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 (Wikipedia). But there’s a twist…

Facebook Marketplace is Thriving:
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 (CNBC).

Why? Because it offers something they actually want: local, sustainable, peer-to-peer commerce. This same expectation for community, connection, and commerce is already influencing Amazon and physical retail.

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. Now the 10th most visited shopping platform for Gen Z in the U.S.

Etsy – 70% of Gen Z prefers to buy from smaller, unique brands instead of big-box retailers (Statista).

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 (PYMNTS):

Omnichannel Commerce – Gen Z expects seamless experiences between online & 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.

Are We in a Classifieds Renaissance?

Yes, but classifieds have evolved. They now deliver what Gen Z craves: connection, sustainability, and direct commerce.

Digital classifieds hit $21B in revenue in 2022 (Wikipedia).
Platforms like Rightmove now rival traditional media in value (Financial Times).
Investment in modern classifieds is rising as Gen Z shifts behaviors (The Australian).

What This Means for Marketers

If Gen Z is leaving traditional social media but thriving in marketplaces and omnichannel retail, we need to adapt—or risk irrelevance.

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? Look at partnerships, UGC, and influencer commerce.

Champion Sustainability & Purpose – 75% of Gen Z prefers buying from brands that care about sustainability (First Insight). If your brand isn’t aligned with their values, they’re not buying from you.

Community > Ads – Traditional digital ads don’t work the same way anymore. Gen Z wants interactive experiences, peer recommendations, and brand transparency.

The takeaway? This isn’t about “social” anymore—it’s about commerce, community, and connection. The brands that seamlessly integrate where Gen Z already shops and engages will win.

Are you rethinking how to reach Gen Z? Drop your thoughts below!

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