Understanding Generation Z Consumers in 2025

Many brands are trying to reach Gen Z audiences but aren’t sure where to start. With countless opportunities available, how do marketers begin to effectively engage Gen Z? Let me offer a few tips!

Get creative!

While creativity is already at the heart of marketing, Gen Z seeks a more personal and relatable type of creativity. We love niche, humorous and authentic content – like the Duolingo bird on TikTok. Generation Z has been eating this content up! Though it might not resonate with other generations, the bird’s relatability and humorous personality are its superpowers (RIP). It’s challenging to keep up with Gen Z’s rapidly shifting social landscape, but paying attention to trends, especially short-form video content, is crucial to earning a spot at Gen Z’s social table.

Micro-Influencers are key!

Since 2020, especially due to COVID-19 isolation, Gen Z has increasingly valued connections with highly engaged influencers. Rather than traditional celebrities, Gen Z prefers micro-influencers who foster genuine two-way communication. These interactive relationships help Gen Z audiences feel more connected to products, brands and organizations. My theory is that isolation during the pandemic increased our dependence on digital interactions and influencer-driven socialization. Now, if brands aren’t actively engaging or creating genuine dialogue, Gen Z audiences quickly move on, viewing traditional one-sided promotions as outdated and impersonal.

Keep things short and sweet!

Gen Z is known for its short attention span – and as a Gen Z member myself, I can attest to this. The rise of short-form content averaging 20-40 seconds has changed the game for marketers. It’s a creative and exciting challenge to condense messaging into bite-sized content. Presenting a product, brand or message within 30 seconds offers plenty of room for creativity while capturing Gen Z’s attention. Creating lengthy videos or advertisements simply doesn’t align with Gen Z viewing habits – we’d much rather watch a quick 10-second TikTok highlighting what’s unique about a product.

Be responsible and take accountability!

Ethical transparency and sustainability strongly influence Gen Z’s purchasing decisions. Gen Z demands transparency around environmental and social impacts, often holding brands accountable for unethical practices. Sustainability isn’t viewed as a bonus – it’s expected as a baseline requirement. Moreover, brands that actively advocate for social justice, equality and mental health resonate deeply with Gen Z. Aligning with progressive values significantly boosts a brand’s credibility and appeal among this generation.

Let’s wrap this up

Generation Z seeks authenticity and genuine connections. Achieve these two factors and you’ve found the golden ticket. Prioritizing transparency, creativity and ethical practices is key to earning Gen Z’s trust – and their purchasing power. Be honest, stay creative and always take responsibility!