Understanding the Next Generation of Shoppers
Gen Z-those born between the mid-1990s and early 2010s- are rapidly becoming one of the most influential consumer groups. With an estimated £280 billion in spending power, they’re reshaping the way brands engage with customers. But what makes them different from previous generations? The answer lies in their digital-first mindset, demand for authenticity, and preference for personalised experiences.
If brands want to capture and retain Gen Z customers, they need to rethink traditional marketing strategies. At Soreto, we know that word-of-mouth and social proof are more powerful than any ad campaign. Here’s what this generation expects from the brands they support-and how Referral Marketing can help businesses adapt to meet their needs.
1. Authenticity is Non-Negotiable
Gen Z values brands that are real, transparent, and socially responsible. They grew up in the digital age, where they can quickly fact-check claims and spot inauthentic marketing. A polished corporate message won’t cut it- this audience wants genuine interactions.
Use Referral Marketing to create genuine advocacy from existing customers, rather than relying solely on paid ads.
2. Social Commerce is the New High Street
For Gen Z, shopping isn’t just about buying- it’s about discovering, engaging, and sharing. They’re more likely to find new brands through TikTok and Instagram than through traditional advertising. Social media isn’t just a marketing tool; it’s a fully integrated shopping experience.
What Soreto does:
- Use Referral Marketing to encourage customers to share brand recommendations within their networks.
- Enable customers to share their posts directly to their Friends or as a post on social media.
- Soreto’s UGC which showcases real customer experiences through photo galleries and reviews.
3. Community Matters More Than Ever
Gen Z isn’t just looking for products-they want to feel part of a community. Brands that foster a sense of belonging tend to earn their loyalty.
What brands should do:
- Use Referral Marketing to turn customers into a connected community rather than just individual buyers.
- Feature customer stories and testimonials to make them feel valued through UGC.
4. Leveraging Social Connectivity
Gen Z is highly connected across multiple social platforms, making them an ideal audience for Referral Marketing with Soreto as we offer all major social sharing platforms, such as- Instagram, X, WhatsApp and Facebook. As digital natives, they engage with brands through peer recommendations and social proof, valuing authenticity over traditional advertising.
What Soreto does:
- Soreto offers a broad selection of social sharing channels which enables seamless referral experiences across platforms where Gen Z already interacts. With their strong sense of community and trust in friends’ recommendations, they are more likely to share and act on referrals, driving organic growth and brand advocacy in a way that feels natural to their digital habits.
5. Winning Gen Z with the Best Referral Discounts
- Gen Z is highly savvy when it comes to finding the best deals, often cross-checking discounts across multiple platforms before making a purchase. This makes a strong, competitive referral offer essential for capturing their attention.
- Brands can stand out by providing the most attractive incentive, ensuring it beats other available offers. By leveraging Soreto’s broad selection of social sharing channels, Gen Z can seamlessly share these exclusive deals with their networks, driving engagement, trust, and organic growth through peer recommendations.
Final Thoughts: The Future of Gen Z Engagement
Gen Z is redefining customer engagement, demanding authenticity, seamless social shopping, community-driven experiences, and unmatched convenience. Brands that embrace these new rules-especially by leveraging Referral Marketing and Social Commerce-will not only capture their attention but also earn long-term loyalty.
At Soreto, we help brands tap into the power of Referrals, making it easy for customers to share their favourite brands and drive organic growth.
If you’re ready to engage Gen Z on their terms, it’s time to make Referral Marketing a key part of your strategy. Book a demo here.
