Generation Z consumption trends in 2025

Generation Z consumption trends in 2025

Understanding Gen Z consumer trends is crucial for marketers looking to connect with this dynamic demographic.

As the most connected generation yet, they are often called “digital natives” due to their familiarity with technology from an early age. While it’s tempting to think of Gen Z as a homogenous group, they are actually very diverse. Understanding what drives them is key to any marketing strategy targeting this group.

How Generation Z interacts with brands

Generation Z is the first generation to be completely raised in the digital age, meaning their interaction with brands happens primarily on online platforms. Social media has a significant impact on how they perceive brands, and they often base their purchasing decisions on influencer marketing strategies and social media initiatives. However, this reliance on digital interactions can also lead to a more superficial understanding of products, although it allows for rapid dissemination of information.

Social media engagement: Gen Z uses platforms like Instagram, TikTok, and YouTube to discover products and interact with brands. They prefer authentic content, often user-generated (UGC), where real customers share their experiences. They also value brands that prioritize topics like sustainability, inclusivity, and social issues—essential for building brand loyalty.

Purchasing Patterns: When it comes to Gen Z consumption, they prefer online shopping. They seek convenience, expecting seamless experiences across all their devices. According to a study by the National Retail Federation (USA), 80% of Gen Z prefer shopping online rather than visiting physical stores. This preference ties in with their desire for efficiency, as they find it easier to research and compare products online. However, some still enjoy the tactile experience of shopping in person, although most lean toward digital platforms.

Social networks are your living and learning space

Gen Z doesn’t just use social media, they live on it. Platforms like TikTok, Instagram, and YouTube are their digital stomping grounds, where they find inspiration, discover new brands, and learn skills thanks to the countless tutorials available.

For this generation, social media isn’t just entertainment; it’s their classroom, their shopping mall, and their social space all in one.

What works:

  • Short, entertaining, and educational content. TikTok, Instagram Reels, and YouTube Shorts are great for capturing their attention, while long-form YouTube tutorials or product reviews deepen engagement.

What doesn’t work:

  • Overly produced or overly polished content. Gen Z prefers what is real, relatable and authentic over staged perfection.

Influencers are your shopping buddies

Gen Z takes influencer recommendations seriously, but only if they come from someone they trust.

For them, influencers are not salespeople in disguise, but trendsetters, educators and virtual friends.

They follow influencers for inspiration and entertainment, but they don’t hesitate to tune out if something doesn’t feel genuine. For this generation, authenticity isn’t optional, it’s a rule.

What works:

  • Partner with influencers who authentically align with your brand and audience’s values. Focus on creators who prioritize building real connections with their followers. Gen Z needs to feel like influencers actually use and believe in the products they promote.

What doesn’t work:

  • Forced collaborations or overly commercial partnerships that seem transactional. Gen Z can spot a lack of authenticity from afar.

Shopping is about values ​​(not just deals)

Generation Z consumption is personal.

It’s not just about price or convenience, but about aligning yourself with brands that reflect your ethical principles and values.

Whether it’s sustainability, inclusion or commitment to social causes, this generation expects brands to do more than just sell products. They want to know what you stand for and whether your actions back up your narrative.

What works:

  • Honest stories about your brand’s values ​​and actions. Highlight efforts such as sustainable practices, inclusion, or community contributions.

What doesn’t work:

  • Greenwashing or empty sustainability claims. If your brand can’t back up its messages with evidence, Gen Z will let you know.

Fashion is your canvas

For Generation Z, fashion is about self-expression, not just looking good.

Their fashion purchasing behaviour is marked by individuality, sustainability and the mix of old trends with modern twists.

They see fashion as a creative space and expect brands to embrace this mindset with innovative and inclusive options.

What works:

  • Customisable, eco-friendly and inclusive options. Collaborate with creators who embody these values ​​and connect with Gen Z’s preference for individuality.

What doesn’t work:

  • Fast fashion campaigns that ignore sustainability or individuality. This generation expects more from brands in this area.

Entertainment is non-negotiable

If there’s one thing Gen Z hates, it’s boredom. Whether scrolling through TikTok or watching YouTube, this generation expects brands to entertain, surprise or make them laugh. If you can do all three, you’re on the right track.

Entertainment is the ultimate hook for Gen Z, and the brands that succeed are the ones that manage to integrate fun into their marketing.

What works:

  • Humor, pop culture references, and interactive formats. From a witty tweet to a TikTok challenge, Gen Z connects with brands that don’t take themselves too seriously.

What doesn’t work:

  • Content that is too corporate or rigid. They want to laugh, interact and feel like they are part of the conversation, not just a sales object.

How to Win the Loyalty of Generation Z

Addressing Gen Z isn’t about following trends; it’s about leading with values, creativity, and authenticity.

They want brands that make them feel seen, understood and inspired, whether through entertaining TikToks or real commitments to sustainability.

For marketers, this represents an opportunity to innovate, be creative and build genuine connections with a generation that is changing the rules of the game.

Understanding Gen Z consumer behavior is essential for brands looking to thrive in 2025. Their preferences and purchasing habits are shaped by technology, social issues, and a desire for authenticity. By aligning your strategies with their digital lifestyle, you can create influencer-driven campaigns and foster lasting connections.

By understanding these trends and adapting your marketing strategies accordingly, businesses can position themselves to thrive in an ever-evolving marketplace.

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