Precision, personalisation, and purpose the new three Ps

Gen Z – the seemingly disparate cohort whose ages range from 13 and 28 but who are apparently at the top of marketers’ wish lists – are showing renewed optimism about the economy and their expectations for personalised experiences are higher than ever.

So says the second edition of Dentsu’s 2025 Consumer Navigator report, which reveals that Gen Z, along with their older rivals, Millennials, are setting the pace, with 61% of the former preferring social media for product discovery over traditional retail.

These digital natives are also more influenced by editorial-style content (30%) and peer recommendations (26%) than by influencers (20%), challenging long-held assumptions about youth marketing.

Personalisation is no longer optional, as 65% of Gen Z expect it across both online and in-store experiences. And, while 94% feel online shopping meets this standard, 28% reckon in-store shopping falls short, revealing a clear opportunity for brands to differentiate.

When it comes to the top functionalities Gen Z crave, location-based communications (80%) and deal alerts and savings notifications (80%) come out top, followed by personalised loyalty promotions (76%)es; restock reminders for essentials (70%); and facial recognition for tailored messaging (66%)

But relevance is key; consumers across generations reject intrusive tech, meaning brands must focus on transparent, meaningful personalisation to build trust and loyalty.

Discovery and purchase now span multiple platforms, with social media acting as the new shop window, especially for Gen Z and Millennials. Even in-store, Gen Z relies on digital tools: 43% compare prices via online marketplaces, and 28% check stock availability through retailer apps.

Dentsu UK&I group chief strategy officer Dan Truman said: “Gen Z is setting a new standard for retail – one where personalisation, transparency, and seamless experiences are non-negotiable. “Brands that embrace this shift and invest in omnichannel innovation will not only meet expectations but build lasting loyalty.”