Generation Z includes everyone born between 1995 and 2010. It is the first generation to grow up entirely with the internet and social media. Their behavior is very different from previous generations, especially when it comes to consumer behavior, brand trust and digital communication. Gen Alpha is also growing in importance for marketing managers and is characterized by an even higher digital imprint.
Digital natives through and through: Gen Z spends an average of over four hours a day on social media. Platforms such as TikTok, Instagram and YouTube are their main sources of information. Traditional advertising is often no longer effective; instead, they rely on authentic creators and communities that inform, entertain and inspire.
Authenticity beats glossy advertising: Purchased advertising messages hardly work. This generation values genuine opinions, unvarnished content and follows brands that represent transparency and social values - which is also relevant for older target groups such as millennials and even increasingly for Gen X and the so-called "boomers".
reducing plastic waste.
Purchasing decisions are based on recommendations: A report by the International Council of Shopping Centers found that 85% of Gen Z respondents, social media influences their purchasing decisions. According to the Statista Global Consumer Survey, 34% of Generation Z in Germany in 2024 agreed that they had already bought a product that was advertised online by an influencer or celebrity. This is the highest proportion compared to older generations. In the baby boomer generation, only five percent agreed that they had ever been influenced in their purchasing decision by influencers.
Personalization and individuality : Personalized experiences are crucial to gaining the attention of Generation Z. Studies show that 75% of these young consumers are more likely to buy a product if it can be personalized. This is not only about tailor-made products, but also about an individual approach on social media and in advertising. Generation Z expects their needs and preferences to be recognized by algorithms and AI technologies. This includes both personalized product recommendations and tailored offers that are tailored to their specific interests.
To effectively target Gen Z, brands should implement the following strategies:
Choosing the right influencers is crucial to the success of a campaign. You can only reach your target group authentically if the brand, message and creator really fit together. With Discovery, our IROIN® Influencer Marketing Suite enables you to map all the steps of a campaign in one tool, from the right creator selection to detailed performance analysis. Thanks to data-based insights and automated processes, you can identify the influencers that match your brand and campaign goals.
Manually viewing and analyzing countless influencer profiles can be extremely time-consuming and frustrating. Our Influencer Marketing Suite, on the other hand, automates many of these processes,
so you have more time for what really matters: developing creative campaigns and engaging with your target audience. With intelligent data analysis and targeted search functions, you can find the perfect creators in no time at all.
Gen Z is demanding, but for brands that speak their language, it offers enormous potential. With the right creator selection and a well thought-out campaign strategy, long-term, authentic relationships can be built. Our Influencer Marketing Suite helps brands to efficiently map the entire campaign process and find the right influencers for maximum impact with Gen Z.
(This article is based on insights from our Trend Guide, created in cooperation with Social Match)