What we know about Gen Z in 2025
What we know about Gen Z in 2025 – Key Insights for Brands Who Want Real Connection
What we know about Gen Z in 2025
Gen Z is no longer “the up-and-coming” generation. With increasing purchasing power, cultural influence, and distinct values and behaviours shaped by technology, social change, and economic uncertainty, they are central to any forward-looking marketing strategy.
Generational cohorts like Gen X, Y (Millennials), and Z are important to marketers because they offer a clear framework for understanding consumer needs, behaviours, and values across life stages. Marketers use these generational cohorts to segment audiences, predict behaviour, and connect with consumers in a more meaningful way.
Below are the most recent research findings and what they mean for brands wanting to engage Gen Z authentically.
Who are Gen Z?
Generation Z, or Gen Z, refers to people born roughly between 1997 and 2012, following Millennials and preceding Generation Alpha. Often called “zoomers,” they are the first generation to grow up fully immersed in the digital age, with technology, social media, and instant access to information shaping their worldview.
Most are children of Generation X and are known for their diversity, global awareness, and value-driven mindset. They prioritise authenticity, inclusivity, and social responsibility, while also being pragmatic and entrepreneurial. As digital natives, Gen Z is reshaping culture, work, and consumer behaviour.
What Gen Z Values
1. Authenticity & Transparency
- Gen Z demands that brands walk the walk, not just talk. Generic claims about sustainability or “doing good” are no longer enough. What resonates: clear, measurable actions. Examples include disclosed sourcing, ethical working practices, and environmental metrics.
- Performative activism or “woke-washing” backfires. Brands must embed values into operations, not just slogans.
2. Mental Health & Well-Being
- Gen Z is more open about mental health, stress, and burnout than previous generations. Brands that acknowledge these issues via product design, messaging, or policy will earn trust.
- Research also indicates that they prefer a more “real” presentation of life, and not always polished or perfect. For example, toggling between idealised content and “reality” conforms better to their expectations of what’s authentic.
3. Sustainability & Social Purpose
- Sustainability has moved from “nice to have” to being a baseline requirement. However, it also means that many will not pay (extra) for it either.
- Equity, inclusion, and social justice are also non-negotiable. Gen Z expects brands to show diversity in both representation and practice.
What Works & What Doesn’t
What we know about Gen Z in 2025
What Works
- Real Stories, Real People. Campaigns featuring everyday users, influencers who are experts in their niche, and behind-the-scenes content.
- Interactivity. AR/VR try-ons, polls, user participation, live streaming, voice notes. These make content feel less like talking at Gen Z, more like talking with them.
- Niche Community Building. Smaller, engaged groups (Discord servers, neighbourhoods, interest-based online groups) often lead to deeper loyalty than broad but shallow reach.
- Transparency & Measurable Action. Showing data, stories of change, not just aspirational messaging.
What Backfires
- Overly Polished Campaigns. If content looks staged or too perfect, Gen Z tunes out. They value authenticity over glossy production.
- Performative Activism. Empty claims on sustainability or diversity are quickly flagged. Gen Z checks receipts and expects real action.
- One-Size-Fits-All Messaging. Treating them as a monolith feels lazy. They expect diverse, nuanced representation.
- Broken Digital Journeys. Slow mobile sites or clunky checkouts create instant drop-off. Frictionless UX is non-negotiable.
Read the Channel 4 report
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