Gen Z is different from older generations. They are digitally native, spend more time watching videos, and have embraced the overlap between media and technology. But Gen Z has some particular habits marketers should pay attention to.
1. Gen Z hates bad memes
The No. 2 “ick” or undesirable trait among Gen Zers is a bad sense of humor and taste in memes, ranked behind chewing with mouths open, according to the 2024 Instagram Trend Talk report. TikTok and Instagram are the most important social media platforms among Gen Z shoppers for brand discovery, according to Insider Intelligence data, which means it’s important to keep content relevant on those platforms.
Put it to work: While brands probably don’t have to worry about chewing with their mouths open, they might be guilty of bad memes. Make sure your marketing team is up to date on TikTok and Instagram trends so they don’t fall behind and risk ridicule.
2. Gen Z buys less clothing, repeats outfits more
Repeating outfits ranked as Gen Z’s No. 3 fashion trend globally, according to Instagram. Gen Zers are more calculated than older shoppers in their purchase decisions and are less likely to make impulse purchases, according to our Gen Z Path to Purchase report.
Put it to work: Brands aiming to reach Gen Z need to give them a reason to buy. Offering sustainable fashion or accessories and smaller purchases that can spice up clothing they already own could provide that incentive.
3. Gen Z prizes individuality
Nearly one-third of Gen Z said they are looking to dress more creatively, and many are seeking a “core aesthetic,” or a look that is central to their identity, according to Instagram. Gen Z is looking for inspiration in-store, on brand websites or apps, and on social media, which are the top three places the generation discovers new clothing products, according to Insider Intelligence data. Social media is even more important among Gen Z beauty shoppers.
Put it to work: Help Gen Zers stand out. Offer ideas and inspiration for new aesthetics via content on the platforms where Gen Z spends time, like social media. Don’t be afraid to create unique content.