Hardware Retailing The Industry's Source for Insights and Information
By Jim Robisch
While I was at the North American Hardware and Paint Association’s 2026 Independent Home Improvement Conference, which was excellent by the way, I heard hardware and home improvement dealers discussing a wide range of critical issues. Gen Z was one of them. There seems to be an obsession with most things about this generation. I have experienced and studied many generational transitions. I’m just not sure what the buzz is all about. What I do know is hoopla like this is the result of misunderstandings, typically rooted in a lack of accurate knowledge of the subject. So, let’s add some information to the discussion.
First, Gen Z is indeed different in many ways, but so was every generation that preceded them. It’s no different than when your generation, of which you may belong, became a relevant societal group. Yes, you were similarly perplexing the generations that preceded you. Boomers frustrated the Silent Gen. Gen X are constantly challenging. Millennials are a handful and now Gen Z is showing their influence. That’s just history repeating itself. But let’s move on from the hype and look at who and what Gen Z is.
Gen Z is commonly defined as ages 12-27, born around 1997-2012 (think about what was happening then), and generationally they follow Millennials. They are comprised of over 70 million people and account for over 20% of the U.S. population. Gen Z are mostly renters now; they earn less income than prior generations. What is important here is that they represent a large emerging customer base and pool of potential job candidates.
As for behavior, again, Gen Z is different. Most notably, they have existed all their lives with technology including the internet, smartphones and social media. These are quite different influences than prior generations. But Gen Z also maintains many values of Boomers, Gen X and Millennials.
The Home Improvement Research Institute (HIRI) reports that Gen Z is becoming highly active in home improvement, noting the generation is hands on and oriented towards adaptable spaces, and reports significant activity in garages and outdoor areas. Over 60% percent reported having completed some type of home improvement activity in the past year. They are doing more repairs and renovations than other generations. Not surprisingly, they share similar concerns with all generations regarding the economy, inflation and their personal finances. Gen Z are price and value shoppers. They are accustomed to online shopping and speedy home delivery of what they purchase but still value the in-store shopping experience.
In short, I see Gen Z providing two major opportunities. First and simply, they have become our newest and fastest growing customer market. Second, although less experienced, they represent an advanced, well-informed and tech-savvy group that can help businesses respond to a rapidly changing world, consumer market and retail management needs. Although a bit dark, you also have to acknowledge that Gen Z folks are the replacement for the Silent Generation (age 81 plus) and Boomers who are dying off.
In closing, I would recommend you embrace Gen Z. Involve them in appropriate aspects of your business. Give them responsibilities and challenges. Listen to what they are saying. Let them execute “their way.” The truth is you really have no choice. You need Gen Z to optimize your revenue growth and managerial potential. Gen Z is a big part of your future whether you like it or not.
Til next time.
