2024 Gen Z
Marketing and
Engagement
Report
Insights on Influencers, Authenticity,
Sustainability, and Brand Loyalty
Table of contents
Generation Z: Who are they and why should marketers care? 3
3 principles of Gen Z engagement 4
A closer look at Gen Z attitudes 5
Social media is for discovery 8
They’re in their de-influencing era 11
Sustainability is important... as long as it’s within budget 13
5 key takeaways: What marketers need to know about Gen Zs today 16
Final thoughts: Gen Zs want a conversation 17
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Generation Z: Who are they
and why should marketers care?
Making up 40% of today’s global consumers and holding a spending power of $140 billion
is Gen Z. Born between 1997-2012, they are tech-savvy, never knowing a world without the
internet. They also happen to be the most diverse generation to date with 48% identifying
as racial minorities.
They are a dynamic group that can be split into three distinct sub-groups, each demanding
a tailored approach.
Younger Gen Zs Middle Gen Zs Older Gen Zs
(12-15 years) (16-20 years) /Young Millenials
These Gen Zs are in This group is in high (21-27 years)
elementary school and school or just starting They are in college or
middle school. They post-secondary. They have their first full-time
are dependent on their may be getting their first jobs. They probably are
parents and don’t have jobs and just starting to having to live on a budget
their own money but they understand what brands for the first time, which
are driving purchasing they like. Because they impacts their purchasing
decisions. generally won’t have rent decisions.
or major costs, they can
be big spenders.
Understanding the nuances of each cohort — and what matters to them
— is critical to brand engagement. But so is recognizing the things they have in common.
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3 principles of Gen Z engagement
Regardless of the subgroup you’re trying to engage, if you want to engage with Gen Zs,
then you need to play by their rules.
Keep these principles in mind to get authentic and deeper insights from them.
1. Transparency: Be clear about who you are, what
the purpose is for the engagement,
and what you stand for
2. Authenticity: Live up to what you stand for. And
most importantly, don’t be fake
3. Trust: This is what you ultimately build when you
have transparency and authenticity
Among a generation fueled by skepticism, trust is
paramount for both engagement and loyalty. And
since authenticity, honesty, and transparency are
critical in building that trust, they should be the
goals of every marketer with young consumers in
their sightlines.”
Jennifer Reid, Co-CEO and Chief Methodologist,
Rival Group (Rival Tech & Reach3 Insights)
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A closer look at Gen Z attitudes
Many Rival Tech and Reach3 customers are curious about Gen Z and have insight
communities of young consumers. So, naturally we wanted to learn more about this cohort.
In April 2024, we surveyed 750 young adults (aged 18-27) in the US and Canada using our
conversational research platform. Our goal? Get Gen Z’s candid thoughts on marketing.
Our mobile-first tech allowed us to get quant, qual, and video feedback in one learning
stream while keeping the survey engaging and enjoyable.
The insights from the study are astonishing—and often surprising. Keeping these themes in
mind will help senior marketers, customer insights professionals, and brand strategists con-
nect better with this generation.
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At a glance: Gen Z behaviors & preferences
Top social media sites (by monthly use)
Instagram 84.6%
YouTube 76%
Facebook 63.5%
Snapchat 49.4%
Reddit 44%
TikTok 42.7%
How frequently do they shop online? Where they shop online
Daily: 3.5% 88.2%
74.6%
2 to 3 times a week: 16.7%
Once a week: 21.4%
2 to 3 times a month: 36.3% 18.4%
Once a month: 22.1%
Less than monthly: 0% Online Directly Social media
marketplace on brand (TikTok Shop,
Instagram
(Amazon, Etsy, websites Shops, etc.)
eBay, etc.)
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At a glance: Gen Z behaviors & preferences
Top categories when shopping online
30% 11.5% 10.8% 10.1%
Apparel Groceries and Health & Home, kitchen
food delivery personal care and garden
(skincare, etc.)
8.3% 6.9% 6.9% 6.5%
Gaming Electronics Media Beauty
and tech (e.g. streaming services)
In our research, 43% of Gen Z said they used TikTok. While this
number may be lower than expected, among users who do use
TikTok, they’re likely to be spending a lot more time on the app
than other platforms. Furthermore, some young people are
starting to reject social media, ironically seen via online trends like
“Dopamine Detox” or off-the-grid viral influencers (@ballerinafarm).
We saw this reflected among our sampled group of Gen Z:
about 60% felt that they used social media too much.”
Lianne Frick, Senior Researcher, Reach3 Insights
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Social media is
for discovery
The purchasing power of Gen Zs is growing. In fact, our research shows that 42% of Gen Z
is now making an online purchase at least once a week.
Social media plays a huge role in how Gen Zs learn about new brands and products, but
it is only one step in a long and complex buying journey. Among Gen Z consumers who
discover brands on social, only 20% complete the purchase directly through social channels.
In contrast, 88% buy via online marketplaces (Amazon, Etsy, etc.) and 75% through
brand websites.
Gen Zs will take their time to research (online, through comments, or friend reccos) before
they buy on online marketplaces like Amazon and Etsy or directly on brand websites.
Gen Z has limited money and wants to avoid spending on a product that’s just “meh.”
“I just purchased marshmallows “Last week I bought a new
from Australia which is kind skincare product. I had seen ads
of crazy if you think about it. I about it and the more natural/
follow them on TikTok and they holistic influencers and a friend
just looked so good.” recommended it.”
Gen Z-er Gen Z-er
So how can you get the attention of Gen Zs on socials? As it turns out, price is the top
consideration for young consumers today. In the face of high inflation and a challenging
job market, perhaps that’s not surprising. But don’t forget about real reviews and product
benefits — those rank high with Gen Zs, too.
Four words: word-of-mouth reviews. They’re still the most
persuasive tool for younger audiences. Gen Z craves authenticity
and brands should highlight real customers as part of their online
marketing strategy. Showcase real feedback from real people to
Z TIP
GEN prove to Gen Zs that they can rely on the quality of your products
and services.
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Top social media platforms for Gen Z discovery
Which social media platforms do you use to learn about new brands?
70.3%
34.3% 33.1%
22.4%
Gen Zs want both value and quality
What stands out to you in a brand/marketing message?
Discounts or promotions 60.3%
Reviews 54.4%
Product features / benefits 48.7%
Personal relevance 34.4%
Authenticity 29.6%
Brand image / aesthetics 28.8%
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They’re in their
de-influencing era
Previous studies (including this one from HubSpot) suggest that Gen Zs love influencers.
But our latest research shows this may be changing.
In fact, 47.5% of Gen Zs said they are less likely to buy a product recommended by
influencers. Many participants described paid influencer partnerships as “very insincere”
or “annoying.”
47.5%
of Gen Zs are “not very
likely” or “not likely at
all” to buy something
recommended by
influencers
“I lose respect for brands that “I want normal people with
use influencers to promote their normal incomes and lives to be
brand. It comes across as trying presenting products for every
to “hype” their product which day individuals. I can’t relate to
seems very insincere. I would like “influencers” and will trust the
to see more focus on actually opinions of the team itself or
advertising the product and not normal everyday people.”
the person telling me about the
product.” Gen Z-er
Gen Z-er
Focus on authenticity and relatability (think: content with real
people giving real reviews and a behind-the-scenes look). Forget
the scripts and beware of paid influencers. While influencer
marketing can still work, just make sure they are the right fit and
EN Z TIP create relatable content. This generation responds to personal and
G approaches.
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Sustainability
is important...
as long as it’s within budget
Previous studies have suggested that Gen Zs are prioritizing sustainability and will pay
more for it. Our research paints a more nuanced picture: 42.9% said they prefer sustainable
products when available, but it’s not the only consideration. Gen Zs mention budget and
price as big factors in their decision.
42.9%
of Gen Zs prefer sustainable
brands when available,
but it’s not their only
consideration
Gen Z wants to do their part to help the planet and wants to learn
about a brand’s sustainability efforts. But price will still be the main
Z TIP
decision-maker for this generation. When communicating a brand’s
GEN values, do it in an authentic way that doesn’t feel like greenwashing.
“I like when brands do more to “Affordability is a big part of it.
help the environment, but at the For me to get by, I can’t simply
end of the day I have to consider purchase products based on
my budget as a consumer.” sustainability.”
Gen Z-er Gen Z-er
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For many brands that cater to Gen Zs, sustainability can still be a huge competitive
advantage as long as your price remains competitive. Being transparent about your claims
can help, too. Our research suggests that your brand website and packaging play a key role
in communicating what you’re doing regarding sustainability. And when it comes to this
issue, Gen Zs are much more likely to believe third-party websites than influencers.
Are you really sustainable?
How Gen Zs research whether a brand is sustainable or not
Information on the brand website 59.9%
Packaging 43.5%
Information on third-party websites 42%
Publicity/media coverage 27.3%
Word of mouth 26.2%
Social media 23.6%
Influencers 12%
Our research highlights how the attitudes and behaviors of Gen
Zs can shift significantly as they go through different life stages
and as socio-economic factors evolve. To get accurate insights
on Gen Zs and win their loyalty, brands need to engage with
these young consumers on an ongoing basis and do it in a way
that’s aligned with their expectations and behaviors. ”
Andrew Reid, CEO and Founder, Rival Technologies
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5 key takeaways:
What marketers need to know
about Gen Zs today
Most purchases happen on online marketplaces and brand websites.
1 Invest in your digital presence to drive revenue from these channels.
Social media platforms play a key role in discovery, but not direct
2 purchase. At least not yet. Word of mouth is critical in evaluation.
Discounts and promotions capture attention. Whenever possible, use
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reviews from real people to build trust with Gen Z buyers.
Gen Zs can see through influencers. Be picky and strategic about
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your approach to influencer marketing. Authenticity counts.
Sustainability is important to most Gen Zs, but it is seen as a luxury
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rather than a necessity.
Final thoughts:
Gen Zs want a conversation
Our research reiterates the fact that Gen Z wants to build an authentic and personal
connection. And their preferences and attitudes change over time as they move through
different life stages. Socio-economic factors like inflation can have very real impact on how
Gen Zs view and prioritize issues like sustainability.
We want relevancy in our conversations…
We want to know that we’re receiving something
that’s topical.”
Francesca Spizzo, Senior Research Associate
from Reach3 Insights (and a Gen Z!)
Want Gen Zs to give you their candid feedback and insights? Meet
them where they are: on their phones. As much as you can, mimic
the digital space they’re used to. That means, your marketing or
surveys should have a personal touch and use simple, conversational
language—ditch anything that sounds too clinical or formal. Mobile-
EN Z TIP first conversational research platforms (like Rival ) make Gen Z
G feel like they are texting with friends. Videos can also help with
engagement, set the tone, build trust, and offer a way for Gen Z to
leave deeper, more authentic responses.
Get ongoing insights from Gen Zs
At Rival and Reach3, ourconversational research technology has proven very effective in
reaching and engaging with Gen Zs. Curious how companies like Oura Ring, REVOLT TV,
and Warner Bros. Discovery use our platform to build Gen Z insight communities?
rivaltech.com/demo reach3insights.com/contact-us
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