When it comes to marketing to Gen Z, the conversation in ecommerce splits into two very different directions. One camp believes this generation is so unique that they require a completely new playbook, leaving old rules behind. The other camp offers a more skeptical, contrarian view, warning that an obsessive focus on Gen Z can be a costly distraction.
Camp A: The New Playbook
This camp argues that because Gen Z are the first true digital natives, the old marketing models simply don’t apply. On Retail Gets Real, Katherine Cullen of the NRF has pointed out that Gen Z grew up with smartphones and social media, which fundamentally shapes their shopping habits and expectations. They don't just consume culture; they create it. This requires a shift from broadcasting a message to participating in a conversation.
This perspective was echoed by PacSun’s Head of Social Media, Tyler MacDonald, who on Retail Remix detailed a strategy built around short-form video, user-generated content, and influencer marketing that genuinely aligns with Gen Z's values. It’s about being part of their culture, not just selling to them. This idea of alignment is critical. In another Retail Gets Real episode, “What Gen Z wants: insights shaping the future of retail,” guests Carly Berns and Olivia Meyer of the Z Suite stressed that for younger shoppers, transparency is a non-negotiable. They use social media to research products and expect brands to have a clear, authentic stance on social and ethical issues. This isn't just about online; Melissa Gonzalez's research on in-store preferences, discussed on Retail Remix, also shows that Gen Z seeks out community, wellness, and genuine brand values in their physical shopping experiences.
Camp B: The Contrarian View
Not everyone is convinced that a full pivot to Gen Z is the right move. This camp argues that while Gen Z is culturally potent, their actual purchasing power is still developing. The most direct take on this comes from Jackson Jeyanayagam, speaking on an episode of Future Commerce. He made the point that while everyone is talking about “13 year olds who literally have five dollars between them,” huge and wealthy demographics like Gen X are completely under-marketed to.
His argument is a pragmatic one about ROI. Chasing the approval of a generation with less disposable income can mean ignoring the customers who are actually paying the bills today. On The Seller's Edge, Rose Hamilton offers a more balanced version of this view. She advocates for segmented marketing campaigns tailored to the unique behaviors of all generations, from Gen Z to Boomers. Her approach isn't about ignoring Gen Z, but about right-sizing the effort and not treating them as the only cohort that matters. It’s a reminder that a successful brand often needs to speak to multiple audiences at once.
I think Camp B makes a valid, pragmatic point about where the money is right now. You can't abandon a profitable, existing customer base to chase a less-profitable new one. However, I believe that Camp A has the more essential long-term insight. The behaviors and expectations of Gen Z aren’t just a youth phenomenon; they are a preview of where the entire market is heading. The demand for authenticity, the shift to product discovery via social media, and the expectation that brands have values are all trends that are influencing how older generations shop, too. An intuitive, mobile-first shopping experience built for a 22-year-old will also delight a 42-year-old. Building your brand to meet the high expectations of this generation is essentially future-proofing your business for everyone.
How you apply this depends on your brand's stage and audience. If you’re building a brand specifically for a younger audience or you’re in a category like fashion where youth culture leads, you have to embrace the 'New Playbook' entirely. You need a strong social media strategy, probably centered on video, and a deep understanding of Gen Z consumer behavior. If you're a more established brand with a diverse customer base, the transition can be more gradual. Treat the Gen Z playbook as your R&D for the future of commerce. Use a segmented approach, but pay close attention to what works with your Gen Z customers. Those winning strategies will likely become your mainstream marketing tactics in the years to come.