How Gen Z is Changing Marketing Practices
- Fahad Bin Khalid
- November 6, 2024
- 4:08 pm
- 20
- Business
Gen Z, the generation born into a digital world, is rewriting the rules of marketing. Unlike previous generations, their purchase journey doesn't follow the traditional funnel. They are aware of a product, then buy it. Instead, it’s dynamic, blending social media trends, influencer opinions, and personal experiences. For Gen Z, shopping is not just a purchase—it’s a journey that’s deeply integrated with their social media activity.
The Shift from Traditional Marketing
The old marketing funnel, a linear path from awareness to purchase, no longer resonates with Gen Z. They grew up with instant access. So, they now shop by blending social media and personal interests. For them, TikTok, Instagram, and YouTube are more than social sites. They are marketplaces, entertainment hubs, and information sources all in one.
Around 30% of Gen Z uses social media as their main way to discover new products. They follow influencers who shape trends, instead of waiting for ads. Influencers often start the buying process. In fact, 77% of Gen Z is constantly on the lookout for style inspiration from these platforms. Influencers are trusted figures, with 51% of Gen Z viewing them as true trendsetters. Brands like Hailey Bieber's Rhode have used this influence well. They introduced popular micro-trends like "strawberry girl summer." This created a demand for products before their launch.
Social Media as a Marketplace
Social media is the starting point for most Gen Z shopping experiences, but it doesn’t always lead directly to a purchase. Before buying, they often research using TikTok as a search engine. They watch reviews, product demos, and check packaging quality. Brand priorities have shifted. Now, they want to create informative, eye-catching content on social media. Influencers should showcase products in relatable ways.
Brands have adapted by working with influencers to promote genuine, relatable content. Gen Z values community and transparency. Influencer endorsements and real-time user reviews create this. Brands must tell a story, not just sell a product. It must align with Gen Z's values.
The Role of In-Store Experiences
While Gen Z relies heavily on online content for inspiration, they prefer to make purchases in physical stores. About 68% of Gen Z shoppers want to try products in person before buying. They find satisfaction in testing the quality firsthand. To meet this demand, many brands now offer immersive in-store experiences. These reflect their online persona. These stores have interactive displays. They let customers test products. This bridges the gap between online inspiration and in-store buying.
This generation wants real, interactive experiences. So, brands must innovate their physical spaces. Stores are becoming experiential hubs. They aim to captivate Gen Z and create lasting connections. Brands can meet Gen Z by aligning the in-store experience with online inspiration. They are both online and offline.
Why Brands Must Adapt
Gen Z's shopping style has transformed marketing. It now emphasizes authenticity, influencer content, and engaging in-store experiences. To stay relevant, brands must adapt. They must offer journeys that are consistent and immersive. These must reflect Gen Z's values. In a world where social media and shopping are linked, brands must meet Gen Z on their terms to succeed.
