Nearly every marketer is trying to crack the code on how best to attract Gen Z, that coveted group of young spenders, in 2024.

When it comes to shopping, the habits of the cohort born between 1997 and 2012 are even harder to discern, as many in the group try to reconcile a focus on the environment with personal finance constraints.

Ad Age recently asked a trio of Gen Z experts about what spurs them to buy and which shopping trends they think will continue to rise next year.

Watch the discussion: Gen Z roundtable on shopping

Social media as inspiration

The role that social media plays as a source of inspiration for browsing, and purchasing, has been well documented. But recent improvements in search functions on sites such as TikTok are helping make the shopping experience start with online platforms, according to Alexis Kwan, junior creative strategist at Archrival, a youth culture agency.

“The primary social platforms that I would say influence what I buy and I'm constantly seeking style inspiration from are probably TikTok and Instagram,” said Kwan, speaking at a recent Ad Age Gen Z Voices roundtable. “The search functions that have developed on both of  these platforms lately really, really emphasize the need for marketers to be thinking about SEO on social,” she added, noting that she will see a creator post on TikTok and immediately try to look for the item on Google.

In addition, social media is functioning as a go-between for Gen Z consumers to talk to brands by asking questions and getting referrals.

“One of the bigger shifts that we've seen with Gen Z is them using social media as kind of a communication tool back to brands,” said Bryant Lin, co-founder and chief marketing officer of NinetyEight, a Gen Z marketing agency. “It opens up this two-way relationship for brands and Gen Z.”

Focus on sustainability

It’s well known that Gen Z feels strongly about sustainability and the environment—the earth is theirs to inherit, after all—and that focus shows no sign of slowing down next year. However, many products that are sustainable often cost more, and Gen Z is not known for having a lot of savings yet.

“Gen Z's, at least for now, will probably stay on the lower side as we don't really have that much buying power,” said Lin. “But in like five or  10 years, once we've built up our careers and we've gotten some of that buying power back, we'll definitely start shifting  towards more sustainable options.”

One way the group can partake in the trend now is by buying brands that tout sustainable packaging, according to Johnny Thai, a junior cultural strategist at TBWA\Worldwide.

“It’s really expected these days for a brand to have more sustainable practices like using less water or things like that, but packaging is a way for Gen Z to participate,” he said. Thai noticed a brand called Canned Goods Clothing, which packages apparel in mystery cans of seeds the purchaser can then plant.

Recent news: Gen Z marketing trends from 2023

Role of community

Social media and how other customers feel about products play an important part in Gen Z’s purchase decisions. Many members of the group say they research a product before buying it, tapping into group forums online, for example.

“Research does play a huge role in the majority of the things that Gen  Z buys as we don't have that much money,” said Lin. “So we're really trying to make the most of our finances.”

Samples and freebies are also a valuable way for brands to get their products in new customers’ hands and potentially get their product reviews, as well. Kwan pointed out Urban Outfitters’ Nuuly rental subscription service, which is growing in popularity with younger consumers, as an example of sampling that does not have to be free.

Rise of second-hand

As part of a focus on sustainability, Gen Zers are expected to flock to even more second-hand sites and thrift shops next year. Thai cited a recent statistic from ThredUp, the second-hand brand, that some 30% of Gen Z customers are looking to secondhand purchases.

“The stigma around gifting secondhand is going to be broken next year, specifically where you wouldn’t really expect to send someone or give someone something used or old for the holiday season,” Thai said. “But now it’s a little bit more personalized if someone were to go to a thrift store, find something that you can’t really buy right now and gift it to somebody.”

This avenue is especially helpful with Gen Z consumers looking for affordability, he added.

Power of nostalgia

Marketers continually play into nostalgia with their campaigns, and it’s something that Gen Z is “here for,” according to Thai. He pointed to 2023’s big trends of McDonald’s Grimace milkshake and Mattel’s “Barbie” movie as examples of how much multiple generations care about nostalgia. Ironically, both Grimace and Barbie were created before Gen Z was even born. Y2K is also having a moment right now, Thai said.

“There’s this really interesting romanticism for Gen Z of playing into nostalgia that they weren’t really a part of,” he said, noting that the trend is a “callback to the more simpler times.”