By Katrina Stroh, VP
Younger generations are no longer just shaping the future—they are the now. Gen Z (ages 13–28) and Gen Alpha (ages 0–12) are redefining what it means to engage with media, brands, and commerce. As true digital natives, they demand more than just content—they expect connection, authenticity, and participation.
Behavior Shift: From Audience to Co-Creator
Gen Z grew up on YouTube, TikTok, and Instagram, where short-form, visually rich content dominates. Meanwhile, Gen Alpha is emerging in an AI-enabled, always-on world. These consumers don’t passively consume media—they shape it. They collaborate, remix, and share, and they expect brands to meet them in their environment, on their terms.
Attention is Fleeting—But Impact is Deep
With 85% prioritizing visually engaging platforms and 78% shopping directly through social media, these audiences are flipping the traditional purchase funnel on its head. They’re skipping ads (99% say they would if they could), blocking them (63% use ad blockers), and actively avoiding interruptive marketing. But when done right—when it’s authentic, trend-aware, and creator-led—advertising works.
The Rise of Social Commerce
Gen Z doesn’t shop from ads—they shop from content. Hashtags like #TikTokMadeMeBuyIt are more influential than search engines, and creator-driven campaigns drive real results. In fact, 66% of Gen Z have purchased something featured in creator content. Social platforms are no longer marketing channels—they’re full-fledged commerce ecosystems.
What Resonates
Take e.l.f. Cosmetics’ #eyeslipsface campaign—a viral TikTok moment turned brand movement. It invited user participation, felt native to the platform, and became one of the most influential brand activations on TikTok. The success lies in co-creation, not control.
What This Means for Marketers
The rules have changed:
- Interruptive is out. Immersive is in.
- Clicks are old currency. Engagement is the new one.
- Glossy perfection feels fake. Realness wins.
How to Show Up:
- Embrace short-form, native, and creator-led content
- Prioritize transparency, cultural relevance, and humor
- Bridge the physical and digital with tech-forward, experiential activations
- Ditch polished perfection for people-powered storytelling
The takeaway: If your marketing strategy still relies on the traditional playbook, it’s time to rewrite it. The future consumer is here—and they’re watching, creating, and deciding in real time. The brands that win will be the ones that feel less like advertisers and more like collaborators.
Sources:
https://www.adweek.com/brand-marketing/gen-z-marketer-playbook-engaging-advertising
https://theinfluencermarketingfactory.com/social-commerce
https://www.emarketer.com/content/gen-z-tiktok-instagram-product-discovery
