Love them or loathe them, there’s no denying that Gen Z is causing serious ripples in the US retail and marketing scenes. Just take a peek at the product trends these young consumers have sparked—they’re clearing out Sephora’s shelves with viral makeup hits like Rare Beauty and Glossier, bringing “dad sneakers” like New Balance and Balenciaga back from the dead, and snapping up Stanley tumblers like they’re the hottest thing since sliced bread. And let’s not forget, they’re giving Google the cold shoulder and turning to social media as their go-to search engine for product research, with 45% using Instagram for brand discovery.
But first, let’s get reacquainted with Gen Z—the generation born between 1997-2012 that’s taking the world by storm. Here’s why their unique values, shopping habits, and buying motivators matter for brands.
With their numbers hitting 67 million and a spending power of over $143 billion, Gen Z is an economic force that’s hard to ignore. This mobile-first, always-on cohort has expectations that are a world apart from previous generations:
They’re incredibly intentional buyers who do extensive cross-platform research before making a purchase. Gen Z won’t settle for anything less than the best quality and value, skillfully hopping between apps, websites, and stores until they find products that tick all their boxes. A recent survey by IBM found that 60% of Gen Zers prioritize quality over low prices.
And compromise isn’t in their vocabulary—fueled by side hustles and a passion for sustainability, Gen Zers will delay purchases until their practical and ethical standards are met. If a product or brand doesn’t deliver on its promises, they’ll instantly seek alternatives without a second thought.
In the past, brands dictated the journey with marketing funnels. Today, Gen Z is the heart of an infinite “consumer loop”—their real needs, wants, and conversations spark the inspiration, drive the exploration and evaluation, build community trust, and determine true brand loyalty.
To win with Gen Z in 2024 and beyond, brands must rebuild their entire marketing approach around being invited into this digitally powered, radically transparent new consumer universe. It’s time to hand the controls over to Gen Z.
Whether you view Gen Z as trailblazers or troublemakers, one thing is crystal clear—this digitally fueled generation is radically rewriting the rules of marketing and retail success. Their distinct values, shopping behaviors, and buying motivations have disrupted the traditional sales funnel into an infinite “consumer loop.”
In this new paradigm, Gen Z is the tastemaker dictating the terms of engagement. They’re the inspiration that kicks off the cycle, with brands having to earn their way into the conversation through transparency, sustainability commitments, and value alignment. Gen Z drives the exploration process through social channels and peer approval. They decide when to let a brand into their community based on authenticity and quality delivery. Ultimately, Gen Z defines true brand loyalty—it’s not just transactional purchases but a lasting relationship built on mutual trust and dynamic storytelling.
This infinite loop sparked by Gen Z’s social media dominance has exploded the antiquated marketing funnel into a vast playground of possibilities. But it’s also an unpredictable landscape where missteps could mean getting ghosted in a flash by these powerful arbiters of cool. The only way for brands to win is to dive headfirst into Gen Z’s consumer universe and hand them control of their narrative.
It’s both a daunting and thrilling paradigm shift that unveils incredible new opportunities. Those willing to relinquish the old command-and-control marketing mindset can now co-create in real-time with Gen Z through user-generated content, influencer collaborations, live shopping experiences, and more. Brands brave enough to embrace radical transparency and sustainability authenticity have the chance to build deep, lasting connections with this group. By being first-movers into Gen Z’s values-driven social world, marketing pioneers can stake their claim as the innovators defining the future of commerce.
If you’re a brand looking to navigate this new landscape and connect with the Gen Z audience, we at Tribu are here to help. With our expertise in design and digital marketing, we can help you create a strategy that resonates with this dynamic generation. Whether it’s through creative content, web design, or digital marketing, we’re ready to help you make your mark. Contact us today to learn more about how we can help your brand thrive in the Gen Z era.
