From TikTok to Team Culture: What Gen Z Wants in Branded Merch

Gen Z is here. And they’re not just joining your team; they’re reshaping it.

Picture this: you're 15 years old, scrolling through TikTok while texting friends, a Netflix show on in the background, and curating your next Instagram post. For Gen Z, this isn’t multitasking. It’s a normal Tuesday.

Born between 1997 and 2012, Gen Z has never known a world without smartphones, streaming, or social media. Their lives (and their sense of identity) have been shaped by platforms like Vine, Tumblr, Instagram, and TikTok. While Millennials introduced “casual Friday,” Gen Z turned self-expression into an everyday aesthetic.

Now, the oldest of them are 28 and shaping workplace culture, while the youngest are 13 and influencing what’s cool from their school desks. What ties them together? They’re bold, values-driven, hyper-aware of trends—and they expect the same energy from the brands they support.

So when it comes to branded merch, a basic logo tee won’t cut it. This generation wants thoughtful design, fast delivery, and purpose behind the product. Because for them, merch isn’t just swag; it’s an extension of their identity.

Let’s break down what it takes to connect with the most expressive, brand-savvy generation yet.

Fast Trends, Faster Turnarounds

Gen Z moves fast.

Micro-trends, from cottagecore to clean girl to Y2K-core, rise and fall in a matter of days, thanks to the viral power of TikTok and Instagram. This means that by the time you’ve placed a traditional merch order, the trend might already be over.

That’s why when it comes to Gen Z merch, timing is everything.

Long lead times and outdated ideas? Not going to cut it. The brands winning with Gen Z are those that can pivot quickly. Think limited-edition drops, super relevant merch kits, and seasonal swag that feels timely.

The short of it? You win big by acting fast. This can look like launching retro-inspired swag during a 2000s-themed team week, or hopping on a trending colour palette before it cools off. (Psttt....Butter yellow is predicted to be trending all summer if you're not already on it!)

Gen Z’s Brand Radar Is Always On

Here’s the thing about Gen Z: they can spot inauthenticity from a mile away. If your merch feels too forced, too “corporate,” or just out of touch, they’ll clock it (and probably post about it).

This goes out to the numbers people: a 2024 study by Ernst & Young Global Limited found that 92% of Gen Z participants said being authentic and true to themselves is extremely or very important. That huge number shows that authenticity isn't just a preference, it’s a priority.

So what does that mean for your merch? It needs to reflect their lifestyle and values.

This generation is drawn to clean design, subtle branding, and everyday functionality. Think sleek water bottles, embroidered crewnecks, reusable totes, and minimalist tech gear. If it looks good in their feed and feels authentic to who they are, it's a win.

It’s no surprise, then, that Gen Z is more likely to support brands that align with their beliefs. Whether it’s diversity, mental health, or climate action, this generation wants to know what you stand for.

And your merch? It’s a great place to start showing them.