Gen Z Uses Social to Browse—Not to Be Told What to Buy

While it’s no secret that Gen Z lives on social media, Sooth founder Ian Baer explains there’s more to their shopping habits than hype. According to Sooth’s data, Gen Z may discover brands through social, but they ultimately make decisions based on personal assessment—not peer pressure or influencer recommendations. Brands looking to win with this generation need to prioritize authenticity, transparency, and real value over trend-chasing.