Beyond the scroll: Research unveils Gen Z’s new path to purchase

For brands looking to connect with Gen Z, traditional advertising playbooks are no longer enough. That goes double for the generation’s younger cohort, according to Clay Colarusso, chief marketing officer and senior VP of digital strategy at market research platform TeenVoice. Today’s teens are digital-first consumers who discover products through social media, trust peer recommendations over influencers and expect brands to engage with them in real conversations. They research deeply before making a purchase, seek validation from their online communities and are more likely to be swayed by a TikTok comment than a celebrity endorsement. As the marketing landscape shifts, brands must rethink how they build trust, deliver authentic experiences and sustain long-term engagement. Colarusso and Alan White, VP of research and data analytics at TeenVoice, joined John Dioso, editor of Ad Age Studio 30, for a special custom conversation at Ad Age’s NextGen Summit in New York on March 4 (see video above). Drawing from TeenVoice’s latest research, the discussion unpacked how brands can navigate Gen Z’s evolving path to purchase—and why authenticity, peer influence and real-time engagement are the keys to success. Social media as the new storefront Forget the mall. For Gen Z, the discovery phase of shopping happens almost entirely on social platforms. According to TeenVoice data, more than half of teens (51%) say they’re most likely to discover a product they want to buy through social media—far ahead of stores (23%) or TV (8%). TikTok, Instagram and YouTube are Gen Z’s new product catalogs, offering not just ads but a nonstop stream of peer reviews, unboxings and user experiences. This behavior marks a dramatic shift from how earlier generations, including millennials, first encountered brands. “Gen Z doesn’t separate online and offline—they see it all as one continuous experience,” said White. The rise of the ‘accidental influencer’ When it comes to purchase decisions, authenticity beats star power every time. Only 18% of teens say they’re swayed by ads with celebrity endorsements, according to TeenVoice research, and even big-ticket Super Bowl ads struggle to leave a lasting impression—68% agree they don’t remember those ads a week later. Instead, Gen Z leans on peer validation, with 39% valuing customer reviews on brand websites and 35% checking social media comments before buying. Friends’ opinions (31%) and broader online reviews (28%) also rank higher than influencer content (17%). “We’re seeing the rise of the accidental influencer,” said Colarusso. “It’s not about polished posts anymore—it’s about real people sharing real experiences.” This shift toward peer influencers represents an opportunity for brands to lean into user-generated content (UGC) and customer testimonials as essential tools for building trust and credibility. TeenVoice’s research also reveals that Gen Z wants brands to show up consistently, not just for big moments like the Super Bowl. While traditional campaigns might deliver temporary buzz, they don’t build the long-term loyalty Gen Z craves. Instead, brands need to embrace continuous, two-way conversations—a strategy Colarusso called “building brand instead of buying brand.” This means investing in every customer touchpoint, from product pages and customer service to TikTok replies and DM responses. “There’s a conversation about your brand happening 24/7—whether you’re in it or not,” Colarusso added. Rethinking research for the TikTok generation Gen Z’s digital-first mindset also calls for a reevaluation of research methodologies, White said. Traditional surveys and focus groups feel out of touch to teens who are used to interactive, conversational content. “We had to redesign our methodology to fit the way teens actually engage online,” explained White. “We capture their perceptions, attitudes and behaviors in real-time, in the environments where they’re already talking about brands.” This direct-to-teen approach not only delivers more authentic data, but it also allows brands to react faster to emerging trends, said White. Real-time insights become fuel for creative campaigns, product development and social media strategies that resonate. Super Bowl ads as entertainment, not influence TeenVoice’s Super Bowl advertising study further underscored Gen Z’s shifting media values. While previous generations saw Super Bowl ads as cultural moments that drove purchases, today’s teens treat them as entertainment events. “They watch for fun, but they don’t see these ads as shopping triggers,” said Colarusso. In fact, 66% say they’re more likely to buy something they saw on TikTok than in a Super Bowl ad. This doesn’t mean big-budget creative is dead—but it does mean that brands need to rethink how they measure success. Creating viral TikTok content or sparking organic conversation in comments might ultimately drive more sales than a polished 30-second spot. Don’t sleep on Gen Alpha As younger Gen Z ages into adulthood, brands are already eyeing Gen Alpha, the first generation to grow up entirely in the TikTok era. Early indicators suggest they’ll be even more digitally savvy and peer-driven than their predecessors, meaning today’s research innovations will become tomorrow’s baseline. “Brands that invest in understanding these evolving behaviors—and adapt their strategies accordingly—will be the ones that win not just Gen Z, but also the next generation of consumers,” said White. To learn more about conducting research with teens, visit teenvoice.com. About TeenVoice gives teens and young adults a platform to voice their opinions and preferences while providing teen-centric organizations with a quick and intuitive way to gain deep market research insights on their target audience.

Beyond the scroll: Research unveils Gen Z’s new path to purchase

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