People born between 1997 and 2012 are typically known as Generation Z, or Gen Z. This generation is often regarded as the smartest and coolest of all time and is now becoming the most important and influential group of consumers in Pakistan. Gen Z comprises more than 60% of Pakistan’s population, making it a significant demographic. Gen Z is the generation that has a crucial impact on trends, the products that people want, and the conversations. Unlike any other generation, Generation Z is the one that had access to smartphones, internet,  and social media, and they grew up with these facilities. So they are aware of every detail about what’s going on around them. 

Being an influential consumer group of Pakistan, Gen Z is not just an option for Pakistan; they are a must. What this generation truly values is authenticity, timely services, connectedness, and genuine products. They want the brands to be more responsible than they have ever been before. So, the brands really need to connect and reach out to Gen Z in a real way if they want to succeed. Because without meeting the demands and expectations of Generation Z, brands can not succeed.

Who is Gen Z in Pakistan?

In Pakistan, Gen Z refers to individuals born between 1997 and 2012, all of whom will be between 13 and 28 years old in 2025. This generation comprises a significant portion of the overall Pakistani population, with estimates indicating that there are more than 40 million people within this category. The majority of them work in the city or semi-urban areas, either students or young professionals, and have ever-growing access to the internet and smartphones. The characteristic feature of Gen Z is that, growing up, they all turned out to be digital natives. They are the first generation to be born and raised in the era of social media, mobile applications, and on-demand content. 

Consequently, they are innately technology-savvy, quick on their feet, and incredibly in touch with the world trends even though they are firmly grounded in their local cultures. They appreciate creativity, self-expression, and individuality. Compared to the millennials, Gen Z pursues more entrepreneurial, socially conscious, and distrustful of established institutions. They also want brands that are inclusive, transparent, and share their values. This generation is an amalgamation of East meets West in the context in which people in Pakistan have lived, trying to balance modern digital lifestyles with a culture and religion. These are some of the central characteristics that any brand would need to comprehend in order to win their trust and attention.

What Gen Z Values in Brands?

To capture the attention and win the trust of Gen Z, brands must recognize that flashy ads and catchy slogans are no longer enough to impress them. You need to build a connection, provide more detailed and meaningful information, and share its value with them as they understand the importance of video content. Here are some characteristics that Gen Z really wants in a brand: 

Authenticity & transparency

Generation Z is the one that can sense the authenticity of the ads and spot the fake ones instantly. What matters for this generation is the brand that is authentic, real, raw, and honest. It does not appreciate the polished or scripted things however every brand needs a Tiktok inflluencer strategy. No matter whether it is about sharing the BTS (behind the scenes) or accepting mistakes and flaws, trust will only build with transparency. Here are some key tips for the brands:

Sustainability & Social Responsibility

Generation Z in Pakistan is now well-informed about the social and environmental issues at hand. For them, the brand they are loyal to should stand for what is right and support justice, and do things beyond profit. Here are some tips:

Personalization & Inclusivity

Gen Z appreciates brands that view them as more than simply consumers. This generation pays more attention to personalized details and experience, different customized messages, and diversity. Here are some pro tips:

Digital Presence and Social Media

Gen Z needs immediate feedback and interaction with content and campaigns that are valued by them, as well as their bold sense of humor. Marketing efforts that remain present on popular channels, incorporating user-generated content, and speaking in a voice familiar to the young generation can help create a close bond and establish trust among this digital-first generation.

The Importance of Influencer Marketing

An influencer is way more than just entertainment for Generation Z because those influencers are someone they trust. This generation trusts those people they follow more and is less interested in traditional marketing ads and campaigns. They follow their influencers in terms of product choices, lifestyle, and trends. No matter whether it is a skincare product, fashion item, or technical gadget, a single recommendation from their favorite or top influencers can change their mind and holds more weight than any other type of advertisement. On the other hand, the reason behind the strong power of influencers is their connectedness, authenticity, and accessibility. Their content feels more authentic and reliable because Gen Z views them not as celebrities but as peers.

Some of the most critical influencers in Pakistan are:

These are the influencers who have the power to start a trend, build trust, and influence people’s opinions about specific products. 

Pricing and Value for Money

Gen Z in Pakistan is very conscious of their expenditures, yet they are not always willing to opt for the cheapest alternative. Instead, they seek actual value, a combination of price, quality, and experience. Having grown up during periods of economic setbacks and inflation, the generation has developed the ability to spend wisely and thoroughly investigate purchases before making them. Although discounts and sales indeed draw attention, the real issue concerning loyalty arises when the brand is characterized by offering long-term value. This may entail offering long-lasting goods, implementing crystal ball pricing policies, providing superior customer care, and services such as free delivery or pickup policies. Gen Z prefers brands that recognize their budget constraints and are not willing to compromise on quality or experience.

The Impact of Pop Culture on Gen Z’s Preferences

Popular culture, generally referred to as Pop Culture, is one of the most potent forces that can shape the minds, tastes, loyalties, and behavior of Generation Z in Pakistan. Anything popular online has the power to inspire this generation. It can be a reel, a music video, a trend, a K-drama, or any type of influencer content. Anything online has the power to change their behavior and preferences and they are interested in live shopping nowadays. Therefore, if brands want to stay connected with Generation Z, the most effective and innovative approach is to follow trends, be creative, and demonstrate genuineness.