Gen Z is changing the landscape of consumerism in beauty. The generation now expects brands to meet their demands, keep up with the latest trends, and create the best quality products at an affordable price. Although still very young, (ages between 11 and 26), Gen Zers have already lived through key worldwide events that influence their consumer choices—from the pandemic to the cost of living crisis and the rise of digital lifestyles, including social media and the metaverse. To further investigate Gen Z's beauty shopping habits, Mintel has revealed The Future of Consumer Behaviour in the Age of Gen Z report. Here are the key mindsets shaping the industry in the years to come:Financially FocusedDue to circumstances taking a strain on Gen Z's disposable income, it is now more important than ever for brands to connect with the generation in ways that catch their attention and are worth their money. The report highlights that Gen Zers are all at different life stages, with some depending solely on their parents due to inflation, while others are getting by with their own small disposable income.Forty-three percent of Gen Zers expect to cut back on nonessential spending, while a further 51% prioritize their finances and saving, with 61% of Gen Z women compared to 49% of men planning to focus on their finances. The cost of living is increasingly impacting beauty, with businesses such as Superdrug recognizing consumers' struggles, tackling the issue by appointing a Cost of Living Ambassador and freezing the prices of over 5,000 products.