When Labubu is a hot trend going viral all over the internet, it’s clear that attracting Gen Z consumers in 2025 is a strategy—not just a simple task. Gen Z not only loves aesthetics, but they are also extremely selective when it comes to purchasing a product. Brands need to pay closer attention to Gen Z consumer behavior in order to capture their attention and earn their loyalty in 2025.
Gen z consumer behaviour india 2025
When it comes to attracting Gen Z consumers in 2025, it's important to understand the data and analyze Gen Z consumer behavior. That’s how you can shape a marketing campaign that actually works.
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Gen Z behavior is very different from millennials
According to an April 2025 research paper, 90% of Gen Z in India follow social media influencers. So, if brands want to reach their target Gen Z audience, influencer marketing should be a top priority.
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Choosing the right social media platform
Now the question is — which platform should you choose?
As per the latest research, the top platforms for influencer content are Instagram, YouTube. These are the hotspots where Gen Z spends most of their time and gets influenced the most.
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Gen Z doesn’t care about big billboards
Gone are the days when flashy billboards would do the trick. Gen Z prefers honest reviews and real recommendations. That’s why brutally honest product reviews in the form of Reels and YouTube Shorts are trending in 2025.
They want authentic UGC (User-Generated Content) — so 2025 isn’t just about influencer marketing, it's about UGC influencer marketing.
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Micro-influencers > Macro-influencers
Gen Z trusts micro-influencers more than macro or mega influencers. Why? Because micro-influencers are specific to their niche. They may not have a massive following, but they have a highly engaged community and a stronger connection with their audience. That’s why influencer campaigns in 2025 should be run by micro-influencers.
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72% make a purchase after seeing a recommendation
According to the same research paper, around 72% of Gen Z consumers in India said they bought a product after seeing an influencer recommend it.
Gen Z doesn’t buy impulsively — they check reviews first, then make a purchase.
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Gen Z shares products within their close circle
Gen Z customers are deeply connected with their inner circle. When they find a product they like, they instantly share it with their close friends.
So if your brand taps even one Gen Z consumer, you potentially reach many more through word-of-mouth.
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Influenced categories: Fashion, skincare, electronics, and food
If your brand is in food, skincare, fashion, or electronics, don’t compromise when choosing influencers. These are the most popular product categories influenced by social media in India.
This evolving Gen Z consumer behavior clearly shows that influencer marketing is no longer optional — it’s essential.And in India, where influencer marketing is highly competitive, every brand needs a clear and effective strategy to stand out.
Keep reading to discover what kind of influencer marketing strategy you need in 2025 — ASAP.
How to Grab Gen Z's Attention
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Following the Trend
Open Instagram or YouTube Shorts right now, and you’ll see “Pretty Little Baby” trending — but by tomorrow, it might switch to "Sapphire" or something new. It’s a rollercoaster. In 2025, following the trend is the key to winning the game.
Take Labubu — it's everywhere. From Rihanna’s bag charm to Ananya Panday flaunting it — Labubu has become the moment. Brands need to ride this wave, and Indian D2C brands are already doing it.
Examples include Fae Beauty, Indē Wild, Foxtale, Pilgrim, and Indulgeo Essentials — all of whom have jumped on the Labubu trend, giving it a GRWM (Get Ready With Me) twist or a product glow-up.
Today, brands are not just selling products — they’re selling culture, memes, and moments.
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Speaking Like Gen Z
Gen Z has its own language — full of terms that can leave millennials confused. Smart brands are catching on. For instance, Foxtale, a D2C skincare brand, created a viral campaign for its Super Glow Papaya Face Wash featuring Neena Ji and Orry.
They used phrases like “Gen Z lingo” and “Good vibes only,” and turned a skincare ad into a masterclass in unexpected influencer casting.
They cracked the Gen Z code — talk like them, act like them, and make content that’s memeable, not boring.
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Aesthetic Packaging Sells
Let’s be honest: we all go crazy over Korean skincare not just because of its formula, but also because of its cute, aesthetic packaging.
Indian brands have caught on.
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Fix My Curls, a popular curl and wavy haircare brand, recently revamped its packaging to make it more vibrant and aesthetic — making it almost impossible to resist.
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Manetain, another haircare brand, also updated its packaging to a more Instagram-worthy design.
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Fae Beauty redesigned its Fae Glaws packaging after customer feedback, transforming it into something clean and visually pleasing.
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Foxtale’s Pearl Niacinamide Moisturizer packaging is so beautiful that it alone tempts buyers.
In 2025, packaging isn’t just a design choice — it’s a conversion strategy.
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Brand Collaborations
Consumers love when one Indian brand teams up with another — and brand collaborations are the new way to capture cross-audience attention. Some recent examples include:
Mirragio (a handbag brand) collaborating with Indu Ice Cream — a quirky match-up that made waves.
GoZero Ice Cream teaming up with Nua Woman, a women’s wellness brand.
Fix My Curls x Fae Beauty collaborated last Diwali 2024 — a successful fusion of haircare and makeup.
Collabs help brands tap into each other’s loyal customer base — it’s a win-win.
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Sensory Marketing is Booming in 2025
Check out brands like Inde Wild, Dot & Key, Blur India, and Fae Beauty — all of them are tapping into sensory marketing by connecting skincare with mouth-watering food references.
This strategy appeals strongly to Gen Z, who can’t resist a product that looks, smells, or feels like a treat.
Even Indē Wild is giving serious Rhode vibes — but with an Indian twist.
Sensory marketing doesn’t just help sell products — it creates an emotional connection and keeps Gen Z hooked.
CONCLUSION
Following the trend and understanding Gen Z behavior — and incorporating it into your influencer marketing strategy — is the key to running a successful campaign.
If you understand what’s happening in the 2025 influencer marketing world, then it’s time to take action and optimize your strategy to get the highest ROI.
UGC (User-Generated Content), affiliate influencer marketing, and micro-influencer collaborations within your specific niche are proven ways to tap into the Gen Z audience effectively.
Sociopuff, an influencer marketing agency that has worked with brands like Mamaearth, Beardo, The Man Company, Hyphen, and many more, has deep expertise in YouTube influencer marketing and micro-influencer campaigns.
Contact us if you don’t want to fall behind the trend.
