There’s a new economic ringleader in town. Gen Z isn’t here to play by the old rules or salute the flag of loyalty programs. They treat every dollar as a meme, a protest, and sometimes a way to score a really photogenic latte. If you run a restaurant or retail shop and want a piece of that action, pay attention. This is not your father’s customer base.
Spending Habits: TikTok or Bust
To Gen Z, a restaurant is a film set, not a feeding trough. Avocado toast should look like it was plated by a moody artist on a caffeine binge, and lattes are only as good as the foam art. If there isn’t a neon sign somewhere quoting something vaguely existential, you’ve lost them. The food must be Instagrammable. The playlist must be as curated as a thrift store bookshelf.
In retail, Gen Z shops like they’re putting on a show. Thrift stores are holy ground. Limited-run drops are holidays. Brands must prove they care. Anything mass-produced and soulless is out. If your packaging could pass as a prop in a quirky indie film, you’re on the right track.
What Makes Gen Z Tick
Suspicion comes standard. They trust people over corporations, vibes over slogans. If you call yourself authentic, you’d better show your receipts. Got a cause? Show some evidence. Messed up? Own it quickly, and maybe throw in a meme.
Gen Z isn’t interested in buying just to fit in. They want to stand out. Offer a punch card, and they’ll laugh. Offer a real voice in your brand, and they’ll play along. For a minute or two. Attention is fleeting, but impact lasts if you’re honest about it.
Where Gen Z Engages
Your brand’s glossy billboard is a quaint relic. Their world lives in feeds and DMs. TikTok is the raucous town square. Instagram is the gallery. Discord and group chats are where the loyalty happens. They find new brands from creators, not commercials. If you want in, let them create with you. Embrace chaos. Invite feedback. Don’t get precious about your message.
Messaging: No Faking, No Fluff
Make it fast. Make it weird. If you can’t make them laugh, at least make them curious. Behind the scenes content should show the cracks, not the polish. Gen Z wants to see the people and the process, not just the product. Invite them in. Give them the mic. Skip the corporate speech and speak like a human, preferably one with a sense of humor.
How to Capture Gen Z Dollars
Throw parties, not promotions. Pop-ups, secret menus, limited collabs.
Let them in on the act. Co-create, co-conspire, co-own.
Make purpose visible. Donate, participate, show results.
Live in their feeds. Respond, riff, engage in real time.
Reward boldness. Celebrate those who spread the word and build community.
Gen Z doesn’t want brands to be perfect. They want them to be real, a little reckless, and always interesting. Bring the chaos and they’ll bring their friends.
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