From Gen Z to Alpha: Redefining Acquisition for Emerging Audiences

At the 2025 CommerceNext Growth Show, a dynamic panel, From Gen Z to Alpha: Redefining Acquisition for Emerging Audiences, brought together retail and marketing leaders from COS, Reformation, Walmart and RRD. The group explored what it takes to connect with today’s youngest and most influential shoppers: Gen Z and the emerging Alpha generation.

What this session covered:

• How Gen Z Is Reshaping the Funnel
• The Influence of Creators and the Rise of the Creator Economy
• Using AI Without Losing Trust
• Crafting Authentic Brand Values
• Why Gen Z Loves Traditional Touchpoints

 

How Gen Z Is Reshaping the Funnel

If there’s one thing that came through loud and clear, it’s that Gen Z is constantly shopping, and the days of the traditional funnel are over. Social commerce has become second nature to Gen Z shoppers. That means discovery, consideration and conversion can all happen in a single scroll. 

“Gen Z is shopping all the time. There’s no funnel for Gen Z. It’s all happening all the time.” Sarah Henry, VP, Head of Content, Influencer & Commerce at Walmart, said. 

Here’s how brands can adapt:

• Forget linear funnels; think about real-time moments to connect with consumers
• Show up where Gen Z is—especially on mobile and social
• Build shopping into discovery, not as a separate step in the customer journey

 

The Influence of Creators and the Rise of the Creator Economy

Gen Z trusts real people far more than polished brand campaigns, which is why influencer campaigns and UGC resonate with these shoppers.

Lauren Price, SVP of Ecommerce & Digital Marketing at COS, shared a great example from COS: a TikTok creator compared their $45 Clean Cut Tee to a $15 Uniqlo tee and concluded COS was the better value. “This video was huge… this was totally organic. It wasn’t our ad,” said Price. 

Henry described how Walmart is investing deeply in the influencer space, not only working with tens of thousands of creators, but also launching their own Walmart Creator platform, which supports everyone from first-time creators to full-time influencers.

Jess Ozella, SVP Ecommerce & Growth Marketing at Reformation, echoed the same sentiment: “We bring in a lot of those creators as brand friends… it’s an ongoing relationship.”

Whether it’s a TikTok product review or a creator-led closet swap in store, these content partnerships resonate because they feel personal and authentic.

Using AI Without Losing Trust

Gen Z has a sharp eye for anything inauthentic, and that includes AI. So how do brands tap into the power of AI without sacrificing trust?

Brands that succeed take the time to train and tune their AI systems to speak in a way that aligns with their brand voice across all channels. That includes the tone, language and even the timing of messages.

Another important reminder: what feels inauthentic to Gen Z can also be misaligned targeting. For example, speaking to Gen Z the same way you’d address a millennial audience can come across as tone-deaf. AI should be used to enhance personalization and relevance, not to generalize.

Crafting Authentic Brand Values

Gen Z can easily spot performative marketing, and they won’t hesitate to call it out. That’s why it’s imperative to integrate corporate social responsibility (CSR) with thought, care and authenticity into your brand and marketing strategy.

Ozella emphasized that brand values shouldn’t be used as a megaphone. They should act as a filter. For example, Reformation intentionally doesn’t lead with sustainability in every campaign, but instead lets it show up organically in how they source, design and communicate.

To build trust with Gen Z, ensure your values are:

• Embedded across your operations
• Communicated with consistency, not hype
• Validated by real actions, not slogans

 

Why Gen Z Loves Traditional Touchpoints

Katherine Chen of RRD pointed out a surprising twist: Gen Z loves analog experiences. From in-store shopping to physical mailers, what older generations consider outdated, Gen Z finds novel.

“Direct mail is resonating again because they don’t associate it with junk mail the way that we do,” Chen said. 

Gen Z instead sees mail as a physical connection to a brand. Plus, it offers a more personal experience in a saturated digital environment. 

They do certainly shop online—mostly on mobile—and they expect seamless checkout experiences. Yet, what may surprise some is Gen Z’s enthusiasm for in-store shopping. For this generation, physical retail is a source of discovery and entertainment. In fact, they’re 65% more likely to shop in-store than older demographics.

CommerceNext Steps

The panel closed with a future-forward look on how to appeal to Gen Z shoppers with these CommerceNext Steps:

• Create relevant shopping experiences at the intersection of cultural relevance, conversation and discovery for Gen Z shoppers.
• Gen Z will spend at a higher price point if there is a good reason, such as product quality or brand values.
• Gen Z easily detects whether or not your brand is being authentic, so brand values have to become a key quality in your marketing efforts.

 

Unlock actionable insights and must-attend sessions at the CommerceNext Post-Purchase Forum on October 15 in NYC. Don’t miss your chance to elevate your post-purchase strategy—apply now.