Gen Z Explains Their Buying Habits: What Brands Need to Know

How Gen Z Interacts with Brands: A Guide to Understanding Their Buying Habits

What Marketers and Brand Creators Need to Know About Connecting with Us

Hey brand builders and marketing masterminds, let’s be real—Gen Z is changing the game when it comes to how we interact with brands. We’re not your typical consumers, and the days of traditional ads and flashy slogans winning us over are long gone. We’ve grown up with the internet in our pockets and social media at our fingertips, so we’re savvier than ever about what we buy, who we buy it from, and why it matters.

If you’re trying to reach us, it’s time to understand what makes us tick and how you can actually connect with us. Here’s a breakdown of how we engage with brands and what you need to do to win us over.

1. Authenticity is Non-Negotiable

First things first—be real. We can spot fake from a mile away, and if we even get a hint that your brand is just trying to hop on the latest trend for clout, we’ll bounce. Gen Z wants to support brands that feel authentic, that stand for something real, and that don’t change with every passing fad. We’re all about consistency, so if your brand’s message doesn’t align with your actions, you’ve lost us.

To put it simply: we want to believe in your brand. If your values are transparent and your message feels genuine, we’ll be more likely to trust you and stay loyal. Don’t try too hard to be “cool.” Just be real.

2. Influencer Marketing is King (but Make It Organic)

Let’s talk influencers. Yes, we follow them, and yes, they influence what we buy—but it’s more complicated than just slapping your product in their hands. We’re smart enough to know when a post is purely sponsored and when someone actually uses and loves a product. Authenticity matters here too, so if the influencer doesn’t seem genuinely into what they’re promoting, it’s an automatic turn-off for us.

The key to winning us over with influencer marketing? Make sure the partnerships feel real. If an influencer is aligned with your brand’s message and genuinely uses your product, we’re much more likely to listen. But forced, unnatural promos? Hard pass.

3. Sustainability and Social Impact Matter

You’ve probably heard this before, but it’s worth repeating—Gen Z cares about sustainability and social impact. We’re hyper-aware of the state of the world, and we want the brands we support to be, too. Whether it’s environmental responsibility, ethical production, or supporting social causes, we expect brands to step up.

We’re not just looking for lip service, though. If your brand claims to be eco-friendly or socially conscious, we’re going to do our research to see if that’s actually true. And if it’s not? We’ll call you out. Gen Z demands transparency, so be upfront about your practices, admit where you can improve, and show us how you’re making a difference.

4. We're All About Experiences

Sure, products are cool, but you know what’s even cooler? Experiences. Gen Z values experiences over things, so if your brand can create something memorable or immersive, you’ve got our attention. This is why experiential marketing, pop-up events, and interactive campaigns work so well for us—we want to feel connected to a brand in a tangible way.

Think about it: we’re constantly sharing our lives online, so we want experiences we can talk about, snap, or post. If your brand gives us something fun, creative, or meaningful to share with our followers, we’re more likely to remember you and tell others about it.

5. Personalization is Everything

We know the internet knows everything about us, so we expect brands to use that information wisely. Personalized experiences, whether it’s through recommendations, targeted ads, or tailored content, make us feel like a brand gets us. If you can show us that you understand who we are, what we like, and how we live, you’ll make a stronger connection.

But don’t get it twisted—there’s a fine line between personalization and being too invasive. We’re cool with brands using our data to improve our shopping experience, but we also value our privacy. So keep it personalized, but not creepy.

6. FOMO is Real: Be Part of the Conversation

Gen Z lives online, and we hate missing out. Fear of missing out (FOMO) is a real thing, and we want to be part of what’s trending. If your brand can tap into what’s happening in the world, whether it’s a viral meme, a social movement, or the latest TikTok challenge, we’ll take notice.

That being said, don’t force it. Jumping on a trend for the sake of staying relevant can backfire if it doesn’t make sense for your brand. But if you can authentically weave your message into the cultural conversation, you’ll have us hooked.

7. We Expect Fast and Seamless Tech

Growing up in the digital age means we have high expectations when it comes to tech and user experience. If your website, app, or online store is slow, clunky, or hard to navigate, we’re out. We want instant gratification, whether that’s fast shipping, seamless checkouts, or quick customer support.

Make sure your tech game is strong—because if it’s not, we’re onto the next brand that can deliver faster and better. Bonus points if you can integrate social media shopping, offer easy returns, or have a chatbot that actually helps.

8. We Value Diversity and Inclusivity

Lastly, Gen Z expects brands to be diverse and inclusive—not just in their ads, but in their entire company culture. We’re a diverse generation, and we want to see ourselves reflected in the brands we support. That means diversity in race, gender, body type, sexual orientation, and more.

But again, this isn’t just about surface-level representation. We want to know that a brand’s commitment to diversity goes beyond just a marketing campaign. Are you hiring diverse teams? Supporting marginalized communities? If your brand isn’t walking the walk, we’ll take our business elsewhere.

10 Quick Tips to Catch Gen Z on Social Media

1. Be Authentic – Don’t fake it. Gen Z can spot a brand trying too hard. Show real people, real stories, and real experiences.
2. Use Short, Punchy Content – We live in a world of TikToks and Reels, so keep it quick, visual, and to the point. No one’s watching a 10-minute ad.
3. Get Influencers Right – Partner with influencers we trust and who genuinely like your product. If it feels forced, we’ll ignore it.
4. Embrace Memes – Use humor and memes that are trending right now. But make sure they fit your brand naturally—don’t just throw in a meme because it’s viral.
5. Leverage TikTok Challenges – Create or join TikTok challenges to make your brand fun and interactive. But keep it playful and in tune with the platform’s vibe.
6. Prioritize Inclusivity – Showcase diversity in your posts, from race to gender identity. Make sure your brand feels welcoming to everyone.
7. Engage with Us – Respond to comments, participate in conversations, and show that you’re listening. The more you interact, the more we’ll trust you.
8. Focus on Stories – Instagram Stories, Snap Stories, TikTok Stories—we’re all about bite-sized, behind-the-scenes content that’s easy to consume and disappear.
9. Show Your Values – Use your social media to demonstrate your brand’s stance on social and environmental issues. Show us the good you’re doing.
10. Stay Trendy, Not Try-Hard – Keep an eye on what's trending but don’t jump on every bandwagon. Be selective about what fits your brand, and keep it genuine.

Follow these tips, and your brand will have a better shot at getting our attention on social media!

10 Things You Shouldn't Do When Marketing to Gen Z

1. Don’t Be Inauthentic – Gen Z can smell fake from a mile away. If your brand isn’t genuine, we won’t engage. Stay true to your values.
2. Don’t Ignore Inclusivity – Failing to represent diverse groups in your content is a huge mistake. Gen Z expects to see all races, genders, and body types in your marketing.
3. Don’t Overuse Ads – Bombarding us with traditional ads? No thanks. We scroll right past them. Keep it natural and embedded in our feed, not overly promotional.
4. Don’t Be Too Formal – We connect better with brands that are casual and conversational. If you’re too formal or corporate, you’ll come across as out of touch.
5. Don’t Chase Every Trend – Jumping on every viral trend just to stay relevant makes you look desperate. Only engage with trends that make sense for your brand.
6. Don’t Use Outdated Memes – Using old or irrelevant memes makes you look disconnected. Stay current or avoid memes altogether.
7. Don’t Skip Interactions – Posting and walking away doesn’t work. You need to engage with us—reply to comments, run polls, ask questions. Make it a two-way conversation.
8. Don’t Greenwash – If you’re claiming to be eco-friendly, back it up with real action. We’re quick to call out brands that fake sustainability.
9. Don’t Be Overly Pushy – Hard-selling tactics are a no-go. We like brands that share content and experiences, not those that pressure us to buy.
10. Don’t Ignore Social Issues – Pretending social issues don’t exist or staying neutral when it matters will turn us off. We want to support brands that take a stand.[

The Bottom Line

Gen Z isn’t just another consumer group—we’re changing the way brands need to think about marketing. We care about authenticity, inclusivity, sustainability, and meaningful experiences, and we expect brands to do the same. If you want to win us over, it’s all about being real, transparent, and in tune with what we value. Keep these tips in mind, and you’ll stand a much better chance of connecting with us in a genuine way.

And remember—if you’re not vibing with us, we’ll swipe left in a heartbeat.

Stay tuned for more insights into how Gen Z is reshaping the world of business and beyond here at Woke Waves Magazine!

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