Shalom Lamm on Cracking the Gen Z Code: What Businesses Must Understand in 2025
In 2025, Gen Z isn’t the future of the marketplace—they are the present. With over $360 billion in disposable income and growing influence in purchasing decisions, this generation is rewriting the rules of consumer behavior. Yet many businesses still struggle to understand what makes them tick.
Entrepreneur and strategist Shalom Lamm believes that connecting with Gen Z requires more than flashy ads or TikTok trends—it demands authenticity, transparency, and purpose. As the founder of multiple ventures catering to younger audiences, Lamm has spent the last decade studying and adapting to Gen Z’s evolving preferences.
“If you treat Gen Z like traditional consumers, you’ll lose them,” Lamm says. “They don’t just buy products—they buy into values, experiences, and communities.”
In this post, we’ll dive into what sets Gen Z apart from other generations, how their behavior has shifted in 2025, and how Shalom Lamm’s insights can help your business resonate with this powerful demographic.
Who Is Gen Z in 2025?
Born roughly between 1997 and 2012, Gen Zers are now between 13 and 28 years old. By 2025, the oldest members are entering leadership roles and becoming parents, while the youngest are shaping culture online.
They are the first true digital natives, raised on smartphones, social media, and streaming content. But don’t let that fool you into thinking they’re just trend-hopping tech addicts.
“Gen Z has depth,” Lamm explains. “They care about social issues, mental health, inclusivity, and the environment—and they expect brands to care, too.”
1. Authenticity Isn’t a Buzzword—It’s a Requirement
More than any other generation, Gen Z craves authenticity. They can spot a fake brand voice or performative marketing campaign from a mile away.
Lamm has seen this firsthand: “We launched a campaign once that looked amazing on paper—high-budget video, perfect visuals—but it flopped. Why? Because it didn’t feel real.”
Gen Z expects brands to:
- Show real people, not just influencers
- Admit mistakes and take accountability
- Speak in a voice that feels genuine—not corporate
Lamm’s solution? “We shifted to more behind-the-scenes content, unscripted founder videos, and raw storytelling. The engagement skyrocketed.”
2. Sustainability Isn’t a Bonus—It’s a Dealbreaker
In 2025, Gen Z has made it clear: eco-conscious brands win their loyalty. Sustainability isn’t a “nice-to-have” anymore; it’s central to purchasing decisions.
According to a 2024 Nielsen report, 78% of Gen Z consumers are willing to pay more for sustainable products. But Lamm warns businesses not to fake it.
“Greenwashing is toxic,” he says. “Gen Z will do the research. If you’re not truly sustainable, they’ll call you out—and publicly.”
His advice: Be honest about where you are in your sustainability journey. Highlight your progress and be transparent about what’s still in progress. “They don’t need perfection—they need effort and honesty.”
3. Speed, Convenience, and Customization Matter
Gen Z grew up with Amazon Prime, same-day delivery, and infinite streaming choices. As a result, they expect seamless, fast, and personalized experiences—every time.
“Patience is not a Gen Z trait,” Lamm jokes. “If your checkout takes too long or your app crashes, they’ll switch to your competitor in seconds.”
To win with Gen Z in 2025, brands must:
- Offer mobile-first, user-friendly experiences
- Prioritize speed and efficiency at every touchpoint
- Provide customizable products and services
Lamm’s e-commerce ventures saw a 24% increase in conversion after simplifying the checkout process and integrating personalized product recommendations.
4. TikTok Is Still King—but It’s Evolving
It’s no secret that TikTok has been the platform of choice for Gen Z, but by 2025, the way it’s being used has evolved.
“TikTok isn’t just entertainment anymore—it’s education, news, shopping, and community,” Lamm says.
Brands that succeed on TikTok today aren’t necessarily the ones with the slickest content—they’re the ones that understand how to tell micro-stories, jump into cultural conversations, and build trust.
Lamm’s content strategy includes:
- Leveraging employee-created videos for relatability
- Collaborating with micro-influencers who align with brand values
- Focusing on value-driven content (how-tos, tips, real testimonials)
5. Values Drive Purchases
Gen Z is highly values-driven. They want to know what a brand stands for, and they expect companies to take a stand on social and political issues.
That doesn’t mean every brand needs to become an activist organization—but silence or neutrality can be perceived as complicity.
“In 2025, Gen Z sees every purchase as a vote,” Lamm says. “They’re aligning their wallets with their values—and they expect transparency.”
Lamm advises brands to:
- Be clear about their mission and values
- Back up statements with action
- Create space for feedback and dialogue
When one of his companies took a public stand on mental health, they received more than just engagement—they gained long-term loyalty from customers who felt seen and supported.
6. Community Beats Advertising
Gen Z doesn’t want to be sold to—they want to be part of something. Traditional advertising is becoming less effective, while community-building is becoming the ultimate growth engine.
“Gen Z doesn’t just want products. They want connection,” Lamm explains. “If your brand gives them a place to belong, they’ll stick around.”
He recommends building communities through:
- Niche forums or Discord servers
- Brand ambassador programs
- Interactive challenges and campaigns where customers contribute
In 2025, successful brands feel more like movements than companies.
7. Mental Health and Wellness Are Front and Center
Gen Z is the most mental health-aware generation to date. They appreciate brands that advocate for mental well-being, promote healthy work cultures, and normalize conversations around stress, anxiety, and emotional resilience.
Lamm emphasizes, “We integrated mental health days into our company culture and publicly talked about burnout. The response from our Gen Z staff and customers was overwhelming.”
Brands that address mental health thoughtfully and sincerely gain trust—and differentiate themselves in meaningful ways.
Final Thoughts: Gen Z Is Not Just a Trend—They’re a Paradigm Shift
Businesses that view Gen Z as just another “youth market” are missing the point. As Shalom Lamm puts it, Gen Z is redefining how all generations will interact with brands moving forward.
“They’re teaching us that branding is about belonging, business is about values, and marketing is about trust,” he says.
In 2025, winning Gen Z isn’t about chasing trends—it’s about leading with purpose, showing up authentically, and building something they want to be part of.
