Gen Z Marketing: How to Engage the Most Digitally Native Generation

Generation Z – those born roughly between 1997 and 2012 – make up over 30% of the global population and represent a rapidly growing consumer force. They are reshaping the consumer landscape with their distinct behaviors and values. As of 2024, Gen Z has a total spending power of $860 billion and their global spending power is projected to reach $12 trillion by 2030, positioning them as a formidable economic force.Understanding the characteristics of Gen Z is essential for brands aiming to stay relevant. Known for their digital fluency, social consciousness, and demand for authenticity, this cohort is redefining every aspect of marketing. Let’s explore key Gen Z trends in digital behavior, content engagement, shopping habits, and make a comprehensive look at marketing to Gen Z in 2025 and beyond. 

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Who Is Gen Z? A Demographic Snapshot 

The definition of Gen Z includes individuals currently aged 13 to 28. What are Gen Z known for? Unlike Millennials, Gen Zers are true digital natives. They grew up with smartphones, YouTube, and social media at their fingertips. Some defining Gen Z qualities include:

• Hyper-connectivity and constant mobile usage
• Preference for visual and interactive content
• Demand for social and environmental accountability
• Emphasis on individuality and self-expression

These 10 characteristics of Gen Z are crucial to understanding their behaviors as consumers and digital citizens.

Gen Z Digital Behavior: Always Connected

Gen Z spends an average of 9+ hours per day online, primarily through smartphones. They multitask across platforms – streaming videos, chatting with friends, discovering products, and scrolling feeds. For Gen Z, TikTok is the new search engine.

Preferred devices:

• Smartphones (90% usage)
• Tablets (60%)
• Laptops (50%)

Their online habits are shaped by short attention spans and the need for instant gratification. As a result, traditional marketing tactics are increasingly ineffective.

Social Media Engagement: TikTok Reigns Supreme

When it comes to social media, Gen Z trends point toward high engagement with:

• TikTok – For entertainment, discovery, and even search (tiktok creator search insights are crucial for marketers)
• Instagram – For aesthetics and personal expression
• YouTube – For education and longer-form content

They crave:

• Relatable, unpolished content
• Creator collaborations
• Trend-driven formats like challenges, memes, and POVs

These platforms are more than social – they’re where Generation Z marketing happens in real time. Also, marketing for Generation Z must embrace platform-specific storytelling and creator-led content.

At YellowHEAD, we know how to turn TikTok’s newest features into real results — and revenue — through TikTok Search campaigns. This capability is revolutionary: until recently, advertisers didn’t have access to TikTok’s search function at all. Now, we can not only target keywords directly within TikTok’s search bar, but also tap into users’ actual search behavior — allowing us to reach audiences based on real intent, not just passive scrolling. It’s a game-changing approach to performance marketing, and it doesn’t stop there. The keyword insights gathered from TikTok Search can also inform strategies across other platforms, including Google and Apple Search Ads, making it a powerful cross-channel optimization tool. 

Gen Z marketing in terms of shopping Preferences: Fast, Transparent, Digital

Gen Z consumer trends reveal that online shopping is their default.
They prefer:

• Mobile-first, frictionless experiences ( 99% of Gen Z consumers in the US selected smartphones as their preferred device for online purchases)
• Brands with a clear mission
• Reviews and recommendations from influencers and peers

For marketing towards Gen Z, authenticity isn’t optional – it’s expected.
They reward:

• Transparent supply chains
• Ethical sourcing
• Diversity and inclusion

Marketing to Gen Z vs Millennials? Gen Z expects more from brands. They want to know what you stand for.

Influencers Drive Gen Z Purchasing Decisions

Influencer marketing is no longer a “nice to have.” It’s a necessity. Over 70% of Gen Z trust influencers more than traditional ads. But beware: the influencer must align with your brand values.

Effective Gen Z marketing strategies include:

• Long-term influencer partnerships
• Community-driven campaigns
• Product seeding to nano and micro-influencers

This group is especially susceptible to peer-led content – making Gen Z advertising less about selling and more about storytelling.

How Gen Z Broke the Traditional Marketing Funnel

Forget Awareness > Consideration > Purchase.

Gen Z broke the marketing funnel. Their journey looks more like a spiral: jumping from discovery on TikTok to reviews on Reddit to buying from Instagram. They enter the funnel at multiple points and expect:

• Instant inspiration
• Seamless transitions across platforms
• Ongoing engagement after purchase

Marketing to Gen Z means creating omnichannel experiences that reflect their nonlinear path.

Interesting fact (according to Meta insights).
Gen Z often makes purchase decisions without clicking on your ad. If you’re relying only on click-based attribution, you may be missing — or misattributing — one of the most influential digital-native audiences (ages 18-24). To truly reach Gen Z, brands must look beyond the click and track the full customer journey.

Top Trends 2025, Meta research

Brand Loyalty and Community Building

Gen Z doesn’t buy into brands. They buy into communities. Marketing for Generation Z must include:

• Purpose-driven brand narratives
• Co-creation with customers
• Community spaces (Discord, private IG groups, etc.)

What does Gen Z care about? Belonging, value alignment, and shared identity.

Authenticity and Personalization Are Non-Negotiable. Gen Z marketing is all about being real

They can sniff out performative branding in seconds. Brands that win:

• Show behind-the-scenes processes
• Admit when they get it wrong
• Offer personalized experiences across touchpoints

Gen Z marketing examples include Duolingo’s quirky TikTok persona or Nike’s social justice messaging:

Duolingo: Leveraging Humor and Authenticity on TikTok

Duolingo has transformed its brand image by embracing the quirky and humorous culture of TikTok, resonating strongly with Gen Z audiences.

Key Strategies:

Personified Mascot: Duo, the green owl mascot, is portrayed engaging in humorous and sometimes absurd scenarios, making the brand relatable and entertaining.

Trend Participation: The brand actively participates in TikTok trends, memes, and challenges, ensuring content remains fresh and engaging.

Authentic Engagement: Duolingo responds to comments and creates content based on user interactions, fostering a sense of community.

This approach has led to significant growth in their TikTok following and increased brand awareness among younger audiences.

Nike: Championing Social Justice to Connect with Gen Z

Nike has positioned itself as a brand that stands for more than just athletic wear by actively engaging in social justice initiatives, aligning with the values of Gen Z consumers.Jembe

Notable Campaigns:

Colin Kaepernick Partnership: In 2018, Nike featured NFL player Colin Kaepernick in its “Just Do It” campaign, supporting his protest against racial injustice. This bold move sparked conversations and resonated with socially conscious consumers. 

Sustainability Efforts: Nike’s “Move to Zero” campaign aims to reduce carbon emissions and waste, showcasing the brand’s commitment to environmental responsibility.

By taking clear stances on social issues, Nike has strengthened its connection with Gen Z, who prioritize authenticity and corporate responsibility.

These examples illustrate how brands can effectively engage Gen Z by embracing authenticity, participating in cultural conversations, and aligning with the values important to this generation.

Social Responsibility and Values-Driven Branding

If your brand isn’t socially responsible, Gen Z is not buying. Literally.

Top priorities:

• Climate change
• Mental health
• Equity and inclusion

Gen Z marketing statistics show that over 60% of Gen Z will pay more for products from sustainable brands.

Content That Converts: What Works with Gen Z

Effective content for Gen Z includes:

• Short-form video (TikTok, Reels, Shorts)
• Authentic storytelling
• Interactive experiences (polls, lives, duets)

Sprinkle in Gen Z slang TikTok and memes – but only if it feels natural. Forced attempts will backfire.

Conclusion: Mastering Gen Z Marketing in 2025

Gen Z market research confirms this is the most influential, value-driven generation yet. To succeed in marketing to Gen Z, performance marketers must:

• Embrace platform-native content
• Build with communities, not just for them
• Prioritize authenticity, speed, and social impact

As the saying goes, marketing to Gen Z isn’t just a tactic – it’s a transformation.

Ready to future-proof your marketing strategy for Gen Z?

At yellowHEAD, we help brands connect with the most digitally savvy generation through creative, data-driven, and platform-native campaigns. Let’s build strategies that don’t just reach Gen Z — but resonate with them.

Contact us to start crafting campaigns in the Gen Z  language.