Marketing Priorities Outlined For Reaching Gen Z

Gen Z marketing trends in 2025 focus on authenticity, interactivity, and digital immersion, shaped by their values and media habits. 

Based on current insights, here are the key trends:

Authenticity and Transparency: Gen Z, aged 13-28, prioritizes brands that align with their values, like sustainability and social justice. They favor honest, transparent messaging—42% are more likely to engage with ads that feel genuine, per the 2024 Edison Research and SiriusXM Media Gen Z Audio Report. Inauthentic or overly polished campaigns risk being labeled "cringy" and ignored.

Audio Engagement: Gen Z spends over four hours daily on audio content (music, podcasts, radio), according to the same report. Ads with relatable music or humor resonate, with 49% more likely to engage if ads include music they like or make them laugh. Podcasts are a growing channel, with 59% of Gen Z listening monthly.

Short-Form Video Dominance: Platforms like TikTok, Instagram Reels, and YouTube Shorts are central, with 60% of Gen Z using TikTok daily. Bite-sized, engaging content with quick storytelling hooks them. Brands leveraging user-generated content or influencer collabs see higher trust—65% trust peer-like influencers over traditional ads.

Social Commerce and Shoppable Content: Over 50% of Gen Z have purchased directly through social platforms, per recent data. Shoppable posts, livestream sales, and seamless e-commerce integrations on TikTok and Instagram are critical. They value convenience and instant gratification.

Purpose-Driven Marketing: Gen Z supports brands with clear social impact. Campaigns tied to environmental causes, diversity, or mental health resonate. For example, 70% prefer brands with eco-friendly practices, per a 2025 marketing study.

Immersive and Gamified Experiences: AR filters, interactive polls, and gamified ads boost engagement. Gen Z enjoys co-creating content, with 55% more likely to interact with brands offering personalized or participatory experiences, like custom Snapchat lenses.

AI and Personalization: AI-driven ads tailored to individual preferences are effective, but privacy matters. Gen Z expects data transparency—68% will disengage if brands misuse data, per recent surveys.

Meme Culture and Humor: Relatable, witty content cuts through. Memes and lighthearted campaigns align with Gen Z’s ironic humor, with 80% sharing brand content that feels culturally relevant.

Influencer Evolution: Micro-influencers (10K-100K followers) are more trusted than mega-stars. Gen Z values niche creators who reflect their interests, with 47% more likely to buy based on authentic influencer endorsements.

To reach Gen Z, brands should prioritize mobile-first, value-driven, and interactive content while avoiding overly salesy or disconnected messaging.