Gen Z consumers: What drives their spending, habits, and media choices

When we talk about Gen Z consumers, the generation born between 1997 and 2012 who now control over $360 billion in spending power. Also known as iGen, they’re the first group to grow up entirely in the digital age—no flip phones, no dial-up, no world without social media. This isn’t just about age. It’s about a completely different relationship with money, trust, and information.

Unlike older generations, Gen Z consumers don’t respond to flashy billboards or celebrity endorsements. They check reviews, watch unboxing videos, and follow micro-influencers who look like their friends. They care about transparency: where a product comes from, who made it, and if the company actually stands for something. That’s why brands like Patagonia and Allbirds see higher loyalty from this group—not because they’re cheap, but because they’re honest. Meanwhile, TikTok, the platform where 43% of U.S. Gen Z get their news and product recommendations has become the new shopping mall. It’s not just about trends—it’s about community. If a product gets traction on TikTok, it sells out. If it feels forced, it flops.

And it’s not just about what they buy—it’s how they find out. Gen Z media consumption, is heavily skewed toward short-form video, podcasts, and peer-driven content. They skip TV ads. They mute YouTube pre-rolls. They trust Reddit threads more than corporate press releases. That’s why traditional advertising budgets are shifting fast. Companies are now hiring Gen Z interns to test campaigns before launch—not because they’re cheap labor, but because they’re the real audience.

They’re also skeptical. A 2025 Pew study showed 68% of Gen Z consumers doubt most brands’ claims about sustainability or ethics. They’ve seen too many greenwashed products. So they dig deeper—scanning ingredient lists, checking third-party certifications, and even using apps to scan barcodes for supply chain info. This isn’t just preference. It’s a survival skill in a world full of noise.

What’s clear is this: if you’re trying to sell to Gen Z the same way you sold to millennials, you’re already behind. They don’t want to be sold to—they want to be spoken with. They want authenticity over polish. They want value over vanity. And they’re not waiting for brands to catch up. They’re building their own, from thrift shops to DTC startups, all powered by smartphones and shared values.

Below, you’ll find real stories from the front lines: how TikTok turned a small skincare brand into a phenomenon, why Gen Z is walking away from big banks, what the latest data says about their spending priorities, and how news outlets are adapting—or failing—to reach them. This isn’t theory. It’s what’s happening right now, in real time, on their terms.