Gen Z Is Moving On: Are Marketers Keeping Up?

As marketers, we have to be where our audience is. And if you’re still running Facebook ads expecting to engage Gen Z in the U.S., you’re already behind.

Facebook’s Gen Z Exodus

Gen Z is leaving traditional social media. In the U.S., Facebook’s 12-34-year-old user base shrank from 58% in 2015 to just 29% in 2019. But there’s a twist: while young users are abandoning the Facebook news feed, they’re still shopping on Marketplace. 49% of social media shoppers turn to Facebook Marketplace when they’re ready to buy. Why? Because it offers something they actually want: local, sustainable, peer-to-peer commerce.

Where Is Gen Z Shopping Now?

Gen Z isn’t rejecting digital experiences. They’re ditching social platforms that don’t serve them. Instead, they’re flocking to community-driven marketplaces like:

• Depop: Over 35M users, with Gen Z dominating the space.
• Etsy: 70% of Gen Z prefers to buy from smaller, unique brands instead of big-box retailers.
• OfferUp: With 90M app downloads and 20M monthly active users, OfferUp is becoming a Gen Z resale go-to.
• Facebook Marketplace: Even as Gen Z ditches traditional Facebook, they still shop on Marketplace because it’s local, convenient, and sustainable.

The New Retail Playbook: Blending Digital + IRL

But here’s what most marketers are missing. This isn’t just about digital. Gen Z wants omnichannel experiences that blend digital with in-person engagement:

• Omnichannel Commerce: Gen Z expects seamless experiences between online and in-store. Brands integrating their digital and physical footprints will win.
• Live Shopping: In-store and online live demos, styling tips, and Q&A formats create real-time engagement and drive purchasing behavior.
• Retail as Experience: The future of physical retail isn’t just about transactions. It’s about experiences, community events, and real-world brand engagement.

What This Means for Marketers

• Leverage AI for Hyper-Personalization: TikTok’s algorithm-driven content keeps users hooked. Are you using AI to deliver intuitive, tailored shopping experiences?
• Meet Them in Marketplaces: Why force Facebook ads when Gen Z is already engaging on Etsy, Depop, OfferUp, and Facebook Marketplace?
• Champion Sustainability and Purpose: 75% of Gen Z prefers buying from brands that care about sustainability. If your brand isn’t aligned with their values, they’re not buying from you.
• Community Over Ads: Traditional digital ads don’t work the same way anymore. Gen Z wants interactive experiences, peer recommendations, and brand transparency.