28/08/2025
Everywhere I look, the message is loud, “Target Gen Z.” But the more I think about it, the more I wonder if we’re doing it right.
As consumers, Gen Z shows up. Events pull huge numbers, campaigns draw their attention. But when the lights go off, profitability is often missing. They engage, yes, but not long enough to give brands sustained value. The opportunity here is to rethink how we make money, not just from the main product, but from the full experience.
As buyers, their spending power is still limited. They’ll spend, but only on what feels useful and relevant to them. The danger is that, in running after them, we’re abandoning the generations who actually spend today. That leaves us stuck with products that neither group wants. Some products may need to be reinvented, others scrapped altogether. The balance is to serve today’s customers while preparing for tomorrow’s.
As influencers, they shape their own culture. They coin new words, drive trends, and create moments. But that influence largely stays within their circles. Older generations aren’t necessarily listening. So instead of assuming they’ll sway everyone, the smarter move is to co-create with them in spaces where their voice truly counts.
Gen Z is, without doubt, the new market. But maybe we’re looking at them wrongly. Maybe products need to change. Maybe services need to evolve. Maybe the whole supply chain is already shifting and we’re not paying attention.
It’s easy to say “We’re targeting Gen Z.” The harder, more important question is whether we are really winning them or if we are just chasing hype with no real return.
Time for businesses to go back to the drawing board. Rethink. Test. Align with today’s spenders, while preparing for tomorrow’s.
