Why Gen Z Consumer Trends in 2026 Will Redefine Brand Strategy, Trust, and the Future of Digital Marketing
Generation Z — young people born between 1995 and 2012 — has solidified itself as one of the most influential groups for global marketing heading into 2026.
Their power comes not only from their demographic weight, but from a consumption model guided by social, environmental, and ethical causes.
Gen Z does not buy impulsively: they evaluate, compare, demand consistency, and reward brands that demonstrate real values. For many of these young consumers, “conscious or responsible consumption” is their core motivation.
Based on insights from the reports Generation Z in the Era of Digital Information, Target Audience Gen Z in the U.S., and Gen Z and Millennials: The Generational Gap in Sustainable Consumption—all developed by Statista—we’ve compiled a list of reasons why centennials will be crucial for brands in 2026.
Gen Z already represents a large percentage of U.S. consumer spending, and their influence will grow as more of them enter the workforce. Globally, the trend is similar: this is the generation expected to increase its purchasing power the fastest over the next decade.
But what matters most for 2026 isn’t their size—it’s their consumer philosophy. Statista explains that this generation prefers brands that “align with their values,” especially in areas like animal protection, labor ethics, diversity, and sustainability.
In the U.S., for example:
- 39% of Gen Z chooses products with eco-friendly packaging
- 34% prioritize animal welfare
- 33% look for natural or organic ingredients
The mix of youth, selectiveness, and strong digital influence is redefining advertising strategies worldwide.
One of the most significant transformations is Gen Z’s shift from search engines to social search. According to Statista, 46% of Gen Z begins their searches on social platforms, surpassing traditional search engines for the first time. This completely reshapes the marketing funnel.
This generation consumes content by affinity—not interruption. TikTok, Instagram, and YouTube have become the true search engines for young people. For example:
- 40% search for makeup on TikTok (only 25% on Google)
- 39% search for fitness routines on TikTok; 29% on Google
- 36% search for fashion brands on TikTok; 29% on Google
- For news, cars, and finance, they still prefer Google
This pattern suggests brands must optimize short-form video content if they want to appear in the “new algorithm” that drives Gen Z behavior.
Trust is the most valuable currency for this generation. Statista shows that Gen Z has the lowest level of trust in brands among all generations: only 11.26% express “high trust” in companies or institutions.
In contrast, their trust in influencers is significantly higher. For Gen Z, a digital creator isn’t just a personality—they are a relatable, human voice that shares their interests and values. Unsurprisingly:
- 29% discover new products through influencers
- 40% have purchased something recommended by a celebrity or creator
- Only 7% recall TV ads, but 22% remember ads on social media
By 2026, campaigns that prioritize authenticity—not just reach—will be the only ones capable of capturing Gen Z’s attention.
The year 2024 marked a turning point in news consumption. Statista reports that 60% of Gen Z gets information from social media, while only 20% relies on print media.
However, a new pattern is growing: information fatigue.
About 45% of young people admit they avoid the news because it negatively affects their mood.
For brands, this means information must be clear, educational, and emotionally sustainable. Alarmist content is losing traction; positive and useful narratives are gaining ground.
Statista’s reports show that cause-driven consumption isn’t a trend for Gen Z—it’s a conviction. Across six industries analyzed (food, fashion, transportation, beauty, tourism, and home), the pattern is consistent: Gen Z and Millennials will dominate 65% of sustainable consumption by 2027.
Key insights:
- In the U.K., Gen Z already controls 30% of the sustainable food market
- In Germany, the generation holds 33% of the sustainable fashion market
- In the U.S., half of Gen Z says they have stopped or changed travel destinations for environmental reasons
- In tourism, 76% say climate change affects their travel decisions
- For home goods, 17% buy second-hand items and 15% would consider renting appliances to reduce environmental impact
Gen Z has adopted AI as an everyday tool—though with certain reservations. Statista shows:
- 66% use AI for writing
- 53% use it to search for information
- 46% for schoolwork
- Only 18% use it regularly
Even more important: despite using AI, they don’t fully trust it.
- 76% believe future content will be written by AI
- But 21% think AI-generated content is worse than content created by journalists
For them, AI functions as an assistant—not an authority. This has direct implications for marketing: messages that feel too “automated” may be perceived as inauthentic.
Key Takeaways for 2026
- Create content for social platforms, not search engines
TikTok and YouTube will be the new entry points for information and product discovery. - Prioritize real values
Gen Z quickly rejects inconsistency. They reward transparency, environmental causes, and social justice. - Bet on authentic creators
The voices that generate trust are no longer corporate—they’re human, relatable, and relevant. - Understand that sustainability is not a trend—it’s a standard
Across categories, Gen Z is driving responsible consumption faster than any other group. - Produce clear, concise, emotionally sustainable content
Information fatigue means young audiences value useful, non-overwhelming messages. - Integrate AI without losing authenticity
Automation should be a technical aid—not a replacement for a human voice.
Generation Z is redefining how products are communicated and advertised—and forcing the industry to evolve. They demand coherence over marketing, causes over discounts, and real impact over empty storytelling.
Looking ahead to 2026, any marketing strategy that ignores Gen Z risks becoming obsolete. But brands that understand them will gain the opportunity to build deep, sustainable, long-term relationships with the generation already shaping the future of consumption.
Digital Marketing Trends for 2026: AI, Personalization & Voice Search
