Top Generation Z Marketing Statistics [2025] for Marketers

Struggling to connect with Generation Z? With their spending power projected to surpass $33 trillion by 2030, failing to engage this influential group and leverage Generation Z marketing statistics could leave your brand behind.

Gen Z isn’t like other generations. Known for their digital savviness and values-driven choices, 74% of managers say they’re the hardest demographic to reach.

That’s why these Generation Z marketing statistics and insights are essential for crafting the perfect strategy. Discover how to capture their attention, build trust, and win their loyalty in 2025 and beyond.

Key takeaways

To connect with Gen Z, brands must embrace innovation, authenticity, and sustainability. Here are the most impactful trends shaping their consumer behavior:

• Gen Z makes up 32% of the global population, with 68.6 million in the U.S., making them a dominant consumer group.
• Ninety-eight percent own a smartphone, spending over 4 hours daily on apps like TikTok, Instagram, and YouTube.
• Sixty-seven percent depend on online reviews for purchases, and user-generated content is their go-to for authenticity.
• AR and VR adoption is rising, with three in five Gen Zers exploring immersive experiences like virtual try-ons.
• Micro-influencers resonate with 73% of Gen Z, offering relatable and trusted recommendations.
• Short-form videos dominate, with 57% of Gen Z preferring them for product discovery and entertainment.
• Spending power is growing fast, projected to reach $12 trillion globally by 2030, reshaping global markets.
• Social media drives shopping, with 97% using platforms for product inspiration and purchases.
• Secondhand shopping aligns with their eco-conscious mindset, with 61% checking resale options before buying new.

Now—let’s explore how Gen Z’s values, habits, and preferences are reshaping the future of marketing.

Understanding Gen Z: Demographics and trends

Born between 1997 and 2012, Generation Z makes up 32% of the global population, totaling over 2.5 billion people worldwide.

In the United States, they account for 20% of the population, with 68.6 million individuals. This generation is the largest and most influential yet, driving consumer trends globally.

A multicultural and inclusive generation

Gen Z is the most racially and culturally diverse generation in history. 

• In the U.S., 52% are non-Hispanic White, compared to 61% of Millennials at the same age.

Cultural diversity shapes Gen Z's values and preferences:

• A significant majority, 70% of Gen Zers want to work in culturally diverse environments.
• Cross-cultural communication is considered essential by 88%, reflecting their globalized upbringing.

Gen Z’s affinity for cultural experiences translates to high brand expectations. Companies must authentically embrace inclusivity and cultural representation to resonate with this audience.

Tech-first behavior

Generation Z is the first group born fully immersed in digital technology:

• Ninety-eight percent own a smartphone, with 75% citing it as their preferred device for nearly all activities.
• They spend over 4 hours daily on apps, excluding gaming.

Interestingly, gaming surpasses social media as their favorite leisure activity:

• Twenty-five percent of leisure time is spent on gaming, compared to 17% on streaming videos.

Social media, however, dominates Gen Z’s shopping habits and communication. Platforms like TikTok and Instagram are essential for reaching Gen Z audiences.

Valuing knowledge and career preparation

Gen Z places a high value on education but faces unique challenges compared to previous generations:

• A significant majority, 83%, believe a college degree is important, although just 53% think they can afford it.
• Fifty-seven percent of middle and high schoolers intend to pursue higher education, but only 25% feel well-prepared for college.
• Among Black Gen Zers, affordability concerns are even more pronounced, with only 39% believing they can afford college.

Despite challenges, Gen Z emphasizes self-improvement through non-traditional learning:

• They gravitate toward online courses, certifications, and workshops, often bypassing traditional degrees.
• Ninety-five percent of teens aged 13–17 report having access to a smartphone, enabling digital-first learning and global connectivity.

For brands, there’s an opportunity to support Gen Z’s education and career goals by offering scholarships, resources, or skill-building initiatives tailored to this audience.

AR, VR, and immersive technology

Gen Z leads the adoption of augmented reality (AR) and virtual reality (VR):

• Twenty-three percent of Gen Z have used AR, and 38% express interest in exploring it further.
• Sixty-one percent have experienced VR, surpassing other generations. 

As immersive technologies become more mainstream, brands have a unique opportunity to engage Gen Z with virtual experiences, such as AR-powered product trials or VR-based events.

Eight seconds to captivate

Research shows Gen Z has an average attention span of just 8 seconds, requiring marketers to prioritize visual and engaging content:

• Seventy-six percent of Gen Z use TikTok for humor and lighthearted content.
• Seventy-three percent of consumers favor short-form videos, with 57% of Gen Z preferring them to learn about new offerings.

As the most stressed demographic, they gravitate toward short-form videos, memes, and entertaining formats to relax and de-stress.

Gen Z spending power and financial habits

Estimated at $450 billion globally, the purchasing power of today’s youngest consumers is already reshaping markets. As they enter their prime earning years, their influence will grow exponentially, with spending power projected to reach $12 trillion by 2030.

Balancing pragmatism and digital savviness

This generation strikes a balance between pragmatism and digital savviness, making value-driven decisions with their money. Many combine traditional income sources with entrepreneurial ventures:

• The average earner in this group makes $22,924 annually, or around $1,910 per month.
• According to a Bank of America survey, 72% of Gen Z-ers participate in side hustles, typically earning between $500 and $1,000 monthly.

Popular side hustle examples include freelancing, gig economy work, and reselling items online.

How Gen Z allocates their income

Moreover, careful budgeting defines how this generation allocates income.

• Essentials: More than 52% of their budget goes toward rent, utilities, and household expenses, averaging $613.05 per month.
• Entertainment: Monthly entertainment expenses average $157.07, including streaming services, gaming, and music.
• Dining and Socializing: They spend approximately $166.75 monthly on dining out and social events.
• Online Shopping: Over half (51.5%) prefer shopping online for clothing, gadgets, and cosmetics.

Economic challenges and sustainability priorities

Economic realities create barriers, but many Gen Zers remain focused on financial goals:

• The average savings balance is $2,410.57, significantly lower than Millennials ($23,000) and Baby Boomers ($156,000).
• Housing affordability is a challenge, with 17.2% believing they may never afford a home.
• Many prioritize sustainability, with 64% willing to pay more for eco-friendly products, even when managing tight budgets.

Adoption of modern payment solutions

Also, convenience drives their adoption of modern payment solutions. 

• Platforms like Afterpay and Klarna dominate, with 66% favoring Buy Now, Pay Later (BNPL) options.

These services help them manage budgets while making larger purchases, offering alternatives to traditional credit card debt.

Gen Z social media preferences and behavior

Social media platforms are more than entertainment for today’s youngest consumers—they serve as search engines, shopping destinations, and cultural hubs. To build strong connections with this generation, brands must deeply understand their preferences, behaviors, and shifting trends.

Where does this generation spend their time?

The preference for visual, interactive, and community-driven content defines where young consumers focus their attention:

• Instagram is used by 91% of Gen Z social media users for entertainment, connecting with friends and family, and customer care.
• TikTok attracts 86% of Gen Z users and serves as a hub for short-form videos, product discovery, and entertainment.
• YouTube engages 89.3% of mobile internet users and is the most popular digital platform among Gen Z in the United States.
• Facebook is used by 49% of Gen Z in the U.S. and is often preferred for group interactions and event planning.
• Snapchat is favored by 70.3% of mobile internet users for personal and ephemeral communication. 

Emerging platforms like BeReal, with 103% growth, and LinkedIn, with 53% growth, are gaining traction. BeReal resonates with Gen Z’s desire for authenticity, while LinkedIn reflects their focus on professional development.

What captures their attention?

Younger consumers gravitate toward content that matches their fast-paced, mobile-first lifestyles. Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate due to their dynamic and engaging formats.

• User-Generated Content (UGC): Preferred by 61%, peer-created content builds trust and authenticity.

Additionally, humor and memes play a critical role in capturing attention, offering lighthearted moments that provide relief from daily stress. 

Social commerce

Shopping and socializing are deeply intertwined, with social media playing a central role in purchasing decisions:

• Facebook remains the most popular platform for social commerce, with 64.6 million buyers expected in 2024.
• Instagram follows closely, with an estimated 46.8 million buyers in 2023.
• TikTok is a rising force, gaining 35.3 million buyers in 2023, surpassing the combined net increase of shoppers on Facebook, Instagram, and Pinterest.

Thirty-two percent of Gen Z consumers make purchases based on social media influencers recommendations, compared to 21% of Millennials, emphasizing the importance of influencer partnerships.

Gen Z purchasing and online shopping habits

This generation’s shopping habits reflect a strong focus on authenticity, sustainability, and mobile convenience. Their reliance on peer reviews and commitment to eco-conscious choices offer opportunities for brands that prioritize these values.

Gen Z relies on reviews and peer validation

For Gen Z, informed purchasing starts with reviews and peer validation.

• Significant Gen Zers with 67.4% rely on online reviews, and 66% avoid products with outdated reviews.

User-generated content, like unboxing videos and review posts, significantly influences purchase decisions.

Mobile devices dominate Gen Z shopping habits

Mobile devices are also central to their shopping experience.

• Mobile commerce is projected to reach $542.73 billion in 2024, accounting for 44.6% of US e-commerce sales.
• Mobile apps convert 157% more than mobile web sessions, driven by features like loyalty programs and BNPL options.

Social media drives Gen Z shopping inspiration

Ninety-seven percent of Gen Z consumers use social media as their primary source of shopping inspiration, driven by trends, reviews, and content like #TikTokMadeMeBuyIt, which has amassed over 2.3 billion views.

Influencers play a key role in purchasing decisions, with over one-third of Gen Z following brands they like and 25% following brands they’re considering purchasing from, emphasizing the importance of authentic, high-quality content.

Gen Z embraces secondhand and sustainable shopping

Secondhand shopping aligns with Gen Z’s eco-conscious values:

• Sixty-one percent of Gen Z shoppers explore secondhand options before buying new.
• The resale market is projected to hit $108.64 billion by 2024.
• Seventy-five percent prioritize sustainability over brand names, and 62% prefer sustainable brands.

Gen Z values: Ethics, expectations, and brand loyalty

Gen Z’s purchasing decisions are deeply influenced by their core values. They prioritize ethical practices, inclusivity, mental health advocacy, and data privacy when deciding which brands to support. For businesses, aligning with these principles is critical to earning their trust and brand loyalty.

Ethical Practices and Transparency

Gen Z increasingly aligns their spending with their values, holding brands accountable for ethical operations.

• A third of Gen Z adults and 13% of Gen Z teens avoid brands perceived as unethical, reflecting their commitment to integrity.
• However, 58% are skeptical of mainstream brands claiming sustainability, wary of “greenwashing.”

To build trust, brands should avoid vague claims and provide concrete evidence of their sustainability efforts, such as verified impact reports or transparent sourcing information.

Inclusivity and Representation

As the most diverse generation, Gen Z expects brands to reflect and celebrate their multifaceted identities.

• Sixty-two percent believe increased diversity is good for society, while nearly 80% say it’s important for brands to address diversity and inclusion.
• Representation in leadership is key, with 53% wanting more diversity in senior roles.

Meeting these expectations requires authentic storytelling, inclusive product offerings, and demonstrable progress on diversity and inclusion initiatives.

Mental Health Advocacy

Mental health is a defining concern for Gen Z, with over half seeking brand support in this area.

• Fifty-three percent of Gen Z consumers want brands to advocate for mental health, emphasizing its importance in campaigns and workplace culture.

Brands can connect by collaborating with mental health organizations, promoting wellness through their products, and sharing messages of support and empowerment.

Data Privacy and Digital Ethics

Trust in data security is a critical factor for Gen Z’s loyalty to brands.

• Forty-four percent of Gen Z feel more comfortable sharing personal data when they trust a brand’s security measures.

Transparency in data handling and ethical marketing practices are non-negotiable for building long-term relationships. Brands can stand out by adopting clear, consumer-friendly privacy policies and ethical marketing tactics, avoiding manipulative or invasive techniques.

Emerging marketing trends for Gen Z in 2025

As Gen Z continues to drive innovation in digital and consumer landscapes, emerging technologies and behaviors reshape how brands interact with this forward-thinking demographic. Here’s a look at key trends and what they mean for marketers:

AI and Personalization

Artificial Intelligence (AI) is transforming marketing through automation and personalized experiences tailored to individual preferences.

• By 2025, AI is projected to handle 85% of customer interactions without human intervention.
• Over 54% of Gen Z appreciates AI-driven recommendations, while only 6.8% dislike them.

Leverage AI for hyper-personalized shopping experiences, predictive product recommendations, and real-time support. Transparency in AI usage is crucial to foster trust among Gen Z consumers.

Immersive Technologies: AR/VR

Augmented Reality (AR) and Virtual Reality (VR) are redefining how Gen Z interacts with brands, merging digital and physical experiences seamlessly.

• Sixty percent of Gen Z prefers VR for future experiences, with 54% favoring brands that innovate in engaging ways.
• The AR avatar market accounted for over 82% of revenue in 2023, with applications like virtual try-ons and AR-assisted shopping gaining traction.

Incorporate AR features like virtual try-ons or interactive shopping assistants to capture attention and drive conversions. Immersive experiences foster stronger connections with tech-savvy consumers.

Data-Driven Marketing and Analytics

Data-driven marketing strategies are redefining customer engagement, offering unparalleled insights into behaviors and preferences.

• Businesses using data-driven strategies see 5–8x higher ROI than those relying on traditional marketing methods.
• First-party data is becoming more critical due to tightening privacy regulations, with 82% of marketers planning to increase its usage by 2025.

Predictive and prescriptive analytics are gaining prominence, helping brands anticipate trends and make informed decisions. Focus on integrating data tools, personalizing user experiences, and leveraging predictive insights to stay ahead. Ethical use of data is vital to earning Gen Z’s trust.

Winning marketing strategies to attract Gen Z

To stay ahead of the game with Gen Z, brands must innovate, adapt, and connect authentically. Meeting their expectations is no longer optional—it's essential for success in 2025 and beyond.

Personalization

Gen Z demands tailored experiences that reflect their preferences. Brands like Netflix and Amazon use AI to deliver personalized recommendations, driving engagement and loyalty.

Sephora’s Virtual Artist app is a prime example of how augmented reality is enhancing personalization through real-time product trials.

Sustainability

With 90% of Gen Z bought sustainable products, transparency is key. Patagonia leads by incorporating recycled materials, while Beyond Meat offers eco-friendly alternatives to traditional meat. 

Leveraging tools like QR codes to share sourcing details helps brands build trust with this eco-conscious generation.

Community Building

Authentic connections are essential for engaging Gen Z. Gymshark’s ambassador program fosters peer-to-peer interactions, and Glossier’s user-driven content strategy strengthens its community. 

Decentralized platforms and brand-led spaces will empower Gen Z as co-creators and advocates.

Interactive Content

Immersive and gamified content captivates Gen Z’s attention. 

Nike’s AR-powered virtual shoe try-ons and Starbucks’ gamified loyalty app create engaging and memorable brand experiences. Virtual reality is set to elevate these interactions, blending digital and physical realms seamlessly.

Micro-Influencers

Gen Z trusts micro-influencers for their authenticity, with 73% preferring them over celebrities.

Campaigns by brands like Daniel Wellington succeed by targeting niche audiences with relatable content. Hyper-local influencers will play a growing role in delivering personalized and effective marketing messages.

Flexible Payments

Financial flexibility is crucial for Gen Z, with 66% favoring BNPL options. Klarna and Afterpay streamline purchases by reducing barriers, encouraging more frequent transactions. 

Integrating BNPL into social commerce platforms will further align with Gen Z’s budgeting habits and demand for convenience.

FAQs 

Got other questions? Here are quick answers to common queries:

What role does user-generated content play in engaging Gen Z?

User-generated content (UGC) builds trust and authenticity, with 68% of Gen Z preferring it over polished brand ads. Encouraging reviews, unboxings, and peer recommendations fosters stronger connections.

How does BNPL affect Gen Z’s spending habits?

BNPL offers flexibility, allowing Gen Z to manage costs without traditional credit. It encourages spontaneous purchases while aligning with their preference for debt-free payment options.

Which platforms could disrupt TikTok and Instagram?

Emerging platforms like BeReal and LinkedIn are growing rapidly among Gen Z for authenticity and professional networking. AR-based platforms may also drive future shifts.

How does Gen Z balance privacy with personalized marketing?

Gen Z expects brands to protect their data while offering tailored experiences. Transparency in data usage builds trust and loyalty.

What is unique about Generation Z in terms of marketing?

Gen Z values authenticity, inclusivity, and purpose-driven brands. They are digital natives, making personalized, interactive, and socially conscious campaigns essential.

Final thoughts 

Generation Z is redefining the future of marketing with its demand for authenticity, sustainability, and innovation. Their growing spending power and tech-first behaviors make them a vital audience for brands to connect with meaningfully.

With their spending power projected to hit $12 trillion globally by 2030, engaging this audience is critical for long-term success. 

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