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# Top insights for Gen Z marketing
- URL: https://capitolcommunicator.com/top-10-insights-for-gen-z-marketing/
- Published: 2023-04-26T10:57:03.000Z
- Updated: 2023-04-26T16:35:42.000Z
- Author: Guest Columnist
- Tags: Agency, Insights, #wp-top-right-sponsored, #Import 2026-10-08 18:53

**By Lauren Meadows,** [**Williams Whittle**](https://www.williamswhittle.com/?ref=capitolcommunicator.com)

**In March 2023, Williams Whittle conducted a survey of 144 people** between the ages of 11 and 26 (Gen Z) across the United States to better understand their media habits and preferences.

Minors were required to gain parental permission before participating. A similar study was conducted in 2022, allowing us to view how trends have shifted. Respondents were asked a variety of questions ranging from their preferred communication channels and social media platforms to their experience with ads on social media and donating.

**Here are the five most notable takeaways.**

**1\. Gen Z prefers to communicate by text.**

The majority of the survey respondents favor text for everyday communication. However, this year we saw large increases in the preference for phone calls (up 21%) and FaceTime/similar video calling platforms (up 10%). Similar results were recorded when asked about communicating with friends, guardians, family members and relatives.

**2\. Gen Z remains the most active on Instagram.**

When asked to record which social platforms are used most frequently, Instagram was firstv with over 84% citing regular use. Snapchat was next with 76% (up 7% from last year), followed by TikTok, YouTube, and Twitter. This year BeReal was added to the survey with 28% of respondents citing regular use.

**3\. Gen Z is responsive to social media advertising.**

Nearly 80% of respondents reported they had clicked on a social media ad, the same as last year. Similarly, 75% reported purchasing something that was previously advertised to them on social media (up 4%), demonstrating the influence social media has on Gen Z.

**4\. Social media could be the gateway to philanthropy for Gen Z.**

29% of respondents reported they had clicked on a social media ad. The median dollar value of those who donated was $1-10 (up 12%).

**5\. Gen Z continues to care the most about poverty/human service causes.**

Health, animal, environmental, and racial justice charities round out the top five causes most important to Gen Z. There were increases in support for faith-based entities (up 14%), military/veteran (up 15%) and animal charities (up 5%). Respondents were also asked where they would donate $10k given the opportunity. Common responses included organizations to which they have a personal connection, health charities, and social justice nonprofits.

**To read five other insights or to download a free copy of the full report, click** [**here**](https://www.williamswhittle.com/2023-gen-z-survey/?ref=capitolcommunicator.com)**.**

For more on “Ideas that Generate Change for Nonprofits”, visit the Williams Whittle [website](https://www.williamswhittle.com/?ref=capitolcommunicator.com).