- Gen Z is Reshaping the Economy with a global purchasing power of $450 Billion
- The Digital-First Generation, 90% of Gen Z shop from social media
- Creativity, Influence, and Engagement
- Values-Driven Consumerism
Gen Z has firmly established itself as a dominant force in the global consumer market today. They are no longer just an emerging demographic; they are now the primary drivers of purchasing trends. With an estimated global purchasing power of $450 Billion, this generation’s influence on brands and marketing strategies is undeniable.
Nearly 90% of Gen Z shoppers report that social media significantly influences their purchase decisions in 2025, with platforms like TikTok, Instagram, and YouTube leading the way. This underscores the need for brands to focus on digital-first, socially driven marketing strategies that align with Gen Z’s habits and preferences.
The Digital-First Generation
Gen Z’s consumer behaviour is shaped by their digital upbringing. They rely on peer recommendations, user-generated content, and influencer collaborations more than traditional advertising. 77% of Gen Z prefer using TikTok to discover new products. Indicating that Short-form video content remains king, with TikTok and Instagram Reels dominating engagement metrics. Brands that leverage these platforms effectively see higher conversion rates and brand loyalty.
Additionally, Gen Z values transparency and authenticity. They demand real, unfiltered content over polished, scripted ads. Companies that embrace raw storytelling, interactive content, and behind-the-scenes insights are more likely to build genuine connections with this audience.
Creativity, Influence, and Engagement
Gen Z considers themselves highly creative, with 56% believing they are more innovative than previous generations. This has led to a rise in participatory marketing strategies, where brands encourage user-generated content, co-creation, and interactive campaigns.
Influencer marketing remains a crucial tool for engaging Gen Z. However, in 2025, micro- and nano-influencers (those with fewer than 100K followers) are proving to be even more effective than traditional celebrities. Their perceived authenticity and closer community engagement make their endorsements more trustworthy and impactful.
Values-Driven Consumerism
Gen Z is not just buying products; they are supporting causes. A staggering 82% of Gen Z consumers prefer to purchase from brands that align with their values, particularly in areas like sustainability, diversity, and ethical business practices. Greenwashing no longer works, Gen Z demands tangible, transparent commitments to social and environmental issues. Brands that fail to address these concerns risk losing relevance in an era where conscious consumerism is the norm.
Adapt or Lose Relevance
Marketing to Gen Z in 2025 is no longer optional, it’s a necessity for brands that want to stay ahead. Engaging this generation requires an agile, digital-first strategy that prioritizes authenticity, social influence, and value-driven messaging. By harnessing the power of social media, embracing creativity, collaborating with influencers, and aligning with Gen Z’s core values, businesses can successfully connect with the most influential consumer group of the decade.
The time to adapt is now, Gen Z is not just shaping the market; they are defining its future.