Tech-savvy, culture-first: Five insights about Gen Z
Gen Z will soon become the largest consumer demographic in history. They are the first fully global generation, connected through digital devices, and engaged through social media. Cracking the code on how to communicate with this generation is crucial but complex. Gen Z inhabits an internet culture that’s fast, flooded with visuals, and furiously unforgiving.
Gen Z, born between 1995 and 2009, now makes up 40% of all consumers, with their share of retail spend projected to reach 48% by 2030. Fully immersed in a digital world, Gen Z has never known life without smartphones, social media, or instant connection. Unlike Millennials, who remember the dial-up days, this generation doesn’t just use technology—they live in it, merging the digital with the real. From AI influencers to AR filters, their online and offline worlds collide seamlessly, making them a new kind of costumer. But don’t mistake them for being easily impressed. Gen Z has razor-sharp instincts when it comes to authenticity. They're cause-driven, quick to call out performative brands, and expect real action on issues like climate change and inclusivity. The globalization of youth culture means their values and behaviors transcend borders, whether they’re on TikTok in Tokyo or Instagramming in LA.
Many brands are struggling to keep up with the pace and complexity of this new generation. New rules have emerged, and understanding them is essential for brands aiming to stay relevant. Here are five insights into Gen Z you might have been missing until now:
1. Playing it safe? That’s the fastest way to lose with Gen Z.
This generation demands boldness, authenticity, and an unflinching stance on real-world issues. Playing it safe is a surefire way to become irrelevant. Gen Z doesn’t just want brands that adapt—they expect them to lead. Whether it’s the way they communicate, innovate with tech, or align themselves with causes, brands need to go all in or get left behind.
For brands, this means embracing internet culture fully, with an approach that feels natural, not forced. Whether it's tapping into meme culture, collaborating with content creators, or pushing the envelope with unconventional campaigns, Gen Z responds to brands that dare to stand out. Digital fluency is key, and so is creating immersive, participatory experiences that make this generation feel seen and understood. Leading means innovating, and only those brands that show genuine alignment with Gen Z’s values will capture their attention.
2. Skeptical by design: Gen Z’s complicated relationship with AI.
Despite being digital natives, Gen Z is more skeptical about AI than older generations. While Gen Z has grown up with AI and algorithms embedded in nearly every aspect of their digital lives, they’re also hyper-aware of its potential downsides. According to a recent survey uncertainty remains the top emotion Gen Z feels toward generative AI. While many Gen Z and millennial respondents see AI as a tool that could free up time, enhance productivity, and improve work-life balance, they also have reservations.
Among Gen Z respondents who use AI daily at work, the outlook is both hopeful and and acutely aware of the risks. This skepticism stems from Gen Z’s firsthand experiences with technology’s impact on privacy, mental health, and social dynamics. They’ve seen algorithms used to prioritize profits over people, social media's role in mental health struggles, and tech’s role in shaping—and sometimes exploiting—their lives. They value transparency and control, preferring tech that respects boundaries and genuinely enhances human connection.
3. Blurring real and digital: Relevance over reality.
Despite their cautious attitude towards AI in some areas, Gen Z doesn’t mind interacting with virtual characters—as long as they’re relevant. For this generation, the line between real and digital is fluid. According to Gen Z, authenticity isn’t defined by whether an influencer is human or virtual—it’s about relevance and engagement. A recent study found that 46% of Gen Z respondents said they’d be more interested in a brand working with an AI influencer, highlighting a unique openness to digital personas that differs from older generations.
Gen Z’s higher interest signals a shift in what this generation values in online interactions. They are more likely to embrace an AI-driven persona if it aligns with their interests and feels relevant to their world. By connecting with Gen Z through AI influencers, brands have a unique opportunity to resonate in a way that feels both fresh and authentic, as long as the content itself is engaging and meaningful.
4. Private and selective: The real shift brands might be missing.
Unlike Millennials, who grew up oversharing every aspect of their lives on social media platforms like, Gen Z prefers are hyper-aware of privacy and data security, and they’re much more careful about their digital footprints. While Millennials embraced building public identities online, Gen Z is more likely to step back, share less, and carefully curate their online presence. Youth culture today lives online, but ironically, it’s less permanent than ever. Instead of posting to be seen forever, Gen Z leans into ephemeral content that fades away—leaving only the experience, not a lasting digital trail.
This generation expects technology to enhance their lives, not replace real-world experiences. Gen Z is less interested in judging or being judged by appearances and more focused on meaningful, real-time interactions. For brands, this means rethinking how to engage with Gen Z without being invasive. Privacy is non-negotiable—brands that fail to respect it risk alienating this generation entirely.
5. New tech: Impress, don’t just entertain.
For Gen Z, Augmented Reality, Virtual Reality and gaming are more than just cool tech—they're integral to how they experience the world. This generation has seen it all before, so simply using the latest tech won’t cut it. If brands are leveraging these tools, they need to offer real value. It’s not about flashy gimmicks. It’s about creating immersive, interactive experiences that feel meaningful.
With 90% of Gen Z identifying as gamers, digital spaces are where they connect, learn, and entertain themselves. Brands that fail to show up in these spaces are likely to be ignored. But showing up isn’t enough—personalization is key. Gen Z expects brands to meet them where they are, offering tailored, engaging experiences that are participatory. Whether it's co-creating content, allowing them to share opinions, or giving them a stake in shaping the brand’s narrative, this generation wants to feel involved and influential.
The rules for engaging Gen Z are clear: be fast, be real, and, above all, make it matter. This generation values boldness, authenticity, and real connection. Playing it safe isn’t just outdated—it’s a direct route to irrelevance. Gen Z is constantly reshaping digital culture, and they expect brands to keep up or step aside. For those ready to embrace Gen Z’s world, the rewards go far beyond brand loyalty. It’s about earning a place in their conversations, gaining relevance in their feeds, and ultimately building a brand they want to be a part of.
