Gen Z is changing the way brands connect with consumers. Born between 1997 and 2012, they are digital natives who expect brands to be transparent, inclusive, and socially aware and provide an experience beyond a transaction.
They spend over £300 million a week in the UK and represent £353 billion in global spending power, influencing household spending more than any previous generation.
Understanding this audience can help brands engage Gen Z and stay relevant, while partnerships or collaborations that reflect Gen Z branding trends offer a powerful way to resonate with them.
What Matters to Gen Z?
So, just how do Gen Z consume brands? Essentially, authenticity is key. They lean into brands that feel real and honest, with traditional advertising being far less effective than peer recommendations and user-generated content.
Social values also play a big role in their decisions. Sustainability, diversity, and ethical business practices are not optional, they are mandatory. Brands that don’t align with these priorities risk being ignored.
Gen Z value experiences as part of their shopper journey. They are drawn to brands that offer more than just a transaction. Whether it’s the excitement of unlocking a reward, the satisfaction of a personalised offer, or the sense of exclusivity that comes with a limited-time promotion.
Sales promotions that tap into this mindset, aligning with key Gen Z branding trends, can drive engagement by creating interactive, rewarding, and shareable moments throughout their shopper journey.
Rather than relying on discounts alone, brands can use gamified promotions, instant-win prizes, and experiential rewards to make the purchase process more engaging, like this campaign with Celebrations.
Offering incentives that enhance how a product is used such as complementary accessories, VIP access, or experiential add-ons can increase perceived value and encourage brand loyalty. By making the path to purchase feel like part of the overall brand experience, promotions become more than just a push to buy, they become a reason to engage.
2025: Key Moments for Brands
This year is packed with events that align with Gen Z topics of interest. These moments create opportunities for brands to run promotions, collaborations, and campaigns that speak to this audience.
The Summer of 2025 promises to be a cultural moment, with events that align perfectly with Gen Z’s interests. In sports, the UEFA Women’s Euro and Women’s Rugby World Cup will shine a spotlight on stories of determination, inclusivity, and empowerment, all values that resonate with this generation. These events provide an ideal platform for brands to celebrate these themes, tell compelling stories, and authentically engage audiences.
Beyond sports, 2025 is set to deliver excitement in film, gaming, and travel. Major cinematic releases like Fantastic Four: First Steps, F1 and Avatar: Fire & Ash will dominate conversations, while cloud-based gaming continues to thrive as a hub for social connection and creativity.
Travel too, is a focal point, with Gen Z drawn to experiences that offer a sense of adventure and cultural discovery. These cultural touchpoints offer rich opportunities for brands to collaborate and create meaningful brand and consumer connections.
How Can Brands Engage Gen Z?
Collaborating with trusted voices is essential. Working with influencers, content creators, and organisations that Gen Z follows and respects will build credibility.
Offering real value beyond basic discounts such as exclusive content, digital rewards, or experiential prizes, will create stronger engagement. Staying relevant by joining cultural conversations, supporting causes that matter, and running campaigns that feel timely will ensure brands remain front of mind.
Whether online, on-pack or in-store, by aligning with these moments through promotional partnerships, brands can deeply connect with this audience, enforcing their position as culturally relevant.
The key to success is understanding what motivates Gen Z: creativity, inclusivity, and the celebration of shared experiences. With thoughtful partnerships and a clear grasp of Gen Z branding trends and shopper audience behaviour, 2025 can be a transformative year for brands ready to engage this dynamic generation.
2025 is a chance to build real connections with Gen Z. Are you ready?
Get in touch with us today to see how we can help you.
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We are Lime, an independent partnership and sales promotion agency based in London.
Our expert team has years of experience in delivering strategic branding and promotional partnerships.
If you’re interested in learning more about our promotional campaigns and the work that we do, please get in touch with a member of our team today at 02073179280.
