Gen Z Marketing Statistics and Trends You Can’t Sleep On
Noticed how brands that are popping up on your feed seem to read your mind? This is no coincidence, and we have the Gen Z marketing statistics to prove it.
Generation Z, a digital-native and socially conscious population born between the 1990s and early 2010s, is overhauling consumer culture and how we approach the marketing landscape.
In this article, QR TIGER explores Gen Z's influence on today’s consumption habits, social media mania, QR code generator trends, and preferences, plus tips on how to market to this new generation of consumers.
Table of Contents
- How has Gen Z affected marketing?
- Top Gen Z marketing statistics to look out for
- Part I: Current attitudes taking center stage
- Part II: What Gen Z wants from brands
- Part III: Where Gen Z spend most of their time
- Part IV: Impact of social media on the Gen Z population
- Part V: Marketing strategies that appeal to Gen Z
- More interesting facts about Gen Z consumption
- Pro tips on how to market to Gen Z with a QR code generator
- In a nutshell: Defining traits of generations
- Gen Z ushers in a new age of consumer behavior
- FAQs
How has Gen Z affected marketing?
Generation Z’s impact on the overall marketing scene is undeniable.
They’re the masterminds behind today’s most popular memes and the catalysts for the boom in short-form content.
This generation has an affinity for authenticity in marketing messages and brand relationships; thus, companies are encouraged to cater to these expectations and create positive, lasting impressions.
The QR codes in cinema that we are seeing more and more of can also be attributed to a generation of people who are accustomed to finding exclusive content and secret messages via QR codes.
Gen Z, with their short attention spans and care for social issues, has high expectations for the content they consume, the brands they visit, and the quality of their experience—all of which contribute to current marketing trends.
Top Gen Z marketing statistics to look out for
Gen Z is presenting an interesting time for the marketing world.
From eco-consciousness and short-form content to Gen Z slang and social causes, there is a dynamic development in marketing that is a sight to behold.
Read on to find out how Generation Z is shaping it.
Part I: Current attitudes taking center stage
61% accept AI content
While Gen Z is aware that AI may soon replace human-powered activities, they are still more accepting of this technology in the workplace, online shopping, and everyday life.
Artificial intelligence (AI) and its growing presence do not faze Gen Z. And since they are less worried about their data privacy than older generations, it makes sense that 54% take an interest in AI-enabled banking.
60% feel neutral about brands using slang
Like those who came before them, Gen Z has its own terminology that has naturally infiltrated the marketing space.
While most feel indifferent about it, Gen Z statistics show that almost 20% perceive advertisers who use it in a more positive light.
61% look for secondhand items
A forecast by eMarketer shows that US e-commerce resale will have an estimated growth rate of 74.7% in 2022 to 76.3% in 2026.
Popular websites for secondhand items, like Depop, eBay, and Craigslist, appeal to a generation deadset on reversing the adverse effects of fast fashion and overconsumption.
4 in 10 deem social media ads informative
This number surpasses previous generations, with less than 30% of Gen X and older finding them entertaining.
However, according to a 2023 report by Statista, 40% of Gen Z dislike in-game and in-app ads or find them annoying.
Part II: What Gen Z wants from brands
53% prioritize mental health
Gen Z marketing statistics clearly show that they prefer brands that support psychological well-being and contribute to destigmatizing it.
As many of Gen Z have or know someone who has experienced mental health problems, they value brands that acknowledge and address these issues.
47% for sustainability + racial and gender equity
In the same survey, these two causes tie for second place as values Gen Z looks for in brands or companies.
The respondents, ages 16 to 26, expect proper accountability for lapses in either and are willing to leave scathing reviews or damaging posts about a brand when they don’t.
26% for LGBTQ+ rights
While ranked lower, this cause remains a high priority for many Gen Zers. This could mean support for same-sex marriage, right to safety, or gender expression.
Comparatively, 45% of female Gen Z say they are likely to purchase from a brand that supports LGBTQ+ rights, while only 22% of male respondents say they would.
Part III: Where Gen Z spend most of their time
92% stream videos
Gen Z’s video streaming behavior shows that most prefer to watch videos on their smartphones, and 88% engage with ad-supported streaming services.
YouTube video marketing using QR codes or Netflix’s customer-centric campaigns seem to be popular strategies for keeping people excited about the latest music videos or blockbusters.
Over 43% stream music every day
According to a 2023 survey by Statista, Spotify is the leading music streaming platform for Gen Z in Europe.
YouTube (free and premium) appeals more to millennials, while Apple Music was used by 15% of both millennials and Gen Zs.
Podcast listens will rise by 2027
Infinite Dial stats reveal that 67% of people in the US have tried listening to a podcast, which is 62% more than in 2022 and 64% in 2023.
While multitasking is common when consuming digital content, 82% of Gen Z listeners actually prefer to tune into podcasts without doing anything else.
Part IV: Impact of social media on the Gen Z population
41% are bothered by time spent online
This illustrates an increasing awareness of the potential consequences of using social media too much.
This has led to periods of limited digital screen time or a digital detox to compensate for excessive time spent facing a screen.
Since this generation seeks balance and well-being, their desire to periodically disconnect from the digital world presents a challenge (and opportunity) for online marketing channels to get creative.
64% say TikTok is the top short-form video platform
Most Gen Zs use it as their go-to social platform for short content. The app is also a melting pot for communities with similar interests, drawing users of all ages.
Not only that, but TikTok seems to serve as a platform for self-expression, with many Gen Zs using it as a creative outlet for political hot takes, literary analysis, artistic processes, and more.
Gen Z prefers Instagram for messaging
Instagram is favored not only for direct messaging but also for its stories feature.
Although TikTok reigns as the most popular choice for short videos, Instagram Reels and YouTube Shorts are worthy competitors, indicating a desire to dabble in different platforms.
Part V: Marketing strategies that appeal to Gen Z
85% of Gen Z shoppers turn to social media
The facts about Gen Z's shopping habits all point toward social platforms and the authentic, down-to-earth content shared by their favorite influencers.
To further this point, at least 55% of Gen Z trust influencers rather than mainstream celebrities. Ultimately, Gen Z values authenticity and genuine interactions, which also reflects their purchasing choices.
55% are drawn to exclusive content
Why? Brands are more appealing to Gen Z when they go the extra mile in building a sense of exclusivity and community among fans of a product or personality.
They want to see behind-the-scenes videos, informative tutorials and how-tos, artist collaborations, and early access to new products or collections.
In addition, selecting the appropriate digital marketing software is also necessary to reach the desired audience and monitor a campaign's success.
70% prefer to buy from ethical companies
This is rooted in Gen Z’s desire for purpose and making a positive impact.
When deciding which businesses are “ethical,” they will consider the fairness of a company’s labor practices and clearly defined policies regarding environmental sustainability and sourcing.
99% believe QR code marketing works
Some may need a guide on how QR codes work but not Gen Z! With a predicted 20 million mobile payments to be made by 2027, QR codes are a familiar friend.
54% of survey respondents also agree that QR codes can significantly improve ad measurement and support sales.
More interesting facts about Gen Z consumption
They are socially aware
Thanks to readily available information online, Gen Z is an informed generation. They are familiar with a variety of social issues and tend to associate themselves with brands that align with their values.
Brands should remember that transparency is the key to earning Gen Z’s trust, whether through sustainable practices or raising awareness of important social causes.
They shop for deals, not brands
In comparison to other generations, like Baby boomers, Gen Z is less inclined to be loyal to certain brands. Instead, they seek out the best deals and prioritize value over a popular name.
Incorporating QR code analytics with your marketing efforts will show you exactly how well they are received and whether changes need to be made.
They are receptive to influencer culture
As the first generation to grow up with technology, digital platforms, and hyperconnectedness are central to their experience of the world.
As mentioned earlier in this article, Gen Z loves genuine products and people. This is why they are more ready to trust recommendations from social media influencers, especially those beloved in niche communities.
Pro tips on how to market to Gen Z with a QR code generator
- Interactive reviews. Encourage your target market to leave an honest review by scanning a Google Form QR code or a QR that leads directly to your website.
- Gamified experiences. QR codes can be used for more than mobile payments, linking customers to virtual try-ons, games, and animations.
- Exclusive content. Use a QR code generator to create QR codes that offer customers special surprises, such as behind-the-scenes content and sweet deals.
- Fun quizzes and polls. Engage your Gen Z audience with QR codes that link to interactive quizzes and polls relevant to your brand or business.
- Direct to socials. Social media is another great way to foster genuine connections with customers. Make it easy for customers to follow you online with a quick scan of a QR code.
In a nutshell: Defining traits of generations
Gen Alpha (born 2013-2024)
As the youngest generation, Generation Alpha is named for being the first to be fully born in the 21st Century. They have never been without technology—to put this into perspective, the first iPad was released in 2010.
The world they’re growing in is quickly changing, from technological developments and increasing globalization to climate change. In this context, Gen Alpha represents new, uncharted waters.
Gen Z (born 1997-2012)
Generation Z accounts for much of the online pop culture-related content we see circling the
Internet, but they’re also characterized by social awareness and value various causes.
They recognize they are at an economic disadvantage compared to older generations, which pushes them to adapt to fluctuating inflation rates and overpriced housing markets.
As a result, they are more cost-conscious and careful of their spending habits.
They also prefer visiting businesses with a sense of humor and embrace inclusivity. For example, brands that use QR codes in marketing campaigns appeal to Gen Z traits.
This means incorporating accessible visual content (videos, images, landing pages) and easy access to information.
Millennial or Gen Y (born 1981-1996)
Millennials, stereotyped as frivolous spenders and self-involved, are among the generations often misjudged. Although many indulge in occasional comforts like traveling, they are quite adept at money management.
Now at the life stage of being parents to the current generation (Gen Alpha), they are careful about their financial decisions and avoid impulsive buying.
They are open to change, readily accepting new tech innovations, and lead eco-conscious lifestyles. Like Gen Z, they are more likely to support ethical and sustainable businesses.
Gen X (born 1965-1980)
Similar to Baby boomers, Gen X experienced a time of economic prosperity until COVID-19 hit. Generation X is known to be skeptical about authority, pushing against the establishment and rigid policies.
In terms of property ownership, Gen X are some of the “lucky ones,” managing to secure houses, land, and small businesses at an early age.
Like many others, they appreciate authenticity and transparency in marketing and value a work-life balance in their careers.
Baby boomer (born 1946-1964)
They get their name from the dramatic rise in births following World War II, which led to a boom in the economy and a high demand for housing and construction.
This generation, known for its strong work ethic and traditional values, brought on massive political and cultural change, paving the way for social justice by joining protests and rallying for equality.
Today, they continue to influence nostalgic marketing trends and societal norms and keep traditional media like TV and print alive.
Gen Z ushers in a new age of consumer behavior
The Gen Z marketing statistics say it all.
Generation Z was raised in a world overtaken by technology, social media, and fleeting trends. It is a product of unique circumstances that inherently reflect shifts in the marketing landscape.
Highly comfortable with digital platforms, standing by their principles, and focusing on experiences over material possessions, Gen Z motivates businesses to reform past strategies and welcome new ones.
Brands are now reshaping many of their marketing campaigns and sustainability practices in order to cater to the expectations of the Gen Z population.
How? By taking note of the top digital platforms, using QR code software, creating content that resonates, carefully incorporating AI, and more.
FAQs
What are the trends for Gen Z consumerism?
Gen Z customers are likely to make purchases via social media platforms like Instagram or TikTok Shop. They also prefer to support brands that showcase a commitment to making a positive social impact.
What do Gen Z marketing statistics tell us?
Most Gen Z engage with video streaming platforms, prefer brands that prioritize mental health, and believe that QR codes in marketing are effective.
How effective is influencer marketing on Gen Z?
Influencer marketing has been proven to be highly successful in reaching Gen Z, especially when brands choose influencers that already use their products prior to sponsorships and deals.
What is a QR code in marketing?
QR codes, created using a QR code generator, are used in online and offline marketing. They lead users to official websites, social media profiles, feedback forms, and event landing pages.
