How Gen Z is Transforming Marketing Through Their Values

Over the past twenty years, as I’ve been helping B2B companies navigate digital evolutions and trends, I have observed significant changes in consumer behavior. However, nothing quite matches the influence of Generation Z.

This generation, the first to grow up immersed in digital technology, is firmly establishing its presence in the workforce while accumulating substantial purchasing power. Their rise is notably reshaping the landscape of marketing.

Gen Z: A New Era in Consumerism

Take a moment to reflect: Gen Z has surpassed Baby Boomers in full-time employment this year. Furthermore, their spending power is anticipated to grow at an astonishing rate — a CAGR of 4.02%, projected to reach around $12 trillion by 2030. That’s twice the pace of those who came before them.

Generation Z leans heavily on social mediasignificantly motivated by values including:

• Commitment to environmental sustainability.
• Advocacy for animal rights.
• Focus on mental health.

More than 60% of Gen Z members regard mental health and personal wellness as priorities. Unlike earlier generations that often viewed digital connectivity as at odds with well-being, Gen Z sees these aspects as inherently connected.

Generation Z symbolizes a need for a total rethinking of consumer engagement.

Explore further: Communicating with consumers about climate change

Grasping the Gen Z Value Framework

Understanding the motivations behind their purchasing decisions is essential. While there are many subtleties, three primary values regularly dictate their choices:

• Genuine authenticity over superficiality
  • Gen Z can effortlessly recognize inauthentic content.
  • They favor unpolished, relatable content over slick marketing campaigns.
  • Key insight: Influencer marketing resonates more with Gen Z than with any other generation.
• Value-driven impact over mere features
  • They are more concerned with a product’s impact rather than just its functionalities.
  • Expectations around environmental and social accountability are standards, not optional extras.
  • Key insight: 62% of Gen Z consumers lean toward sustainable brands, and 73% are willing to pay a premium for sustainable choices.
• Community over rivalry
  • Gen Z perceives brands as facilitators of community.
  • They anticipate a reciprocal dialogue and authentic interactions.
  • Key insight: This makes social media Gen Z’s main marketplace, educational resource, and social center.

Explore further: Moving past superficial segmentation to embrace genuine connection

Gen Z and the Health-Tech Innovation

The wellness tech arena illustrates these principles effectively. Companies like Calm and Talkspace have captured Gen Z’s interest by providing mental health resources and building online communities focused on mental wellness.

Health-focused tech firms are increasingly breaking traditional marketing barriers by being transparent about their pricing, processes, and challenges. Platforms like TikTok, Reddit, X, and Bluesky enable brands to engage with consumers, thereby fostering greater trust. This aligns well with Gen Z’s desire for authenticity and connection.

Businesses concentrating on mental health are thriving, driven by the growing number of Gen Z members in employment. Companies such as TARA Mind are revolutionizing workplace wellness, as Gen Z strongly believes in prioritizing mental health as a core value that employers should uphold.

Marketing Framework for Engaging Gen Z

I have developed a strategic framework for reaching Gen Z based on my experience with innovative wellness tech brands.

1. Optimize Your Content Strategy

Highlight the value your brand contributes — socially, mentally, and environmentally. Engage them with authentic, entertaining content while avoiding heavy-handed promotions.

Ensure an omni-channel presence that allows you to meet your audience where they are. While many Gen Z individuals begin their product searches online, almost half still make in-store purchases (not limited to groceries).

2. Leverage Video Content

Gen Z favors video for a wide range of applications, from learning to product reviews, entertainment, and more. Therefore, marketing initiatives should incorporate various video formats and be accessible with captions and diverse formats (short-form, long, vertical, and horizontal). Brands that do this stand to gain improved awareness and recall.

3. Financial Alignment

Gen Z often spends the most on food, drinks, and entertainment. However, other brands can tap into their spending habits as well. For instance, Gen Z is more inclined than earlier generations to invest in experiences during travel.

Nevertheless, it’s essential to recognize that 71% prefer to wait for discounts before purchasing. Additionally, attendance in loyalty programs among Gen Z has surged by 15% annually.

Explore further: Aflac’s approach to engaging Gen Z

The Evolving Landscape of Gen Z Marketing

The principles driving change in health and wellness marketing resonate with all market sectors. Brands that wish to thrive must appreciate and adapt to Gen Z’s distinct outlook.

Here are three trends anticipated in the future of Gen Z marketing:

• Hybrid experiences will become the standard.
• Personalization driven by AI will advance.
• Community-oriented growth will prevail.

This approach to marketing transcends beyond merely new platforms or popular trends (though these are relevant). It calls for a fundamental rethink of how value is created and consumer relationships are nurtured.

Insights from the health and wellness tech sector reveal that the key to success lies in delivering genuine, supportive experiences that seamlessly integrate digital innovation with meaningful real-world impact.

As you craft your marketing strategy aimed at Gen Z for 2025, keep in mind this generation is not solely seeking brands to purchase from; they are looking for collaborators in building a brighter, sustainable future.

Explore further: The pitfalls of generational stereotypes in marketing and how to progress beyond them