Each generation seems less attached to ‘name brand’ marketing and customer loyalty than the last, and new research from Pinterest shows Gen Z is keeping that tradition alive. However, while Gen Z isn’t attached to brands, it’s their strict novelty-driven experience that makes them the most likely demographic to buy new products. According to the study, they bought 80% more new products than older shoppers. Gen Z is more attached to their individuality and experiences than other demographics and they use new products to form that reality. So where do they get their sense of identity? Momentive did a survey and found Gen Z said shopping sites, social media and friends were the most prominent influences on their shopping habits. They also look to social media and online influencers to stay up to date with the latest cultural trends.