Brands Gen Z flocks to on social

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The Q4 2024 Sprout Pulse Survey found that 56% of Gen Z consumers plan to consume more content from companies in 2025. Yet, many in this generation are burnt out and suffering from the unhealthy impacts of social. Platforms like Instagram are doing more to protect the most vulnerable members of the Gen Z audience, but many feel forced to set their own limits with social media detoxes.

The Q1 2024 Sprout Pulse Survey found that 57% of Gen Z took a detox in 2023 and 63% planned to in 2024—the highest of any generation.

While it’s highly unlikely that Gen Z will start leaving social media in droves, we do singapore mobile database expect to see more take breaks from principal networks and spend more time on community engagement networks like Substack. We also expect event marketing and IRL meetups will continue to appeal to Gen Z consumers craving a third space.


As mentioned, Gen Z is a cynical generation. Overly promotional tactics, forced authenticity and glomming onto trends doesn’t win their favor.

Here are four brands who have mastered the art of Gen Z marketing, and found a way to breakthrough in a way that feels true to their image.