generation, and are keen to experiment with many different types of products and product categories.  Shows like Euphoria have had a huge influence on the way Gen Z dress and look, speaking to the unfiltered way this generation thinks about dressing up. Glitter, bright colours, and 3D jewels blur the boundaries between jewellery and makeup, and all genders have embraced colourful earrings, necklaces and nail polish.  With this summer’s festival season in full swing, boosted by the return of overseas acts on our shores, this fun, playful attitude looks set to continue for the foreseeable future. Retailers of all stripes can jump on board, from fashion to beauty to accessories.