Marketing to Gen Z: What Brands Need to Know to Get it Right

 

Reaching Gen Z isn’t about using the latest trends or simply being on TikTok ; it’s about connecting with a generation that values authenticity, diversity, and transparency. Gen Z has a unique relationship with brands and technology, which means that getting it right requires a new way of thinking. Here’s a breakdown of how to genuinely connect with this influential generation.

1. Be Real and Transparent

Gen Z is hypersensitive to inauthenticity, so if your brand feels fake, they’ll see right through it. Instead of glossy, overly polished campaigns, Gen Z appreciates raw and real content. Whether it’s behind-the-scenes footage, unfiltered posts, or candid videos, brands that show their true personality and purpose gain more loyalty.

For example, Glossier, a skincare brand, built its empire by creating products based on real customer feedback and using customers as models. This transparency made Gen Z feel like they’re part of the brand's journey. 

 2. Prioritize Values and Social Impact

Gen Z is highly socially conscious, and many actively support brands that align with their values. They care deeply about causes like climate change, social justice, and equality, and they expect brands to care too. Rather than just making statements, Gen Z looks for brands that take action, whether it’s donating a percentage of profits to causes or implementing sustainable practices.

For example, Patagonia is a favorite among Gen Z because of its eco-friendly initiatives and commitment to environmental causes. They don’t just talk the talk—they’ve made it part of their business model.

3. Create Snackable, Engaging Content

With shorter attention spans and a preference for quick information, Gen Z prefers bite-sized, visual content that they can quickly engage with. Think of how fast they scroll through social media feeds—if something doesn’t catch their eye in seconds, it’s gone. This is why short-form video content is thriving, especially on platforms like TikTok, Instagram Reels, and YouTube Shorts.

Nike effectively uses TikTok to create quick, captivating content that is both entertaining and inspiring, tapping into the platform’s trends without feeling out of place.

4. Be Socially Responsible and Inclusive

Gen Z wants brands that celebrate diversity and inclusivity, not just in what they say, but in what they show. They expect to see people of all backgrounds, body types, and identities represented. Representation isn’t just a buzzword to them ; it’s an expectation.

Fenty Beauty is a leader in inclusivity, creating products in shades for every skin tone and running ads that reflect real diversity. This inclusivity isn’t just a marketing tactic; it’s woven into Fenty’s identity.

 5. Empower Gen Z Through Interactive Experiences

Rather than passively consuming content, Gen Z loves to be involved, whether that’s by engaging in polls, interactive quizzes, challenges, or user-generated content. They’re more likely to connect with a brand if they can see their voice and influence reflected in it.

For instance, Doritos successfully ran a campaign that invited users to create their own “Doritos flavor” commercials, empowering Gen Z to be creative and have a say in the brand.

6. Influencers: Go for Authenticity, Not Popularity

Unlike Millennials, Gen Z is skeptical of big-name influencers. They gravitate toward “micro-influencers” or even regular people whose lifestyles and stories they relate to. Authenticity matters far more than follower count. Collaborating with influencers who have a genuine connection with your brand can resonate better than a generic celebrity endorsement.

For example, Gymshark built its following by partnering with fitness micro-influencers who shared their personal fitness journeys, rather than big-name celebrities. This approach felt more relatable and trustworthy.

7. Adapt Quickly and Embrace New Trends

Gen Z loves brands that are agile and aren’t afraid to experiment with new trends. If a meme, challenge, or trend takes off, Gen Z brands jump on it creatively and quickly. But it’s also important to stay relevant without feeling forced.

For example, Dunkin’ quickly adapted to TikTok’s culture, especially through its partnership with Charli D’Amelio, a popular Gen Z influencer. This timely, playful approach made Dunkin’ highly relevant on social media.

8. Optimize for Mobile and UX (User Experience)

Gen Z is known for their mobile-first approach. They expect a seamless user experience, with websites and apps that load quickly, look great, and are easy to navigate. If they encounter glitches or slow load times, they’re likely to move on.

9. Make Shopping Fun and Easy

Gen Z loves the convenience of online shopping but also appreciates experiences that are fun and interactive. Brands like ASOS and Glossier enhance the shopping experience with virtual try-ons, personalized product recommendations, and an easy checkout process. They expect brands to use technology creatively to make shopping enjoyable and effortless.

Conclusion: The Gen Z Playbook

Successfully marketing to Gen Z means understanding their world. They expect brands to be genuine, inclusive, socially responsible, and tech-savvy. By staying true to these principles, brands can not only capture the attention of this generation but build long-lasting connections. Gen Z is setting the standards for the future of marketing, so brands that adapt quickly and authentically will have a bright future with this powerful generation.