INSIDE GEN Z: The New Rules of Shopping 

By John Irby, Copywriter Intern, Avery Duncan, Art Director Intern, and Willow Ahrens, Art Director Intern

 
 

 

Gen Z isn’t just changing how we shop, they’re rewriting the rules.

This generation approaches shopping with a whole new mindset, shaped by the world they have grown up in. They bring different expectations, behaviors, and a whole new idea of what a great brand experience looks like. To keep up, brands need to pay attention to how Gen Z shops and why, or risk getting left behind.

So, what’s driving their decisions? It boils down to three key things:

 

1.  CONVENIENCE: I Need It Yesterday

 

If it’s not fast and easy, Gen Z is likely to move on. They grew up with convenience at their fingertips and now expect it as the norm. Most shop on their phones and use TikTok to discover and research products. To win them over, brands must show up fast, make it easy, and feel relevant.

How to Keep Their Attention:

Speedy Delivery Is the Baseline: Same day shipping is no longer a bonus. It’s a must have. 96% of Gen Z shoppers say same day delivery influences where they buy.

Seamless Checkout Is Critical: Almost half say if checkout isn’t easy and fast, it’s a dealbreaker. Any friction risks losing the sale and their trust.

Scrolling Equals Shopping: Phones are their primary tool. 17% use TikTok to research before buying, showing how social media shapes their choices and shopping behavior.

2.  AUTHENTICITY: Real Recognizes Real

 

Shopping is more than a transaction for Gen Z. It’s a cultural experience. They are skeptical of traditional ads and prefer brands that truly get them.

More than 75% shop on mobile devices and prefer brands that feel authentic, look good, and share their values. Good marketing does not feel like marketing; it feels like a conversation.

How to Connect With Them:

Talk Like Them: Cut the corporate tone. Use current language and keep it casual. Humor is a plus.

Design for the Scroll: Vertical layouts, bold fonts, and short copy work best. If it takes more than three seconds to get the message, it’s too long.

Frame Deals as Wins: Make promotions feel earned. Position deals as rewards or exclusive access, not just markdowns.

Drop, Don’t Launch: Skip formal product launches. Limited-time drops tied to cultural moments create urgency and relevance.

 

3.  INFLUENCE: The Algorithm Made Me Do It

 

Gen Z embraces influence openly. They scroll for inspiration, validation, and new products. TikTok unboxings, “get ready with me” (GRWM) videos, and Instagram stories have become the new storefronts where trends take off.

Plug into the culture:

The feed is the mall: TikTok, Instagram, and YouTube aren’t just where trends are seen — they’re where Gen Z shops. Discovery happens while scrolling, not browsing shelves.

Creators > traditional ads: Relatable content outperforms polished commercials every time.

Trends spark urgency: Viral products go straight into carts. Hype drives demand.

GRWM is the new infomercial: Morning routines, hauls (show-and-tells), and “TikTok made me buy it” videos heavily influence purchases.

 

CREATIVE PERSPECTIVES

Understanding how Gen Z shops isn’t enough. We explore how they communicate, connect, and engage with culture, then build work that speaks their language. Emotion drives their choices. Our job is to spark it.

Here’s how that plays out in design and copy:

Art Direction

Gen Z doesn’t want perfect. They want real.

What to do:

  • Shoot vertical like it’s for Instagram Stories or FaceTime

  • Use off-the-cuff angles and natural lighting

  • Lean into lo-fi and unfiltered aesthetics

  • Embrace a little mess. Flaws feel human

  • Ditch the studio look for spontaneous moments

Copywriting

Gen Z skims, so the first line better slap. Write like a person (or better yet, a friend), not a brand.

What to do:

  • Lead with a strong hook, no buildup

  • Keep it punchy and short

  • Write how they talk: casual, funny, meme talk

  • Use slang, emojis (don’t overdo it though), and micro-stories

  • Focus on emotion like humor, honesty, and self-awareness

TAKEAWAY

Shopping isn’t just transactional anymore. For Gen Z, it’s emotional, cultural, and communal. Great creative doesn’t just sell—it builds connection. And that’s the future of commerce. The question is: are you keeping up?