Generation Z is here, ready to redefine popular culture and shake up market trends. The generation, born roughly from 1996 to 2010, is made up of more than 90 million Americans and already accounts for $44 billion in buying power. By 2020, Gen Z will represent 40% of all consumers.

This rising demographic is pretty different from its predecessors, the millennials. Because the oldest members were just 11 when the 2008 Great Recession hit, Gen Zers developed frugal spending habits – valuing quality items at low prices.

Gen Zers are true digital natives, born into the internet and social media. This means Gen Zers are hyper-engaged, constantly consuming and cross-referencing information to score the best deals online. Compared to 55% of millennials, 63% of Gen Z report shopping online in order to save time, according to research by professional services firm EY. While information may be unlimited, Gen Z recognizes the limitations and value of time.

Here are a few trends promotional products professionals can use to attract Gen Z customers as their presence grows in the marketplace.

Online everything: Gen Zers are less likely than millennials and older generations to take advantage of a brand’s loyalty and reward programs, preferring to hunt the web for the best deals on their own, according to EY’s study. This generation prefers shopping online, valuing efficiency, lower pricing and free shipping in particular.

Custom patches and pins: Gen Zers love to express their individual, dynamic truths. The group is less label-conscious than older generations, opting instead to wear items that share their identity and can then be promoted on social media platforms. Customized patches and pins, expressing pithy social and political messages, are a great item to offer Gen Z.

Unisex apparel: Gen Zers value inclusivity and open dialogue. Nearly half (48%) say they value brands that don’t classify items as male or female, according to research by consulting firm McKinsey & Company. For the promotional products industry, that could signal a shift back toward unisex apparel and accessory options.

Eco-friendly apparel: Gen Z also wants to make a positive impact on the world and prefers to support brands that take a stand. Tap into this idealism by offering eco-friendly items, like apparel made from recycled polyester or organic, sustainable cotton.

The bottom line is that Gen Z wants to be true, be real. This is the most ethnically diverse generation in history, and that matters to them. When curating your business online and on social media, remember that 63% of Gen Z say that friends are their most trusted source for product recommendations, according to the McKinsey research. And EY’s study found that Gen Zers are more influenced by “real people” like online video bloggers than traditional celebrities. Don’t try to appeal to this demographic by using texting acronyms or trending memes. The best way to attract this upcoming group of consumers is to be authentic.