5 Gen Z Trends Brands Shouldn’t Ignore in 2025

Gen Z isn't just “the youth” anymore. We are job hunting, renting flats, and shaping the way brands show up online, whether they realise it or not. We are also very good at sensing when something feels off, fake, or out of touch.

Here are five trends that brands really need to check out in 2025 if they want to really connect with Gen Z, not just talk at us.

1. Less Polish and More Personality

Perfect feeds and glossy product shots? Meh. What actually works is content that feels real. Think unfiltered, low-effort, high-vibe. Messy mirrors, blurry selfies, and honest captions all go further than polished promos these days.

What to try: Show behind the scenes, let your team post, or lean into “off the cuff” content. We’d rather see the real you than the brand voice you think we want.

2. We Don't Automatically Opt for Google Search

When we’re looking for something — skincare recs, places to eat, outfit ideas — we’re opening TikTok, not typing into Google. Short, visual content is now the go-to for finding info and deciding what feels trustworthy.

What to try: Make your content searchable — think strong captions, niche hashtags, and videos that answer the questions people are already asking.

3. Fast-Paced World = Fast-Paced Content

We’re living in the land of trends that last, like, two days. If you’re still planning posts six weeks out with no wiggle room, you’re missing real-time opportunities. Gen Z loves when brands keep up with what’s actually happening right now.

What to try: Be agile. React to culture, not just your content calendar. Not every trend is a fit — but when it is, be quick and be smart.

4. We Like To Use AI Too!

We’re already playing with AI tools for captions, edits, and even moodboards. We’re not scared of it — we just want it to feel human. If your content feels too robotic or copy-paste, we’ll scroll right past.

What to try: Use AI to boost creativity, not replace it. A good prompt can’t beat a good point of view.

5. Digital Overload Is Very Real

We’re always online, but that doesn’t mean we want more content. We’re starting to crave quiet moments, thoughtful posts, and brands that get that constant noise isn’t always the answer.

What to try: Slow it down sometimes. Offer value, not volume. A single, well-timed post can do more than a full content week.

Final thoughts:

Gen Z doesn’t want perfect. We want honest, fast, funny, thoughtful, weird — anything but fake. Brands that get that will win us over. Brands that don’t… probably won’t even show up on our FYP.