Comfort and Cost: The New Rules of Marketing to Gen Z
Marketing to Gen Z means that you need to understand a generation that is digitally native, battling economic uncertainty, and loves comfort almost as much as they love personal expression. From how they wear athleisure to their love of Dollar Store dupes, Gen Z’s spending choices are something marketers need to understand.
Because here’s the secret, it’s not tied to individualism as much as you might think. Instead, the true focus is comfort, cost effectiveness, and then curated identity. For marketers, cracking this code is less about viral gimmicks and far more about relevance than you might think.
Case 1: Athleticwear Isn’t a Trend, It’s a Mindset
Gen Z is individualistic, there’s no doubt about that. But when it comes to deciding between individualism and comfort, comfort wins every time. Just look at Gen Z’s love of athleisure as an example. It sits at the intersection of form and function, acknowledging needs while giving identity. When marketing to Gen Z, understanding this is a must.
In a recent survey we did with our Youthtellers (ages 15-27), we found that 87% of respondents said athletic wear is popular because it’s comfortable. Sure, it can look put together, but spandex sets don’t really give any sense of identity. And only 22% said that the style made them feel confident. When it comes to marketing to Gen Z, take note of this trend. Aesthetics might matter a lot, but when it comes down to it, feeling good is going to beat looking perfect.
Case 2: The Love of Dollar Stores
It seems like Gen Z’s new motto when it comes to shopping is ‘budget-first, brand-second,’ and this shift in consumer behavior is something to take note of when marketing to Gen Z. As recession fears rise, it’s clear that price matters more than brand loyalty.
When we spoke with our Youthtellers, a whopping 75% said that the primary reason they’re purchasing dupes at dollar stores is because of the affordability. For some, it’s not entirely about being broke or wanting to save money, with 47% saying they wanted to experiment with products without spending too much…but when asked how they feel about secondhand or budget products 62% said those will be their go-to items if prices continue to rise, only 2% said that they wouldn’t switch to budget options.
This means that when it comes to marketing to Gen Z, it’s less about flexing luxury items or appearing expensive and more about offering low-risk, fun products that satiate the need to buy without draining the bank account.
What They’re Cutting First
Now that we’ve explained the two biggest misconceptions about marketing to Gen Z, let’s break down some of the things that they may cut if costs continue to rise, because, yes, now is the time to recession-proof the brand you’re working for.
Here’s what our recent survey data showed:
67% cut fast food/delivery first
56% cut fashion/clothing
53% skip concerts or events
44% cancel streaming subscriptions
38% reduce makeup and beauty buys These cuts highlight where their priorities are and where they aren’t. So if you’re marketing to Gen Z, your pitch needs to earn its place within their budget. That means it’s time to build a product story that goes beyond aesthetics. If you need help with that, feel free to reach out to our agency.
Social Still Matters, But Not on Its Own
As we mentioned at the beginning of this article, Gen Z is digitally native, but that doesn’t mean they’ll buy everything they see online. In fact, only 17% are interested in purchasing every viral product they see in influencers’ hands. Still, social media is a powerful sales funnel.
Especially in wellness and beauty spaces. 53% said they’ve bought hair growth products after seeing healthy hair across social media. Some even mentioned messaging creators directly to find out what products they were using.
This is why marketing to Gen Z needs to feel like a trusted recommendation from a friend, not an obvious ad. Gen Z is looking for real people, real use cases, and obvious value. If everything is too shiny and packaged to perfection, they will keep scrolling.
The New Marketing Equation
So, what does it take to get Gen Z to actually buy a product? When asked, 91% said that budget consciousness played a factor, along with student discounts. Another half were heavily focused on sustainability and ethical practices. Only 25% cared about the quality of luxury apparel.
And that, essentially, is the playbook to marketing to Gen Z. Start with affordability, layer it with transparency, inclusivity, and even a little bit of utility. It isn’t rocket science, but it does mean shifting the strategy you may have used with past generations.
To win Gen Z, you don’t need to go viral, but you do need to get real. This generation craves comfort, wants to explore products without spending too much, and heavily values price transparency. They want brands that speak their language. And if your product is uncomfortable, overpriced, or inauthentic? They won’t be buying it.