Gen Z is rewriting the rules of marketing, no exaggeration.
Born between 1997 and 2012, they’re the first generation raised in the glow of smartphones, memes, and TikTok trends.
By 2025, they’ll make up 27% of the global workforce, which means their influence on our wallets, wardrobes, and even dinner plates will only grow.
The catch? Winning over Gen Z isn’t as easy as posting a trendy video or using “✨aesthetic✨” in your captions. They’re smart, value-driven, and have no time for brands that don’t keep it real.
If you want to connect with them, you need to understand what makes them tick and what makes them scroll.
Table of Contents
Before you dive into campaigns, let’s talk about what matters to this generation.
They’re not just mindlessly liking posts or shopping impulsively. They’re deliberate, curious, and deeply connected to their values.
Later’s in-house research team shared some of their insights into Gen Z behavior that they’ve collected from interviews and surveys directly with them – and there is so much you can’t miss.
Here are five key insights you need to know to meet them where they are (hint: mostly online).
#2: Influencers Are Their Shopping Buddies
Gen Z takes influencer recommendations seriously, but only if they’re coming from someone they trust.
For this generation, influencers aren’t marketers in disguise; they’re trendsetters, educators, and (virtual) friends.
Gen Z follows influencers for inspiration and entertainment, but they won’t hesitate to click away if something feels off. Authenticity isn’t optional, it’s the rule.
The Stats:
Our research in Gen Z trends shows that
58% of Gen Z follows influencers for entertainment.
49% rely on influencers to discover new products.
What Works:
Partnering with influencers who authentically align with your brand and audience values. Focus on creators who prioritize building real connections with their followers.
Gen Z needs to feel influencers genuinely use and believe in the products they promote; see how El Pollo Loco tapped into this with their own campaign.
What Doesn’t:
Forced collaborations or overly commercial partnerships that feel transactional. Gen Z spots inauthenticity a mile away.
Proof in Action:
Gymshark partners with fitness creators who genuinely love their gear. These collaborations feel natural, inspiring followers to trust the brand and consider their products.
Want to find the right influencers to reach Gen Z? Use Later to find the right influencer partners for your next campaign.
#3: Shopping is About Values (Not Just Deals)
For Gen Z, shopping is personal.
It’s not just about price or convenience; it’s about aligning with brands that reflect their ethics and values.
Whether it’s sustainability, inclusivity, or a commitment to social causes, this generation expects brands to do more than sell products. T
They want to know what you stand for, and whether you’re backing it up with action.
The Stats:
Gen Z wants brands that align with their ethics, like sustainability and inclusivity.
Our research team discovered that 53% of Gen Z has been “de-influenced” in the past year, proving that transparency is critical.
They avoid social media shopping tabs, preferring to visit brand websites for added credibility.
What Works:
Honest storytelling about your brand’s values and actions. Highlight efforts like sustainable practices, inclusivity, or giving back to the community.
What Doesn’t:
Greenwashing or empty claims about sustainability. If your brand can’t back up its messaging with proof, Gen Z will call you out.
Proof in Action:
Everlane’s social content featuring its sustainability team breaks down costs, materials, and factory practices, giving Gen Z the transparency they crave.
#4: Fashion is Their Canvas
For Gen Z, fashion is about self-expression, not just looking good.
Gen Z purchasing behavior is all about individuality, sustainability, and remixing old trends with new twists (hello, thrift hauls!).
Fashion is their playground for creativity, and they expect brands to embrace that ethos with innovative and inclusive offerings.
The Stats:
Thrifting and upcycling are on the rise, driven by platforms like TikTok and Depop.
Gender-neutral collections from brands like Zara and H&M cater to Gen Z’s desire for inclusivity.
Sustainable fashion is a non-negotiable for many in this generation.
What Works:
Offer customizable, eco-friendly, and inclusive options. Collaborate with creators who embody these values and speak to Gen Z’s preference for individuality.
What Doesn’t:
Fast-fashion campaigns that ignore sustainability or individuality. Gen Z expects more from brands in this space.
Proof in Action:
Pangaia stands out by using materials like aloe and recycled cotton, showing real commitment to sustainability and innovation.
#5: Entertainment is Non-Negotiable
If there’s one thing Gen Z hates, it’s boring.
Whether they’re scrolling TikTok or watching YouTube, this generation expects brands to entertain, surprise, or make them laugh; and if you can do all three, you’re golden.
Entertainment is the ultimate hook for Gen Z behavior, and the brands that succeed are the ones that can weave fun into their marketing.
The Stats:
Our research shows that Gen Z uses social media for entertainment more than any other purpose, outpacing Millennials, Gen X, and older generations.
We also discovered that viral campaigns or funny, unexpected content is 3x more likely to gain their attention than traditional ads.
They’re more likely to engage with brands that incorporate cultural moments, memes, or trending sounds.
What Works:
Embracing humor, pop culture references, and interactive formats. Whether it’s a clever tweet or a TikTok challenge, Gen Z connects with brands that don’t take themselves too seriously.
What Doesn’t:
Overly corporate or stiff content. Gen Z wants to laugh, engage, and feel like they’re part of the conversation, not just being sold to.
Proof in Action:
Duolingo’s TikTok account is a masterclass in Gen Z entertainment. Their mascot’s antics, memes, and playful content have made language learning unexpectedly fun, attracting millions of young followers.
Winning Gen Z’s Heart (and Loyalty)
Marketing to 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 that’s through entertaining TikToks or real commitments to sustainability.
For marketers, this is an opportunity to step up, get creative, and build genuine connections with a generation that’s changing the game. Are you ready to connect with Gen Z in a way that sticks?
Later’s Influencer Marketing Services team is here to help you create campaigns that resonate with Gen Z.
From influencer partnerships to tailored content creation strategies, we’ll help you make an impact.
Book a demo with Later today and let’s build something amazing together.
