The oldest of Gen Z was 10 years old when the iPhone ushered in the real age of mobile in 2007, that we now all know. But while the vast majority of us today shop in a mobile-first manner, Gen Z consumers expect to engage differently with brands and the technology that connects them to their next purchase. So, as the rules of retail engagement change fast for this new generational buyer, what are the five top moves marketers must now make? Here’s our take.
Gen Z spending power and their slice of the buyer pie cannot be ignored by brands. By 2030, for instance, 30% of all luxury brand purchases will come from Gen Z and their deep $360 billion spending power. But for an always-online demo, the traditional marketing funnel approach is already archaic. The funnel assumes brands drive awareness and conversion, but Gen Z places more trust in peer reviews (88%) and creator endorsements. However, according to Merkle, they require more touchpoints (four) than any other generation before pulling the trigger on a purchase that can occur online, via social media, or in-store, where many Gen Zer’s find a physical retail experience appealing.
Message for marketers: Assume Gen Z consumers are driving engagement opportunities and find ways for your brand to be ultra present for them across social, digital, apps and with appropriate influencers. Further, make sure it has crucial talk value in their communities.
Emotional attachments to brands are important for Gen Z. For a generation surrounded by content, messaging and persuasion, brands that get the tone and ways of connecting right, can win. It’s well documented that Gen Z gravitates toward brands that share their values, and brands they love can benefit from a higher than average purchase intent (57%). In addition, 58% say they’ll actively tell friends and family about brands they love—without being paid.
Message for marketers: Ensure brand messaging and how you show up in Gen Z communities is authentic and appeals to their values of transparency, responsibility and environmental action. Consider nano influencers and creators more than other demographic groups as a way to connect locally and authentically.
No argument here that almost all social media platforms and online communities, like Discord, are highly engaging to Gen Z. But while many marketers gravitate to TikTok- led content and influencer partnerships, there’s a different and often forgotten opportunity with Snapchat. The platform’s focus on friendship and connection versus likes and validation makes it particularly appealing to community-centered Gen Z shoppers. And once a brand or product interests Gen Z, Snapchat delivers impressively on conversion, with 73% of users feeling compelled to explore a product online or in-store, and 75% of them saying they would be likely to buy.
Message for marketers: Ensure your social media strategy isn’t just based on audience reach and engagement numbers but also speaks to Gen Z’s interest in connection and community-forward decision-making.
Gen Z may just become the saviors of brick and mortar retail. McKinsey data shows 73% of Gen Z like to touch and feel a product before buying (even if it is online). And 60% say physical in-store experiences, especially when they stand out or are tied to socially promoted product drops and exclusive opportunities, are important and interesting to them.
Message for marketers: Don’t market solely through digital and social content—find ways to link your influencer strategy or creator programs to physical experiences and pop-ups in-store. We saw this in record-breaking action in Miami with our work for Adidas and Messi. LINK HERE.
It’s not secondhand. It’s thrifted. For Gen Z, the act of finding a used item of clothing, for instance, is doubly rewarding. A rare find can be part social activity with peers and part validating environmental activism as they make a choice to reuse and repurpose previously owned items. Brands that get this right can build respected relationships with Gen Z consumers and attract their business from other thrift resellers. Urban Outfitters just launched Nuuly thrift, a peer to peer resale platform like Depop, and Lululemon introduced Like New, a resale program where customers can return gently worn items for store credit.
Message for marketers: Think about opportunities for Gen Z engagement and additional revenue streams by launching resale programs that let shoppers know you understand their motivations, beliefs and environmental preferences.
Note: All statistics are from Vogue Business, February 2025: How Can Brands Capture the Loyalty of Gen Z
A Strategic Creative Agency
—
MSP/PDX
.gif)
