What Do Gen Z Consumers Want from Brands?

A Generation Raised in the Digital World

Gen Z, born between 1997 and 2012, holds a staggering spending power of $360 billion, according to a 2021 Bloomberg report. This number has undoubtedly grown as more Gen Z individuals enter the workforce.

This blog explores what interests Gen Z, where they spend their time online, and how they shop—helping marketers better reach their target audience.

Growing up in a digital age where social media, instant information, and cutting-edge technology dominate, Gen Z consumers demand more than high-quality products and services. They are open to integrating new technologies into their lives and expect brands to evolve accordingly.

AI in Gen Z's Daily Life

Gen Z already embraces AI in their daily routines. Around 61% have a positive attitude toward AI-generated content on social media. They see AI as a useful tool for simplifying tasks such as editing essays, checking code, and planning trips.

Social Responsibility

Gen Z is vocal about social and political issues, expecting brands to align with their values. Here’s what they demand from brands:

• Authentic values and social responsibility: They prefer brands that take clear stands on environmental issues, human rights, and equality. Ethical brands with transparent business models and active participation in social reforms attract Gen Z’s loyalty.
• Honesty and transparency: Gen Z can quickly detect misleading marketing claims. They value authenticity, real customer reviews, and genuine brand stories.
• Personalized and interactive experiences: Growing up in a tailored digital environment, they expect brands to provide personalized offers, AI-driven services, interactive content, and participatory campaigns.
• Strong digital presence: Gen Z spends time on platforms like TikTok, Instagram, and YouTube. They appreciate visually engaging, educational, and entertaining content. Even customer support should be accessible via social media for quick responses.
• Influencer collaborations: Gen Z trusts their favorite influencers and often makes purchasing decisions based on their recommendations. Micro- and nano-influencers are particularly effective due to their closer connection with audiences.

Social Media: A Trust Battlefield

Silence is no longer golden. Brands must define their values and align them with their audience’s interests, all while navigating the broader political and cultural landscape.

For Gen Z, social media is a battleground for trust. Any negative news about a brand will spread instantly, so companies must actively share and amplify positive messages.

How Brands Can Capture Gen Z’s Attention

Brands can leverage influencers not only to showcase product functionality but also to highlight their impact on the world.

To remain culturally and commercially relevant, businesses must prioritize Gen Z consumers, who are demanding yet fiercely loyal to brands that resonate with their values.

Gen Z: Demanding but Loyal

In summary, Gen Z seeks more than just quality products. They look for real connections with brands, social responsibility, honesty, personalization, and digital engagement. Brands that meet these expectations will gain a devoted consumer base.