Eskimi research: Who's targeting Gen Z — the world’s future wealthiest generation

Gen Z is officially the generation to watch. These young consumers are ambitious, digitally fluent, and soon to be the wealthiest generation in history. For brands, that means the race for Gen Z targeting is not optional — it's essential. Yet not everyone is catching up. At least, that's what Eskimi global research suggests.

We dug into thousands of campaigns run through Eskimi DSP across dozens of countries to understand how advertisers approach Gen Z marketing today. The Eskimi data reveals the top countries and industries targeting Gen Z, as well as those that may be missing out. Let's take a look at the leaders and the critical lessons for brands hoping to earn brand loyalty from this diverse generation.

The top countries targeting Gen Z consumers

So, which countries are running the most ad campaigns targeted at Gen Zers? According to Eskimi’s global research, the leaders are:

1. Greece
2. South Africa
3. Serbia
4. Moldova
5. Bangladesh
6. Azerbaijan
7. Kazakhstan
8. India
9. Colombia
10. Georgia

While Greece leads across analyzed countries, growing markets like Bangladesh, Azerbaijan, and Kazakhstan are also in the top 10. This proves that Gen Z shoppers are shaping demand well beyond North America or the EU. In fact, a study by NielsenIQ shows that less than half of Generation Z's spending power comes from the West. This underscores how global the opportunity for targeting Gen Z is.

Industries driving the global Gen Z targeting

Not all industries approach Gen Z marketing equally. Our study shows clear leaders:

The dominance of FMCG brands isn’t surprising. FMCG products are part of everyday life for young consumers. However, the fact that entertainment and technology devote significantly less attention to Gen Z compared to FMCG shows how traditional marketing categories are more aggressive in building connections with Gen Zers.

FMCG in focus

Since FMCG makes up more than half of all Gen Z targeting, it’s worth looking deeper at the breakdown:

This mix reveals how brands are competing to become part of Gen Z consumers’ daily routines. Beverages and food dominate, reflecting how Gen Zers are already influencing household purchase decisions, not just for themselves but often for their families.

The smaller share of beauty and hygiene products suggests that while these categories are important, many brands have yet to fully commit to building brand loyalty among Gen Z shoppers. 

Given that these are lifestyle-driven choices where recognition starts early, brands that establish a connection now can secure long-term preference before competitors step in. Brands that lean into authenticity and creativity here could quickly gain an edge.

Why marketers should care about Gen Z

For years, there's been a common belief that Gen Z is broke — just students or early-career workers without meaningful spending power. But the data tells a very different story.

According to NielsenIQ and World Data Lab, Generation Z already controls over 17% of global spending. That means they’re actually wealthier at this stage of life than any previous generation.

Additionally, they make up 25% of the global population and are projected to be the largest generation ever. 

The “Gen Z are broke” myth has led many brands to underestimate Gen Z consumers, treating them as a "future audience" rather than a current economic force. But that could be a mistake – brand recognition starts early. By the time Gen Zers reach their peak earning years, the brands that already built a connection will be the ones they trust and spend with. Waiting too long risks giving competitors a head start.

Our research shows that some industries already recognize this. FMCG in particular already invests heavily in Gen Z targeting because they know this group is shaping spending patterns right now.

In short, winning the attention of Gen Zers today means securing tomorrow’s market share.

How to capture Gen Z’s attention

Engaging Gen Z shoppers isn’t easy. Campaigns aimed at them often earn lower CTRs than those aimed at Millennials and other generations. But brands that learn fast will earn long-term trust. Here's how to connect:

1. Experiment with formats.
   Rich media, video, and audio resonate far more with young people than static ads.
2. Prioritize authenticity.
   Show up in ways that reflect Gen Z’s values — originality, diversity, and cultural awareness are non-negotiable.
3. Embrace locality.
   The fight for Gen Z’s attention is global, but connections happen locally. Gen Zers in Greece won’t respond to the same cues as those in Bangladesh or Colombia. Successful brands meet young consumers in their own language, culture, and context. That might mean tapping into regional humor, reflecting local social issues, or adjusting the creative to fit cultural nuances.
4. Adapt quickly.
   Trends shift overnight. Brands succeeding with Gen Z marketing test constantly and pivot campaigns in real time.
5. Go cross-platform.
   Social media marketing matters, but don’t rely solely on it. Display ads and other digital formats continue to be powerful ways to scale campaigns beyond social media.

The research

Eskimi analyzed over 81,000 online display advertising campaigns run via Eskimi DSP across 184 countries. Those campaigns were active online during the period between August 2022 and August 2025. We then split campaigns into country and industry categories.

Final thoughts

The Eskimi research reveals a clear truth: the battle for Gen Z consumers has already begun, and this time, it's global. That's why it's imperative to move fast.

Brands that wait will fall behind. But those who embrace Gen Z targeting today with bold creativity, smart use of data, and authentic storytelling will secure the brand loyalty of the generation that matters most for the future.