The Digital Habits of Gen Z: How It Influences Marketing Approach and Consumer Buying Power

A women is using a smartphone.

If you don’t have the youth using your product or talking about your product or sharing your product, I hate to break it to you: you’re irrelevant. And so that’s why every single company that is targeting consumers needs to care about Gen Zs, whether you’re a Fortune 500 company or whether you’re a startup.

Tiffany Zhong, CEO of Zebra IQ.

Gen Z, those born between 1995 and 2010, now makes up 35 percent of the population and represent $143 billion in spending power. This episode is all about how brands can better understand, collaborate with, and resonate with this hugely influential segment of consumers.

Tiffany Zhong is the 23-year-old CEO of Zebra IQ, a company that helps brands interpret the wants of Gen Z consumers and helps Gen Z creators turn their content into businesses. In its recent Gen Z Trends Report, her company highlights important cultural trends and Gen Z behaviors based on a trove of proprietary research.

In this conversation, Tiffany and a16z podcast host Connie Chan discuss the key differences between Gen Z and millennials, the growing power of short-form video on platforms like TikTok and YouTube, our changing perception of luxury, and how Gen Z is shifting the paradigm around money, education, and work.

The pair breaks down how brands can partner with Gen Z influencers in a way that’s compelling, not cringeworthy, and why when it comes to memes and the art of emoji, you’re probably doing it wrong.

Listen to the full conversation in this podcast episode: