How Gen Z is Changing the Face of Marketing Strategies

I still remember the moment when I attended New York Advertising Week. Going in, I expected a lot of discussions around AI, influencer marketing, and data-driven strategies. But what shocked me was how frequently Gen Z was brought up. Every session—whether on digital transformation, branding, or content marketing, had at least some focus on how brands must adapt to Gen Z’s behaviors.

It made me realize just how much power this generation wields over marketing trends. With Gen Z’s spending power exceeding $140 billion, companies that fail to evolve risk becoming irrelevant.

So, how can brands actually connect with this generation? Let’s break it down.

1. Authenticity Over Perfection

Gen Z can smell fake marketing from a mile away. They will choose to engage with brands that are open, honest, and real instead of those that have an airbrushed facade. This has caused a huge move towards:

↳User-Generated Content (UGC): Brands featuring actual customers and employees rather than conventional advertising.

↳Influencer Marketing: Not just celebrity influencers, though—micro and nano influencers with niche, highly engaged followings.

↳Behind-the-Scenes content: Providing audiences with an uncensored glance at how brands operate.

📌 Stat: 82% of Gen Z trust a company more when it features real customer images in marketing (Vogue Business).

My Own Experience:

While I was composing a LinkedIn post on brand authenticity, I stumbled upon Gymshark. I'd heard their name previously, but after studying their strategy, I was amazed. Instead of using top-level athletes as most stereotypical fitness brands do, Gymshark dominates through user-generated content (UGC). They showcase normal fitness enthusiasts, which makes their brand appear more authentic. 

Gymshark boasts a high revenue of $63,110,520, with 384,731 transactions and 11,557,958 sessions in December 2024.

2. Social Causes Drive Brand Loyalty Gen Z is not only purchasing products, they're purchasing values. They expect brands to use their voice on vital social and environmental causes.

💡 Major Areas Where Brands Are Likely to Be Heard:

✔ Climate Change – Companies that adopt sustainability achieve long-term credibility.

✔ Racial and Gender Equality – Real diversity efforts are important.

✔ Mental Health Awareness – Supporting well-being resonates deeply.

📌 Stat: 68% of Gen Z expect brands to contribute to social causes. (Business Dasher)

🔹 Nike's "You Can't Stop Us" campaign, which centered on racial justice and inclusivity, was one of their most shared campaigns to date, with over 50 million views within the first week.

3. The Power of Short-Form Video Content With Gen Z's attention span of only 8 seconds on average (Emarketer), short form content is king. TikTok, Instagram Reels, and YouTube Shorts are the new frontiers for brand exposure.

💡 Why Short Videos Work:

✔ Fast Consumption: Individuals can consume without significant time.

✔ Viral Potential: One interesting video has the potential to go viral.

✔ Entertainment Factor: Generation Z adores interactive, funny, and entertaining content.

📌 Stat: 68% of Gen Z (aged 15-26) discover brands through social media videos. (Emarketer)

My Own Experience: In my research on YouTube video strategies, I spoke with 50+ individuals, from creators to marketers. Each and every one of them had the same thing to say: • Long-form videos establish audience trust & retention. • Short videos (TikToks, Reels, Shorts) power huge reach & discovery. This made me understand the strength of short-form content. Even fashion brands like H&M and Zara have TikTok teaser videos for their new collections, generating huge anticipation.

4. Sustainability: More Than Just a Buzzword Gen Z cares deeply about sustainability, and they're willing to pay for it. Brands that fail to adopt eco-friendly practices risk losing customers.

📌 Stat: 64% of Gen Z consumers are willing to pay more for sustainable products. (Mediatool)

🔹 Sustainable Practices That Work: ✔ Eco-Friendly Packaging – Less plastic waste is a big advantage. ✔ Carbon Footprint Reduction – Companies actively reducing emissions gain Gen Z's approval. ✔ Ethical Supply Chains – Manufacturing transparency is a big deal.

🔹 In 2024, Levi’s launched its first 100% recycled denim collection, which saw a 20% boost in Gen Z purchases due to the sustainable initiative (Fashion Network).

5. Digital-First Experiences Are a Must

Gen Z lives online. Brands that want to capture their attention must deliver seamless digital experiences. 📌 Stat: 91% of Gen Z social media users are on Instagram, and 86% are on TikTok. (Sprout Social)

🔹 What Digital-First Marketing Incorporates:

✔ Interactive Websites: Simple navigation, quick loading, and mobile-first approach.

✔ AR/VR Shopping Experiences: 3D product views and virtual try-ons.

✔ Effortless E-Commerce Experiences: Single-click checkout, simple returns, and social shopping.

Final Takeaways: How Brands Can Win Over Gen Z

✅ Be Authentic- Feature real customers, real employees, and real experiences

✅ Support Social Causes- Climate change, mental health, and diversity are important.

✅ Master Short-Form Video- TikTok, Reels, and Shorts are a must.

✅ Go Digital-First- Key are websites, AI-led recommendations, and frictionless shopping online.

✅ Utilize Influencers- Micro-influencers > traditional celebrities

💬 Which Gen Z trend do you think is the most powerful? Drop your thoughts in the comments below!

If you enjoyed this blog post, be sure to check out my YouTube channel where I discuss more about lifestyle trends, marketing, and technology."

Follow me on LinkedIn to stay updated on my latest articles and projects. Let’s connect and continue the conversation there! Sources and References

1. Retail Gazette - Gymshark Surging Sales (Retail Gazette)

2. Business Dasher - Gen Z Spending Power Statistics (Business Dasher)

3. Vogue Business - Are Brand Employees the New Influencers? (Vogue Business)

4. Video link - Nike’s “You Can’t Stop Us” Campaign (Youtube)

5. Emarketer - 5 Key Stats for Marketers Targeting Gen Z (Emarketer)

6. Mediatool - Gen Z Trends in Sustainability (Mediatool)

7. Sprout Social - Gen Z Social Media Usage Insights (Sprout Social)

8. Captiv8 - Influencer Marketing and Gen Z (Captiv8)