Gen Z and Millennials aren’t harder to reach, they’re just not where most companies are looking.
They make decisions in real time, across a landscape that’s fast, fluid, mobile, and social. They don’t “go online.” They live online.
If you’re not showing up in the places where they discover, evaluate, and act, you’re not just irrelevant. You’re invisible!
According to Deloitte’s 2025 Gen Z and Millennial Survey:
- Over 50% of both generations say social media is where they discover new products and causes.
- Nearly 60% are already using generative AI tools to support their decision-making.
- And 72% say they’re more likely to support a brand if they feel emotionally connected to it.
Let’s break down where the decisions actually happen for these younger generations:
- TikTok is the new search engine.
TikTok isn’t just entertainment! It’s where Gen Z (and increasingly Millennials) turn for recommendations, reviews, and inspiration. They want unfiltered, peer-to-peer proof before they act.
Actionable Tip: Design for TikTok first. Short-form content with emotional resonance and cultural relevance builds trust and conversions!
- Venmo and GoFundMe are decision engines, not just payment tools.
For these generations, money moves fast, especially when there's a personal story behind it. Whether it’s a donation, a shared bill, or a viral GoFundMe, emotion drives transaction.
Actionable Tip: Don’t separate inspiration from action. Embed payment, giving, or signup moments inside emotionally charged content.
- Instagram = visual identity + social proof.
Instagram remains a key decision filter.
If your brand, product, or movement doesn’t show up in someone’s curated world of stories and reels, it likely doesn’t show up at all.
Actionable Tip: Align with your audience’s self-concept. Don’t just post; invite them to see themselves in what you represent.
- AI is already part of the journey.
According to Deloitte, 57% of Gen Zs and 56% of Millennials use GenAI tools regularly, whether for content creation, research, or purchase support. AI helps them filter, sort, and decide.
Actionable Tip: Make your digital experience feel intelligent and responsive. If you’re not using AI to assist or anticipate their needs, you’re already behind.
Bottom Line:
Gen Z and Millennials often aren’t making decisions in conference rooms or inboxes.
More often than not, they are making them in comment sections, shared reels, and one-click payment flows.
They don’t want more choices. They want fewer better ones. Ones that are curated, contextual, and connected to who they are.
If you’re not showing up where they live and decide, you’re not just late.
You’re not even in the room.
Next up: “The Trifecta of Loyalty (Money, Meaning, and Mental Health)”
Explore what drives long-term commitment for younger generations, in work, in brands, and in life.
