Born between 1997 and 2012, Gen Z is set to make up more of the workforce than Baby Boomers this year. With the oldest members of this generation reaching their mid- to late-20s, Gen Z is quickly shaking things up with their growing buying power.
According to financial experts, Zoomers will soon become “the wealthiest generation ever,” with “spending power, reaching an estimated $12 trillion by 2030 and overtaking baby boomer spending by 2029.”
As Zoomers make their mark, how is your business keeping up?
There’s no doubt these Gen Z shoppers are distinct from earlier generations due to new digital behaviors. Understanding how Gen Z shops, consumes media, and interacts with brands is crucial for your company’s long-term growth.
Key Differences in Gen Z Consumers vs. Previous Generations
Zoomers, unlike Millennials and previous generations, have grown up in a fully digital world. These tech-savvy shoppers use laptops, smartphones, and other technology for instant access to information, products, and services—and they know how to do their research.Social Media Savvy
As digital natives, Gen Zers also grown up in the era of social media. Platforms like Tiktok, Instagram, and YouTube have shaped how they communicate and buy products. A survey from the International Council of Shopping Centers showed that 85% of Gen Z say social media impacts their purchase decisions. Social commerce (buying directly via social media platforms) has become the norm for this generation. TikTok, Reels, and YouTube Shorts have also normalized short-form video content, making it a preferred way for Gen Z-ers to communicate and share information.Values-Driven Shoppers
Gen Z shoppers prefer to support brands that stand for something beyond profit, so corporate social responsibility is key. Mental health, sustainability, racial and gender equity, and fair labor practices are high priorities for this generation when choosing which brands to support.“It’s not just about selling a product. If you can authentically align your brand’s purpose with their values, they’ll not only follow you, you’ll also have their loyalty.” — Emily Miels, Inbound Marketing Strategist at E-Power Marketing
Research-Oriented
As the most educated generation with endless access to information at their fingertips, it shouldn’t be a surprise that Zoomers are very shrewd shoppers. Gen Z takes the time to research products and reviews online, seeking authenticity.Young consumers quickly see through inauthentic messaging and respond favorably to marketing featuring real customers and unbiased perspectives. That’s why their peers, influencers, and user-generated content significantly influence their decision-making.“More so than other generations, Gen Z is likely to see your online reviews. Make sure you’re interacting with past customers to build the trust of future buyers.” — Jesse Plate, Account Strategist at E-Power Marketing
Digital and Offline Integration
Gen Z is closing the gap between “in-store” and “digital” purchases. This generation expects an omnichannel approach, seamlessly integrating online, mobile, and in-store shopping.Whether ordering via mobile app for in-store pickup or using their phones to scan barcodes for instant product information, Gen Z shoppers transition effortlessly between digital and in-person.“Digital integration is the norm for Gen Z shoppers. For them, the boundaries between online and offline need to be fluid. They want cohesive interactions and the ability to switch effortlessly between channels. Brands that can unify these experiences win.” — Adrian Bredeson, Owner of E-Power Marketing
Marketing Strategies to Connect with Gen Z
As this generation starts gaining influence and buying power, there’s no better time than now to invest in marketing strategies that resonate with them.Leverage Short-Form Content and Visual Platforms
Invest in platforms like TikTok, Instagram, and YouTube to support brand awareness and build a community over time. Use humorous and “snackable” content, such as stories, trends, and memes that align with your brand, to grab their attention. Don’t be afraid to have a bit of fun as you show off your company culture, products, and services across social media.View this post on Instagram
Purpose-Driven Marketing
To connect with younger buyers, particularly Gen Z, you need to be transparent about your brand values. From behind-the-scenes peeks into how your products are sourced and manufactured to how you invest in your employees and customers, highlight how your brand aligns with Gen Z’s ethics. But don’t manufacture stories to fit these values—just authentically show what you believe in and embrace who you are as a brand. Lean into your own authentic stories to set yourself apart and showcase who you are to your audiences. For brands that haven’t defined clear values, now is the time. Think about what matters to your business, your people, and your customers. It’s not just about chasing trends—it’s about finding what’s true to your company and committing to it. Whether it’s sustainability, community engagement, or ethical labor practices, begin by identifying the causes that genuinely resonate with your team and your mission. Developing real values not only helps you connect with today’s audience but also lays the foundation for long-term brand loyalty. One of our Gen Z team members brought this to the forefront for E-Power earlier this year. Brett Wilkins helped organize a unique initiative supporting local animal shelters, which E-Power was happy to participate in.View this post on Instagram
View this post on Instagram
Create Omnichannel Experiences
Go beyond optimizing your website to create fully integrated digital experiences across mobile, social, and other platforms. Make sure it’s easy for your customers to buy or connect, no matter how they interact with your brand.- Ensure that your branding, voice, and tone are consistent across all platforms—social media, website, email campaigns, in-store signage, and customer service. This helps build trust and familiarity no matter where the shopper engages.
- Allow customers to switch between channels with ease. Features like ‘buy online, pick up in-store’ (BOPIS) or curbside pickup cater to this.
- Invest in a mobile-friendly website and app that includes features like in-store navigation, mobile payments, and loyalty programs. Offering mobile-exclusive content or discounts can enhance engagement.
- Meet Gen Z where they spend most of their time—social media. Integrating shopping capabilities directly into platforms like Instagram and TikTok allows for instant purchases without leaving the app, creating a frictionless buying experience.
- Offer real-time customer service via chatbots, social media, and live messaging on your website or app. This helps customers get immediate assistance, whether they’re in-store or browsing online.
- A unified loyalty program that rewards customers for purchases, engagement, or referrals—whether online or offline—helps keep customers engaged across touchpoints. This program should be easy to access via mobile, website, or in-store.
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Focus on Community and Interaction
Gen Z values engagement and community over one-way marketing. Focus on starting conversations, not just promoting products and running services. Interactive marketing strategies like quizzes, polls, Q&As, and even responding to social media comments and messages are a great way to encourage two-way communication.Enduring Marketing Best Practices – What Hasn’t Changed
While it may seem like Gen Z broke the marketing funnel, a lot hasn’t changed either.“While marketing tactics and consumer trends evolve with each generation, the core principles of great marketing—knowing your audience and building authentic connections—remain timeless.” — Ellie Gunville, Owner of E-Power Marketing
