By Libby Elliott

Consumerism endures in most facets of modern society. Generation Z, often referred to as the internet generation, has transformed consumer culture through social media (Rosdiana, 2020). The power of marketing via digital platforms continues to dominate the marketing space as applications like TikTok, Instagram, and Pinterest rise in popularity and accessibility among all generations. With over 1 billion active users on TikTok in 2024, advertisements are continuously reaching a wider global audience (Woodward, 2024).  The digital consumer culture sphere has infiltrated consumer behavior, particularly in the retail and cosmetic industry. With viral trends, like the ‘Sephora kids’ and Stanley cups infiltrating algorithms on TikTok and Instagram, an exploration of the impacts of new age digital marketing proves to be necessary to better understand the motives behind these consumer trends. Why have ordinary items like cups and lotions grown so much in popularity, price, and status? 

In the early to mid 2010’s, brands began to strategize their marketing towards a younger audience; millennials were no longer the target demographic (Gutfreund, 2016). Marketing specialists have identified the driver of this shift: social media. As younger demographics gradually create social media accounts and begin to participate with these networks, marketing algorithms will increasingly target them. The ‘platformization’ of marketing proves to be monumental in the consumer effects of young millennials and generation Z (Caliandro et al., 2024). By providing the mechanisms for all participants to reach a large virtual audience and ‘brand’ themselves, everyone can explicitly engage with marketing and in theory become a marketing specialist in their own environment. Products are no longer the only items being marketed; individuals themselves are advertised (Caliandro, et al., 2024). ‘Influencer’ culture has revolutionized digital consumer markets and serves as proof of the rapid evolution of consumerism (Lorinc, 2015). Advertisers no longer have to purchase prime billboard space or desirable advertisement space in magazines to increase sales; individuals with a large social media following can increase retail sales by endorsing and encouraging audiences to purchase similar products as consumers hold a constant billboard in their hands via their mobile devices. By implementing a behavioral finance approach to understanding this process and evolution of consumer culture, the implications of consumerism through social media can be discovered (Schmitt et al., 2022). 

Capitalism is often credited as the catalyst of consumer culture (Featherstone, 1990). Open markets have allowed the marketing sector to flourish and expand into the personal lives of consumers; advertising can be found everywhere. The ‘aestheticization of everyday life’ was first emphasized in the late twentieth century through the introduction of reality television, but it has only accelerated in the current, internet dependent twenty-first century (Featherstone, 1990). Not only is it an economic phenomenon, but it has proven to be a sociocultural experience. (Arnould & Thompson, 2005). The proverbial influencer stamp of approval continues to rapidly grow, and as a fellow Generation Z, I rarely go a day without being exposed to some element of this marketing strategy. It has become a regular part of student life with even universities taking advantage of the successful digital platforms of students to advertise to prospective students. Business strategists predict that in the next several years, the majority of all advertising will be digitized through social networking applications (Stephen, 2016). Consumer culture and digital media continues to only become more intertwined as technology advances and we become more dependent upon our devices.

Trend cycles have traditionally been driven through traditional media marketing, targeting individuals with disposable income, and encouraging them to purchase products and services. These trends changed gradually, as firms’ marketing teams deliberately released new marketing campaigns periodically to drive consumption. Social media challenges this business structure. TikTok is attributed to the revolution of digital marketing in the 2020’s as it has quickly become one of the most popular forms of social media across the globe (Latifi, 2024). Retailers across several industries have taken advantage of the marketing powers of social media through brand deals with influencers and celebrity endorsements, resulting in mass and rapid trend cycles. Over the past six months, two trends have garnered international debate: the ‘Sephora kids’ and Stanley Cups. 

Brand deals and extensive marketing online has rapidly expanded the cosmetic industry. Sephora’s notable boost in sales in 2023 has been linked to the digital marketing patterns, like sponsored brand deals and targeted advertisements through algorithmic technology, in social media (Latifi, 2024). With not only adults spending their disposable income at the cosmetic retailer, children are now influenced by TikTok campaigns to purchase trending products (Musa, 2024). With pre-teen children demanding expensive and extensive skincare products, these trends and online marketing campaigns have received a lot of scrutiny. Medical professionals have raised concern about how these trends can physically harm adolescents’ sensitive skin and their self-confidence as they strive to emulate their favorite creators and influencers (Kavilanz, 2024). With undisclosed and prevalent AI usage and photoshopping on social media, experts have expressed their concerns for children not being able to achieve the unattainable images that dominate their social media algorithms. Every consumer is susceptible to marketing strategies, but the way cosmetics have developed and targeted their advertisements to children may in fact be considered manipulation (Kavilanz, 2024). 

The popular beverage tumbler, the Stanley Cup, has also made an impression on Generation Z through digital marketing (Issawi, 2022). Representing one of the most requested Christmas gifts over the past two years, it is truly remarkable how influential an insulated cup has become. The brand itself is over 100 years old and historically served as a reasonably priced, popular thermos for working class Americans to transport their lunch (Abad Santos, 2024).  Today, fans of the products will resell duplicates of limited edition styles for double or triple the original price (Lamour, 2024). The Stanley brand has utilized TikTok and Meta to promote their product with the endorsement of creators and influencers. Concerns of overconsumption have been voiced by environmental and human rights activists have pointed out how these trends encourage consumers to purchase multiple quantities of reusable items (Demopoulos, 2024). These products have now become status symbols through the power of social media marketing campaigns, but there is some evidence that consumers are becoming less informed and less inclined to do their own research before participating in the current consumer culture trend.

The future of marketing and consumer trends becomes less predictable as trend cycles continue to change more frequently and rapidly. The prestige and glamor assigned by social media to products will continue to influence consumer consumption patterns. With a heightened focus on the environmental impact of overconsumption, more challenges will be unveiled in this new age of marketing. The ‘de-influencing’ of trending products will be crucial in the pivot from overconsumption to contentment among young consumers (Chokrane, 2023).  The digitization of marketing has changed the landscape of consumer markets and will only continue to adapt to technology. The way Generation Z has embraced digital marketing strategies encourages brands to continue and accelerate these practices, which will be influential for the future analysis of the consequences and benefits of social media marketing on consumer culture. After the hype of cups and cosmetics inevitably fades away, which everyday products will be sensationalized next through social media algorithms? 

The views expressed in this article are the author’s own, and may not reflect the opinions of The St Andrews Economist.

Image source: Dazed, 2024 via Twitter

References:

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