Jan 16, 2026
UNDERSTANDING GEN Z BRAND EXPECTATIONS
There was a time when Gen Z was the generation B2C brands were gearing up to target. Companies were eager to understand what Gen Z wants from brands. Gen Z consumer preferences and Gen Z brand expectations were on their radar. But today, that generation is now in stores. They’ve joined the ranks of those who influence a brand’s marketing strategy both as customer and seller.
Before we get into understanding what Gen Z brand expectations are from a B2C brand, let’s understand why there is such a deep interest in them.
Gen Z is a very unique generation. Gen Z values and beliefs, preferences, lifestyles and decisions that are very distinctly their own and different from those of the generation before them. Gen Z purchasing decisions are distinct choices made because of transformations in the socio-political landscape along with their experience as digital natives.
Below are a few statistics to consider for brands that market and sell to Gen Z customers:
They currently comprise 30% of the population globally. And in a year’s time (ie., 2025) they will account for 27% of the world’s workforce(a).
The oldest of generation Z have touched their late 20’s. They have now joined the workforce and the ranks of those getting married(b).
By 2025, they will comprise 27% of the world’s workforce. That means they have buying power which will only continue to grow to the tune of trillions of dollars in just a couple of years(c)
Another 2023 statistic from Bloomberg reveals that the professionals and young students have a disposable income of around $360 billion (d).
Ultimately, what does this generation value the most? 72% Want to have fun; 62% want to prioritize their goals; 60% want to take care of their mental wellbeing; 56% want to focus on making money; 56% are interested in prioritizing relationships. (e)
These statistics give an idea of the extent to which this generation can influence a brand’s position in the market. Now that you know the impact Gen Z has, let’s look at how brands can leverage this data. Below we examine 2 crucial brand engagement strategies that companies must adopt in branding and marketing initiatives targeted at Gen Z:
BRAND ENGAGEMENT STRATEGIES THAT CAN IMPACT GEN Z BUYING BEHAVIOUR
Adopt a Mobile-First Approach
One research (f) indicates that Gen Z spends an average of 4:15 hours a day on the mobile. If you discount 8 hours of sleep (average) and 8 hours of study or work, that leaves them with 8 hours in the day. Of that, if more than half of it is spent on the phone, then that's where brands must focus a good portion of their marketing monies on. Another research (g) reveals that between 2022 and 2023, there was an 82% rise in phone usage in this generation.
Brands should stay aware of Gen Z social media behavior or Gen Z digital behavior. The platforms that this audience is visiting the most when they are on their mobile devices affects Gen Z purchasing decisions. This will allow brands to strategically spend marketing dollars where it matters. Did you know that while 71% teens spent their time on Facebook(h) in 2014 to 2015 that number fell to 32%? Now the preferred platform is YouTube.
Around 95% teens spend their time on it when they are on social media(h). That’s not it, platforms like Snapchat and TikTok are also popular among this generation. Knowing where Gen Z is spending their time will enable brands to leverage these platforms meaningfully.
Focus on Creating Content with a Purpose
Also, as they were born into the world of digital creation and consumption, they find it easy to discover and develop content. They have a very strong understanding of content that is authentic and genuine. This is perhaps why the Gen Z brand expectation is also to receive content that has an authentic brand voice.
What does it mean? They are able to discern between content that has been developed for the sake of it, vs content that has been developed with a purpose - to inform, inspire and act. When a brand focuses on content that is authentic, it can build brand credibility, brand trust and transparency.
Gen Z prioritises honesty, transparency, and relatability. They prefer communication that is genuine. They prefer socially responsible brands that have values similar to their own. To ensure advocacy and relevance to Gen Z, socially responsible brands must ensure that their communication touches on topics pertaining to what is happening at the moment, geo-politically or socially. Without this integrated into the communication funnel that brands develop for Gen Z, there is a possibility that they may get disconnected from this target audience.
For brands that are keen on connecting meaningfully with this generation, there is a plethora of information that can be leveraged. It's just a matter of using it strategically. And we, at Skago Design House, can help you with it. If you are interested, please contact us on weareskago@skagodesign.com or +919538492713
Before we get into understanding what Gen Z brand expectations are from a B2C brand, let’s understand why there is such a deep interest in them.
Gen Z is a very unique generation. Gen Z values and beliefs, preferences, lifestyles and decisions that are very distinctly their own and different from those of the generation before them. Gen Z purchasing decisions are distinct choices made because of transformations in the socio-political landscape along with their experience as digital natives.
Below are a few statistics to consider for brands that market and sell to Gen Z customers:
They currently comprise 30% of the population globally. And in a year’s time (ie., 2025) they will account for 27% of the world’s workforce(a).
The oldest of generation Z have touched their late 20’s. They have now joined the workforce and the ranks of those getting married(b).
By 2025, they will comprise 27% of the world’s workforce. That means they have buying power which will only continue to grow to the tune of trillions of dollars in just a couple of years(c)
Another 2023 statistic from Bloomberg reveals that the professionals and young students have a disposable income of around $360 billion (d).
Ultimately, what does this generation value the most? 72% Want to have fun; 62% want to prioritize their goals; 60% want to take care of their mental wellbeing; 56% want to focus on making money; 56% are interested in prioritizing relationships. (e)
These statistics give an idea of the extent to which this generation can influence a brand’s position in the market. Now that you know the impact Gen Z has, let’s look at how brands can leverage this data. Below we examine 2 crucial brand engagement strategies that companies must adopt in branding and marketing initiatives targeted at Gen Z:
BRAND ENGAGEMENT STRATEGIES THAT CAN IMPACT GEN Z BUYING BEHAVIOUR
Adopt a Mobile-First Approach
One research (f) indicates that Gen Z spends an average of 4:15 hours a day on the mobile. If you discount 8 hours of sleep (average) and 8 hours of study or work, that leaves them with 8 hours in the day. Of that, if more than half of it is spent on the phone, then that's where brands must focus a good portion of their marketing monies on. Another research (g) reveals that between 2022 and 2023, there was an 82% rise in phone usage in this generation.
Brands should stay aware of Gen Z social media behavior or Gen Z digital behavior. The platforms that this audience is visiting the most when they are on their mobile devices affects Gen Z purchasing decisions. This will allow brands to strategically spend marketing dollars where it matters. Did you know that while 71% teens spent their time on Facebook(h) in 2014 to 2015 that number fell to 32%? Now the preferred platform is YouTube.
Around 95% teens spend their time on it when they are on social media(h). That’s not it, platforms like Snapchat and TikTok are also popular among this generation. Knowing where Gen Z is spending their time will enable brands to leverage these platforms meaningfully.
Focus on Creating Content with a Purpose
Also, as they were born into the world of digital creation and consumption, they find it easy to discover and develop content. They have a very strong understanding of content that is authentic and genuine. This is perhaps why the Gen Z brand expectation is also to receive content that has an authentic brand voice.
What does it mean? They are able to discern between content that has been developed for the sake of it, vs content that has been developed with a purpose - to inform, inspire and act. When a brand focuses on content that is authentic, it can build brand credibility, brand trust and transparency.
Gen Z prioritises honesty, transparency, and relatability. They prefer communication that is genuine. They prefer socially responsible brands that have values similar to their own. To ensure advocacy and relevance to Gen Z, socially responsible brands must ensure that their communication touches on topics pertaining to what is happening at the moment, geo-politically or socially. Without this integrated into the communication funnel that brands develop for Gen Z, there is a possibility that they may get disconnected from this target audience.
For brands that are keen on connecting meaningfully with this generation, there is a plethora of information that can be leveraged. It's just a matter of using it strategically. And we, at Skago Design House, can help you with it. If you are interested, please contact us on weareskago@skagodesign.com or +919538492713
Before we get into understanding what Gen Z brand expectations are from a B2C brand, let’s understand why there is such a deep interest in them.
Gen Z is a very unique generation. Gen Z values and beliefs, preferences, lifestyles and decisions that are very distinctly their own and different from those of the generation before them. Gen Z purchasing decisions are distinct choices made because of transformations in the socio-political landscape along with their experience as digital natives.
Below are a few statistics to consider for brands that market and sell to Gen Z customers:
They currently comprise 30% of the population globally. And in a year’s time (ie., 2025) they will account for 27% of the world’s workforce(a).
The oldest of generation Z have touched their late 20’s. They have now joined the workforce and the ranks of those getting married(b).
By 2025, they will comprise 27% of the world’s workforce. That means they have buying power which will only continue to grow to the tune of trillions of dollars in just a couple of years(c)
Another 2023 statistic from Bloomberg reveals that the professionals and young students have a disposable income of around $360 billion (d).
Ultimately, what does this generation value the most? 72% Want to have fun; 62% want to prioritize their goals; 60% want to take care of their mental wellbeing; 56% want to focus on making money; 56% are interested in prioritizing relationships. (e)
These statistics give an idea of the extent to which this generation can influence a brand’s position in the market. Now that you know the impact Gen Z has, let’s look at how brands can leverage this data. Below we examine 2 crucial brand engagement strategies that companies must adopt in branding and marketing initiatives targeted at Gen Z:
BRAND ENGAGEMENT STRATEGIES THAT CAN IMPACT GEN Z BUYING BEHAVIOUR
Adopt a Mobile-First Approach
One research (f) indicates that Gen Z spends an average of 4:15 hours a day on the mobile. If you discount 8 hours of sleep (average) and 8 hours of study or work, that leaves them with 8 hours in the day. Of that, if more than half of it is spent on the phone, then that's where brands must focus a good portion of their marketing monies on. Another research (g) reveals that between 2022 and 2023, there was an 82% rise in phone usage in this generation.
Brands should stay aware of Gen Z social media behavior or Gen Z digital behavior. The platforms that this audience is visiting the most when they are on their mobile devices affects Gen Z purchasing decisions. This will allow brands to strategically spend marketing dollars where it matters. Did you know that while 71% teens spent their time on Facebook(h) in 2014 to 2015 that number fell to 32%? Now the preferred platform is YouTube.
Around 95% teens spend their time on it when they are on social media(h). That’s not it, platforms like Snapchat and TikTok are also popular among this generation. Knowing where Gen Z is spending their time will enable brands to leverage these platforms meaningfully.
Focus on Creating Content with a Purpose
Also, as they were born into the world of digital creation and consumption, they find it easy to discover and develop content. They have a very strong understanding of content that is authentic and genuine. This is perhaps why the Gen Z brand expectation is also to receive content that has an authentic brand voice.
What does it mean? They are able to discern between content that has been developed for the sake of it, vs content that has been developed with a purpose - to inform, inspire and act. When a brand focuses on content that is authentic, it can build brand credibility, brand trust and transparency.
Gen Z prioritises honesty, transparency, and relatability. They prefer communication that is genuine. They prefer socially responsible brands that have values similar to their own. To ensure advocacy and relevance to Gen Z, socially responsible brands must ensure that their communication touches on topics pertaining to what is happening at the moment, geo-politically or socially. Without this integrated into the communication funnel that brands develop for Gen Z, there is a possibility that they may get disconnected from this target audience.
For brands that are keen on connecting meaningfully with this generation, there is a plethora of information that can be leveraged. It's just a matter of using it strategically. And we, at Skago Design House, can help you with it. If you are interested, please contact us on weareskago@skagodesign.com or +919538492713
