How Gen Z is Bringing Back Old-School Marketing (and Small Businesses are Thriving)

Turns out, Gen Z and some millennials are flipping the script on how brands get discovered. A new survey from American Express reveals a startling truth: while businesses pour billions into social media campaigns, younger consumers are finding new brands and stores the old-fashioned way—by simply walking around. According to the 2024 Amex Shop Small Impact Study, 90% of these consumers have stumbled upon new businesses just by hoofing it through their neighborhoods. Compare that to 80% who rely on social media, and you see the shift is real. (Fast Company, Nov. 19, 2024)

IRL Over URL: Why Walking Beats Clicking

This trend toward in-real-life (IRL) discovery is a post-pandemic pivot. As Elizabeth Rutledge, Chief Marketing Officer at American Express, explains, “While technology and discovering businesses online will continue to be crucial, after COVID we have seen a shift in younger consumers’ behaviors as they desire more IRL, human connections.” And it’s not just lip service—these same consumers are putting their money where their feet are, with 85% saying they’re likely to “shop small” this year. That’s a significant 11-point leap over the past decade.

But it doesn’t stop at feel-good local shopping. These walkable Gen Z-ers are catalyzing a renewed focus on proximity-based discovery, forcing marketers to rethink what it really means to be omnichannel.

The New Omnichannel: Where Old Meets New

This is where the brilliance lies. The fusion of IRL touchpoints with digital strategies is creating an entirely new marketing landscape. Social media? Still essential. But now, those TikTok dance trends need to connect with real-life experiences—like a pop-up shop you happen to stroll past.

And let’s talk about direct mail. Recently, I’ve been getting bold and super fun postcards from D2C brands offering personalized discounts. These aren’t the generic flyers of yore; they’re deliberate, design-forward pieces of marketing that sit on my counter, whispering, “Come visit.” These tactics, combined with Gen Z’s preference for face-to-face engagement, suggest we’re entering a golden age of experiential marketing.

Small Businesses, Big Wins

The Amex study also reveals that 55% of shoppers plan to prioritize small businesses this holiday season, and small business owners are optimistic. Nearly 95% expect their holiday sales to thrive, thanks in part to Small Business Saturday on November 30. This is no small matter—small businesses reinvest 68 cents of every dollar spent back into their local communities. That’s a ripple effect that benefits everyone.

What It Means for Brands

Here’s the real takeaway: marketing is no longer a digital-only game. You need to meet consumers where they’re at—both online and offline. For every dollar spent on a social ad, consider investing in something tactile, like a direct mail piece or a community event. And for brands looking to capture this walkable, IRL-loving crowd, kindness matters too. A thoughtful, face-to-face moment with a customer might just create the kind of loyalty your latest ad campaign can’t buy.

Looking Ahead

As we move forward, the brands that will thrive are the ones that seamlessly blend digital innovation with real-world charm. Gen Z has proven they’re not just scroll-happy; they want connection, authenticity, and experiences. The challenge for marketers? Show up in both their feeds and their neighborhoods. Because, in a world that’s gone hyper-digital, the biggest opportunities lie in keeping it real.