Top 5 Gen Z Social Trends Businesses Can't Ignore in 2025

Khaleej Times

2 days ago

If you still think Gen Z is just a TikTok generation glued to their screens, it's time for a reboot.
This isn't just another trend forecast or dry demographic breakdown. Gen Z - those born in the 1995-2012 range - are rewriting the rules of engagement, not just for marketers, but for brands' very survival. They're your next wave of consumers, collaborators, and culture-setters. Ignore them, and you're not just behind - you're invisible.
"Gen Z isn't asking for attention," says 20/7 Marketing's General Manager, Jana Abu Ahmad. "They're demanding relevance. If brands don't show up with clarity, creativity, and authenticity, Gen Z simply scrolls past."
20/7 Marketing is a Dubai-based 360-marketing agency that is set on tracking trend signals not just to ride the wave - but to shape the next one. Here are five Gen Z trends they've kept an eye on that smart businesses are not just noticing, but building into their strategy.
1. Influencers Are the New Word of Mouth
Gen Z may be skeptical of brands, but they still believe in people - specifically, people with ring lights and niche audiences. Nearly 40% of Gen Z trust influencers more than they did a year ago, and they're most likely to say that influencer content drives their purchasing decisions.
But don't confuse mass reach with impact. The era of faceless, overproduced influencer campaigns is over.
"Zoomers want to see creators who are actually fans of your product," says Jana. "Not just holding it. Using it. Critiquing it. Loving it."
Micro-communities, authenticity, and relatability win here. Brands that align with creators who genuinely resonate with their values will see not just clicks - but community.
2. Don't Perform Activism - Pass the Mic
Five years ago, every brand was suddenly 'finding its voice' on social issues. The result? Fatigue and skepticism. Gen Z isn't buying into polished purpose statements anymore - they're watching who you platform.
This generation expects influencers, not corporations, to carry the torch for causes. According to data from marketing reports and surveys, almost half of Gen Z will unfollow a brand if it partners with influencers who don't align with their values.
Translation? Your impact isn't judged by your slogans, but by your associations. The message is clear: say less, choose better.
3. Generic Is Invisible. Build a Universe Instead.
If your content could come from any brand, it's not building loyalty. A staggering 90% of Gen Z say a brand's social presence impacts whether they trust it - and trend-chasing won't cut it.
Originality, not volume, is the metric that matters.
"Posting five times a day isn't a strategy," says 20/7's General Manager. "Posting five things that feel like only your brand could've made them? That's presence."
The best brands are building recurring content franchises, consistent characters, even full-blown lore. Think less "feed filler," more "Netflix series energy."
4. Social Commerce Is the New Storefront
Gen Z isn't just discovering your brand on Instagram - they're checking out on TikTok. Over half make impulse purchases weekly or monthly because of something they saw on social, and nearly half say they plan to shop more on these platforms in 2025.
But don't mistake this for an excuse to go sales-heavy. What Gen Z really buys into is storytelling.
Your product is not the pitch - it's the payoff. If it feels native to the content, they'll click. If it feels like an ad, they'll scroll.
5. The Rise of the 'Offline-Online' Hybrid Experience
Despite being labeled "chronically online," Gen Z is increasingly craving moments to log off and reconnect. More than 60% took a social media detox in the last year.
This doesn't mean abandoning digital. It means bridging it. Think brand meetups, pop-up events, and IRL community-building layered with social storytelling.
We've seen this trend take shape across wellness, fashion, and lifestyle brands - and it's coming for every industry.
"Sometimes, the best content isn't created by you," says Jana. "It's captured in real life by your audience. Give them something worth remembering - and sharing."
So, What Now?
There's no one-size-fits-all playbook. But if there's one universal rule for reaching Gen Z, it's this: stop marketing at them. Start building with them.
The brands winning Gen Z attention aren't always the biggest. They're the boldest. The ones who aren't afraid to take risks, refine their voice, and show up in the spaces where culture lives.
20/7 Marketing calls this approach "fast-tracking your brand" - a phrase that's more than their tagline; it's a strategy rooted in speed, substance, and impact. In a world where scrolls are swift and attention is a currency, relevance isn't handed out. It's earned - through bold thinking and content that actually connects. For brands looking to capture Gen Z, the finish line is moving. The only way forward? Keep up - or get left behind.