Successful Marketing Strategies for Generation Z｜Purchasing Behavior and SNS Strategies in 2025
Introduction: Why Generation Z's Buying Power Drives the Market
The "Generation Z" was born between the late 1990s and early 2010s.
By 2025, the purchasing power of the workforce will be in full swing,Central layer of the consumer marketIt is attracting attention as a
They are digital natives, and their purchasing behavior and values are very different from those of previous generations.
Therefore, "theGeneration Z Marketingis an essential theme for companies to consider in their future growth strategies.
Characteristic #1: Consumption behavior emphasizing “empathy
Generation Z is more than the product itself,Brand values and storiesI purchase in sympathy with the
- Does it fit your lifestyle and way of thinking?
- Can you identify with the company's philosophy and the content of its communications?
- Do you want to "share" with your peers and community?
👉 Tendency to value "experience" and "meaning" more than thingsThere are
Feature 2: Awareness of sustainability and ethical consumption
Generation Z is sensitive to environmental and social issues,Supporting companies that are committed to sustainable practicesI will do so.
- Products made of eco-friendly materials
- Fair Trade & Ethical Consumption
- Brands that disclose their social contribution activities
👉 The Generation Z way is not to "buy because it's cheap" but to "choose because you can relate to the philosophy.
Characteristic 3) Information gathering habits by SNS natives
Generation Z is more likely to obtain information from social networking sites than from search engines.
- Product reviews on TikTok and Instagram.
- Refer to posts by influencers and friends.
- Hashtag search to see what's trending
👉 In order to attract "SNS Generation Z customers," it is essential to design SNS as the starting point of the purchase lead.
Specific marketing strategy 1) Use of short videos on TikTok
Short videos are the format most likely to resonate with Generation Z.
- Intuitively show how to use the product
- Focusing on fun and intimacy
- Hashtag Challenge to spread the word
👉 TikTok is an Essential Channel in Generation Z MarketingIt is.
Specific marketing strategy 2) UGC and influencer utilization
Generation Z trusts "third-party voices" more than "corporate advertising.
- Officials share UGC (user generated content)
- Collaboration with micro-influencers
- Interactive communication with followers
👉 Effective “consumer-oriented” content that generates empathyIt is.
Specific marketing strategy 3) Omni-channel purchasing experience design
Generation Z learns about products on SNS, purchases them on e-commerce, experiences them in stores, etc,Purchasing behavior across channelsThe following is a list of the most common types of products that can be used.
- SNS ads → EC site → Repeat promotions on line
- Linking the in-store experience with online information dissemination
- Unify and be consistent with brand tone
👉 Providing "the same experience no matter where you come in contact with us" leads to a sense of trust.
Success stories (domestic and international brands)
Overseas, apparel and cosmetics brands are using TikTok to attract new customers.
There are examples in Japan, particularly in the food and retail industries, where SNS has been successful in attracting Generation Z customers.
The common denominator is,Marketing that is in tune with the values of Generation Z and using social networking as a leading line of communication.It is.
Summary: "Understanding Generation Z" Marketing to Win in 2025
There are three key points to keep in mind when marketing to Generation Z in 2025
- Communicating a brand story that emphasizes empathy
- Attitude toward sustainability and social responsibility
- Strategies to attract customers by positioning SNS as the starting point of purchasing behavior
Generation Z is not only about "cheapness" and "functionality" for companies,Empathy, values, transparencySeek the
👉 Understanding them and developing a strategy based on empathy is the formula for success in 2025.
SNS is a powerful channel to attract customers, though,The ultimate goal is to close deals and nurture customers through websites and LPsIt is.
In other words, strategically designing a combination of "SNS × corporate website × landing page" is the golden rule for winning in SNS operations in 2025.