If you are starting a business, you’ve likely come across some tips on effectively promoting your products and services. One of the most essential pieces of advice you will ever hear is to get to know your target customers. In this article, we’ll discuss how to market to Gen Z in Singapore and get them to know your business. The trick is to understand their preferences and digital habits so you can create authentic content for this demographic.
Key Takeaways
- Generation Z values authenticity, sustainability, and mental health, making it essential for brands to align their marketing strategies with these principles.
- Digital engagement is crucial for Gen Z in Singapore. They strongly prefer shopping and social media platforms like TikTok and Instagram for their purchasing decisions.
- Influencer marketing and user-generated content are practical tools for brands to connect with Gen Z. They enhance trust and build community through relatable and authentic messaging.
Introduction to Gen Z in Singapore
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Generation Z, or Zoomers, were born between the late 1990s and the early 2010s. This group stands out because they are ingrained with technology from their formative years—making them true digital natives—and possess significant economic clout, with an estimated $143 billion spending power annually in America alone.
Singapore also experiences substantial influence from Gen Z users, compelling brands to seek a deeper understanding of this energetic segment and its unique inclinations, including those specific to Gen Zers.
The younger generation particularly cherishes genuine interactions and straightforwardness during their shopping encounters. Businesses that demonstrate alignment with Gen Z values like environmental responsibility and open communication are apt to make meaningful connections with them.
A closer examination of Generation Z’s distinct traits and habits underscores the critical shift required for contemporary marketing strategies to be effective. Innovative methods that respect their tastes and principles are crucial for companies aiming to draw Gen Z’s attention and secure enduring loyalty among these young consumers.
Digital Behavior of Gen Z
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Gen Z is a highly digital-savvy, socially conscious generation that expects brands to align with their values and offer seamless, tech-enabled experiences. Knowing their digital habits is key to marketing your business to them.
Social Media Engagement
Gen Z in Singapore are avid users of social media platforms. Here’s a look at the social media platforms that Gen Z frequent, according to a YouGov 2024 study:
- Instagram: 76%
- YouTube: 71%
- TikTok: 44%
- Facebook: 38%
- Reddit: 29%
- LinkedIn: 28%
- X: 28%
- Pinterest: 15%
- WeChat: 9%
As for the time spent per platform, 15% of Gen Zs spend over 21 hours on YouTube per week. The other platforms they spend the most time on are Instagram, TikTok, and Facebook.
Online Shopping Preferences
A significant 72% of Singapore’s Gen Z population prefer online shopping, with 45% making purchases through social media platforms. This trend underscores the importance of integrating shopping features within social media to cater to this demographic.
The YouGov report also showed that 49% of Gen Zs are more likely to engage with advertisements on social media compared to regular websites.
Information Consumption
In Singapore, 62.7% of internet users primarily go online to find information, highlighting the internet’s role as a key resource for quick access to a worldwide database of information.
Trust in Authentic Content
Gen Z consumers in Singapore place a high value on authenticity. They trust real customer reviews more than paid endorsements, with influencers providing genuine recommendations influencing their purchasing decisions. This preference for authenticity over traditional advertising methods is reshaping marketing strategies.
Value-Conscious Behaviour
Despite their inclination towards online shopping, Gen Z shoppers in Singapore are strategic and value-conscious. Approximately 74% browse multiple platforms to find the best deals, and seven out of ten research products, prices, and promotions online before making a purchase. This behaviour reflects their practical approach to spending amidst economic and lifestyle challenges.
These statistics illustrate the digital habits of Gen Z consumers in Singapore, emphasizing their preference for authentic content, strategic shopping behaviours, and the significant role of social media in their purchasing decisions. With its unrivaled reach, connective capabilities, and daily use, social media has become a true part of modern life. But, unexpectedly as a result of this integration, these platforms have also created modern dilemmas.
Influencer Marketing Strategies for Gen Z in Singapore
Influencer marketing has become a powerful tool for brands targeting Gen Z in Singapore, a digitally native and highly engaged demographic. To effectively connect with this audience, brands must adopt strategies that align with their preferences, values, and online behaviours.
1. Prioritising Authenticity and Relatability
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Gen Z values authenticity over polished, corporate-style advertising. Partnering with micro-influencers (1,000–100,000 followers) who have strong community engagement can drive better results than celebrity endorsements. These influencers often have niche appeal, making their recommendations more credible and relatable.
2. Leveraging Short-Form Video Content
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Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate Gen Z’s social media consumption in Singapore. Brands should collaborate with influencers to create entertaining, educational, or trend-driven short videos. Challenges, behind-the-scenes content, and interactive storytelling formats work particularly well.
3. Aligning with Local Culture and Trends
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Singaporean Gen Zs appreciate content that reflects their local identity, including Singlish expressions, popular food trends, and K-pop influences. Brands should encourage influencers to integrate these cultural elements organically into their content to enhance relatability and engagement.
4. Encouraging User-Generated Content (UGC)
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Influencer-led campaigns that prompt followers to create their own content—such as hashtag challenges or interactive polls—can significantly boost organic reach. UGC not only enhances brand visibility but also fosters a sense of community among Gen Z consumers.
5. Prioritising Social Causes and Sustainability
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Gen Z in Singapore is socially conscious, valuing brands that support sustainability, diversity, and mental health awareness. Collaborating with influencers who champion these causes can help brands establish a stronger emotional connection with their audience.
By embracing these strategies, brands can build meaningful relationships with Gen Z in Singapore, fostering trust, engagement, and long-term loyalty.
Challenges in Marketing to Gen Z
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Marketing to Gen Z (those born between the mid-to-late 1990s and early 2010s) presents unique challenges for brands. This generation has grown up in a digital-first world, expects authenticity, and is highly selective about the brands they engage with. However, many companies struggle to connect with Gen Z effectively due to common pitfalls and misunderstandings.
- Treating Gen Z as a Monolith: Many brands assume that all Gen Z consumers think and behave the same way. In reality, Gen Z is highly diverse, with varied interests, values, and purchasing behaviours. Brands that rely on broad generalisations risk alienating potential customers instead of building meaningful connections.
- Overlooking Authenticity: Gen Z has an exceptional ability to detect inauthenticity. Overly polished, corporate messaging and performative activism (such as ‘woke-washing’) can backfire. Instead, brands need to be transparent, genuinely align with the causes they support, and engage in honest conversations.
- Ignoring the Importance of Values and Ethics: Unlike previous generations, Gen Z prioritises ethical consumption. They care about sustainability, inclusivity, and corporate responsibility. Brands that ignore these values—or worse, are exposed for unethical practices—face backlash and boycotts. Companies must back up their claims with real action.
- Relying on Traditional Advertising: Traditional marketing strategies, such as TV ads and generic banner ads, have limited effectiveness with Gen Z. They prefer interactive, user-generated, and experience-driven content on platforms like TikTok, Instagram, and YouTube. Brands need to shift towards engagement-focused strategies, such as influencer marketing and short-form video content.
- Forcing Trends Instead of Adapting to Them: Some brands try too hard to appear ‘cool’ by latching onto Gen Z trends without understanding them. Using outdated slang, memes incorrectly, or hopping on trends pretentiously can make a brand seem out of touch. Instead of forcing trends, brands should listen, observe, and collaborate with Gen Z creators who naturally understand the digital landscape.
- Underestimating Attention Span and Digital Savviness: Gen Z has a short attention span and an endless stream of content to consume. Brands that rely on long-winded messaging or fail to capture attention within the first few seconds of a video risk being ignored. Marketing efforts need to be concise, visually engaging, and optimised for mobile-first consumption.
- Neglecting Community and Two-Way Engagement: Unlike previous generations, Gen Z prefers brands that foster a sense of community. One-way marketing messages don’t work; they expect brands to engage with them in meaningful ways—whether through direct interactions on social media, live streams, or user-generated content campaigns.
Successfully marketing to Gen Z requires brands to rethink traditional strategies, prioritise authenticity, and build genuine relationships with their audience. Those that listen, engage meaningfully, and align with Gen Z’s values will be far better positioned for long-term success.
Future Trends in Marketing to Gen Z
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As technology and consumer habits evolve, businesses must adapt their marketing strategies to remain relevant. Here are some key future trends in marketing to Gen Z.
1. Increased Reliance on AI and Personalisation
Artificial intelligence (AI) will play an even greater role in shaping the Gen Z consumer experience. From hyper-personalised content recommendations to AI-powered customer service, brands will need to harness AI-driven insights to deliver tailored interactions. Expect to see more advanced chatbots, AI-generated content, and predictive analytics used to anticipate needs before they arise.
2. Rise of Decentralised and Privacy-Focused Platforms
With growing concerns over data privacy, Gen Z is shifting towards platforms that offer greater control over personal information. Decentralised social media networks, blockchain-based loyalty programmes, and privacy-first search engines are likely to gain traction. Brands will need to prioritise transparency and ethical data use to maintain consumer trust.
3. Growth of the Metaverse and Virtual Shopping Experiences
The metaverse is set to become a mainstream digital space where brands can engage Gen Z through immersive experiences. Virtual stores, digital fashion, and interactive brand spaces in metaverse platforms will reshape online shopping. Expect brands to experiment with augmented reality (AR) and virtual reality (VR) to create engaging, gamified marketing campaigns.
4. Short-Form Video and Interactive Content Domination
Short-form video platforms like TikTok and Instagram Reels have already reshaped digital marketing, and their influence will only grow. Brands must focus on creating quick, engaging, and interactive content to capture attention. Live streaming, interactive polls, and shoppable videos will become even more prevalent in marketing strategies.
5. Sustainability and Ethical Branding Take Centre Stage
Gen Z is highly conscious of environmental and social issues, and they expect brands to take meaningful action. Companies will need to demonstrate genuine commitment to sustainability, fair labour practices, and social responsibility—not just through marketing but in their core business practices. Transparent supply chains, ethical sourcing, and eco-friendly packaging will be major selling points.
6. Expansion of Social Commerce
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Social commerce—where social media platforms double as shopping destinations—will continue to grow. More brands will leverage in-app purchasing features on platforms like TikTok Shop, Instagram, and Pinterest. Influencer-driven marketing will remain crucial, with micro-influencers playing an increasingly important role in building trust and driving conversions.
7. Greater Demand for Community-Driven and Co-Created Content
Gen Z values community-driven experiences and user-generated content (UGC). Brands that actively involve their audience in content creation—through challenges, collaborations, and participatory campaigns—will build stronger relationships. Expect more brands to embrace co-creation by partnering with customers, influencers, and content creators to shape their marketing narratives.
8. Seamless Omnichannel Experiences
Gen Z expects a frictionless experience across digital and physical touchpoints. Brands will need to integrate e-commerce, social media, physical retail, and customer service into a seamless journey. Technologies like QR codes, AI-driven chat assistants, and app-based loyalty programmes will enhance the omnichannel experience.
9. Gamification and Digital Rewards
Gamification will continue to be a powerful tool for engagement. Brands will increasingly use game-like elements such as digital rewards, interactive challenges, and NFT-based loyalty programmes to keep Gen Z consumers engaged. This trend will be particularly relevant in industries like fashion, beauty, and entertainment.
10. The Evolution of Influencer Marketing
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Influencer marketing will shift towards authenticity and niche communities. While mega-influencers and celebrities will still have a role, Gen Z is gravitating towards micro- and nano-influencers who offer relatable, unfiltered content. Brands will prioritise long-term partnerships with influencers who align with their values and resonate with their target audience.
How to Market to Gen Z’s in Singapore Effectively
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Marketing to Gen Z is evolving rapidly, driven by technological advancements and shifting consumer expectations. Brands that stay ahead of these trends—by embracing AI, personalisation, sustainability, and immersive digital experiences—will be best positioned to capture the loyalty of this generation. The key to success lies in authenticity, adaptability, and a willingness to innovate in response to changing behaviours.
If you’re hoping to effectively market your business to Gen Z’s in Singapore, the best way to do it is by working with a trusted digital marketing agency. Our team has the experience and proven track record for achieving results and catering to a specific demographic. Call us today to learn how we can help.
Frequently Asked Questions
What is the age range for Gen Z in Singapore?
In Singapore, Gen Z refers to individuals born between 1997 and 2012, which means they are currently between 13 and 28 years old. This age group is tech-savvy and values authenticity in brands.
What is the mental health of Gen Z in Singapore?
Mental health is a significant concern for Gen Z in Singapore, with many expressing feelings of stress and anxiety due to academic pressure, social comparisons, and uncertainty about the future. Brands that show empathy and support can connect with this generation more effectively.
Does Gen Z prefer convenience?
Yes, Gen Z in Singapore highly values convenience, especially when it comes to shopping and services. They favour streamlined, quick digital experiences such as fast delivery, mobile payment options, and user-friendly interfaces.
What is Gen Z obsessed with?
Gen Z in Singapore is deeply engaged with social media trends, particularly short-form videos and viral challenges. They are also passionate about sustainability, social issues, and brands that align with their values and interests.
Do Gen Z like influencers?
Yes, Gen Z in Singapore does follow influencers, but they prefer authenticity over celebrity status. They are more likely to trust micro-influencers or content creators who reflect their own values and experiences, making them feel more relatable.
