Diverzum launches a study on Generation Z: 3 million young people are changing the rules of marketing in Romania

Diverzum, the leading digital discount and loyalty platform dedicated to students in Central and Eastern Europe, is launching a study focused on Generation Z in Romania, highlighting structural changes in consumer behavior and in the way young people interact with brands. Approximately 3 million people aged between 13 and 29, equivalent to around 15% of the country’s population, represent a segment with an increasingly strong influence on the local economy.

The report “Gen Z – consumer behaviors and marketing insights in Romania” is a case study based on secondary research, consolidating data from local and international sources to highlight relevant trends of Generation Z. The study integrates analyses and research conducted by organizations such as Deloitte, Ipsos, McKinsey, and PwC, contextualized for the Romanian market, with the aim of providing a coherent overview of how Generation Z consumes media, interacts with brands, and makes purchasing decisions. For companies aiming to improve their relationship with Generation Z, the study provides essential benchmarks for local marketing team. The insights included help organizations better understand the values, motivations, and behaviors of young people, facilitating both the creation of more relevant campaigns and the attraction and retention of talent from the new generation of professionals.

“In Hungary, we have already seen very clearly that Generation Z no longer responds to marketing based on exposure, but rather to relevance and social validation. Faced with constant media saturation, Romanian Gen Z-ers have developed a high ‘authenticity filter.’ They are trading passive consumption for active participation, prioritizing brands that offer community and fun over those that simply push ads. To win over this cohort, brands must stop ‘interrupting’ and start ‘contributing’ to the digital experiences young people actually enjoy. The important difference is that this shift is no longer just a trend, but an already established behavior. In Hungary, brands already perceive Diverzum as a fresh, modern, Gen Z-first brand that understands student life and has direct access to real preferences and trends. We want to consolidate this positioning in Romania as well and become the voice of Generation Z, a platform that helps brands build authentic connections with students and better understand this generation,” said Fanni Gyarmati, Co-founder of Diverzum.

Traditional advertising is losing effectiveness

Approximately 50% of Generation Z young people say they avoid traditional ads, which they consider intrusive or irrelevant. In this context, strategies based on mass exposure are becoming less effective. Instead, this generation responds to authentic and relevant content delivered in formats adapted to digital platforms. Around 54% of young people consider influencers credible, especially micro-influencers, who are perceived as being closer to their reality.

Social media directly influences purchasing decisions

Generation Z spends an average of over 3.5 hours per day online, with platforms such as TikTok, Instagram, and YouTube being the main channels for brand discovery. Purchasing decisions are strongly influenced by community recommendations, reviews, and user-generated content, shifting the center of gravity from brand communication to social validation.

Price-sensitive but value-loyal

Generation Z young people are price-conscious and respond to promotions, but brand loyalty is built on authenticity, transparency, and values. Approximately 75% of young people actively save money, although the level of savings remains low, reflecting the early stage of professional life and limited income.

The data indicates a paradigm shift in the relationship between brands and consumers. Traditional marketing strategies, based on standardized messages and high reach, are becoming less effective for Generation Z, especially as 50% of young people avoid classic advertising and 97% consume content primarily on mobile devices.

Instead, companies achieve better results when they adapt their strategies to the real behaviors of this segment:

• prioritize mobile-optimized experiences, given that 61% of young people buy directly from their phones
• use authentic and relevant content tailored to social platforms where young people spend over 3.5 hours daily
• integrate community recommendations and influencer collaborations, given that 54% of young people consider these sources credible
• build loyalty through values and transparency, not just price

The full report “Gen Z – consumer behaviors and marketing insights in Romania” is available for download here: https://partners.diverzum.ro/gen-z-report

About Diverzum in Romania

Diverzum is a digital platform dedicated to Generation Z, connecting students with brands through offers and benefits tailored to their lifestyle. The platform was launched in Romania in September 2025 as part of its expansion strategy in Central and Eastern Europe. So far, it has already attracted over 68,000 registered users and has formed partnerships and offers more than 33 deals from partner brands, both continuously growing. By the end of 2026, Diverzum expects to reach approximately 150,000 users. Diverzum aims to build long-term relationships between students and brands, not just one-off interactions, addressing a gap between how companies communicate and how Generation Z wants to interact: transparently, relevantly, and value driven.

Diverzum’s success in Hungary

Since its launch four years ago, Diverzum has become the largest loyalty platform for Generation Z in Hungary, with over 240,000 active users, mainly aged between 16 and 25. In 2025, users spent approximately €25 million through the platform, generating 220,000 monthly transactions. To date, students have saved over €8.5 million using Diverzum. The platform has evolved from a free student discount app into a major influence point in Generation Z purchasing decisions, shaping how young people choose preferred brands and services, as well as major purchases such as electronics or subscriptions.