We’re back with the latest edition of our #GenerationalMarketing Series—and this time, we’re finally talking about Gen Z.

Unless you’ve been living under a rock, you’ve heard a thing or two about Zoomers. As they come of age, their influence is growing fast — and their unique perspectives are turning heads.

Who is Gen Z?

Born between the years of 1996 and 2012, Gen Z (i.e. Zoomers) are a generational group unlike any other before them. Gen Z has been exposed to the internet, social media and smartphones for most of their lives. They’re optimistic adopters of AI, and they are passionate about social causes.

Gen Z grew up during significant global events like the Great Recession and COVID-19 Pandemic, and many of them are now beginning their careers in an incredibly uncertain economy. Given this environment, it’s perhaps unsurprising that as a generation, they tend to be financially conscious. They’re also somewhat more likely than other generations to report feelings of anxiety.

Gen Z is passionate about health and wellbeing, leading the charge in recent trends towards alcohol-free lifestyles and protein-focused diets. They’re also suckers for nostalgia, things that remind them of their childhoods (early 2000s and 2010s) make them feel good, but they also love a good throwback to “vibey” eras of the past.

At work, Zoomers are ambitious but firm about boundaries. They’ve earned a (sometimes unfair) reputation for being "lazy" due to their preference for flexibility. They have a tendency to job-hop, juggle side-hustles, and skip roles with promotion tracks - reflecting their desire for autonomy, a trait that often differentiates them from older generations.

Gen Z as Consumers

Gen Z gravitates toward brands that reflect their values — especially around sustainability and mental health. But in today’s economy, they’re also becoming more budget-conscious. In fact, the share of Gen Z willing to pay extra for eco-friendly products has dropped 9% since 2021.

Overall, Zoomers are thrifty shoppers. They’re willing to wait for a sale, save up for a bigger purchase, and seek out smart deals. Only 43% consider themselves to be brand loyal—but interest in loyalty and rewards programs is rising: 37% now use them, up from 22% last year.

More than half of Gen Z say they prefer to shop online rather than in-store, and when searching for products and services, many turn to social media or AI instead of traditional search engines. They’re looking for good prices and convenient purchasing, but more than that, they’re looking for social proof. They need to be convinced over a long period of time to purchase from you, consulting multiple sources like influencers, online forums, customer reviews and case studies before making a purchasing decision.

And here’s a key challenge: Gen Z doesn’t just dislike ads — they often won’t even see them. Around half of all Zoomers use ad blockers. To reach them, brands need to focus on organic, long-term engagement that builds credibility and community.

How We’d Use Promo to Reach Them

If we were targeting Gen Z, we’d diversify our organic channels as much as possible, attempting to reach Zoomers in the places they hang out - repeatedly and through sources they know and trust. We’d also work hard to make sure they perceive convenience and good value for money throughout their entire brand experience.

From encouraging customers to share their experiences through social media and online reviews, to offering loyalty rewards and post-purchase “thank yous”, promo products are an important part of this puzzle. When people wear or use your promo products, they advocate for your brand, providing tangible, social proof that many Zoomers are looking for!

For Gen Z, we’d steer towards products that are made with high quality materials and are built to last. The quality of your promotional products will help build a brand reputation for good value. Not to mention, long-lasting products are better for the environment, reflecting Gen-Z’s priorities. Bonus points if the products evoke emotion - a sprinkling of nostalgia or quirkiness gives them something to talk about!