Gen Z makes up 40% of global consumers and values authenticity, transparency, and trust. While social media drives brand discovery, most purchases happen on marketplaces and brand sites. Price, reviews, and product benefits influence decisions more than influencer endorsements—47.5% distrust paid influencers. Though 42.9% prefer sustainable brands, affordability remains key. Gen Zs seek real people, honest messaging, and personalized engagement. Marketers should prioritize conversational, mobile-first strategies and relatable content to build loyalty across Gen Z’s life stages.

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