Gen Z is no longer just emerging. They’ve arrived, and they’re reshaping how brands connect with consumers.
Born between 1997 and 2012, this generation represents approximately 30% of global consumers and is expected to have $12.4 trillion in spending power by 2030, according to Bank of America research. If your brand isn’t adapting to Gen Z’s preferences, you’re already behind the curve.
To truly resonate with Gen Z, brands must rethink how they show up online. Not just where they advertise, but how they engage, communicate, and co-create with their audience.
Read on to explore the habits driving Gen Z’s brand behavior, the companies that are getting it right, and how you can future-proof your marketing strategy to capture Gen Z’s attention.
TL;DR: What Brands Need to Know About Gen Z
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Understanding Gen Z’s Digital Habits
It’s essential to understand that Gen Z’s digital world is shaped by immediacy, interactivity, and identity. They’re not passive consumers — they’re active participants, curators, and creators.
Gen Z has higher digital experiences than those of previous generations, and they evaluate brands based on how well they fit into the digital ecosystems they already inhabit.
Social Media: Their First Touchpoint
Over 90% of Gen Z is active on social media, and their platform preferences reflect how they interact with the world.
TikTok leads the charge as a hybrid space for entertainment, discovery, and cultural commentary. Its robust algorithm delivers a feed so personalized that even small brands have a shot at virality if their content resonates.
Meanwhile, Instagram remains important for visual storytelling and product discovery. Gen Z often uses it as a credibility check, scanning brand profiles before engaging further.
YouTube plays a different but essential role. It’s where Gen Z goes for transparency and depth through tutorials, reviews, and long-form content that supports informed buying decisions.
Emerging players like Snapchat and BeReal also influence behavior:
- Snapchat offers a more intimate and real-time storytelling experience between peers.
- BeReal reinforces the desire for raw, unfiltered moments that break through polished perfection.
What this means for brands: Show up like creators, not advertisers. Embrace native formats, such as behind-the-scenes content, low-fi storytelling, and user-generated campaigns. Prioritize cultural fluency over traditional polish.
Gen Z doesn’t want to be sold to. They want to feel part of something. If your content can’t earn a double-tap, swipe, or share, you’re not in the conversation.
Search Behavior: From Google to TikTok
The way Gen Z searches for information is fundamentally different from previous generations. Forget traditional SEO strategies. They’re not starting their journeys on Google.
In fact, 46% of Gen Z now turn to TikTok or Instagram before Google when looking for recommendations, reviews, tutorials, or inspiration. These platforms have evolved into discovery engines that deliver personalized content quickly and visually, providing a seamless user experience.
Why does this matter? Because social-first search behavior favors:
- Short-form, visually engaging content
- Creator-driven reviews and tutorials
- Native hashtags and trends over static keywords
For brands, this shift requires rethinking what search results are. It goes beyond optimizing your website and requires you to rethink how you appear in feeds, For You pages, and influencer content, mirroring what Gen Z is already engaging with.
What this means for brands:
- Optimize content for in-platform discovery by using relevant hashtags, trending sounds, and visually distinct covers.
- Create bite-sized content that answers questions, demonstrates value, or entertains within seconds.
- Partner with creators who are already influencing purchase behavior in your category.
If your brand isn’t searchable on TikTok or Instagram, it might as well not exist in Gen Z’s world.
Visual Consumption: Video Over Everything
If there’s one thing Gen Z doesn’t tolerate, it’s boring content. Static ads and perfectly curated grids feel outdated in a world where video dominates. Gen Z consumes hours of short-form video daily, and 81% prefer video over static posts.
They’re drawn to:
- Raw, unfiltered moments that feel real and relatable
- Behind-the-scenes glimpses of how products are made or who’s behind the brand
- Lo-fi edits and mobile-shot footage that mimic what creators post
- POV-style content that speaks directly to the viewer and feels personal
Engaging Gen Z through short-form video is about authenticity, personality, and pace. This demand for raw connection is why user-generated content (UGC) performs so well. It feels like a friend’s recommendation, not a brand pitch.
What this means for brands:
- Shift resources toward short-form, vertical video, especially for TikTok, Reels, and YouTube Shorts.
- Embrace imperfection: low lighting, casual delivery, and even minor bloopers can enhance relatability.
- Repurpose influencer content, customer reviews, and creator reactions into branded assets.
In the Gen Z attention economy, video is a foundational element. If your brand isn’t producing scroll-stopping visuals, you’re getting left behind.
Brands Winning With Gen Z (And What They’re Doing Right)
The brands that resonate most are influencing the very trends Gen Z engages with. These companies understand that relevance isn’t about flashy campaigns.
It’s about authenticity, agility, and delivering content that aligns with Gen Z’s values and digital behaviors.
Glossier: User-Driven Aesthetics
Glossier is a DTC beauty brand that built a cult following by flipping traditional beauty marketing on its head. Instead of telling customers what beauty should look like, they invited them to define it for themselves.
How Glossier connects with Gen Z:
- Visual identity stems from customer-generated content rather than polished campaigns
- Active engagement in Instagram comments, feedback, and photos to inform product development
- Positioned everyday users as brand ambassadors, not just influencers
By centering the consumer as creator, Glossier turned its community into co-marketers. The result? A loyal audience that feels like insiders, not just customers.
Duolingo: Culture-Driven Humor
Duolingo doesn’t just teach languages — it speaks fluent Gen Z. Through its wildly self-aware TikTok strategy, it transformed an education app into a pop culture icon.
How Duolingo connects with Gen Z:
- Embraced absurd, trend-savvy humor through its green owl mascot, Duo
- Used satire, memes, and ironic commentary that reflect Gen Z’s online language
- Reacted in real time to trending topics and stitched its brand directly into the scroll
The outcome? Millions of followers and constant organic mentions. Duolingo didn’t just break the mold. It became the joke Gen Z wanted to be in on.
Gymshark: Community-Led Growth
Gymshark’s marketing strategy doesn’t focus on selling apparel. It’s built on belonging. By aligning their brand with lifestyle, transformation, and inclusion, they’ve created a movement.
How Gymshark connects with Gen Z:
- Developed a tiered influencer ecosystem, from micro-creators to global fitness icons
- Fostered high-engagement content with transformation stories and interactive challenges
- Positioned their brand as an inclusive, goal-driven fitness tribe
The result is a brand that thrives on community identity. Gymshark users don’t just wear the gear; they live the brand ethos.
4 Ways to Adapt Your Brand Strategy for Gen Z
If you’re ready to align your brand with Gen Z’s values, behaviors, and expectations, here’s how to start moving in the right direction.
1. Prioritize Platform-Native Content
Invest in TikTok, Reels, and YouTube Shorts by creating native experiences that engage users. Each platform has its own tone, rhythm, and content expectations.
Show up accordingly with tailored, short-form videos that feel like they belong in the feed, not a commercial break.
Gen Z is hyper-aware of “inauthentic” content. If your brand voice feels off-platform or overly polished, you’re likely to be ignored. Native content is what captures attention and earns trust.
2. Lead With Purpose, Not Promotion
Gen Z buys from brands they believe in. Highlight the causes your brand supports, show the real people behind the business, and back every campaign with substance..
In a marketplace saturated with options, your brand’s values are what differentiate you.
Gen Z supports brands that reflect their worldview on pressing issues such as climate change, equity, mental health, and more. If you’re silent, they’ll scroll.
3. Collaborate with Creators
Micro-influencers and niche creators tend to drive more trust than macro-influencers. Give them creative freedom. Let them interpret your brand through their voice and lens. That’s where connection lives.
These creators are fluent in Gen Z language. They know what works on the platform and what doesn’t. Trusting them to deliver your message in their way often outperforms anything polished in-house.
4. Involve Gen Z in Brand Building
Invite Gen Z to shape your brand. UGC contests, real-time polls, AMAs, and co-created drops build emotional investment. Treat them like collaborators, and not customers.
This generation wants to help decide the latest trends that shape the market.
Giving them a role in your brand’s evolution makes them more likely to promote it organically, wear it proudly, and defend it publicly.
Gen Z Isn’t the Future: They’re the Now
Gen Z has arrived, and they’re shaping commerce, culture, and brand loyalty through a lens of values, creativity, and relentless authenticity.
Brands that adapt will capture more than their attention. They will create a loyal customer base that fuels growth.
Ready to reach Gen Z with a strategy that actually works?
Let’s build a bold, creator-first brand presence that captures attention and drives conversion. Start your growth strategy with AVINTIV today.
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