Once upon a time, brands could guide consumers from awareness to purchase in a step-by-step process. But Gen Z has quickly changed this. Their shopping journey is fluid, blending inspiration, research, and community in ways that traditional models can’t capture. They might discover a brand on TikTok, research it on YouTube, compare prices on Amazon, and finally make a purchase in-store—all while continuously engaging with the brand online.

This non-linear behaviour forces brands to rethink their approach. Instead of expecting consumers to move predictably from point A to point B, brands must now embrace an “always-on” strategy—providing value at every touchpoint without a clear end in sight.

Social Media: The New Marketplace

For Gen Z, social media isn’t just a place to catch up with friends; it’s where they shop, learn, and stay informed. TikTok, Instagram, and Youtube have become powerful discovery tools, with 57% of Gen Zs finding new brands on YouTube and 53% on TikTok. Shopping has transformed from a single event into a continuous experience woven into our digital lives.

Brands that understand this shift know that their content needs to feel organic and authentic, blending seamlessly into a Gen Z feed rather than interrupting it. Instead of pushing products, brands must offer inspiration, entertainment, and relatability.

The Infinite Consumption Loop

Forget the traditional journey of awareness, consideration, and purchase—Gen Z’s buying process is an endless cycle. They’re constantly discovering, engaging, and re-engaging with brands, often before making a purchase. With 70% of Gen Zs stating they only trust a brand after conducting thorough research, brands need to be visible, transparent, and accessible across multiple platforms. This means providing product reviews, influencer collaborations, and user-generated content (UGC) that offer genuine insights rather than overly polished advertising. Authenticity is key, and brands that embrace real voices over corporate messaging are the ones that thrive.

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TikTok, Instagram Reels, and YouTube Shorts have become Gen Z’s preferred way to discover and engage with brands. Unlike previous generations who relied on search engines, Gen Z seeks out short, digestible, and relatable content that showcases products in action. Brands that master short-form video content create an immediate connection with their audience, showing rather than telling. Whether it’s a behind-the-scenes look, a product tutorial, or an influencer endorsement, these bite-sized snippets have the power to influence purchase decisions far more effectively than traditional ads.

Community Over Transactions

For Gen Z, brand loyalty isn’t about discounts or rewards—it’s about belonging. They gravitate towards brands that align with their values, foster meaningful connections, and build a sense of community. In fact, 54% of Gen Zs say their favourite brands make them feel like they’re part of something bigger.

Brands like Topicals and REFY have successfully created thriving communities by offering more than just products—they provide experiences, dialogue, and emotional connection. This shift means that brands must invest in fostering genuine relationships, listening to their audience, and creating spaces where customers feel seen and heard.

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Blending Digital with Physical

Despite their digital-first nature, Gen Z still values the in-store experience. A surprising 73% prefer to make purchases in physical stores, with 68% wanting to try before they buy. The key for retailers is to create seamless omnichannel experiences that blend the best of both worlds—leveraging technology to enhance in-person interactions rather than replace them. Stores are no longer just places to shop; they’re immersive brand experiences. Think interactive displays, social media-friendly store layouts, and digital integration that enhances rather than distracts.

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The Role of Influencers and UGC

Influencers and user-generated content play an outsized role in Gen Z’s buying decisions. They trust real people over brand messaging, with 51% believing influencers create trends, compared to just 15% who think brands do. Micro-influencers and peer recommendations hold more sway than celebrity endorsements, offering an authenticity that Gen Z craves.

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Brands like Hailey Bieber’s Rhode and Crown Affair have tapped into this trend by leveraging micro-trends and community-driven content to build buzz and trust. For brands looking to stay relevant, integrating influencer partnerships and customer testimonials into their strategy is essential.

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Winning Strategies for Brands in 2024

To capture Gen Z’s attention and loyalty, brands need to rethink their entire approach:

1. Be present where they are—YouTube, TikTok, Instagram.
2. Leverage UGC and influencers to build trust.
3. Offer authenticity and transparency in messaging.
4. Create immersive, in-person experiences alongside digital.
5. Provide a seamless and informative purchase journey.
6. Foster a sense of belonging and purpose around the brand.

Gen Z isn’t just reshaping the marketing funnel; they’re redefining the entire relationship between brands and consumers. Those that embrace this shift and move beyond transactional thinking to focus on engagement, community, and authenticity will be the ones that thrive in this ever-evolving landscape.