Younger generations now control almost half of consumer spending in the US, and Gen Z’s spending power is projected to grow to $12T by 2030. These digitally native shoppers move fast, think differently, and have transformed how brands need to connect with their audiences.
In this article, we break down the winning strategies for marketing to tech-savvy, trend-driven consumers, exploring how trends, authentic communities, and data-driven personalization create the perfect combination for brands looking to stand out in 2025.
The Need for Speed: Trends Wait for No Brand
Trends are essential for staying relevant and driving viral traffic, but timing is everything. These days, trends can be "in and out" faster than you can say "very demure, very mindful." For brands, this means dropping the corporate jargon and rethinking approval processes.
Smart brands are giving their social media teams more power to execute. When something starts gaining traction, it might not be perfectly “on brand,” and there's no time for lengthy review cycles.
Actionable Tip: Keep approval processes short, or create a streamlined "viral trend" process with clear guidelines, so your marketing team can jump on trends quickly.
Contextual Shopping: Moments, Not Products
Brands succeeding with Gen Z and millennials understand that shopping is contextual. Customers aren't looking for "dresses." They're looking for "spring break outfits" or "Coachella looks."
Look at how Revolve structures their shopping experience: "The Swim Shop," "French Girl Spring," " Boho Bride," and more. These aren't traditional product categories. They're lifestyle moments that drive purchasing decisions.
Actionable Tip: Create separate shopping tabs for different seasons and events rather than traditional product categories. This approach matches how younger consumers actually shop and makes it easier for them to find exactly what they're looking for.
Building Community Through Authentic Experiences
Celebrity endorsements and big influencer trips are out, while micro-creators, community building, and customer trips are in. Younger consumers gravitate toward brands that feel accessible and authentic because they want to be part of a community.
Brands like Rhode Beauty have mastered this approach by regularly re-sharing customer content and creating a feedback loop that strengthens community ties. This strategy transforms customers from passive buyers into active brand advocates.
Similarly, limited drops like SKIMS x North Face (which sold out in just five minutes) succeed by creating moments of shared excitement and exclusivity.
Actionable Tip: Share user-generated content and create opportunities for customers to feel appreciated, with limited-access offerings that reward your most engaged followers. The sense of belonging you create will drive loyalty far more effectively than traditional marketing tactics.
Standing Out: Bold Marketing That Gets Noticed
In a world where consumers process around 74GB of data every day (that’s around 16 movies), conventional advertising rarely cuts through the noise. Forward-thinking brands are using oversized marketing (#xxlmarketing) to demand attention in physical and digital spaces.
For example, Rhode Beauty uses oversized product installations to create viral moments on social media. These massive versions of their skincare products become instant photo opportunities, with customers posing alongside them for shareable content.
Another approach is generating hype through strategic pop-up experiences. "Booth by Bryant," a vintage photobooth from the 1950s, acquired by photographer Bryant Eslava, became an instant hit on social media when LA-based stars began jumping inside and posting their photos. The limited availability and nostalgic aesthetic made it a must-visit destination.
Actionable Tip: Instead of creating another forgettable ad, invest in one remarkable moment that people can't help but share. Whether it's an oversized product installation, a limited-time pop-up, or a brand stunt (RIP Duolingo owl), give your audience something striking that breaks through their content-saturated day.
Mobile-First, Data-Driven Experiences
Today's younger consumers bounce between platforms before making purchase decisions. They expect seamless experiences on every device, so your website UX must be built for scrolling, not clicking, with a mobile-first approach to every customer touchpoint.
As Office Depot President Kevin Moffitt recently said at a conference, regardless of generation, "a quick look around the airport on your way home should reveal that everybody is consuming media on mobile."
But device optimization is just the beginning. Communication must be relevant and timely across the entire customer journey. Consumers expect personalized experiences that anticipate their needs based on previous interactions, seasonal relevance, and current interests.
Actionable Tip: Use data analytics to understand how customers move between platforms before they buy. Then take this a step further by building super-targeted segments with Daasity Audiences and automatically pushing them to your marketing platforms. This means your messages hit at just the right moment, with content that actually matters to that specific customer.
Purpose-Driven Branding: More Than Just Trends
Successful marketing to Gen Z and millennials requires more than just trend-chasing. Purpose-driven branding means knowing what your company stands for.
Young consumers have highly tuned authenticity detectors. They can quickly distinguish between brands with genuine values and those simply jumping on social causes for publicity. This doesn't mean ignoring cultural moments—it means engaging with them in ways that authentically align with your established purpose.
Actionable Tip: Develop a brand bible that clearly articulates your values, voice, and vision, and use this as your North Star to help you strike a balance between keeping consistency and following trends.
Is Your Brand Ready to Capture Gen Z's Trillion-Dollar Potential?
As the largest generation to date, Gen Z is on track to become the wealthiest ever, projected to overtake boomers in spending power within the next decade.
Brands that follow the strategies above—adopting trends, building genuine communities, creating standout marketing, and leveraging their data to create thoughtful experiences—will be the ones Gen Z chooses to spend their growing wealth with for years to come.
