What Gen Z Wants in 2025
Authenticity > Everything
Gen Z well and truly killed the need for aesthetic IG feeds or overly polished YouTube videos – they want real and raw, chaotic and wonderful content. Think unfiltered content, behind-the-scenes or day-in-the-life content. Gen Z finds magic in the mundane, and brands that embrace raw storytelling and vulnerability will build deeper connections with their audiences.
Micro-influencers take the stage
Mega-influencers will always have their sway, but if you want to gain the trust (and ear) of a Gen Z, you need to look toward niche and micro-influencers. Why? These creators may be smaller, but they create mighty communities that are engaged and hooked on their every word. They’re viewed as more relatable and authentic, making them the perfect fit for brands looking to foster genuine connections and drive conversions.
Short-form is supreme
The ideal formula for Gen Z content is something bite-sized, entertaining, and even educational. Platforms like TikTok, Instagram Reels, and YouTube Shorts continue to dominate, with trends like ‘edutainment’ (education & entertainment) gaining traction. Brands must create value-driven content to keep audiences engaged.
Purpose-driven marketing wins
If you haven’t already noticed the trend in this blog, there’s one thing that sits at the heart of everything Gen Z wants: purpose. Gen Z connects with brands that value purpose over profit, whether that’s sustainability, inclusion, or mental health advocacy. Companies that align with social causes and integrate them authentically into their messaging will win Gen Z’s loyalty.
AI & Personalisation is Key
Love it or hate it, AI is likely not going away anytime soon, and it’s such a powerful tool that can really help brands and creators who embrace it. Gen Z expects hyper-curated experiences. Their attention is fleeting, so brands need to make sure their experience is geared toward them. From tailored product suggestions to AI-generated influencers, brands that leverage AI while maintaining a human touch will thrive.
Community-led content
Audiences and even brands are fleeing mainstream social media feeds and are instead setting up bases in tighter-knit digital communities. Whether it’s broadcast channels on Instagram or even using dedicated platforms like Patreon, brands that foster micro-communities and engage in two-way conversations will stand out in 2025. If you want to learn more about the shift to private communities, check out our blog here. This shift to niche communities isn’t just about engagement—it’s reshaping how Gen Z discovers and buys products.
Shopping is social & seamless
Social commerce is experiencing arguably its biggest boom yet. TikTok Shop, amongst other platforms, has brought so many opportunities to brands and creators but more so to users, who can now buy items directly from their feeds. This is the most seamless shopping has ever been for Gen Z, and any experience that isn’t seamless will stick out like a sore thumb. Platforms integrating frictionless checkout, live shopping events, and peer recommendations will shape the future of e-commerce.
The social and influencer landscapes are evolving quickly, but it’s Gen Z who are setting the pace. As a brand in 2025, you ultimately need to prioritize authenticity, purpose, and community at the heart of everything you build if you want the trust of Gen Z.
Want to build a future-proof strategy that truly speaks to Gen Z? Let’s talk. Get in touch with us here.