The second most trusted resource for Generation Z is product reviews on Amazon or similar sites. Leverage this knowledge by regularly posting genuine positive reviews from real customers to your social media accounts.

With 61 million Gen Zers entering the workforce, this research study reports that 68% of Gen Z read at least three product reviews before making a first-time purchase with their own money and even more surprising: 16% of Gen Zers read nine or more product reviews before making a first-time purchase with their own money.

When Gen Zers are looking for a product, they want the opportunity to shop through social media platforms when they go online. Your brand should have an impressive and immersive product experience exposed through social media.

And talking about products, let’s talk about the very act of consumption. Consumption has also gained a new meaning, as this McKinsey research about Gen Z concludes:

“For Gen Z—and increasingly for older generations as well—consumption means having access to products or services, not necessarily owning them. As access becomes the new form of consumption, unlimited access to goods and services (such as car-riding services, video streaming, and subscriptions) creates value. Products become services, and services connect consumers.”

Traditional consumer-goods companies should consider creating platforms of products, services, and experiences that aggregate or connect customers around brands. This allows a better and more personal relationship with consumers.

Finally, consumers increasingly expect brands to “take a stand.” The point is not to have a politically correct position on a broad range of topics. It is to choose the specific topics (or causes) that make sense for a brand and its consumers and to have something clear to say about those particular issues. In a transparent world, younger consumers don’t distinguish between the ethics of a brand, the company that owns it, and its network of partners and suppliers. A company’s actions must match its ideals.

Gen Z consumers are mostly well educated about brands and the realities behind them. When they are not, they know how to access information and develop a point of view quickly. If a brand advertises diversity but lacks diversity within its own ranks, for example, that contradiction will be noticed.

70% percent the respondent of the above mentioned research say they try to purchase products from companies they consider ethical. 80% percent say they remember at least one scandal or controversy involving a company. About 65% try to learn the origins of anything they buy—where it is made, what it is made from, and how it is made. About 80% refuse to buy goods from companies involved in scandals.

As reported in The New York Times, centennials’ attention span is very short, and they bounce rapidly among their smartphones, tablets and computers, with very low tolerance for traditional advertising. They are used to sensory overload, so they need much less time to filter through information.

The agency Publicis estimates that centennials’ attention span is just eight seconds, while millennials can concentrate for about 12 seconds. “To reach Gen Z effectively, you’ll need to communicate like they communicate. Gen Z expect to receive short and frequent messages, so you must deliver messages frequently and easily (both easier to understand and easier to digest). With centennials using a more intuitive, visual language than older generations (think emojis), you’ll also need to think about communicating through images,” says an article on Publicis’ “Tomorrow´s Target: Marketing to Centennials.”