What Brands Need to Know About Gen Z Consumers in 2025

As the youngest generation with growing purchasing power, Gen Z is redefining how brands connect with consumers. Born between the mid-1990s and early 2010s, Gen Z is tech-savvy, socially conscious, and mobile-first. For businesses aiming to resonate with this powerful cohort, understanding their digital behaviours, values, and preferences is essential.

Social Media Drives Discovery and Influence

Social media isn’t just entertainment for Gen Z—it’s the primary channel for discovering brands and products. According to SurveyMonkey, 29% of Gen Z say they are more likely to purchase from a brand with a strong social media presence. Platforms like TikTok, Instagram, and Snapchat are shaping consumer trends in real time.

A striking example is the viral hashtag #TikTokMadeMeBuyIt, which has over 6.7 billion views. This trend shows how powerful short-form content and social influence are in converting views into purchases, often within minutes. For brands, the takeaway is clear: creating engaging, authentic content on these platforms can lead directly to sales.

Influencers Matter More Than Ever

Gen Z places significant trust in influencers and content creators. A recent study by The Influencer Marketing Factory found that 97% of Gen Z shoppers get their shopping inspiration from social media. Unlike previous generations that relied on TV ads or in-store promotions, Gen Z is swayed by relatable personalities showcasing products in action.

Brands looking to win with Gen Z should prioritise collaborations with micro-influencers, TikTok creators, and YouTubers. These partnerships offer an opportunity to build brand awareness and trust in a way that feels organic to younger consumers.

Mobile and Video-First Behaviour

Gen Z shops primarily on their phones. According to Hubspot, 74% of Gen Z adults prefer mobile shopping, and YouTube is the most popular platform for product research (47%), followed by Instagram, Snapchat, and TikTok. This highlights the importance of optimising websites for mobile, using shoppable video content, and investing in short-form video ads.

Brands that want to be discovered and chosen by Gen Z must create snackable, video-first content that educates, entertains, and informs all in one.

Privacy Still Matters

Despite their digital fluency, Gen Z is cautious about how brands utilise their data. About one-third are concerned about online security, and 38% worry about companies sharing their personal information (SheerID). Brands that want to build long-term loyalty need to prioritise transparency, data protection, and ethical marketing practices.

Adding clear data privacy policies, customizable ad preferences, and simple opt-outs can help brands earn Gen Z’s trust.

To connect with Gen Z, brands must meet them where they are—on social media, mobile-first platforms, and in influencer-driven spaces. But equally important is showing up authentically, respecting their privacy, and providing real value through content and community. Brands that embrace these principles will find themselves favoured by the most dynamic consumer generation yet.

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