How Gen-Zs are influenced by trends to buy

Gen Z, a generation of digital natives, doesn’t just follow trends; they live them.

Born between the late 1990s and early 2010s, this generation has grown up online, where trends move fast, and inspiration is just a scroll away. But beyond the aesthetics, their shopping habits are rooted in identity, influence, and intention.

Raised by the internet, inspired by aesthetics

Gen Z’s world is shaped by Pinterest mood boards, Instagram scrolls, and YouTube deep dives. So, when something starts trending, whether it’s a cherry red bag, star-shaped pimple patches, or the “clean girl” look, they’ve likely already ’added to cart’ (or found a budget-friendly dupe).

Influence over ads: Trusting creators over corporations

A 2024 HubSpot study found that 58% of Gen Z shoppers have bought something because an influencer recommended it. That number says it all; trust and inspiration now come from creators, not traditional ads. They’re not searching for ads or billboards; they’re watching GRWM videos and product reviews from real people they relate to. One viral video is all it takes for a product to sell out. What they want is someone real showing something cool.

Trendy, but not careless: Gen Z shops smart

Despite being trend-driven, Gen Z is surprisingly savvy and selective. They don’t spend impulsively. 

In fact, the same HubSpot study shows 71% prefer to wait for sales. They use thrift platforms, secondhand apps, and Buy Now, Pay Later tools to shop smarter, proving that being stylish can be affordable.

Purpose over Product: Why authenticity matters

In a world where trends change with every scroll, authenticity earns their loyalty. Gen Z’s buying behaviour is fast but deeply rooted in identity and purpose. They care about what a brand stands for, not just what it sells. They’re influenced by what’s popular online, yes - but they stay loyal to brands that feel real. For them, authenticity is beyond advertising.

Final Thoughts: What brands should know

For brands, keeping up with trends isn’t enough any more. It’s not just about going viral or following what’s hot. It’s about showing up authentically, staying culturally aware, and building real trust through values, not just products.

Gen Z doesn’t want ‘perfect’, they want purpose.