Understanding and effectively targeting different demographics is crucial for success. 

Amidst this TikTok landscape in 2024, Gen Z emerges as a particularly intriguing cohort, wielding immense influence and power in the consumer sphere. 

Gen Z consumers make up one-fourth of US consumers with a spending power of $1 trillion. As the most ‘woke’ generation in history, it’s important to know how to tap into this target audience authentically and successfully. 

At Monumental, we develop genuine, natural campaigns and experiences that truly engage Gen Z audiences, from long-term strategies to tactical campaign efforts at crucial times throughout the year. It takes skill and experience for a brand to establish brand relationships with the notoriously difficult-to-reach Gen Z group.

In this exploration of Gen Z marketing in 2024, we delve deeper into the strategies, insights, and nuances necessary to capture the attention and loyalty of this generation.

Who is Gen Z?

To truly grasp the essence of Gen Z marketing, we must first dissect the persona of this generation. 

Born into a digital era, Gen Zers are digital natives who seamlessly navigate the online realm. Their consumption patterns are characterised by a voracious appetite for authenticity, diversity, and purpose-driven content. 

As very socially conscious individuals, they prioritise brands that not only offer quality products but also embody values that resonate with their own.

The Evolution of Gen Z Marketing

Marketing to Gen Z transcends traditional approaches; it demands innovation, empathy, and a genuine connection. Aleks Stojanovic, an authority in Gen Z marketing, emphasizes the necessity of authenticity in resonating with this audience. Brands must move beyond superficial advertising and embrace storytelling that reflects their core values and societal impact.

The TikTok Commerce Boom in 2024: How Gen Z’s Obsession Is Reshaping the Shopping Experience

Gen Z’s TikTok Obsession: A Movie-Length Dive into Inspiration

It’s astounding to note that on average, a member of Gen Z spends as much time on TikTok per day as the duration of a movie. This extensive engagement provides fertile ground for businesses and creators to shape and influence consumer choices. More time spent equates to increased opportunities to showcase products, trends, and innovations, ultimately inspiring purchases among the audience.

Creators as Catalysts – Fueling TikTok’s Shopping Culture
The driving force behind TikTok’s commercial influence is the symbiotic relationship between content creators and Gen Z users. These creators curate and present diverse content that encapsulates trends, fashion, lifestyle, and product experiences. By delivering and packaging inspiration into bite-sized, engaging content, they effectively serve as catalysts for consumer interest and purchase decisions. Their ability to seamlessly integrate product placements and endorsements into their content contributes significantly to the platform’s shopping culture.

The Rise of TikTok Shop – Redefining the Retail Experience
The introduction of the TikTok Shop has been a game-changer, offering a seamless shopping experience directly integrated into the platform. For Gen Z, TikTok has become more than just a social space—it’s now regarded as a virtual shopping mall. The ease of discovering, exploring, and purchasing products without leaving the app has contributed to its immense popularity. The TikTok Shop caters to the evolving needs of the tech-savvy, convenience-driven younger generation.

Shaping Holiday Shopping Trends – Gen Z’s Influence
As the holiday season approaches, the significance of TikTok in shaping consumer behaviour becomes even more evident. Studies reveal that a considerable 36% of users plan to utilize TikTok for their holiday shopping needs. Among Gen Z specifically, the figure spikes to an impressive 53% within the 18 to 29 age group. This surge highlights the platform’s increasing impact on holiday shopping trends and solidifies its position as a vital marketplace.

TikTok has evolved beyond a mere social media platform into a dynamic shopping destination. The platform’s ability to captivate Gen Z’s attention and influence their consumer behaviours emphasizes its growing significance in the retail landscape. As businesses adapt to meet the demands of this burgeoning market, TikTok’s role in shaping future consumer trends will likely continue to expand, marking a new era in digital commerce driven by the power of social media influence.

Four ways to reach Gen Z through your marketing

1. Foundations of Values & Mission
At the heart of successful Gen Z marketing lies a brand’s clear articulation of its values and mission. Gen Zers, known for their keen sense of social responsibility, gravitate towards brands that champion causes such as LGBTQ+ rights, environmental sustainability, and racial equity.

2. Transparency & Accountability
In the age of information, Gen Z consumers demand transparency and accountability from brands. Any misalignment between a brand’s messaging and its actions can erode trust and credibility. Marketers and brands must prioritise authenticity and uphold ethical standards in all facets of their operations.

3. Entertainment as Engagement
Gen Z requires content that is not only informative but also entertaining. Through the rise of TikTok, attention spans are getting lower, so brands must leverage creative storytelling techniques, interactive experiences, and immersive content formats to captivate and retain the interest of this audience.

4. Cultivating Digital Communities
Gen Z, despite their digital proficiency, craves genuine connections and meaningful interactions. Brands can foster digital communities where individuals feel heard, valued, and empowered to express themselves authentically. By curating inclusive spaces and facilitating genuine dialogue, brands can cultivate loyalty and advocacy among Gen Z consumers.


As we navigate the ever-evolving landscape of Gen Z marketing, one thing remains clear: authenticity is paramount. By aligning with the values, aspirations, and cultural zeitgeist of Gen Z, brands can forge enduring connections and drive meaningful impact. As we look towards the future, let us embark on this journey with empathy, creativity, and a steadfast commitment to authenticity in all of our campaigns.
Is your brand prepared to captivate Gen Z audiences and propel your business to new heights? Contact us now to tap into our expertise in connecting with the Gen Z or read more about our Gen Z marketing experience.


  • Alicia, the digital marketing dynamo herself, is our digital marketing Manager at Monumental. We are yet to find something our Indonesian-Belgian princess can't do. Prior to discovering Monumental, Alicia finished an honours degree in Sociology at the University of Kent and began building her marketing network in the Middle East. Having graced us with her stunning social channel aesthetics and unrivalled powers of Influencer marketing and SEO for several years now, it's no wonder she's giving us that side-eye.