If You're Targeting Gen Z, Chances Are You're Doing It Wrong

Summer is a prime shopping season, especially for Gen Z, whose purchasing behavior is driven more by why they shop than by what or where they buy. Unlike traditional consumers, Gen Z engages with social media for entertainment rather than shopping, often skipping the typical sales funnel. They are inspired by content and influencers rather than brands, preferring to buy directly from manufacturers to feel part of trends. With 97% of Gen Z using social media for shopping inspiration and 75% making purchases based on creator recommendations, brands must connect with them at the point of inspiration, focusing on understanding their motivations rather than just meeting their needs.