Generation Z now controls $860 billion in spending power.
By 2030, experts predict that the number will hit $12 trillion globally. Canadian brands can't afford to ignore those figures anymore; this isn't just another demographic shift, it’s an integral part of any successful marketing strategy.
It's a complete transformation of who makes purchasing decisions and how those decisions happen.
These consumers, born between 1997 and 2012, have never known life without smartphones. Technology isn't something they adopted later in life. It's been present since birth, shaping how they communicate, research, and buy products.
That distinction changes everything about marketing to Gen Z.
Gen Z marketing isn’t about chasing trends or forcing slang into campaigns. It’s about understanding how this generation thinks, what they value, and how they interact with brands in a digital-first world.
For companies willing to adapt, marketing to Gen Z offers enormous long-term potential.
In this guide, we break down what makes Generation Z different, how to market to Gen Z effectively, and which Gen Z marketing strategies actually work today.
Understanding Gen Z as Consumers
Conventional marketing tactics bomb with Gen Z audiences.
They've grown up watching ads, scrolling through sponsored posts, and dodging marketing messages since they were kids. That constant exposure created something like a built-in detector for anything fake or forced.
Price matters less than values for many Gen Z consumers. Around half expect brands to publicly support social causes. We're not discussing token gestures like changing a logo for one month. Gen Z wants proof of commitment through concrete actions.
Numbers tell the story clearly. 64% will pay extra for sustainable products. A quarter have completely ditched brands they consider environmentally destructive.
Those aren't small percentages; they represent huge market segments willing to spend based on principles rather than just price tags.
How to Market to Gen Z: Channels That Matter
TikTok dominates their daily habits. 73% check it every day. Instagram comes next at 71%, followed by YouTube at 65%. But the percentages tell only part of the story. What really matters is how Gen Z uses each platform differently.
They discover new products on TikTok. Instagram is where they follow brands and stay updated. YouTube provides detailed reviews and how-to content. Treating all three platforms the same way guarantees failure. Each one serves its own specific function in its digital ecosystem.
Shopping directly through social media has become normal rather than experimental. Nearly half plan more social media purchases in 2025, mostly through TikTok Shop, Instagram Shops, and Facebook Shops. Browsing and buying have merged into one seamless activity.
What Works for Gen Z Marketing
The traditional marketing funnel is dead.
Gen Z jumps around, seeing something on TikTok, researching on Reddit, checking reviews on YouTube, asking friends through text, and then purchasing via Instagram.
All of that might happen in 90 minutes. Generation Z marketing means accepting that chaos rather than trying to force linear pathways.
Authenticity Can't Be Faked
Polish doesn't impress Gen Z. Relatability does. A grainy phone video from someone they trust beats a slick commercial every time.
Look at Duolingo's approach. Their owl mascot acts completely ridiculous on TikTok, nothing like standard corporate marketing. That strategy got them past 10 million followers by 2024. Why? Because it felt genuine instead of scripted. They prioritize entertainment, and brand awareness follows naturally.
High production values can actually hurt your chances with this audience. What older generations viewed as professional quality often reads as inauthentic to Gen Z.
Mobile Comes First, Always
75% of Gen Z prefer mobile devices for practically everything online. That's not about convenience. It's fundamental to how they interact with digital content.
Mobile commerce accounts for 44.6% of all online sales now. Mobile apps convert 157% better than mobile websites. Your site needs to work perfectly on phones, or you'll lose these customers before they even consider buying.
Gen z marketing strategies start with mobile, not desktop, with mobile adjustments later.
Video Rules Everything
Text moves too slowly for Gen Z. Static images don't hold attention. Video is how they naturally consume content and information.
Short-form wins, like TikTok, Instagram Reels, and YouTube Shorts. The first three seconds decide whether they keep watching or scroll past. Trending sounds, rapid editing, and authentic creators consistently beat expensive productions.
Anything that looks like a traditional ad gets skipped. Content that resembles what their friends post gets watched.
Influencers Have Replaced Celebrities
Celebrity endorsements carry minimal weight now. More than 70% of Gen Z trust influencer recommendations over traditional ads. But authenticity matters critically. The influencer needs genuine alignment with your brand, not just a paycheck for sponsored content.
Gen Z spots fake partnerships instantly. They prefer creators who've built real relationships with followers over time. Micro and nano-influencers often perform better than celebrities despite smaller audiences. They come across as authentic in ways mega-influencers sometimes don't.
Trends Changing the Game
User-generated content beats branded content now. 61% of Gen Z prefer seeing posts from other users rather than polished brand materials. Smart brands facilitate those organic conversations instead of controlling every message.
Taking social stands isn't optional anymore. Nike's Colin Kaepernick partnership split public opinion, but Gen Z responded positively because it represented genuine conviction rather than calculated neutrality.
Their Move to Zero sustainability program reinforces that commitment. Gen Z tracks what companies actually do, not just marketing claims.
Something interesting is happening, though. Despite massive social media usage, 57% of Gen Z took social media breaks in 2023. That jumped to 63% planning detoxes in 2024, the highest rate among all generations.
What does it mean? Your window to capture attention is shrinking. Content must provide actual value instead of just filling feeds.
Building community beats collecting followers. Gen Z rejects one-way brand communication. They want participation and belonging. Brands hosting live Q&As, responding genuinely in comments, and featuring user content build loyalty that exceeds normal customer relationships.
Gen Z Marketing Strategies That Actually Work
Effective marketing to gen z doesn't require omnipresence. It requires showing up in the right spaces with genuine messages delivered authentically.
Budget size matters less than the courage to take risks. Brands succeeding with Gen Z accept some messiness and imperfection. They create entertainment that happens to involve their products. They work with influencers who actually use what they're promoting. They take positions on controversial issues despite knowing some people will disagree.
Gen Z moves incredibly fast. Your response time needs to match the speed. Try new content formats every week. Monitor what lands and what flops. Pivot quickly when something isn't working. Consistency beats perfection, and strategies that work this month might fail next month.
Leading with authentic purpose, communicating genuinely, and respecting Gen Z's intelligence. This generation grew up saturated in advertising. They've developed sharp instincts for spotting manipulation. Honesty, creativity, and real substance work better than clever tactics.
Measuring Success in Gen Z Marketing
Traditional metrics like impressions and clicks still matter, but they don’t tell the full story.
For Gen Z marketing strategies, engagement quality is often more important than volume. Meaningful comments, shares, saves, and community growth provide stronger signals of impact.
Brand sentiment, creator feedback, and long-term loyalty indicators also play a critical role in evaluating success.
How to market to Gen Z will keep changing as this generation ages and gains more economic power. But core principles stay constant: authenticity, mobile optimization, video content, meaningful influencer partnerships, and genuine values commitment.
Gen Z marketing trends might require abandoning some established practices and embracing uncertainty. But brands making that leap successfully aren't just acquiring customers. Hiring professionals who understand gen z marketing strategies can make the process easier, too.
Brands that approach marketing to Gen Z with empathy, cultural awareness, and flexibility will earn trust, and trust is the most valuable currency with this generation.
They're creating communities, shaping culture, and securing long-term relevance in a marketplace increasingly defined by Gen Z preferences and expectations. That's worth the effort of getting it right.
