Gen Z -trends 2025 – What do you need to know?
Generation Z, or zoomers for short, are the age group born between 1995-2009, of which a quarter are in the workforce. Don’t let their youth fool you, as Gen Z has more purchasing power than you might initially think – they eagerly express their wishes to their parents, who dig deep into their wallets faced with all kinds of TikTok trends! The zoomer generation differs completely from previous age groups, as they have grown up with digitalization and technology. In 10 years, Gen Z will be the most important consumer group that smart marketers should take into account well in advance.
We compiled five key tips for brands interested in the young adult target group for next year’s marketing, so you know the answer to the question: what do zoomers really want and why?
Experientiality
The pandemic, wars, and environmental concerns have raised zoomers with the mindset that everything can change at any time. Instead of long-term future planning, Gen Z lives in the here and now. Additionally, they realize that their tastes change quickly, so experiencing is more important than material possessions and ownership. It could be a new interesting protein water, an Asian-spiced snack, or an evening with friends and a board game. So sharpen your marketing message to include something exciting and experiential, and connect it to a current phenomenon that’s trending on social media at that moment!
Be like Gen Z – authentic and present like they are
Let’s say it straight: zoomers commit to brands less than millennials. Still, brand image is everything to them and strongly guides purchasing decisions. Zoomers constantly do background work, comparisons, and follow discussions about brands. If you say your brand is something, then stand behind it too. For example, greenwashing is a big no go. Gen Z has no shortage of alternatives, so they move to the next option with a low threshold if, for example, the shopping experience doesn’t please them or customer service doesn’t work on social media. Key takeaway for brands: invest in authentic and truthful content on social media accounts, community management, and offer direct purchase paths to products.
Multi-channel marketing – Brands at every moment
The Gen Z generation is exposed to marketing more than previous generations ever have been. They experience brands everywhere, at every moment. Although zoomers like to shop on their mobile devices, they also value the store experience and customer service. Is the hottest rapper performing at summer festivals – yes, but can you also find your favorite brand’s merch booth or free samples there? These are brands’ playing fields to strengthen the overall experience, experientiality, and brand image in Gen Z’s world. On social media, you do this through influencer marketing and also save the zoomer’s time when they can trust the recommendation of an influencer they respect.
Provide added value and entertain
Lipstick on a sheepskin or German stock photos – no thanks! Gen Z lives in a content flood and has therefore learned to curate their feed effectively. When there’s constantly a candy bowl available, you quickly get overwhelmed and finally want to choose only a few favorite treats to continue with. That’s why interesting content is marketing’s everything. How the product works, how it can be used, and what it would look like on you specifically – tutorials, AI guides, and generally all content that offers added value is worth the effort, as it makes the surfer stop. Free tip for marketers: now at the latest, it’s worth bringing UGC content creators on board! Zoomers (like all of us) are also on social media to entertain themselves, so marketers should spin their concept into a position where humor, gentle sarcasm, and goofiness let laugh emojis run wild and share buttons sing.
Hot takes 2025
Thanks for staying entertained this far! Your patience is rewarded, as we’ll drop some hot trends for next year with Gen Z in mind. In fashion and beauty, Y2K and 1990s trends continue (sorry, no news there). The hottest thing in makeup is to do “everything like in childhood.” There’s also no going back from natural cosmetics, but zoomers are price-conscious here too – affordable alternatives are interesting. Homes will be decorated next year in Kidult style, meaning fun and cute. Both home and style will mix in thrift finds and second-hand items – could your brand take a lead on this? In food and drinks, non-alcoholic drinks, visually beautiful packages and cans, exotically spiced snacks, and tea and honey-flavored items are moving off the shelves. And most importantly – everything needs to have crunch!
Did you know that Passiofy is an expert agency in influencer marketing and content production, whose professionals are ready to help you with Gen Z marketing too? So get in touch quickly and let’s brainstorm together for a moment!
Book a free brainstorming session
