Considered to be the most connected generation yet, due to their exposure to technology and social media from a young age, Gen Z’s unique perspectives and values are redefining consumer trends. Their significant economic impact, estimated at $860 billion in 2024 and projected to reach $12 trillion by 2030, positions them as a key demographic for businesses to target.
By understanding their media habits, we can better tailor campaigns to Gen Z.
Insights and Gen Z Consumer Behavior
Mobile-First Mindset
Gen Z is a digitally native generation that relies heavily on mobile devices. Brands must prioritize mobile optimization to effectively elevate their digital presence and reach this demographic. Mobile devices are a central part of Gen Z’s lives, providing access to everything from the latest shopping trends to global news. Brands like Nike exemplify this mobile-first approach, delivering engaging content on platforms like Instagram, where the “View Shop” feature can be leveraged to increase product sales.
Social Media Influencers
TikTok and Instagram have become dominant search engines for Gen Z, influencing their participation in trends, the information received and diffused among the generation, and even what they purchase. Wielding more impact and trust than traditional celebrities, the effects of both influencers and micro-influencers are a key driver of Gen Z’s online behavior.
User Generated Content
Gen Z consumers prioritize user-generated content over traditional advertising. By encouraging and highlighting UGC, brands can build a sense of community, as well as strengthen brand credibility and identity. It is reported that UGC performs the best in terms of engagement metrics among Gen Z consumers.
Takeaways
It’s important to understand that Gen Z relies on their mobile devices for nearly everything: social networking, global event updates, entertainment, shopping and so on. For us, this means social media marketing is not solely about aesthetics, but rather crafting an experience that aligns with the multifaceted lifestyle of Gen Z. Capturing the spirit of this “mobile-first mindset” positions brands to reach this demographic where they are most frequently — on their phones. Cellphones have become the canvas for Gen Z’s creativity, the classroom for their education and the megaphone for their voices.
Gen Z prefer brands that are attuned to their digital-native lifestyle and adhere to social and ethical standards — authenticity and transparency are key. Strategic influencer partnerships, either local or on a global scale, can significantly bolster brand credibility and drive sales among Gen Z consumers. Even so, it has been reported that 50% of Gen Zers often view influencers as cyber friends or peers, as opposed to distant figures. Influencers don’t just promote products here, they shape purchasing decisions through creating engaging content that instills a sense of trust within this audience.
Brands that embody a similar mindset and create campaigns that reflect their own values facilitate a stronger relationship with this demographic, making it essential for markets to align their brand messaging with these same principles.
Why It Matters
In a society filled with multiple search engines, Gen Z is different because social media is their search engine. Visual learning is more appealing than traditional text-based learning, making TikTok and Instagram the new Google, while also setting the stage for how we define social media marketing strategies.
How to Win
In order to reach this audience, we must meet them where they already are. This operates on the notion that, given the substantial amount of time Gen Z spends on social media platforms, brands have a unique opportunity to engage with them in their preferred digital environments.
What This Looks Like
Releasing a new product? Post a step-by-step recipe on TikTok. Announcing a new clothing line? Post an outfit lookbook on Instagram. Regardless of the specific concept, companies that prioritize the creation of engaging, useful content and adapt to Gen Z’s evolving media consumption preferences will be successful.
Trends to Embrace in 2025
- Content Experimentation
The emergence of innovative opportunities on social media platforms is prompting organizations to abandon traditional marketing models in favor of a more entertainment-focused approach.This innovative approach challenges traditional notions of brand consistency. By adopting distinct voices and personas on social media, some teams are creating content that strays away from the brand’s established identity on other marketing channels. - Be Interactive in the Comments
Brands are increasingly participating in social media conversations, frequently commenting on other users’ posts. Strategically engaging with brands and users in the comments provides the opportunity to foster a community and expand audience reach, while developing a deeper identity and spirit for the overall brand.
- Social Commerce
The appeal lies in its convenience, enabling consumers to shop without leaving the platforms they already use. By streamlining the purchasing process, social commerce allows consumers to discover and buy products seamlessly within social platforms, creating a more immersive and direct shopping experience.
Create Campaigns That Click
As Gen Z is poised to become the largest consumer generation, understanding their preferences and tailoring content to their preferred platforms is crucial for brands seeking to connect with this demographic.
Prioritize authenticity and entertainment. Gen Z responds well to humorous, creative content that aligns with their experiences. To capture their attention, ensure your content is engaging, relevant and true to the brand’s identity.