Marketing trends among value-driven Gen Z

Gen Z, born between the late 1990s and early 2010s, holds significant economic power and influence. In 2024, their total spending power reached $860 billion, and it’s projected to grow to $12 trillion globally by 2030. 

This digitally native generation has grown up immersed in the internet and social media. They value authenticity, diversity, and social responsibility, and their purchasing decisions often reflect these values. Whether they’re in their late 20s or mid-teens, this generation prioritizes financial well-being while maintaining a healthy work- (or school-) life balance, according to Snapchat’s 2022 Global Crowd DNA Study. 

The challenge? The digital landscape is in constant flux, shaped by evolving technologies and shifting consumer behaviors. While predicting the future with certainty isn’t possible, several key trends that may define the industry in 2025 and beyond have emerged.

Key takeaways for 2025

The pandemic’s immediate impact has receded, but its influence on consumer expectations remains. 

• Brands must continue prioritizing genuine, relatable content on social media to build trust and foster meaningful connections with their audiences. This focus on authenticity is critical as consumers—especially Gen Z—become more discerning about the messages they choose to engage with. Even with artificial intelligence (AI) added to the mix, it’s still possible to distinguish between genuine connection and superficial marketing. 
• Visually driven content remains king. In an era of shrinking attention spans, capturing and retaining an audience’s interest requires dynamic, engaging visuals. Social media platforms like TikTok and Instagram offer powerful avenues for enhancing engagement and reach. 
• AI and machine learning (ML) are revolutionizing digital advertising by enabling more precise ad targeting. This technology has elevated personalization to the next level. AI and ML also automate campaign management processes, increasing efficiency and optimization — and freeing marketers to focus on strategy and creative development. AI can also facilitate the creation of dynamic, personalized content, ensuring the right message reaches the right person at the right time. This customized approach maximizes the impact of advertising campaigns.
• Social commerce continues to experience explosive growth, seamlessly integrating shopping experiences directly within social media platforms. This trend blurs the lines between social media and e-commerce. It’s an integration that presents brands with significant opportunities to drive requests for information (and sales) by creating shoppable content while simultaneously simplifying the purchasing process for consumers.
  
  
• Mobile-first optimization isn’t just “nice to have” in 2025. Now, as consumers rely increasingly on their mobile devices for most (if not all) of their online activities, it’s imperative. Want to drive engagement and maximize conversion rates? Ensure your content is responsive, loads quickly, and is specifically tailored to mobile users. 

Mobile-first content

Gen Z’s preference for mobile isn’t just about convenience—it’s ingrained into their digital DNA. They’ve always used smartphones and tablets, making mobile their primary “gateway” to information, entertainment, and connection. About three-quarters of Gen Z use mobile devices as their primary tech tool. Want to capture and keep their attention? Mobile-optimize your apps, websites, and social media content. 

Intuitive, user-friendly apps are essential. They should have seamless navigation, fast loading times, and exclusive mobile features. Short-form videos, interactive stories, and mobile-optimized ads are key on platforms like TikTok, Instagram Reels, and YouTube Shorts.

Design websites from the ground up with mobile in mind — not as an afterthought. Incorporate responsive design, clear calls to action (CTAs), and easy registration and/or checkout processes. Leverage mobile data to personalize content and offers, creating a more tailored experience for each user.

Social shopping

Gen Z’s reliance on social media for product discovery and purchasing has created a new era of e-commerce. According to HubSpot, nearly 75% of this generation follows influencers on social media, and 50% cite influencer recommendations as a key factor in their decisions. Micro-influencers (those with smaller, highly engaged audiences) are viewed as more authentic and relatable. 

Make it easy for Gen Z to request information, register, or purchase directly from social media platforms. Shoppable posts and in-app checkout features streamline the process. Encourage customers to create and share content featuring your products, which builds trust and social proof. 

Values-driven consumption

Half of Gen Z expects brands to take a stand on social issues. A Deloitte study found that 64% willingly pay a premium for sustainable products, and 25% have stopped supporting brands with unsustainable practices. They’re three times more likely than other generations to say businesses should serve communities and society.

Be transparent about your organization’s practices, from sourcing to the type of programs you offer and how those programs benefit others. For example, if your organization offers trips abroad to volunteer and work within different communities, show how program participants and the communities themselves benefit.

Take a stand on social issues — environmental conservation, education, public health, sustainability — that resonate with Gen Z, but do so authentically. Avoid “woke-washing.” Back up your program with testimonials and proof points. Showcase diversity in your marketing and ensure your company culture reflects those values. 

Social media as search engines

About 40% of Gen Z uses TikTok and Instagram as search engines, preferring visual learning. Prioritize visually appealing content, including high-quality images and videos. Create content that answers questions, solves problems, or provides valuable information. Use relevant keywords in your captions and descriptions to improve discoverability.

Tailor your content to each platform. TikTok requires content that is different from Instagram or YouTube, for example. Use relevant hashtags to reach a wider audience. 

User-Generated Content (UGC)

UGC is more than a trend—it’s powerful social proof. Run contests, offer promotions, or challenge users to create and share content featuring your brand. If practical, partner with Gen Z influencers and creators to generate authentic UGC. Highlight UGC on your website and social media channels. Foster a sense of community around your brand by inviting interaction and engagement.

Over 170 million Americans use TikTok monthly, and millennials and Gen Z use the app the most. Gen Zers are active creators and content sharers, with 61% preferring UGC over traditional marketing because of its perceived authenticity.

Fun, creative content

Gen Z appreciates humor and creativity. How entertaining is your content? Use trending sounds, music, and visual effects to increase your content’s appeal and shareability. Incorporate humor and wit — don’t be afraid to be funny and relatable. Try using polls, quizzes, and other interactive elements to engage your audience. Want to capture and keep Gen Z’s attention? Incorporate short-form video.

Personalize content more effectively

The best way to pique (and keep) the interest of Gen Z? Use data-driven insights to drive your marketing efforts. Understanding this (or any) generation’s preferences and behaviors through data analytics is key and allows you to:

• Develop tailored content that aligns with specific interests
• Implement personalized program recommendations
• Create interactive experiences optimized for mobile platforms

How to leverage TikTok to reach target audiences

Platforms like TikTok present programs with a unique opportunity to connect with Gen Z. A successful strategy hinges on creating content that resonates with the demographic’s preferences for authenticity and entertainment. However, you can’t just repurpose existing marketing materials; you must understand TikTok’s culture and trends.

Prioritize creating engaging, creative, and entertaining content that integrates seamlessly with the platform’s dynamic format. Stay current with cultural trends. Leverage TikTok’s distinctive features (short-form videos, music integration, interactive filters, duets) to craft immersive experiences and encourage viral engagement. 

Feeling overwhelmed? TeenLife can help

Connecting with teens and their families requires a strategic, targeted approach. While social media plays an important role, maximizing your reach and ensuring others actively seeking opportunities can discover your program is key. TeenLife offers a robust, SEO-optimized advertising platform designed to do just that.

We understand the marketing challenges to this demographic and have built our platform to achieve wide reach in organic search results, connecting your program with teens and families actively seeking experiences like those you offer. Don’t leave your program’s success to chance. Contact TeenLife today to learn how we can help you effectively market your program, increase its visibility, and connect with the right audience.