What we know about marketing to Generation Z

Provides guidance for brands on connecting with Generation Z.

Despite being still very young, Generation Z already have considerable purchasing power. They are the digital native, mobile-first generation that favours platforms like TikTok, Snapchat, Instagram and Spotify. However, they still love the in-store shopping experience and are wary of the potential negative impacts of the tech world to themselves and society more broadly. From brands, they value snackable content and instant, easy solutions as well as opportunities for self-expression, upskilling and making the world a better place.


The Pew Research Center defines Generation Z (Gen Z) as people born between 1997 and 2012, so between the ages of...

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