If you're still marketing like it’s 2015, Gen Z is already bored. This generation grew up with WiFi in the womb, prefers TikTok over textbooks, and can smell inauthenticity from a mile away. They’ve flipped the marketing playbook on its head and in 2025, the brands winning their attention are doing a lot more than hopping on the latest trends.
So what does it take to market to Gen Z in a way that actually clicks? Let’s break it down.
First, Who Is Gen Z?
Born between 1997 and 2012, Gen Z is now your teenage cousin and your 26-year-old coworker. They’re digital natives, socially conscious, and highly skeptical of traditional advertising. They crave realness, creativity, and a sense of community.
They’re also:
- Spending over 4 hours a day on social media
- Using TikTok and Instagram as search engines
- More likely to buy from brands that share their values
- Obsessed with short-form video and lo-fi content
And with over $360 billion in spending power, Gen Z isn’t just influential, they’re essential.
Real Over Perfect
Aesthetics matter, but authenticity matters more. Gen Z doesn’t want airbrushed perfection or corporate jargon. They want to see behind the scenes. They want TikToks, not TV spots. And they definitely want content that feels like it was made by a human, not a brand boardroom.
What to do:
- Embrace UGC and lo-fi video
- Show your founder, your interns, your process
- Lean into humor, messiness, and transparency
Social-First or Bust
Social media isn’t an “add-on” channel anymore. It’s where Gen Z discovers products, follows creators, and builds trust with brands. In 2025, social-first marketing isn’t optional, it’s foundational.
Where they’re hanging out:
- TikTok: for entertainment, discovery, and vibe checks
- Instagram: for aesthetic curation and shopping
- YouTube: for deep dives, GRWMs, and product reviews
- Pinterest: for planning purchases and collecting inspiration
Values Talk Louder Than Ads
Gen Z expects brands to stand for something, but they’ll cancel performative activism in a heartbeat. It’s not enough to slap a rainbow on your logo in June or post a black square once.
What they want:
- Brands that take consistent, actionable stances
- Transparent supply chains and ethical practices
- Representation and inclusion that’s more than surface-level
Creator Collabs > Celebrity Endorsements
This generation trusts micro-influencers more than mega-stars. They follow creators for their voice, not their follower count. The best brand collabs in 2025 are strategic, genuine, and audience-aligned.
Tip: Let creators take the reins. Scripted ads feel fake; authentic content builds connection and conversions.
Seamless Shopping (From the Scroll)
If Gen Z discovers your product on TikTok, they expect to buy it… on TikTok. Welcome to the era of scroll-to-cart!
Platforms like TikTok Shop, Instagram Checkout, and Pinterest Product Pins are streamlining eComm like never before. The takeaway? Make the path from content to checkout short, sweet, and mobile-friendly.
Brand Case Studies: Gen Z Marketing, Done Right
Let’s break down some brands that are actually getting it right:
⭐️ Starface
Starface made acne stickers cute, then turned them into a cult-favorite accessory. The brand shows up where Gen Z lives (TikTok, Snapchat, YouTube) and speaks their language with playful emojis, meme-able packaging, and unapologetic transparency. Plus, their community-led content and celeb fans (like Florence Pugh and Justin Bieber) fuel a constant stream of organic buzz.
☕ Chamberlain Coffee
Founded by YouTube icon Emma Chamberlain, this brand brewed up a Gen Z cult following with cozy visuals, approachable vibes, and content that never feels overly polished. Think pastel packaging, lo-fi influencer hauls, and UGC that looks like your BFF’s story. Emma remains the face, voice, and vision. Proof that founder-led storytelling works when it’s real!
🍉 Glow Recipe
TikTok skincare hauls? Glow Recipe is always in the mix. Their colorful, fruit-forward branding pops on-screen, while their influencer strategy leans into texture shots, “shelfie” aesthetics, and creators who break down ingredients like your lab-partner bestie. Bonus: they spotlight sustainability and real skin — two things Gen Z cares deeply about.
🐊 Crocs
The rebrand no one saw coming: Crocs became cool again by leaning into the weird. Limited-edition collabs (with everyone from Post Malone to Shrek), TikTok dances, and Gen Z creators made these clogs ironic and iconic. Their playbook? Embrace internet culture and don’t take yourself too seriously!
🏋️♀️ Bala
Bala turned workout gear into aesthetic accessories. Their sleek bangles went viral on TikTok as both fitness tools and fashion statements. With calming color palettes, wellness-meets-design messaging, and UGC that shows their products in everyday life, Bala taps into Gen Z’s lifestyle goals, not just fitness routines.
What to Expect in 2025 and Beyond
As platforms evolve and Gen Z grows up, their expectations will continue to shift, but one thing stays constant: they want connection.
Whether it’s in your comment section, your product design, or your brand mission, the key is showing up with intention. The brands that keep winning will be the ones that don’t just sell. They listen, share, and build trust at every touchpoint.
TL;DR? Here’s Your 2025 Gen Z Marketing Checklist:
✅ Be where they scroll (and shop)
✅ Show up as human, not corporate
✅ Let creators lead
✅ Align your values with your actions
✅ Make buying effortless
✅ Embrace the chaos, not perfection
Want to connect with agencies who get Gen Z? We’ve got the playbook (and the partners) for that. Let’s talk → book a call with a Marketing Strategist to get started 🤝
