Cluely, a startup focused on developing an AI assistant, is gaining attention for its unconventional marketing strategies that blend humor and controversy, spearheaded by 21-year-old CMO Daniel Min. As the company leverages a viral approach to capture the attention of a young audience, it reflects a broader trend among tech startups that prioritize social media presence and influencer culture over traditional business practices. Critics question Cluely's methods and product, but its ability to generate buzz has led to significant investment and growth.

The article discusses insights into Gen Z's behaviors and preferences as businesses prepare for 2025. It highlights the importance of understanding this generation's values and expectations in order to effectively engage and cater to them in the marketplace.

Gen Z is now approaching 30 and has fully established themselves as cultural leaders, reshaping industries and demanding authenticity from brands. Marketers must adapt their strategies to engage these generations, focusing on deeper values, sustainable practices, and entertaining content that resonates with their evolving preferences. Additionally, Gen Alpha is emerging as a significant force, influencing spending and trends in real-time.

Hinge successfully engaged Gen Z through a multi-channel campaign called ‘No Ordinary Love,’ leveraging the popularity of #BookTok and Substack by hiring writers, telling real couple stories, and organizing book clubs. This approach not only resonated with their audience but also contributed to a significant revenue increase, demonstrating the power of authentic brand storytelling.

Gen Z's engagement with brands signifies a shift away from traditional marketing funnels, emphasizing the need for brands to adapt their strategies. This demographic values authenticity, direct communication, and experiences over conventional advertising methods. As a result, marketers must rethink how they connect with younger audiences to remain relevant.

In 2025, Gen Z's shopping habits are heavily influenced by social media, with platforms like TikTok leading their purchasing decisions. Visual content, influencer recommendations, and a focus on financial awareness shape their shopping preferences, necessitating brands to adapt their marketing strategies accordingly.

Yuka, a French app that allows users to scan product barcodes for health ratings based on ingredients, has gained immense popularity by leveraging authentic user behavior and rejecting traditional marketing methods. With over 56 million users globally, Yuka empowers consumers, particularly Gen Z, to make informed purchasing decisions and even engage in activism against brands with poor ingredient ratings. The app's success highlights a significant shift towards ingredient transparency and consumer-driven marketing strategies.