Travel giant Expedia recently partnered with livestreamer IShowSpeed for a 12-hour Twitch and YouTube broadcast of his Caribbean tour. This collaboration, a major travel company ceding creative control to a digital creator, marks a radical shift in brand engagement. It reveals emerging Gen Z marketing trends and the adaptation strategies companies need.
Gen Z is highly engaged with brands and purchasing online, but they are increasingly ignoring traditional advertising channels. This creates tension for marketers who must find new ways to capture attention and drive sales in a fragmented digital landscape.
Companies that fail to integrate authentic social proof and value-driven content into their marketing strategies risk becoming irrelevant to the next generation of consumers.
Gen Z's Digital Discovery & Trust
Gen Z's product discovery and trust are deeply intertwined with peer-generated content on social platforms. Social media is the top product discovery channel for 73% of Gen Zers, according to eMarketer. This fundamentally alters traditional brand-controlled information flows.
Validation from peers and influencers holds significant weight. Approximately 58% of US TikTok users aged 13 to 17 turn to the app for product reviews, eMarketer reports. Moreover, 72% of US Gen Z consumers trust customer reviews when evaluating brands. This means authentic feedback consistently outweighs direct brand messaging, making peer validation paramount in their consumer journey.
The New Purchase Pathway: Social & Values
- 44% — of Gen Z shoppers have made a purchase on social media platforms in the last month, according to Glossy.
- Almost 60% — of US Gen Z adults prefer to be associated with brands that align with their own values, according to Mintel.
- Approximately 70% — of Gen Z online purchases are clothing and footwear, according to Mintel.
