64% of Gen Z turn to TikTok before Google: why brands are changing everything

64% of Gen Z Turn to TikTok Before Google: Why Brands are Changing Everything

Forget the old playbook—Generation Z is rewriting the rules of shopping, searching, and spending. In a world where instant gratification reigns supreme, the youngest consumers are living in the now, flipping conventions on their head (and occasionally, on their phone).

Gen Z: Living for the Present and Clicking ‘Buy Now’

While older generations historically leaned into savings when times were tough, Gen Z is proving to be the complete opposite. In the era of doom spending, they’re spending as if tomorrow might not exist (because, honestly, they’re not so sure it will). With a pervasive sense that the future is uncertain—or even potentially nonexistent—many in Gen Z prefer to enjoy life’s pleasures right now, rather than invest in a future they may not believe in. According to a 2022 McKinsey study, one quarter of Gen Z doubts they’ll ever retire, and less than half believe they’ll ever own their own home. Brands are taking note of these worries, exploring new ways to entice the young to spend in the moment through unprecedented experiences.

Meet Gen Z’s Search Engine: TikTok

Searching for a recipe? A beauty hack? Or the best retro sneakers? Chances are, Gen Z isn’t Googling—it’s TikToking. An Adobe study from January 2024 found that 64% of Gen Z have used TikTok as a search engine. Yep, TikTok has officially graduated from viral memes to the Google of the next generation. Its appeal? Lightning-fast, personalized content. Tutorials are the hot favorite (chosen by 62%), closely followed by user reviews (39%) and personal anecdotes (38%).

• 54% of American business leaders have already promoted their products or services on TikTok.
• One in four have tapped into TikTok influencers for product sales and promotions.

M-commerce is booming alongside this trend. In France, 75% of 12-25 year olds do their shopping via smartphone—far outpacing the overall population’s 49%, according to KPMG and Fevad. No wonder brands like Don’t Call Me Jennyfer have jumped in with immersive, TikTok-inspired apps designed specifically for Gen Z.

Wellbeing, Entertainment, and (Gasp!) Liking Ads

Gen Z aren’t just burning their cash—they’re spending more on wellness than previous generations, reveals a 2024 McKinsey report. More than half (56%) of young Americans rank physical fitness as a high priority (versus 40% among the general population) and are turning toward preventative health solutions, especially those that slow aging. Nutrition, fitness, mindfulness, and sleep are all highly sought-after—this isn’t just a flex, it’s a lifestyle.

Sixty percent want brands to actually care about mental health, according to a Sortlist study from November 2023. Born into a digital world, Gen Z has a more positive overall view of digital advertisements. They’re less squeamish about being tracked if it means more relevant, personalized ads land on their feeds. In fact, 64% like advertising, and nearly a quarter consider social media ads the best way to reach them. Only 33% use ad blockers. Marketers, take note: Targeted creativity is your way in.

Wardrobing, Luxury Rentals, and Second-Hand Savvy

If you think wardrobe choices are forever, think again. Gen Z has pioneered ‘wardrobing’—buying clothes, wearing them (tag still on!), then returning them for a refund. Assisted by easier return policies and a rising number of influencer role models, this trend is fueled by a desire to maximize style and minimize spending. But there’s a fine line: returning items with labels still attached flirts with the rules.

Brands are responding with clothing rentals, especially for luxury goods. Twenty-six percent of Gen Z consumers rented luxury items in the past year, according to BCG and the Altagamma Foundation.

Sustainability is also a watchword, driving the explosion of the online second-hand market. A Thredup study projects that the global online resale market will hit $350 billion by 2027—thanks largely to Gen Z. Fifty-eight percent made at least one online second-hand purchase in the past year (the highest rate among all generations), and a whopping 82% consider an item’s resale value before buying it.

• Authenticity is everything: 74% say brand values impact their buying decisions.
• Gen Z expects honest, transparent brands. Faux messaging or inauthenticity? Quickest way to get ghosted.

They’ll even call out brands and company leaders, demand transparency, and gravitate to movements like #nofilter. Miss the mark, and they’ll move on—fast.

In short, if brands want to woo Gen Z, they need to deliver realness, relevance, and instant experiences—preferably in video format, on smartphones, and with the occasional dance challenge thrown in. The future may look uncertain, but Gen Z’s expectations are crystal clear. Adapt and thrive, or risk becoming just another forgotten hashtag.

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Felix Marlowe

Felix Marlowe manages Belles and Gals’ vibrant social media platforms. With expertise in social engagement and viral marketing, Felix creates content that sparks conversation and keeps followers coming back for more. From celebrity news to trending challenges, Felix makes sure our social media stays at the forefront of pop culture.