Step into any conversation about the future of business, and one word dominates: Gen Z. They aren’t just another generation of shoppers,they’re a cultural force reshaping entire industries. From the way they discover products to the values they demand from brands, Gen Z is setting new rules for the marketplace.
Gen Z, born between late 90’s (1996-1997) and early 2000’s (2006-2010) Is a unique generation that has grown up in a hyper connected world. Their number being 2-2.5 billion approximately across the whole world. In fact Gen Z makes up about 40% of global consumers With an estimated $360 billion in spending power, Gen Z has already begun redefining what it means to shop, interact with brands, and shape cultural trends. From social commerce and influencer marketing to sustainability, their preferences are influencing everything from how businesses advertise to how products are designed.
So, what does it take to win over this savvy, socially conscious, & tech-driven generation?
Unlike their prior generation, Gen-Y or millennials, this generation grew up in a hyper-connected social media influenced world. They don’t Know a world before smartphones,Internet and social media or one click online shopping. Their decisions are influenced by social media rather than those traditional ads and peer reviews over brand’s messaging. They crave authenticity, demand inclusivity and expect companies to take a stand on social and environmental issues.
Let’s dive into the trends and consumer behaviors shaping the global market today
- The first ever digital generation
Gen Z is the first generation to have grown up entirely in the digital age. Unlike Millennials, who witnessed the internet revolution, Gen Z were born into a world where smartphones, high-speed internet, and social media were the norm. And as digital natives, they’re inherently comfortable with technology and expect seamless online experience. 98% of Gen Z owns a smartphone, and 70% of them prefer online shopping.
Gen Z loves shopping online! They prefer buying stuff they need on their phones or laptops instead of going to physical stores. This means brands need to make their websites and apps super user-friendly and fast, with easy and secure payment options.
Social media is not just a mere entertainment tool anymore, It’s a platform of buy and sell for Gen-z unlike older generation Gen-z prefers to buy through the direct platform rather than visiting one’s E-commerce website.
Instagram check-out, Tik-Tok stores and such live events on platforms like YouTube and Instagram attracts the generation more than anything. People tend to buy from small Social platforms based individuals promoting quality products rather than traditional old recognized brands who don’t put weight on quality and money- value.
According to research, 97% of Gen Z consumers use social media as their primary source of shopping inspiration. Brands that embrace social commerce and influencer-driven communities are more likely to be trusted and valued by the Gen-z.
For example, BACIAMI LIPS is a Tik-Tok based seller whose main focus is on various kinds of lip gloss ,skin creams and lotions.
2. Personalized products and brands and limited edition products.
Personalization makes a customer feel valued and Gen-z are grown up in an era where each social platform recommends and provides the content,products and experiences which are precisely tailored for them. As a result they expect brands to provide highly personalized products that emphasize one’s personality and uniqueness.
Strategies like Nike by you, virtual try on by L’Oreal, personalized phone case by Apple, Samsung, Google, AI power technology of Sephora. Even food companies offer personalization through share a Coke by coca cola, personalized candies of M&M. Each brand needs to offer personalization with their own unique approach depending on their industries and Target audience.
There is also a craze for limited edition products among Gen-z. They thrive on hype, inclusivity and scarcity. To avoid FOMO and get validation by social media Gen-z tends to buy exclusive limited edition products. Brands that capitalize on such trends can create a buzz, drive sales and build trust among these influential demographics.
Some examples like Samsung Galaxy x BTS, McDonald’s x BTS meals, Drunk elephant x Sephora, Gucci x Dapper Dan & Harry Potter kinder Joy are the evidence of successful strategic sales through collaboration and limited edition drops.
3. Values-driven consumption
Unlike older generations, Gen Z is deeply concerned about environmental issues and expects brands to take sustainability seriously. They demand brands to be involved in the improvement of society and have a Social responsibility. 67% of Gen Z prefers brands that are transparent about sustainability efforts.
Gen Z expects brands to be inclusive and socially responsible. They want to see real representation in advertising—not just token diversity, but authentic inclusivity in products, marketing, and corporate decision making.
Gen-z’s keen eyes for details gives them the ability to recognize between brands that are pretending and brands that actually Care about their social responsibilities. About 80% of Gen-z demography expects brands to take a stand for rarely discussed yet commonly faced issues like gender and race equality, mental health issues and others.
Brands like Fenty beauty and tirtir (a South Korean brand) have developed more than 50+ shades of their products to suit all skin types and colours. Also, a clothing brand Blogilates Aims to create comfortable and safe clothing while also keeping the product stylish and fashionable. The brand makes and sells their designed clothes for every size and shape.
4. Pragmatic and savvy consumers
Growing up while facing many economical crises, increasing student debts, increasing house cost and global pandemic, Gen-z are known for their Budget friendly and financially savvy behavior. They value affordability and financial flexibility.
They look for discounts and promo-codes, compare prices across various platforms before they make a single purchase.
Other solutions like Buy now, pay later and resale and rent communities have also made a certain growth as Gen-zs entered the world of consumers.
The resale and rental market has exploded thanks to Gen Z’s focus on sustainability, affordability, and individuality. Rather than buying new, they are turning to second-hand platforms and rental services.
Brands that integrate resale or rental models into their business strategies will gain a competitive edge in a market where Gen Z prioritizes sustainability over excessive consumerism unlike their predecessors who were inclined to splurge.
5. Prefers micro-influencers over big brands
Unlike millennials who were drawn to celebrity endorsed brands, Gen-z are more likely to follow Micro-influencer who engage directly with their audience and interact with them to make needed improvements. They make organic, natural and relatable content rather than giving a polished ad regarding the product.
Gen-Z relies on Real time reviews, online discussion and social proof before buying any product. In fact, 71% of Gen Z read at least three reviews before buying a product. This means that brands must encourage user-generated content, customer testimonials, and authentic engagement to build trust.
Another catch of Gen-z is their short attention span. Gen-Z have an average of 8 seconds of attention span. Hence, one should grab their attention in such a small time before they move on and Skip the content. Which has increased the need of entertainment based promotion rather than those traditional dreamy, highly inaccurate Ads
In conclusion,
To attract and retain Gen Z consumers, brands must:
1. Prioritize digital-first strategies. Optimize for mobile, social commerce, and seamless UX.
2. Emphasize sustainability and inclusivity. Transparency is key—greenwashing won’t work.
3. Offer affordability and flexibility. BNPL options and resale markets attract budget-conscious Gen Z shoppers.
4. Leverage micro-influencers and user-generated content. Authenticity matters more than big-name endorsements.
5. Capitalize on hype culture. Limited-edition drops, collaborations, and FOMO-driven sales work well.
Many modern brands and startups are dominating their industries by leveraging innovative marketing strategies tailored to Gen Z consumers. Companies and start-up like Tirtir, Nekoyanin, and Blogilates , Baciami Lips are setting new standards with their unique approaches and deep understanding of this tech-savvy, socially conscious generation.