No doubt that Gen Z’s buying power is growing, and soon this generation will become the largest audience of shoppers and purchasers. Being the first generation of true digital natives, they consume advertising and media in a completely different way than other consumers.

In 2022, Business Insider estimated their spending power at over $360 billion in disposable income.

This generation is value-conscious and drawn to authentic brands. They’re creative, bold, and the creators of many trends on TikTok, Instagram Reels, and other platforms.

And they require a slightly different approach than their millennial counterparts. They’re young, tech-savvy, and socially minded, having grown up with smartphones, the internet, and social media, these digital natives are more likely to buy from brands that have established clear values, are inclusive, and have a strong online community.

Here are key trends for engaging this tech-savvy cohort:

Authenticity over Glamour: Gen Z tends to prioritize authenticity and relatability in brand messaging. Brands are expected to focus more on genuine storytelling, real-life experiences, and transparent communication rather than glossy advertising.

Sustainable and Ethical Practices: Environmental consciousness and social responsibility are significant concerns for Gen Z. Brands aligning with sustainable practices, eco-friendly products, and ethical causes are likely to attract this demographic.

Inclusivity and Diversity: Gen Z appreciates diversity and inclusivity. Brands that promote diversity in their campaigns and represent various cultures, backgrounds, and identities authentically tend to resonate more with this generation.

Interactive and Immersive Content: Engaging content formats such as interactive storytelling, augmented reality (AR), virtual reality (VR), and gamification are expected to gain traction. Gen Z enjoys immersive experiences that allow them to participate rather than passively consume.

Video Dominance Continues: Short-form videos, particularly on platforms like TikTok, Instagram Reels, and YouTube Shorts, are likely to remain popular. Brands will continue to invest in creating engaging, snackable video content to connect with Gen Z.

Community Building and User-Generated Content (UGC): Gen Z values communities and user participation. Brands encouraging UGC, building online communities, and collaborating with influencers or micro-influencers can enhance engagement and authenticity.

Mobile-First Strategies: As digital natives, Gen Z predominantly uses smartphones. Brands optimizing their marketing strategies for mobile devices, including mobile-friendly websites and apps, will be favoured.

Personalization and AI: Tailored experiences using AI-driven personalization, chatbots for customer service, and predictive analytics to anticipate Gen Z’s preferences and behaviour are likely to see further adoption.

Purpose-Driven Brands: Gen Z supports brands that have a clear purpose beyond profit. Companies championing social causes, activism, and meaningful missions are more likely to gain Gen Z’s loyalty.

Privacy and Data Transparency: Gen Z is cautious about privacy and data security. Brands that respect user privacy and transparently handle data are expected to build trust with this audience.

Remember, the marketing landscape constantly evolves, and staying updated with real-time consumer behaviour and market trends is crucial for effectively targeting Gen Z in 2024. It’s advisable to refer to the most recent industry reports and expert analyses for the latest insights into Gen Z marketing trends for the current year.