Jasmine Birtles
Your money-making expert. Financial journalist, TV and radio personality.
Gen Z Don’t Just Spend—They Curate: How UK Youth Are Turning Money Into Identity
Vicky Parry
13th Apr 2025
Introduction: From Shopping to Selfhood
Generation Z aren’t just buying things—they’re building a brand. From “de-influencing” videos on TikTok to ethical investing in green startups, Gen Z’s spending habits in the UK reveal something bigger than just consumer choice. They’re using money to shape how they see themselves and how others see them. And whether you’re a business, investor, or fellow shopper, it’s time to pay attention.
What Makes Gen Z Shoppers Different?
Gen Z spending habits in the UK (2025) are fundamentally shaped by two key forces: technology and values. As true digital natives, they’re always connected—browsing while streaming, comparing while commuting. But unlike Millennials’ “YOLO” spending, Gen Z approaches money with a blend of caution, creativity, and curation.
They’re the most financially anxious generation.
According to The Guardian (2025), one-third of UK adults aged 25–34 are in negative wealth—their debts outweigh their assets. Yet paradoxically, this hasn’t discouraged them from investing. Instead, it’s prompted smarter, savvier behaviours.
They’re curators, not consumers.
Every spend is a reflection of personal values, whether that’s choosing sustainable fashion, supporting Black-owned businesses, or opting for second-hand over fast fashion.
They shop where they scroll.
Platforms like TikTok and Instagram aren’t just entertainment—they’re shopping malls. In fact, 58% of UK Gen Z have made a purchase after discovering a product on social media.
TikTok Made Me Buy It: The Algorithmic Influence
Search term focus: TikTok shopping trends UK
The TikTokification of shopping means Gen Z often encounter products before they even knew they wanted them. Whether it’s a viral £4 Primark hoodie or a new ethical skincare brand, decisions are shaped by trends—not ads.
But the trend is shifting: enter “de-influencing.”
This counter-movement sees creators encouraging people not to buy hyped products—highlighting overconsumption and waste. It’s performative frugality, sure, but it’s also a sign of how deeply Gen Z questions traditional consumer culture.
How Gen Z Invest: From Crypto to Climate Funds
Search term focus: Gen Z ethical investing UK, Gen Z investment behaviour
Despite rising debt levels, Gen Z are surprisingly proactive investors. In 2022, The Motley Fool reported that 80% of young Brits were already investing—and they’re not waiting to “grow up” to do it.
Top Gen Z investing trends include:
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Cryptocurrency: 50% of Gen Z investors have dabbled in crypto, attracted by decentralisation and potential high returns.
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Green and ethical funds: Sustainability matters. ESG investing and climate-conscious portfolios appeal to their values.
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“Finfluencers” on TikTok and YouTube: Trusted more than traditional advisors (though many take content with a grain of salt—only 13% fully trust financial advice online).
The Rise of the “Spending Identity”
It’s no longer just about budgeting or splurging—Gen Z are constructing a ‘spending identity’. Like a curated Instagram feed, their spending choices align with personal branding, social alignment, and moral positioning.
Examples:
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️ Buying second-hand to align with anti-fast-fashion beliefs
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Subscribing to Patreon creators who reflect their values
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Frequenting small local food spots over big chains
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Choosing digital banks with ethical investment portfolios (like Starling or Monzo)
Where the Money Goes: Gen Z Spending Breakdown
Based on latest 2024–2025 insights:
| Category | Gen Z Engagement | Notable Behaviour |
|---|---|---|
| Fashion | High | Bold, nostalgic looks (80s-inspired “boom boom” style) and comfort-led choices (baggy, gender-neutral clothing) |
| Food & Drink | Very High | Preference for eating out, but value-based (supporting local or ethical producers) |
| Travel & Experiences | High | 52% say they’ll splurge on unique travel experiences, often solo |
| Tech & Subscriptions | Moderate-High | Keen on streaming, AI gadgets, and productivity apps |
| Investing | Growing | Especially crypto, ethical funds, and fractional share platforms like Freetrade |
What This Means for Brands and Marketers
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️ Forget loyalty—focus on alignment.
Gen Z will ditch brands that don’t reflect their values, but become fiercely loyal to those that do. -
Your marketing isn’t just advertising—it’s a values statement.
Be authentic. Gen Z can sniff out performative “greenwashing” or shallow virtue signalling. -
Invest in transparency and community-building.
Brands like Patagonia, Glossier, and Lush succeed not just because of great products—but because they build community and trust.
Final Thoughts: Why It Matters for All of Us
Gen Z spending habits aren’t just a youth trend—they’re a preview of the future economy. As they mature and gain more financial power, the way they shop, save, and invest will influence everything from marketing to monetary policy.
They might seem impulsive on TikTok, but underneath that is a generation deeply reflective about what money means. They don’t just spend—they signal. They don’t just invest—they influence. And that makes them one of the most fascinating—and powerful—generations yet.
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