The Complete Guide to Marketing to Gen Z in 2025: What Really Works

Bottom Line Up Front: Gen Z is expected to outnumber millennials on Instagram with a 72.5% penetration rate by 2025, making them impossible to ignore. By 2025, Gen Z will account for 27% of the global workforce, significantly amplifying their economic influence. The playbook has changed—here’s how to win their attention and loyalty.

The Gen Z demographic spans those born between 1997 and 2012, creating a fascinating paradox: the youngest members are still in middle school while the oldest are establishing their careers and making significant purchasing decisions. They make up 32% of the global population, with 68.6 million in the U.S., representing the most diverse generation in history.

What sets them apart isn’t just their age—it’s their fundamental relationship with technology and commerce. They’re not just digital natives; they’re digital architects, reshaping how brands must think about marketing, authenticity, and consumer engagement.

The Mobile-First Reality: Beyond the Smartphone Screen

75% of Gen Zers choose mobile devices as their go-to tech, but this statistic barely scratches the surface. Ninety-eight percent own a smartphone, spending over 4 hours daily on apps like TikTok, Instagram, and YouTube.

This mobile obsession has created what we call “micro-moment commerce”—instant decisions made during brief scrolling sessions. 32% of transactions completed by Generation Z consumers take place via mobile devices, and they’re unforgiving when technology fails them. 62% of Gen Z consumers will not use a website that is too slow.

For brands, this means mobile optimization isn’t optional—it’s survival. Your entire customer journey, from discovery to purchase, must work flawlessly on a smartphone screen. As we’ve previously explored in our Gen Z marketing strategies guide, this generation “will not wait for a website to load or look for a workaround if there is a glitch on the site obstructing their sale.”

The Platform Power Shift: Where Gen Z Actually Spends Time

The social media landscape has evolved dramatically, and Gen Z’s platform preferences tell a compelling story about where marketing budgets should flow.

TikTok’s Continued Dominance

73% of Gen Z use “the clock app” daily, making TikTok their primary entertainment and discovery platform. More importantly, 39% of female Gen Z consumers are more likely to purchase a product after viewing it on TikTok. The app has evolved far beyond dance videos—it’s now a powerful product discovery engine that drives real purchasing decisions.

Instagram’s Evolution

Instagram remains crucial, with Gen Z expected to dominate the platform by 2025. However, they’re primarily engaging through Stories and Reels rather than traditional feed posts, seeking authentic, unpolished content over highly produced imagery.

YouTube’s Staying Power

With 65% engaging with YouTube content daily, the platform remains essential for deeper product education, tutorials, and reviews. Gen Z uses YouTube differently than previous generations—they’re seeking authentic product experiences and honest reviews from creators they trust.

The Creator Economy: Micro-Influencers Rule

The influencer landscape has fragmented, and Gen Z’s preferences reflect a desire for authentic connection over celebrity endorsement. Micro-influencers resonate with 73% of Gen Z, offering relatable and trusted recommendations.

58% follow creators primarily for entertainment, while 49% do so to learn about new things. This dual purpose—entertainment and education—is crucial for brands to understand. The most effective partnerships blend both elements seamlessly.

The shift toward micro-influencers also aligns with Gen Z’s skepticism of traditional advertising. They can spot sponsored content from miles away and respond better to creators who genuinely use and recommend products rather than those reading obvious scripts.

Shopping Behavior: The Research-First Generation

Despite being called impulsive, Gen Z actually approaches shopping with remarkable caution and intention. They research extensively before purchasing and value authenticity above all.

Key shopping behaviors include:

• Social Commerce Integration: 48% of Gen Z consumers plan to make more purchases through social media in 2025 compared to 2024, with TikTok Shop leading the charge, followed by Instagram Shops and Facebook Shops.
• Review Dependency: 67% depend on online reviews for purchases, and user-generated content is their go-to for authenticity. 46% of Gen Z are deterred from buying products if they cannot access independent reviews or information.
• Omnichannel Expectations: 88% of Gen Z consumers are omni-channel shoppers where they use both retail and online stores. They expect seamless transitions between online discovery and offline purchase experiences.
• Personalization Demand: 87% of Gen Z consumers would like a personalised shopping experience. Generic marketing messages fall flat with this generation—they expect brands to understand their individual preferences and needs.

Values-Driven Commerce: Beyond the Transaction

Gen Z doesn’t separate their purchasing decisions from their values, creating both challenges and opportunities for brands.

Inclusivity as a Baseline

Gen Z are far more supportive of issues including gender and trans rights than their predecessors, with 50% of the demographic reporting that they believe society is not doing enough to accept those who don’t adhere to traditional gender roles and expectations.

As we’ve detailed in our analysis of Gen Z subcultures in affiliate marketing, successful brands like Fenty Beauty have “received praise for its extensive range of foundation shades that cater to diverse skin tones. This inclusivity resonates with Gen Z’s desire for representation and has contributed to the brand’s success.“

Sustainability Expectations

Gen Z aren’t any more likely than other consumers to pay extra for eco-friendly products. They expect brands to step up, but without passing the cost onto them. This creates a challenging dynamic—they want sustainable practices but won’t pay premium prices for them.

The solution lies in making sustainability part of your core business model rather than an expensive add-on. Gen Z loves second-hand shopping, presenting opportunities for brands to embrace circular economy principles.

Mental Health Awareness

Over 60% of Gen Zers place a high importance on mental health and well-being, preferring to engage with brands that support mental health initiatives and demonstrate care for their customers’ well-being. This extends beyond surface-level support to genuine community building and resource provision.

Technology Adoption: The AR/VR Frontier

Gen Z’s relationship with emerging technology offers a glimpse into the future of marketing. AR and VR adoption is rising, with three in five Gen Zers exploring immersive experiences like virtual try-ons, and 47% of Gen Z engages with AR/VR experiences, viewing them as integral to digital life.

Brands that experiment with AR filters, virtual product trials, and immersive experiences are positioning themselves for the next wave of consumer engagement. Generation Z is excited by experiences that bring digital content closer to the real world and over half are willing to pay for enhanced or immersive content experiences.

The Content Formula: Short, Authentic, Interactive

The content preferences of Gen Z have crystallised around three key principles:

Brevity Wins: The appetite for long-form content has diminished significantly among younger consumers. They prefer snackable content that delivers value quickly.

Authenticity Over Production Value: 55% of Gen Z find that exclusive content like behind-the-scenes videos or tutorials enhances a brand’s appeal. Raw, unfiltered content often performs better than highly polished productions.

Interactive Elements: Interactive elements—like polls, quizzes, and Q&A sessions—have become essential parts of their media experience for over 43% of respondents. Gen Z values two-way communication and thrives on interactivity.

Economic Realities: The Value-Conscious Spenders

The economic backdrop shapes much of Gen Z’s behavior. Making money is important to them but so is finding meaningful work and well-being. They are looking for careers with the right balance of these factors.

Cost of living concerns remain paramount, influencing both their spending patterns and their expectations from brands. They’re looking for genuine value—not just low prices, but products and services that deliver meaningful benefits for their investment.

They prioritise experiences over material things and they’re far more likely to scroll and shop on their phones than browse in-store. Travel, dining, and entertainment are all contenders for their discretionary spending, with 30% of Gen Z outside of China turn to social media for travel inspiration, including domestic trips.

Future-Proofing Challenges: AI and Digital Fatigue

Gen Z’s relationship with artificial intelligence reveals important nuances for marketers. Gen Z is worried about AI use and view it as untrustworthy, creating challenges for brands increasingly relying on AI-powered personalisation and content creation.

The key is transparency. When AI is used in marketing or customer service, brands need to be upfront about it while ensuring the technology genuinely improves the customer experience rather than replacing human connection.

Additionally, 57% of Gen Z took a detox in 2023 and 63% planned to in 2024—the highest of any generation. This digital fatigue suggests that while Gen Z is highly connected, they’re also consciously managing their digital consumption, making it even more important for brands to provide genuine value when they do engage.

Actionable Strategies for 2025

Based on these insights and trends, here are the priority strategies for marketing to Gen Z in 2025:

• Mobile-First Everything: Ensure every customer touchpoint works flawlessly on mobile. Test obsessively and optimise for speed. Remember, 62% will abandon a slow website immediately.
• Creator Partnerships Over Celebrity Endorsements: Invest in authentic relationships with micro-influencers who genuinely align with your brand values. Focus on long-term partnerships rather than one-off campaigns.
• Social Commerce Integration: Optimise for in-platform purchasing, particularly on TikTok and Instagram. Make the path from discovery to purchase as frictionless as possible.
• Transparency and Authenticity: Be honest about your practices, values, and even shortcomings. Gen Z can spot inauthentic messaging instantly and will call it out publicly.
• Interactive Content Creation: Build two-way conversations into your content strategy. Use polls, Q&As, and user-generated content to create genuine engagement.
• Value Demonstration: Clearly communicate the practical benefits of your products or services. Focus on how you’re solving real problems or improving their lives.

As we’ve emphasised in our comprehensive affiliate marketing insights, successful marketing to any generation requires understanding their unique perspectives and adapting strategies accordingly. With Gen Z, that means embracing their digital-first, values-driven, authenticity-seeking approach to commerce.

The brands that succeed with Gen Z won’t be those that simply adjust their tactics—they’ll be those that fundamentally rethink their relationship with consumers, prioritizing genuine value creation over traditional marketing manipulation. In a generation that’s grown up with unlimited choice and instant access to information, only the most authentic, valuable, and respectful brands will earn their loyalty.