How to Market to Generation Z

By: Dresden Bouman

The rise of Generation Z (born 1997-2012) is reshaping marketing and as of 2025, they represent one of the most significant consumer groups in the world. So, what do brands need to know to successfully market to Gen Z? 

What You Need to Know About Gen Z

Gen Z is a very diverse and tech savvy generation with different shopping behaviors and values. They’ve grown up with smartphones and social media, making them experts in navigating the digital world. But beyond the phone, they’re also very aware of social issues and almost demand authenticity and transparency from the brands they consume.

Stats About Gen Z:

• They make up over 20% of the U.S. population, with approximately 68 million people.

• Over 90% of Gen Z owns a smartphone, and they spend a significant portion of their day on social media.

• Almost half of Gen Z compares prices before making a purchase, often using platforms like Amazon and SHEIN to find the best deal.

• 60% of Gen Z prefers to buy from brands that are socially responsible and demonstrate clear values of diversity and inclusion.
  

  Gen Z Shopping Behaviors

  Social Media
  Social media plays such a huge role in Gen Z's purchasing decisions. In fact, 39% of female Gen Z consumers are more likely to buy a product after seeing it on TikTok or Pinterest. Other platforms like Instagram and YouTube are also highly influential in shaping shopping habits. 

  Sustainability
  Gen Z is somewhat concerned with sustainability. Over 60% of Gen Z shoppers consider secondhand items before buying new. This generation prefers products that are ethically made and environmentally friendly, making sustainability a must for brands. Products who test on animals have lost a significant amount of customers after Tik-Tok influencers exposed them for this.

  Price Sensitivity and Financial Caution
  With many Gen Z members still in school or early in their careers, affordability is a huge concern for them. About 33% of Gen Z reports feeling financially insecure, so they prioritize affordable purchases.

  How to Market to Gen Z

  Be Real
  Gen Z has a very strong radar for inauthenticity. Brands that don’t promote Gen Z’s values have a huge risk of being ignored by that generation. Transparency is differently crucial whether it's about how the environment is affected or who they hire.

  Creative Fun Video Content
  Platforms like TikTok, YouTube and Instagram are where Gen Z spends most of their time.Short form videos are definitely the best way to get their attention. Behind the scenes footage, product demos and influencer partnerships all perform well with this audience. Anything that's creative and short will most likely do well.

  Interaction
  Responding to comments and creating a community through social media are all ways to build a deeper connection with a brand's audience. Brands often comment on random TikTok videos to gain attraction.

  What makes Gen Z different from other generations?
  Gen Z has grown up with digital technology, making them experts in navigating the online world. They’re also more socially aware and expect brands to align with their values.
  Does Gen Z trust influencers?
  Gen Z follows influencers, but they honestly prioritize authenticity. They’re more likely to trust influencers who seem real, transparent and relatable. Influencers get canceled day in and day out so if working with an influencer track their name in the media consistently. 

  Which social media platforms do best?

  TikTok, YouTube and Instagram are the top platforms for Gen Z.

  Although snapchat isn't known for their ads they do make it easy for brands to get seen.  

• https://analyzify.com/hub/marketing-to-gen-z#:~:text=Yes%2C%20Gen%20Z%20generally%20responds,with%20the%20brands%20they%20endorse.

• Nahai, Nathalie. Webs of Influence: the Psychology of Online Persuasion. Pearson Education Limited, 2017.