At The Symmes Group, we know that every generation shapes marketing in new ways, but Gen Z is doing more than just shifting tactics; they’re rewriting the rules. Born into a digital-first world, Gen Z expects brands to deliver authentic, socially conscious, and mobile-optimized experiences. They’re not browsing through catalogs or clicking banner ads. They’re discovering products on TikTok, watching creators test them, and then purchasing directly from their phones.
So, how are leading brands making it work? Let’s explore the core Gen Z marketing trends and see how companies like Coca-Cola, Nike, Starbucks, and others are turning these insights into actions.
Gen Z turns to TikTok, Instagram, and YouTube not just to connect with others, but to discover, research, and buy products. Social commerce is exploding, with “shop now” buttons, shopping events via live stream, and influencer recommendations and sponsorships driving purchase behavior.
Let’s not forget that brands are shifting their entire shopping experience to social media, with storefronts on TikTok Shop. This marketing strategy appeals to 45% – 60% of Gen Z users on TikTok, enabling them to make purchases directly within the app where they view sponsored content.
For Gen Z, entertainment and marketing blur together in short, vertical video. The success of TikTok, Instagram Reels, and YouTube Shorts proves that brands must master this format to not get left behind.
Chipotle is a standout, leveraging humorous TikToks, behind-the-scenes content, and viral menu hacks. Their #ChipotleLidFlip challenge garnered hundreds of millions of views, directly boosting in-store sales. Not to mention, organic promotions from user-generated content (UGC) have contributed heavily to the company’s success, with creators making their own unsponsored content about the products.
Starbucks has stood the test of time on social media. The company uses Reels to spotlight limited-time drinks and user-generated recipes (like the viral “Pink Drink”), encouraging fans to try and share them. Beyond short-form content, Starbucks also adapts to rising consumption trends. For example, after noticing the growing popularity of ceremonial-grade matcha, the company shifted from a pre-sweetened green tea blend to an unsweetened, high-quality option, leading to a 40% boost in matcha sales in early 2025.
Gen Z values authenticity, making user-generated content and micro-influencers more effective than polished celebrity endorsements. People resonate more with seeing relatable influencers and content, which is why some brands have built their entire identities on this tactic.
Glossier is notorious for promoting UGC content, reposting customer photos and reviews instead of relying on traditional ads. By leveraging the creativity of its customers, the brand has received a steady stream of marketing material without having to break the bank. This grassroots approach created a cult following with over 220,000 posts using #Glossier.
Another brand known for doing influencer marketing well is HelloFresh. Known for its healthy, easy-to-make meals, they sponsor micro-influencers who are always on the go, making the content relatable to the average person. Their campaigns have gone viral, making them the “number-one box meal delivery service in the U.S.”
This generation expects brands to do more than sell products — they must take a stand on sustainability, mental health, diversity, and inclusion.
For Gen Z, loyalty runs deeper than transactional perks. They’re drawn to companies that align with their values and take accountability for critical issues. This audience uses social media and even boycotts to hold corporations accountable, often making or breaking businesses.
Still, there’s a cautionary side. When brands lose authenticity, backlash follows.
Take the language-learning app, Duolingo, for example. Known for its unique and quirky marketing tactics on TikTok featuring its iconic green owl, the company pivoted toward becoming an “AI-first” business. The shift backfired, as users boycotted the app in response to mass layoffs and declining content quality.
This serves as a reminder: for Gen Z, authenticity isn’t optional.
Gen Z is savvy about digital privacy. Brands that clearly communicate how data is collected and used win more trust. While some companies are still catching up, those leading with transparency (like Apple with its privacy-first campaigns) are setting the bar for trustworthiness in a skeptical digital landscape.
Gen Z is not just another audience. They’re the architects of a new marketing era. Their habits are reshaping how brands must show up: digitally integrated, authentic, socially aware, and culturally relevant. From Coca-Cola’s AR-driven campaigns to Chipotle’s TikTok challenges, these strategies prove that the brands willing to adapt are the ones winning attention and loyalty.
At The Symmes Group, we help businesses navigate this shift by crafting campaigns and content that resonate with Gen Z values and behaviors, driving measurable results. The message is clear: the future of marketing isn’t coming — it’s already here. And it’s Gen Z.
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