Written by Lia Ebongo, Client Manager & VIZ ERG steerco member
Gen Z are entering 2026 as one of the most commercially fluid generations in the UK market.
Across dentsu’s Consumer Navigator research (tracking how UK consumers think, feel and spend), one pattern stands out: Gen Z are actively re-evaluating where they spend, why they spend and what earns their loyalty. This isn’t a story of disengagement from brands, but a shift in how value, trust and relevance are assessed.
At dentsu, we’re increasingly focused on how intergenerational perspectives, lived experience and culture shape the future of marketing and consumer expectations. We’re seeing this reflected in how brands connect with Gen Z, and in the growing recognition that intergenerational perspectives are essential to understanding today’s consumers more holistically. Not only is this coming through in our work and research, but it’s also shaping our own culture and ways-of-working.
The reflections in this article draw on both Consumer Navigator data and insights from VIZ, dentsu’s Gen Z employee resource group, which has led conversations with brands and platforms navigating this evolving landscape.
Switching behaviour is rising, and Gen Z are leading it
Following the Budget announcement, nearly half of Gen Z (48%) said they’re more likely to switch brands due to cost or value considerations. Only 38% say their behaviour will remain unchanged; the lowest “no change” score of any generation.
Gen Z are more open to switching than previous generations, with loyalty shaped less by habit and more by whether brands feel fair, relevant and worth the price.
Gen Z are actively looking for ways to stretch their budgets. Nearly half use cashback or loyalty apps, 42% rely on price-comparison tools, and many are turning to budgeting apps, BNPL and coupon extensions as part of everyday shopping. With only 13% not using any value-supporting tools, saving money has become a habit rather than a reaction.
For brands, that means making value obvious. Clear benefits, transparent pricing and flexible options make it easier for consumers to stay rather than switch.
Discovery is distributed across platforms and communities
Gen Z product discovery rarely follows a linear path.
In our Retail Special, 61% of Gen Z said social media is better than traditional retail for discovering new products. Nearly half identify time-limited offers as particularly helpful in driving decisions, while product recommendations and availability updates also play a significant role.
Discovery is now embedded within everyday behaviour and peer environments. It’s shaped by creators, algorithms and shared cultural moments. Gaming behaviour reinforces this pattern. In our forthcoming Gaming Navigator research, 41% of Gen Z say brand appearances feel natural when they fit the game environment, highlighting how brand relevance is shaped by how naturally brands fit into the environments audiences genuinely care about.
These themes surfaced strongly during a recent VIZ-led panel discussion exploring how brands can build meaningful connections with Gen Z audiences. Speakers from TikTok, Channel 4, and Michael Kors shared perspectives on how discovery, trust and purchase intent increasingly develop within community-driven spaces rather than through isolated brand messaging.
“Brands need to behave more like participants and less like broadcasters. Being present in the comments, acknowledging feedback and genuinely engaging in conversations helps build a stronger connection with Gen Z audiences.” Amirah Hussain, EMEA Digital Marketing Coordinator, Michael Kors
Transparency shapes how influence works
Influencer marketing continues to play a central role in Gen Z purchasing journeys, but expectations around transparency are clear.
Consumer Navigator research shows strong support among Gen Z for influencer-brand collaborations when they are transparent and proportionate. However, oversaturation reduces credibility, and undisclosed sponsorship undermines trust.
“Gen Z have grown up in an environment where they are constantly exposed to information and different viewpoints. That exposure has made them more sceptical, but also far better at recognising when content feels filtered or performative rather than genuine.” Katie Gordon, Senior Insight Business Partner, Commercial & Distribution, Channel 4
Trust within creator ecosystems depends on balance. Audiences expect clarity about commercial relationships and evidence that products are genuinely used or valued.
“What makes me fall in love with a brand is transparency. The brands that are open about what they stand for and are willing to show personality feel far more genuine than those that simply try to sell without saying anything meaningful.” Harry Bond, Content Creator, dentsu Creative
Content format also matters. Demonstrations, practical use cases and informative content align closely with how Gen Z evaluate products before purchase, with 32% saying explainer-style content directly influences their decision to buy.
Brands entering creator partnerships should prioritise clarity, consistency and usefulness over frequency.
Economic optimism and financial pressure coexist
Gen Z display a distinctive economic mindset.
Despite reporting greater financial strain than older generations, they’re also among the most optimistic about economic recovery. Over a third of Gen Z (35%) feel more confident about spending following the Budget, far outpacing older generations, reinforcing a cohort that remains willing to experiment, switch and explore new brands even amid financial pressure.
This combination of pressure and optimism shapes purchasing decisions. Spending continues, but trade-offs are deliberate. Subscription trimming, delayed purchases and brand switching occur alongside continued investment in identity-driven and experience-led categories.
This creates a cohort that feels financially pressured but still willing to explore, making behaviour harder to predict through age alone.
What brands should prioritise in 2026
Consumer Navigator insights highlight five priorities for brands seeking to strengthen relationships with Gen Z:
Make value easy to evaluate.
Clear pricing and visible benefits make decisions easier.
- Be present in the spaces where Gen Z discover brands.
Visibility within social, creator and community environments builds relevance. - Prioritise useful content.
Demonstrations and real-world applications build confidence. - Maintain commercial transparency.
Balanced creator partnerships protect credibility. - Align experience with promise.
Consistency across touchpoints reinforces trust.
A leading indicator for the wider market
Gen Z behaviours rarely stay contained to one generation. Many of the patterns explored here (fluid loyalty, community-led discovery and rising expectations around transparency) are already appearing more broadly across the market. Understanding Gen Z is therefore less about youth marketing in isolation and more about recognising the growing importance of intergenerational perspectives in shaping how brands connect, design and grow.
