2024 Gen Z trends: Insights that will shape your business
Understanding Gen Z is no longer optional—it's essential since they comprise around 26% to 30% of the world population. This generation, often dubbed the digital natives, reshapes how brands connect with consumers. Gen Z holds tremendous spending power, making them a key demographic no business can overlook.
But who exactly are these trendsetters, and why do they matter so much? Unlike Millennials or Gen Xers, Gen Z has grown up in a world where technology and social consciousness go hand in hand. They’re not just consumers; they’re influencers who set trends, champion causes, and demand more from the brands they engage with.
In this article, we’ll look into five key trends shaping Gen Z in 2024—trends every business needs to know to stay ahead. Plus, we'll show you how to utilize an Omnichannel Conversational AI Suite to help you take advantage of these trends before it's too late.
Why does GenZ matter for your business?
Gen Z, born between 1996 and 2012, is not just another demographic; they’re a powerhouse with a unique influence on the market. Representing over $450 billion in spending power globally—$360 billion in the US alone—Gen Z is set to redefine consumer behaviors. Their spending power is projected to soar to $12 trillion by 2030. This rapid growth is a clear signal to businesses: Gen Z’s preferences and behaviors are shaping the economy's future.
But it’s not just about the numbers. Traditional marketing funnels no longer apply to this digitally native generation. Unlike previous generations, Gen Z doesn’t follow a linear awareness, interest, desire, and action path.
Instead, their purchasing decisions are driven by social media influence, peer recommendations, and real-time brand interactions. They hop between stages of the buying process, making it crucial for businesses to stay agile and responsive.
By 2025, Gen Z online shoppers will outnumber those from Gen X, highlighting the need for businesses to adapt their strategies to cater to this tech-savvy group. Compared to Millennials and Gen X, Gen Z is more socially conscious, tech-dependent, and values-driven, making them distinct in their approach to brands and products.
Understanding and engaging with Gen Z is beneficial and essential for any business aiming to thrive in the coming years.
5 Gen Z trends for 2024 you can’t afford to miss
To stay relevant among GenZs, businesses must adapt or risk falling behind. Here are five key trends to watch in 2024.
1. Going green: Gen Z's love for ethical brands
Gen Z’s commitment to sustainability is more than a passing trend—a core value influencing their purchasing decisions. According to a study by McKinsey, 54% of Gen Zers say they always look for clothes produced sustainably, and 46% prefer to wear used clothing, figures significantly higher than those for Millennials and Gen Xers.
But this environmental consciousness extends beyond just clothing. Around 60% to 80% of Gen Zers believe that brands should be held accountable for their actions, particularly regarding environmental impact.
For Gen Z, buying and using environmentally friendly products is not just about saving the planet; it’s also about staying “on trend.” A green mindset is increasingly associated with social status among this generation, making sustainability a key factor in their brand loyalty.
For brands, this means that embracing sustainability is no longer optional—it’s a necessity. Companies aligning with Gen Z’s values stand to gain loyalty and advocacy.
Patagonia is a prime example of a brand that has successfully tapped into this trend. Known for its commitment to environmental causes, Patagonia has set itself apart by implementing initiatives like its self-imposed Earth tax, "1% for the Planet," which supports environmental nonprofits working to defend the planet.
This move resonates with Gen Z’s values and strengthens Patagonia’s brand image as a leader in ethical and sustainable business practices.
2. Social Media dominance: Capturing Gen Z with video content
Gen Z is the first generation to grow up with smartphones, and they spend more than 6 hours a day on their devices, often engrossed in social media platforms. This heavy reliance on social media has shaped their expectations and behaviors, especially regarding brand interactions.
Unlike previous generations, Gen Zers are likelier to seek out brands that help them stand apart, and video content plays a crucial role in this process.
Gen Z consumes significantly more video media on platforms like YouTube and TikTok than any other cohort. They treat these platforms as search engines, researching products they’ve seen online or in real life. They look for real user feedback on an item’s fit, quality, packaging, and more before making a purchase decision. In fact, 70% of Gen Z only trust a brand after researching.
For brands, a robust presence on social media—mainly through engaging video content—is essential. To capitalize on this trend, brands should create authentic, relatable videos that showcase their products in real-life scenarios.
User-generated content, behind-the-scenes videos, and influencer partnerships can be particularly effective in capturing the attention of Gen Z.
Additionally, brands should ensure their content is easily searchable on social media platforms, optimizing it with relevant hashtags and keywords.
3. Streamlined shopping: click and buy & personalized shopping experience
Gen Z spends a significant amount of time on social media, with 48% using these platforms to gather information before purchasing. They crave a streamlined shopping experience that moves seamlessly from browsing to checkout—87% of them desire a personalized shopping journey that offers instant gratification.
Brands can capitalize on this by creating a streamlined "Click and Buy" experience, keeping Gen Z within one app or platform. With 60% of Gen Z consumers preferring direct messaging to communicate with brands, sending actionable links and personalized content directly through social media or messaging apps becomes even more crucial.
This approach allows brands to nurture these consumers and simplify their path to purchase, ensuring a smooth and satisfying shopping experience.
4. Deal Hunters: How to attract Gen Z value seekers
Gen Z is always looking for the best deals, preferring to research and buy online rather than pay more for a higher-status brand. They’re cautious shoppers who often stick with what they know and trust. To capture this value-driven segment, brands must focus on getting their promotions and customer relationship management right.
Remembering your Gen Z customers and sending them personalized offers, such as coupons, vouchers, and festive messages, can make all the difference. You can build loyalty among these savvy deal hunters by consistently offering value and maintaining engagement.
5. Live chat takeover: The preferred customer service for Gen Z
Gen Z values a streamlined and personalized shopping experience, and they want instant solutions when issues arise. They don’t have the patience for long wait times or cumbersome phone calls—85% of Gen Z consumers prefer live chat over live calls for customer service. This preference for immediate, real-time communication is key to their satisfaction.
To succeed with Gen Z, it’s essential to connect the entire sales, marketing, and support experience. By integrating live chat into your customer service strategy, you can offer the quick, efficient support that Gen Z expects, ensuring a seamless experience from start to finish.
Capitalize on Gen Z trends with SleekFlow before it's too late
Brands that fail to capitalize on these Gen Z trends risk losing this influential and powerful consumer base. As the next generation of consumers, Gen Z's preferences are shaping the future of commerce.
If you're aiming to target Gen Z effectively, SleekFlow is the ideal tool to elevate your strategy. With powerful social media features, SleekFlow enables seamless Gen Z marketing, ensuring your brand resonates with this dynamic audience.
SleekFlow narrows the sales funnel by encouraging leads to communicate through social messaging apps, making the shopping experience smoother and more direct—without distracting ads.
Here’s how you can use SleekFlow to nurture and convert your leads:
1. Connecting the entire sales, marketing, and support experience for Gen Z
With SleekFlow, you can seamlessly streamline the entire sales funnel to meet the expectations of Gen Z consumers. By integrating chat automation and an in-thread shopping experience, you can create a cohesive and efficient journey for your GenZ customers from when they show interest to the final purchase that resonates with their preferences.
SleekFlow enables you to automate critical aspects of the sales process:
Lead qualification: Automatically identify and qualify potential leads as they engage with your brand through various chat entry points, including your website, email, contact forms, and click to WhatsApp ads (CTWA).
Lead assignment: Effortlessly assign leads to the appropriate team members and use AI to boost support agents' efficiency by automating response generation, enhancing writing quality, and translating or summarizing key points.
Product recommendation via catalog: Use SleekFlow to recommend products directly within the chat, tailored to each customer’s interests, enhancing their shopping experience.
In-chat payment & conversion: Simplify the purchase process by allowing Gen Z customers to complete transactions within the chat using a payment link.
Retargeting & reactivation via abandoned cart: Don’t let potential sales slip away. SleekFlow’s automation tools enable you to retarget customers who abandon their carts, encouraging them to complete their purchases with timely reminders.
SleekFlow helps you connect every aspect of your sales, marketing, and support efforts, ensuring that your brand stays relevant and responsive to the needs of this dynamic generation.
2. Turn Clicks into Conversions with SleekFlow’s CTWA for Gen Z
CTWA lets you design campaigns that directly connect with Gen Z. For instance, a sports brand could run a Twitter ad offering "Exclusive Workout Tips" via WhatsApp. Once clicked, the ad triggers a WhatsApp conversation where users are taken to a WhatsApp chat where they can get personalized tips, explore gear, and purchase products—all without leaving the app.
SleekFlow simplifies the shopping journey on WhatsApp, allowing users to browse products, add them to their cart, and complete purchases effortlessly, aligning with Gen Z’s demand for convenience.
With SleekFlow, you can collect valuable customer information, such as interests and phone numbers, to send tailored marketing content—like promoting workout gear to fitness enthusiasts. SleekFlow’s lead labeling feature helps you track campaign success, identify strong leads, and refine your marketing strategies to appeal to Gen Z better.
3. Boost engagement with WhatsApp Newsletters: Broadcast your green products and special offers
WhatsApp newsletters offer a powerful way to maintain customer relationships and build loyalty through direct, personalized communication. With a higher open rate than email, WhatsApp is the ideal platform to instantly reach your Gen Z customers.
When you launch a new green product or have vouchers and coupons to share, you can send these broadcasts immediately to your segmented Gen Z audience. SleekFlow also makes it easy to label and segment your customers from when the conversation starts, ensuring that your broadcast reaches the right people at the right time.
What you can do:
Segment your audience: Use SleekFlow to label and organize your Gen Z customers for targeted communication.
Instant broadcasts: Send out announcements, offers, and festive messages to your segmented audience.
Build loyalty: Engage your customers where they are most active, fostering a stronger relationship and encouraging repeat business.
Sending broadcasts is a breeze. Head over to our guide on WhatsApp Newsletters.
4. Turn IG Comments into revenue with SleekFlow's marketing automation tools
Gen Z spends significant time on social media platforms, especially Instagram, engaging with content through likes, comments, and shares. Given their high engagement levels, every interaction on Instagram, whether a regular post or a video, presents a valuable opportunity to connect with potential customers.
SleekFlow’s IG Comment to Chat feature allows businesses to automatically respond to comments on their posts, ensuring that every interaction is leveraged to nurture leads and drive sales. You can build stronger relationships and guide customers seamlessly through the purchasing journey by engaging with them in real time.
When you post on Instagram to engage Gen Z, SleekFlow’s IG Comment to Chat feature automatically responds to comments, turning every interaction into a potential sale.
For example, if they comment, “Can I get this by Friday?” the system can automatically reply with shipping options and a link to expedite their order, making the buying process smooth and convenient.
How CATS College Reached Gen Z with SleekFlow
CATS College, a top higher education institution in Malaysia, focuses on creative arts and technology. However, they struggled to effectively connect with their primary audience, Gen Z, due to weak marketing channels, fragmented communication, and a need for mobile-friendly solutions.
How SleekFlow helped:
Offline engagement: CATS College added WhatsApp QR codes to brochures, making connecting students during events easy.
Online interaction: They also integrated a WhatsApp chat button on their website for seamless online communication.
Targeted messaging: Using SleekFlow’s CRM, the college segmented their student base, ensuring personalized and relevant communication.
Direct engagement: They sent bulk WhatsApp messages with interactive buttons, engaging prospective students and encouraging immediate responses.
Efficient communication: With SleekFlow’s unified inbox, the college managed conversations more efficiently and improved internal coordination, enhancing their student recruitment process.
SleekFlow has provided the availability for my teams to work anywhere at any time during working hours, not dependent on the physical locations as we attempt to balance between right-sizing the recruitment team. I need to use technology to make things very efficient and effective while the teams often are travelling for work-related matters.
Goh Doh Hau
VP of Sales and Marketing at CATS College
Don't miss out on the opportunity to leverage SleekFlow’s powerful tools to engage and convert Gen Z. With SleekFlow, you can seamlessly integrate your sales, marketing, and support efforts, making it easier than ever to resonate with Gen Z’s unique preferences.
Ready to take your Gen Z marketing to the next level?
Start leveraging our powerful tools today to enhance your Gen Z marketing strategy and drive real results.
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