Combining insights from GWI’s webinar, “Gen Z in the Spotlight: Audiences to Watch in 2025,” with our perspectives, we examine the trends shaping this demographic and highlight the opportunities ahead.
Gen Z is often viewed as a single demographic. However, within this group lies a range of distinct mindsets, priorities, and behaviours. Below, we delve into key subsets of Gen Z, explore what drives their decisions, and discuss how brands can tap into these insights to promote their products effectively.
- The Green Generation: While not all members of Gen Z are climate crusaders, many consider sustainability a brand’s responsibility. They are “eco-opportunists” who value green practices when these don’t require personal sacrifice or added expense. For instance, they appreciate coffee chains offering discounts for using reusable cups, viewing it as both a perk and an ethical choice.
- Changing political views: Gen Z has shown an unexpected shift in voting patterns in both the U.S. and the UK, often influenced by economic pressures and international events. Instead of focusing on partisan preferences, brands can find common ground by addressing shared concerns—most notably, the rising cost of living.
- Singletons: A growing number of Gen Zers, particularly those approaching their late 20s, are choosing to remain single and child-free. This shift has led to a spike in “solo travel” and a preference for experiences over traditional milestones like marriage or homeownership.
- Redefining the workplace: Contrary to misconceptions, this generation isn’t lazy; they’re driven to break away from the rigid 9-to-5 schedules. They prioritise work-life balance, seek meaningful projects, and aren’t afraid to leave jobs that don’t align with their personal goals.
- Connecting while consuming: Gen Z communicates heavily through short-form video on TikTok and Instagram, often sharing clips in group chats. Podcasts are also on the rise, with younger audiences tuning in for both entertainment and learning.
- Balance in health attitudes: Strict dieting and detox trends are giving way to a more balanced perspective. While health and wellness remain top priorities, Gen Z is open to flexible, moderate approaches—such as drinking alcohol or exploring non-alcoholic options.
- Challenger Banks on-line : Gen Z is redefining financial management through digital banking. They are comfortable with credit and quick to switch banks if they find better rates or more user-friendly interfaces.
Basically marketing to Gen Z requires a much more dynamic approach including personalising messaging to reflect their diverse subgroups and interests, from sustainability and affordability to personal freedom while engaging authentically on platforms like TikTok, Instagram, and beyond. Providing tangible incentives, like discounts or exclusive content, boosts loyalty, and maintaining transparency builds trust with this audience.
At Hunterlodge, we stay ahead of these shifting trends, using data-driven insights to refine messaging, craft targeted campaigns, and adapt strategies swiftly. GWI’s content deployment chart highlights platform-specific audience preferences for different content types. This is such a useful tool for us and helps shape the content we serve our audiences.
For Birkbeck, University of London, we worked with real students to film authentic “Day in the Life” content that showcased their genuine experiences.
We created a TikTok campaign for Richmond American University London using humour, achieving a 220% increase in engagement.
We recognise the importance of agility in responding to market trends and are committed to helping brands connect with Gen Z in meaningful ways. If you’re looking for an agency that thinks ahead, adapts fast, and creates impactful campaigns, get in touch. Contact kim.mclellan@hunterlodge.co.uk to start the conversation.