Top 5 Gen Z Consumer Trends in 2025 & What Marketers Can Do Now!

When it comes to shaping the future of consumer behavior, no generation holds more power than Gen Z. Born between 1997 and 2012, this tech-savvy, socially conscious group is rewriting the rules of commerce. If brands want to thrive in the modern marketplace, understanding and adapting to Gen Z’s preferences isn’t optional—it’s essential.

Let’s dive into what makes this generation tick and how your business can stay ahead of the curve.

Who Is Gen Z?

Gen Z is the first truly digital-native generation. From an early age, they’ve navigated a world filled with smartphones, social media, and instant access to information. For them, convenience is king, and authenticity is non-negotiable. This generation expects transparency, inclusivity, and fast service.

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1st GenZ Shopping Trend: Purchasing Experience Matters

In the United States alone, this generation wields an annual spending power of approximately $140 billion, with an additional influence over $127 billion in household spending. 

Globally, Gen Z’s spending potential is projected to reach $12 trillion by 2030, underscoring their significant economic impact. Their financial influence is further amplified by their sway over family and friends’ purchasing decisions, making them a pivotal demographic for brands aiming to secure long-term growth.

Brands that resonate with Gen Z understand this isn’t just a preference—it’s a lifestyle. They don’t just buy products; they invest in experiences and values.

Gen Z's Current and Future Spending Power

*Source:

1. https://dealaid.org/data/gen-z/
2. https://nielseniq.com/global/en/landing-page/spend-z/

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How Your Brand Can Stand Out:

Creating seamless and engaging experiences is critical for connecting with Gen Z. For e-commerce, the usual online shopping experience is no longer enough to satisfy Generation Z. With tools like Virtual Try-On Technology, brands can offer interactive, personalized experiences that meet the high expectations of this digital-savvy audience.

2nd GenZ Consumer Trend: The Social Media Influence

For Gen Z, social media isn’t just a tool—it’s a daily habit. Platforms like TikTok and Instagram have redefined how they discover and interact with brands. Influencers play a central role in shaping their purchasing decisions, making influencer marketing a must-have strategy for businesses.

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But Gen Z isn’t easily fooled by flashy campaigns. They value authenticity and want brands to engage with them on a personal level.

The chart illustrates Gen Z’s marketing preferences:

1. 64% prefer authentic brand engagement, valuing transparency and involvement in campaigns.
2. 35% trust user-generated content over traditional advertising.
3. 82% support brands advocating for social responsibility, aligning with their values.

*Data Source:

• https://scratcher.io/brand-engagement-bridging-the-gap-to-meet-gen-zs-expectations/
• https://en.wikipedia.org/wiki/User-generated_content
• https://www.forbes.com/advisor/business/software/generational-relationships-brands/

Pro Tip on Marketing to GenZ:

Make your products share-worthy by integrating AR experiences directly into social platforms. Perfect Corp.’s Social Media Integrations help brands go viral with engaging AR filters and try-on features that captivate this tech-savvy generation.

3rd GenZ Consumer Trend: How to Combine Marketing with Sustainability

Gen Z doesn’t just shop—they vote with their wallets. This generation is deeply invested in environmental and social issues, preferring brands that align with their values. Whether it’s eco-friendly packaging, carbon-neutral operations, or support for social causes, businesses need to demonstrate a commitment to sustainability.

Generation Z’s commitment to environmental and social issues is evident in their purchasing behaviors:

• Sustainability Preferences: A 2022 study found that 75% of Gen Z prefer sustainable products, with 73% willing to pay more for them. (forbes.com)
• Influence on Older Generations: Gen Z’s emphasis on sustainability has influenced older generations, leading to increased spending on sustainable brands among Generation X by 24% since 2019. (weforum.org)
• Environmental Concerns: A 2019 survey revealed that 41% of Gen Z identified climate change as the most important issue facing the world, reflecting their deep environmental concerns. (forbes.com)

Gen Z’s Commitment to Sustainability

Your Next Move:

Help customers make informed, eco-friendly choices with AI Makeup Try On, By providing personalized product recommendations, Brands no longer need to provide multiple cosmetic samples, reducing their carbon footprint.

4th GenZ Shopping Trend: Personalization Is Non-Negotiable

Gen Z craves unique experiences and tailored products. From personalized skincare routines to custom-fit fashion, this generation wants brands to understand their individual needs. AR and AI are the perfect tools to create these moments of connection.

Integrate AI for Your Brands for Free

Real Impact:

Elevate your personalization game with AI & AR can be affordable, even start with $119 per month, and start with 14-day of free trials. Offer real-time makeup and skincare testing to help every customer feel seen and valued.

5th GenZ Consumer Trend: Value Meets Savvy

Despite being digitally driven, Gen Z is incredibly value-conscious. They research products thoroughly, compare reviews, and expect top-tier quality at reasonable prices. Deals and loyalty programs often tip the scales when making decisions.

You can make greater use of KOL marketing to create positive online word-of-mouth marketing, allowing online buzz to speak for your brand.

5th noticeable trend: The Omnichannel Expectation

While Gen Z thrives online, they haven’t abandoned physical stores. They want the best of both worlds—a seamless blend of digital convenience and tactile, in-store experiences. 

Omnichannel strategies, like AR-powered mirrors or in-app shopping assistants, are crucial for meeting these expectations.

For example, on Estee Lauder's official website, you can experience the convenience of using AR makeup. Readers just need to open the webpage, choose their favorite lipstick color, and immediately select the most suitable lipstick or foundation color. You can even see makeup looks recommended by the counter or instantly experience the makeup looks of your favorite celebrities!

Bridge the Gap:

In addition to AR beauty technology, Perfect Corp. has unveiled its new Makeup Transfer technology, allowing consumers to instantly try on their favorite celebrity makeup looks.

Winning Over Gen Z

Gen Z is rewriting the rules of commerce, demanding innovation, transparency, and meaningful connections. To capture their loyalty, brands must embrace technology, prioritize sustainability, and offer personalized experiences that resonate on a deeper level.

Ready to transform your strategy?

Explore Perfect Corp.’s Business Solutions today and discover how AI and AR can help your brand connect with the next generation of shoppers. Don’t just adapt—lead the way.