Generation Z has the “main character energy” in today’s world, especially in their consumer behavior.

Gen Z (born in 1998-2012) has now stepped into the corporate world and has a significant influence on the retail market. Hence, it’s vital for businesses to understand the consumer behavior of them as they have a strong purchasing power.

Thus, by understanding consumer behavior, marketers create strategies to grab the attention of the buyers.

Gen Z is the first true digital generation. Their purchase journey starts—and often ends—on their smartphones.”– Digital Marketing Strategists

Being a part of this generation myself, I can confidently say that my midnight Instagram scrolling often ends up buying a new product.

However, despite the fact that this generation spends more time online, they still prefer physical shopping experiences (Smith, 2021).

Thus, their decision-making process, influential factors, their needs, and post-purchase behavior, every element must be taken into consideration by the marketers.

What is Consumer Behavior?

According to Solomon (2018), consumer behavior is the psychological factor that makes a difference in buying goods, services, or anything else.

Thus, the consumer behavior of each purchaser depends on various factors that a marketer or company must know.

These factors are:

Performing research about the customers

Evaluating their purchasing cycle and patterns

Their act of purchasing and consuming the products or services

Lastly, a consumer’s post-purchase behavior.

Kotler and Keller (2016) say that it’s very important for marketers to understand these factors about consumers. In addition, it helps in predicting what, when, and how they’ll buy. And how they consume and dispose of it.

Understanding such hard theories and concepts is not easy, especially for new marketing experts. Initially, when I started my career, I had to understand consumer patterns and behavior, and make effective strategies. At that time, I reached out to a strategic leadership assignment help service to get their best guidance.

 

Now that you know what consumer behavior is, it’s time to move forward to know some vital consumer factors of Gen Z. And trust me, I have closely studied these aspects, and marketers must know them!

Understand Gen Z and Key Their Consumer Factors

Fact: In 2023, the estimated Gen Z population in the UK was almost 13.2 million, ranging from 11 to 26 years old (Source: Statista).

A bit of a mysterious people, trend setters, and grown up in technological advancements: Gen Z is now everywhere, from high schools to business corporations.

Understanding Gen-Z isn’t just about knowing the present—it’s about grasping the future. They possess the power to set trends, shape cultural movements, and ultimately dictate what’s considered new and cool.

As a Gen Z marketer and targeting my own demographics, here are some key characteristics of these young consumers:

Digital Natives

A tech-savvy generation? Definitely, Gen Z!
Gen Z spends more than 6 hours (approximately) daily on their mobile phones (Source: Emarketer).

We all know how previous generations (particularly Gen X and Millennials) had to adapt to these technological advancements, right? But Gen Z expects easy and perfect tech merging as the baseline.

Authenticity and Social Impact

Generation Z is pragmatic as they research and closely check everything before buying it. In addition, they value opinions, feedback, and reviews from other consumers or users.

Also, this group of people looks for sustainability in products and is often willing to spend more on such brands.

Important point: According to the case studies of many brands such as Starbucks, Shopee, and others, it is observed that they identify the pain points, values, and interests of their audience.

For example, Netflix and Spotify promote Pride Month, climate awareness, and black lives matter.

During my academic years, when I was assigned to write case studies on various brands, it felt like a never-ending task. From researching the brand to knowing their audience, writing this task was a nightmare. Therefore, I got an Assignment Master UK, and these experts helped me achieve an A+ in my assignment.

Personalization

Generation Z consumers prefer personalization and customized marketing efforts to cater to their individual interests. In addition, this means that they connect with companies that address them personally via social media.

Price Sensitivity

While the price factor is not always on top for Gen Z, however, they still look for affordable options.

 

By this point, we all know that the “always on the phone” age group often shops online. So, let’s find out the most used social media platforms. As a marketer and a great contributor in this field, I truly understand the importance of targeting every platform’s audience.

Social Media Platforms: The Main Marketing Channels

Generation Z is the king of social media platforms. According to the 2025 Sprout Social Index, 89% of them are users of Instagram, 84% are on YouTube, and another 82% are active users of TikTok.

In 2025, it’s safe to say that social media platforms have changed both the way consumers purchase and businesses interact with their audience.

As a result, social media applications are a great source to market and create a connection with the audience.

Top 5 Gen Z Marketing Strategies in 2025

Short-Form Video Content

Because Generation Z has a short attention span, short videos are the best way to capture their interest. Platforms like TikTok, Instagram Reels, and YouTube Shorts are perfect. These videos should be fun, informative, and catchy—within 30 seconds.

Influencer Collaborations

Gen Z trusts influencers more than celebrities. A report by Morning Consult tells that more than 54% of Gen Z consumers have made a purchase by being influenced by an online influencer.

Micro and nano influencers, who have smaller but loyal followings, are especially powerful. Brands that collaborate with the right influencers can gain more trust and visibility.

Interactive Content

Polls, quizzes, stories, and games are great tools to keep Generation Z engaged. Thus, instead of just watching, they want to participate. This two-way interaction helps build a stronger relationship between the brand and the audience.

Purpose-Driven Marketing

This generation wants to buy from brands that care. Whether it’s climate change, mental health, or social justice, Gen Z supports businesses that align with their values. Sharing a clear mission and taking action can win their loyalty.

User-Generated Content (UGC)

Gen Z loves to create and share content. Brands that encourage users to post pictures, reviews, and stories can benefit a lot. Also, UGC builds trust and acts as free and powerful advertising from real customers.

Fact: According to Stackla, UGC is 20% more likely to influence the purchase than brand-generated content.

What Challenges Do Marketers Face?

Short attention span

A study shares that Gen Z’s attention span is only 8 seconds, supported by short-video platforms like Instagram and TikTok.

This shows that professional marketers are burdened to grab the attention within eight seconds.

Rapidly Changing Trends

Generation Z is always ahead when it comes to trends. What’s popular today might be old news tomorrow. As a result, brands need to stay alert and be ready to adapt fast.

Demand for Authenticity

It’s high time for marketers to know that traditional marketing tricks no longer work.

Generation Z can easily spot fake or forced marketing from miles away. So instead of this, they want real stories, real people, and honest messages.

Brand Loyalty is Earned, Not Given

Gen Z doesn’t stick to one brand unless it consistently delivers value. They’re willing to explore alternatives. So, businesses must keep innovating and building relationships to stay relevant.

Conclusion

In 2025, Generation Z continues to reshape the business world. Their behavior as consumers is driven by technology, values, and the need for personal connection.

The businesses, marketing strategies, and selling techniques have changed. Hence, if marketers want to stay ahead, they must understand the thought process of this generation.

By creating smart, relatable, and value-driven strategies, brands can turn Generation Z into loyal customers and brand advocates.

After all, in a world of short attention spans and countless options, being real, fast, and relevant is the key to winning Gen Z’s heart—and wallet.