Opinion: I’m Gen Z; we still want websites!

As a 27 year old living in Manchester, I love discovering new restaurants, pop-ups, and experiences – much to the occasional battering of my bank account. But lately, I’ve noticed a trend that’s frustrating: businesses launching only on Instagram, without a dedicated website.

The benefits of Instagram-first may seem obvious – reaching a younger audience, cutting costs, and reducing content production and admin. However, if you’re targeting Gen Z and millennials, there’s something we want you to know: we still want websites!

Younger consumers are looking for content

With the cost of living at an all-time high, younger consumers are increasingly careful about how and where we spend our money. In a 2025 review of UK dining trends, YouGov reported that 38% of diners are eating out less than they did the year prior, citing rising costs and the need to save money.

For restaurants, cafés, and bars, this means young people spend more time researching and comparing venues before deciding where to spend our precious cash. Menus, customer reviews, accessibility info, dietary options, and imagery all help us to make informed decisions.

We don’t want –

• To see “walk-ins only” in your bio because there’s no booking portal
• To hunt for menus and dietary options through Instagram Stories or Google reviews
• To struggle to find directions or parking info because there’s no map link
• To guess whether you’re open today because your hours aren’t clearly listed.

The same applies across sectors. In hair and beauty, for example, treatment price lists, before-and-after photos, “meet the team” sections, and verified reviews build trust and reinforce why we should choose you.

How website content builds loyalty

Retaining customers is just as important as getting them through the door, and social media alone can only do so much to encourage repeat visits.

Websites offer a range of opportunities to boost your business and retain customers, for example –

• Mailing list sign-ups for direct marketing
• Booking forms
• Digital loyalty cards
• User dashboards with personalised offers and points tracking
• Push notifications and pop-up discounts.

Websites give you authenticity

As well as limiting your marketing options, launching a business via Instagram alone can raise questions about authenticity. Without a dedicated website, Google My Business listing, or Google Maps location, it’s hard to know whether a page is genuine.

Harry, 27, from Cardiff says –

“If a business with no followers or engagement follows me on Instagram, I sometimes wonder if it’s fake.”

A link to a dedicated website makes all the difference: 79% of British consumers say they find a business with a well-designed website more credible than one that only uses social media.

In today’s fast-moving digital world, a quick flash of doubt can mean lost business. Visiting a new business always carries some risk, so consumers naturally seek reassurance before committing.

Gen Z are turning away from social media

Taking a look at the Gen Z digital landscape, our word of the year certainly seems to be intention. Younger people are becoming more selective about what content we consume and when we switch off. 

From building CD collections to scrapbooking, joining reading groups, or picking up old cameras, physical media is making a huge comeback.This is largely due to the fatigue and scepticism young people now feel towards social media. 83% of Gen Zs are actively reducing their usage, citing addictive platform design and concerns over mental health.

With this in mind, it’s important that you don’t limit yourself to social media platforms when you’re trying to get your business out there. 

Livvy, 28, from Northern Ireland, explains –

“As someone with ADHD, I have to put limits on my social media apps to prevent high levels of usage, so it’s inconvenient when businesses only have information on their social media page. If I’ve hit my limit for the day, it makes it far harder to access what I need.”

And this isn’t the only reason websites are easier to browse!

Websites are great for accessibility

For young people with accessibility needs – such as visual impairments, dyslexia, or limited motor control – websites are far easier to access and explore. 

Unlike social media platforms, which have rigid layouts and inconsistent navigation, websites can be built with screen reader compatibility, keyboard navigation, high-contrast modes, adjustable text sizes, and alt-text for images.

This makes it easier for users to find essential information quickly, from opening hours and menus to booking options or pricing. It also benefits those – like Livvy – who simply prefer a calmer, more organised browsing experience –

“I find social media pages quite hard to navigate for information. I much prefer using a website that has all the information easily accessible.”

By designing with accessibility in mind, businesses don’t just comply with industry standards, but expand their audience, improve user experience, and build trust with customers who might otherwise struggle to engage with content online.

Why websites still matter

From building trust and authenticity, to encouraging loyalty and supporting accessibility, a well-designed website remains essential – even for the social-media-savvy Gen Z consumer. 

While Instagram and other platforms are great for discovery, a website is where your business proves it’s real, reliable, and worth our time and money!

Get in touch

With over 20 years of experience (and a few Gen Zs on the books!) why not chat to our friendly team about building a dedicated website for your brand? 

We can’t wait to hear from you!