As a Gen Z marketing intern, I‘ve noticed that many brands and marketers seem to have trouble truly understanding my generation. Despite our growing purchasing power and influence, there are still a lot of misconceptions and outdated stereotypes about what makes us tick.
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To set the record straight, I decided to dive into the data from our 2022 State of Consumer Trends Report and debunk some of the most common myths about marketing to Gen Z. Here are five key things that marketers often get wrong about us:
Myth 1: Gen Z are social media addicts
One of the most pervasive myths about Gen Z is that we‘re all hopelessly addicted to social media. While it‘s true that we spend a lot of time on platforms like Instagram, TikTok and Snapchat, it‘s not because we‘re mindlessly scrolling for hours on end.
In fact, our survey found that Gen Z actually uses social media quite intentionally:
- 66% say social media allows them to interact with friends and family
- 57% use social media to access news and information
- 52% say it provides entertainment
- Only 34% say they use social media to "kill time"
| Gen Z Social Media Usage | Percentage |
|---|---|
| Interact with friends & family | 66% |
| Access news & information | 57% |
| Entertainment | 52% |
| Kill time | 34% |
Source: HubSpot 2022 State of Consumer Trends Report
As you can see, the majority of Gen Z sees social media as a useful tool for staying connected, informed and entertained – not just a compulsive habit. We‘re drawn to platforms that allow us to express our creativity, discover new ideas and join communities around our interests.
Takeaway for marketers
Rather than just bombarding us with ads or trying to go viral with the latest meme, focus on providing valuable, relevant content that enhances our social media experience. Invite us to co-create content, join conversations around trending topics, and build authentic relationships with influencers and creators we admire.
Myth 2: Gen Z has no brand loyalty
Another common misconception is that Gen Z are fickle and disloyal consumers who will abandon a brand at the first sign of a new trend or lower price. However, our research paints a different picture:
- 64% of Gen Z say once they find a brand they like, they tend to stick with it
- 67% are willing to join a loyalty program for their favorite brands
- 46% say their brand preferences are influenced by their parents
| Gen Z Brand Loyalty | Percentage |
|---|---|
| Stick with brands they like | 64% |
| Willing to join loyalty programs | 67% |
| Influenced by parents‘ brand preferences | 46% |
Source: HubSpot 2022 State of Consumer Trends Report
Contrary to popular belief, Gen Z can be quite loyal to brands who take the time to understand our needs and values. We appreciate brands that are transparent, ethical and authentic in their messaging and actions.
While we may not have the same lifelong brand attachments as our parents or grandparents, we‘re willing to commit to companies that consistently deliver quality products, personalized experiences and great customer service.
Takeaway for marketers
Don‘t assume that Gen Z will automatically flock to the latest flash-in-the-pan trend. Invest in building trust and loyalty over time through genuine interactions, shared values and rewarding long-term relationships.
Consider creating Gen Z-specific loyalty programs or perks, collaborating with trusted influencers, and involving us in your brand decisions and product development.
Myth 3: Gen Z only shops online
It‘s no secret that Gen Z loves online shopping and the convenience of ecommerce. But that doesn‘t mean we‘ve completely abandoned brick-and-mortar retail. In fact, our survey found that:
- 65% of Gen Z still prefer shopping in physical stores, especially for apparel and cosmetics
- 81% are willing to pay more for great in-store experiences
- 73% like to touch and feel a product before buying
| Gen Z Shopping Preferences | Percentage |
|---|---|
| Prefer in-store shopping for some categories | 65% |
| Willing to pay more for in-store experiences | 81% |
| Like to see and touch products before buying | 73% |
Source: HubSpot 2022 State of Consumer Trends Report
As digital natives, Gen Z has high expectations for seamless omnichannel shopping experiences. We want the option to research and compare products online, check store inventory, and choose between home delivery and in-store pickup.
At the same time, we still enjoy the sensory experience of shopping in a physical store. We‘re drawn to eye-catching displays, immersive installations, and unique events that allow us to interact with products and brand representatives.
Takeaway for marketers
Embrace an omnichannel strategy that meets Gen Z‘s expectations for integration between online and offline channels. Use tools like virtual showrooms, AR try-on features, and mobile apps to enhance the in-store experience.
Create experiential retail spaces that go beyond just transactions and allow Gen Z to discover, play and socialize. Consider hosting exclusive events, tutorials or creator meet-ups that give us a reason to visit your store.
Myth 4: Gen Z doesn‘t respond to advertising
With our acute BS detectors and short attention spans, many marketers assume that Gen Z simply tunes out or actively avoids advertising. But our survey data suggests otherwise:
- 63% will watch an ad in exchange for free content or access
- 56% don‘t mind seeing ads to keep websites and apps free
- Informative, story-driven ads increase Gen Z purchase intent by 31%
| Gen Z Advertising Attitudes | Percentage |
|---|---|
| Will watch ads for free content/access | 63% |
| Don‘t mind seeing ads to keep sites free | 56% |
| Influenced by informative, story-driven ads | 31% |
Source: HubSpot 2022 State of Consumer Trends Report
Gen Z understands that advertising is a necessary part of the media ecosystem. We‘re willing to engage with ads that entertain us, teach us something new or align with our interests. We particularly respond to ads that are skippable, personalized and seamlessly integrated into our content feeds.
However, we have little tolerance for intrusive pop-ups, unskippable pre-roll videos or generic mass-market messaging. We expect ads to be relevant, authentic and respectful of our time and intelligence.
Takeaway for marketers
Invest in highly targeted, context-appropriate ad placements that complement rather than disrupt the user experience. Use data and insights to personalize your creative and messaging for different Gen Z sub-segments.
Experiment with interactive ad formats like playable gaming ads, shoppable videos and AR product previews. Partner with Gen Z creators and publishers to develop sponsored content that aligns with our interests and online behaviors.
Myth 5: Gen Z are big spenders
Lastly, there‘s a perception that Gen Z are impulsive, trend-chasing consumers who blow all their money on the latest must-have items. But in reality, we tend to be quite budget-conscious and financially savvy:
- 71% say price is the #1 factor when shopping, even more than quality or brand name
- 66% regularly wait for products to go on sale or use coupons/promo codes
- 47% use buy now, pay later services to spread out big-ticket purchases
- 59% already have active savings accounts
| Gen Z Spending Habits | Percentage |
|---|---|
| Consider price the top factor when shopping | 71% |
| Seek out sales, coupons and discounts | 66% |
| Use BNPL services for large purchases | 47% |
| Have an active savings account | 59% |
Source: HubSpot 2022 State of Consumer Trends Report
Having grown up during the Great Recession and a global pandemic, Gen Z is acutely aware of financial instability and uncertainty. We‘re motivated to start saving and investing at an early age to build long-term wealth and security.
This doesn‘t mean we won‘t splurge on things that are important to us, like experiences, self-care and causes we believe in. But we carefully consider each purchase, compare options and look for the best value for our money. We appreciate flexible payment options but are wary of taking on high-interest debt.
Takeaway for marketers
Focus your messaging and offers on value, affordability and long-term benefits rather than just hyping the latest trend. Provide detailed specs, reviews and comparisons to help us make informed purchase decisions.
Offer student discounts, loyalty rewards, or referral incentives to win our business and encourage word-of-mouth. Accept a variety of payment methods, including online wallets and BNPL, to reduce friction and risk.
Finally, show us how your brand invests in quality manufacturing, sustainable practices and fair labor to justify a higher price point. We‘re willing to pay more for products that align with our values and last longer than fast fashion.
Closing thoughts
Marketing to Gen Z requires challenging outdated assumptions, listening to our actual needs and preferences, and engaging us as individuals rather than a hom*ogenous demographic. By prioritizing authenticity, innovation and mutual respect, brands can earn our trust, loyalty and spending power for years to come.
The most successful companies will be those that take the time to understand Gen Z‘s unique perspectives, tap into our creativity and co-create products, content and experiences that enhance our lives. So don‘t be afraid to ask questions, experiment with new ideas and most importantly – treat us like the savvy, diverse and passionate generation we are.
