As Generation Z, born between 1997 and 2012, grows into a more dominant force in the global workforce and economy, marketers must adapt to their unique traits. By 2025, Gen Z will represent 27% of the global workforce, making their preferences pivotal for shaping marketing strategies. Let’s explore the trends driving their behavior and how brands can stay relevant.
Social Media: The Core of Gen Z’s Engagement
Gen Z lives and breathes social media, dedicating hours daily to platforms like Instagram, TikTok, and YouTube.
Instagram: With 71% using it daily, it's a hub for trends, products, and connections.
TikTok: Known as the epicenter for viral culture, it captivates 73% of Gen Z daily.
YouTube: A go-to for deeper content like tutorials and reviews, engaging 65% daily.
Marketers should leverage these platforms to share snackable, fun, yet educational content. Short-form videos, Reels, and creative campaigns can capture their fleeting attention spans.
The Power of Content Creators
Gen Z trusts creators for recommendations more than traditional advertising. This generation values authentic partnerships, and influencers like Charli D’Amelio or MrBeast show how relatability and purpose resonate deeply.
To connect with Gen Z, brands should prioritize partnerships with influencers who align with their values. Authenticity is non-negotiable, as Gen Z can easily detect forced collaborations.
Shopping with Purpose
Gen Z’s shopping habits revolve around convenience, sustainability, and shared values. Brands like Patagonia (environmental advocacy) and Fenty Beauty (inclusivity) are prime examples of businesses thriving by aligning their practices with Gen Z’s priorities.
Creating user-friendly online experiences, offering transparency in business practices, and supporting social causes are all ways to win over this generation.
Fashion Trends
Driven by individuality and sustainability, Gen Z embraces trends like thrifting, upcycling, and gender-neutral clothing. TikTok plays a massive role in these shifts, inspiring bold fashion cycles and the rise of second-hand shopping platforms like Depop.
What Marketers Should Do
To succeed in 2025, marketers must:
Focus on authenticity and transparency.
Partner with creators who embody their audience’s values.
Deliver engaging, visual content tailored to short attention spans.
Prioritize sustainable practices and inclusivity in messaging and actions.
By embracing these strategies, brands can not only connect with Gen Z but also foster lasting loyalty in an increasingly competitive landscape.
Key Takeaways
Social Media Dominance: Gen Z spends significant time on platforms like Instagram, TikTok, and YouTube. Short-form, engaging, and educational content is essential for capturing their attention.
Influencer Trust: Authentic content creators resonate more with Gen Z than traditional ads. Partner with influencers who align with your brand’s values to build trust.
Purpose-Driven Shopping: Gen Z supports brands with sustainable practices, inclusivity, and shared values. Transparency and ethical initiatives are crucial to winning their loyalty.
Evolving Fashion Trends: Sustainability and individuality drive Gen Z’s fashion choices, including thrifting and gender-neutral styles. Platforms like TikTok and Depop fuel these trends.
Actionable Strategies for Marketers:
Emphasize authenticity and transparency.
Leverage short-form video content tailored to Gen Z’s attention span.
Focus on sustainability and inclusivity in branding and products.
Expert Insight
Gen Z represents a unique blend of digital savviness, social consciousness, and individuality. To succeed in 2025, brands must meet them where they are—on social media, embracing authentic creator collaborations, and prioritizing sustainability. By aligning marketing strategies with Gen Z’s values and habits, brands can foster deep, lasting connections with this influential generation.
