10 Things to Know From Our Gen Z Consumer Insights For 2025
Marketers love to talk about how young consumers are different from past generations, but our Gen Z consumer insights reveal that they’re actually not that different—just a little more strategic. You don’t need to grab binoculars and head to the nearest mall to observe this shopping species in the wild. Their purchasing habits mirror those of previous generations, with a few notable twists.
By speaking with our Youthtellers (ages 15-27), we’ve gathered valuable insights into how Gen Z shops, decides what to buy, and consumes the marketing messages brands work so hard to put in front of them. Here’s what you need to know:
1. Gen Z Consumer Insights Show That Product Placement Works
Stop worrying about whether PR boxes sent to influencers are effective—our Gen Z consumer insights prove that the more they see a product, the more they want to buy it. In fact, 17.5% of Gen Z consumers say that when they see products going viral, they feel compelled to purchase them just to see what the hype is about.
2. Gen Z Consumer Insights Reveal Chaotic Spending Habits
With inflation and economic uncertainty dominating headlines, you might think Gen Z is cutting back entirely. That’s only part of the story. Our Gen Z consumer insights show that while 49.1% say they’re spending less than last year, others are still making purchases. 34% report spending more, and 17% say their spending has remained the same. This suggests that while some are tightening their budgets, others are making up for the drop-off.
3. Discounts Are Non-Negotiable
If you thought Gen Z wasn’t into coupons, think again. This generation, known for its thrifting habits, has found a cleaner, more convenient way to save: 75.5% of Gen Z consumers say they use discounts often or always. Marketers should take note—discount codes, cashback rewards, and loyalty programs aren’t just appreciated; they’re beginning to be expected.
4. Brand Trips Can Work—If Done Right
Brand trips might seem like they’ve lost their influence, but our Youthtellers suggest otherwise. 59.1% say brand trips can be somewhat effective, and 22.7% say they’ve been persuaded to purchase something after seeing it featured on a trip. However, 36.4% say they prefer watching brand trips that feature diverse influencers who provide honest reviews rather than just praise. The takeaway? Authenticity is everything.
5. Gen Z Consumer Insights Show They Want Brands to Talk About Money
Finance, politics, and religion—three topics your grandma warned you never to discuss—are exactly what Gen Z wants to talk about. Our Gen Z consumer insights reveal a major focus on financial literacy. 72% of Gen Z budget their money, and 88% track their spending weekly or monthly. Having grown up during the 2008 financial crisis and now entering adulthood amid economic uncertainty, Gen Z wants expert advice on how to make their money work for them.
6. Gen Z Prefers Tech Over Travel
Gen Z still values experiences, but not in the same way millennials did. Instead of prioritizing vacations and bucket-list trips, 33% of Gen Z say their most desired gifts fall into the tech or electronics category. If you’re marketing to this generation, consider shifting your focus from “once-in-a-lifetime” experiences to cutting-edge gadgets and devices.
7. Gen Z Consumer Insights Show Peer Reviews Matter More Than Ever
Gen Z may rely on social media for shopping inspiration, but recommendations from friends, family, and even in-store browsing still hold weight. 47% of Gen Z say they are most influenced by social media when deciding what to buy, but 33% rely on recommendations from friends and family, and 20% browse in-store before making a purchase. While influencer marketing is still effective, word-of-mouth remains a powerful tool, meaning brands should focus on fostering community-driven recommendations and user-generated content (UGC) to build trust.
8. Strippers Are the New Beauty Influencers
If you haven’t heard of StripTok or 304Tok, you’re missing out on one of the most surprising Gen Z consumer insights yet. This niche of TikTok features strippers sharing everything from their nightly earnings to their best-kept beauty secrets. And Gen Z is paying attention—50% of our Youthtellers have watched StripTok videos, and of those, 45% have changed their beauty routines based on the advice given. Why? They see these creators as more trustworthy because their beauty routines must withstand long hours under bright lights and in minimal clothing.
9. Online Shopping Still Dominates Gen Z Consumer Habits
Brick-and-mortar stores still play a role in Gen Z’s shopping habits, but 71.7% of Gen Z prefer shopping online via Amazon, brand websites, and other e-commerce platforms. With better accessibility, exclusive online discounts, and the convenience delivery at your doorstep, Gen Z overwhelmingly favors digital shopping experiences over in-store browsing.
Retailers should prioritize seamless online experiences, fast shipping, and competitive pricing to keep Gen Z engaged.
10. Gen Z Consumer Insights Reveal Where They’re Cutting Costs
Despite their willingness to splurge on viral products and tech, Gen Z is conscious about where they cut back. When asked where they were most likely to reduce spending, they reported:
67.9% – Fashion
62.3% – Eating out/coffee shops
54.7% – Entertainment (movies, concerts, streaming)
43.4% – Beauty/grooming
41.5% – Travel
34.0% – Tech/gadgets
Rather than eliminating purchases entirely, Gen Z is strategic about where they save and where they splurge. This insight is critical for brands—if your business falls into a category where they’re cutting costs, you’ll need to find ways to provide extra value, whether through discounts, loyalty programs, or bundling products for a better deal.
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