A third of zoomers made financial decisions under the influence of bloggers

Another driver of spending is the fear of missing out (FOMO, Fear of Missing Out). More than 70% of respondents have at least once bought something under the influence of this effect.

At the same time, Generation Z also shows signs of rationality. 64.8% of respondents have a regular and predictable income, and 58.6% consider themselves fully or somewhat financially independent. Almost half of the respondents (46.6%) view BNPL services ("buy now, pay later") as a "trap for the impulsive" that should be avoided.

A New Type of Consumer

It was previously reported that Generation Z is forming a new consumer image, differing from previous generations not only in purchasing habits but also in attitudes toward purchases as such. Young buyers more often purchase flowers, sweets, and gifts — for themselves and loved ones. They are willing to spend larger sums on such purchases and place increased demands on service quality, convenience of online services, and personalization.

Implications for Business

For companies working with a young audience, the study's data provides clear guidelines. Influencer marketing remains one of the most effective channels for reaching Generation Z: the audience not only watches financial content but also acts in accordance with bloggers' recommendations. At the same time, there is a growing demand for transparency — a significant portion of zoomers verify information, and almost half are wary of credit mechanisms like BNPL.

Companies that combine a social media presence with honest communication about price and conditions gain an advantage in the competition for this segment's loyalty. Ignoring the influencer channel for working with the 18–29 audience today means losing more than a third of potential customers at the decision-making stage.