Mind The Gap: Gen Z Is Not Where You Think

Why Gen Z’s Buying Power Looks Different

Gen Z controls $360 billion in disposable income in the U.S. alone, and their influence extends well beyond their own wallets​. They set trends and push brands into the spotlight—or out of favor—faster than any previous generation.

Their approach to purchasing is different. Four in ten Gen Z consumers begin their buying journey without a specific brand in mind—a higher rate than Millennials or Gen X​. This means they are open to discovery, but also that brand loyalty is weaker.

Traditional marketing touchpoints—big ad campaigns, corporate prestige—have far less impact. Instead, Gen Z consumers lean on trusted voices. 41% say recommendations from friends influence their buying decisions, while expert endorsements carry more weight than a brand’s reputation alone​. This shift forces brands to rethink how they build credibility.

Where They Spend Time—and Why That Matters

Gen Z’s relationship with social media isn’t as straightforward as platforms like X (formerly Twitter) claim. While the company highlights an 8% year-over-year increase in Gen Z users, independent data paints a different picture​. X struggles to keep younger audiences engaged. TikTok, Instagram, and even Snapchat attract significantly higher usage, with TikTok now functioning as a primary search engine for many Gen Z consumers​.

Rather than browsing a company’s website or searching on Google, Gen Z users turn to TikTok and Reddit for unfiltered reviews and product recommendations. This shift alters how brands need to approach digital presence. Ranking high in traditional search matters less when a growing segment of consumers never searches the old way at all.

For brands, platform-native content is essential. Content designed for Instagram Stories or TikTok’s algorithm performs better than repurposed ads. Highly produced, static campaigns feel out of place, while short-form, real-time content drives engagement.

Why the Marketing Funnel No Longer Applies

Gen Z’s buying process is messy. They skip steps, move backwards, and rely on impulsive decisions as much as researched ones. They are twice as likely as older consumers to recommend a brand, but three times more likely to criticize one​. A strong brand can go viral overnight—for the right or wrong reasons.

Some key behaviors define this shift:

• Fast decisions, fewer touchpoints: A TikTok video or Reddit thread can replace weeks of research. If a product gains traction in the right circles, it sells—without a traditional awareness campaign.

• Entertainment over exposure: Conventional reach-based marketing (banner ads, polished TV spots) is easy to ignore. Engagement happens when brands invite interaction, whether through comments, challenges, or direct messaging.

• No patience for missteps: Unlike Millennials, who were willing to engage with brands that seemed to be trying, Gen Z moves on quickly. A poorly executed campaign, a tone-deaf post—there’s little room for recovery.

This generation doesn’t passively consume content. They react, remix, and redefine content. Brands that fail to understand this lose relevance fast.

The Gen Z Playbook: What Works

1. Drop the Corporate Voice

Gen Z has no patience for vague brand statements or cautious messaging. They recognize marketing speak instantly and scroll past. The brands that resonate feel like individuals, not corporations.

Liquid Death, the canned water company, built its entire brand on absurdity and satire. Instead of pushing a sustainability message like every other water brand, it leans into heavy-metal aesthetics and irreverent humor. The result? A fiercely loyal following that engages with the brand beyond just buying the product.

2. Make the Brand Entertaining

Traditional advertising doesn’t work on a generation raised on fast, dynamic content. Brands that understand how to be part of culture—not just interrupt it—win attention.

• Duolingo’s chaotic, unfiltered TikTok presence has made a language-learning app go viral—not for its product, but for its absurd humor.

• Ryanair embraces its reputation for bad service, turning customer complaints into viral content instead of trying to control the narrative.

Both brands understand something fundamental: attention isn’t given—it’s earned.

3. Let Consumers Participate

One-way marketing no longer holds up. Gen Z expects interaction, whether through comment sections, co-created content, or personalized experiences.

• Chipotle’s user-generated TikTok challenges turn customers into brand advocates.

• Nike’s SNKRS drops create FOMO, making every release feel like an event rather than just another product launch.

When consumers feel like they have a say, they stay engaged.

The Ethics Test: Doing More Than Just Talking

Gen Z grew up watching brands make big promises and fail to follow through. They’ve seen corporations jump on social causes for marketing purposes, then quietly step away when the trend dies. Brands that try to fake sustainability efforts without real action face backlash.

Gen Z expects brands to be transparent, consistent, and willing to back up their words with action.