If you're wondering how to connect with Gen Z, you're not alone. This tech-savvy generation is reshaping the marketing landscape, and they aren’t just a target audience – they’re the future of your brand. For marketers, the challenge is meeting their evolving expectations while tapping into their purchasing power.
Gen Z (born between 1997 and 2012) has grown up in a world of smartphones, social media, and streaming platforms, making them one of the most connected and influential generations. Their influence is pushing brands to rethink their strategies to stay relevant. So, how can your brand connect with Gen Z? Let's explore.
1. Authenticity is Everything
Gen Z values realness over perfection. This is evident in the trends they embrace, from TikTok challenges to makeup styles like the “clean girl” look, GRWM videos and unscripted storytime rants. They are drawn to brands and influencers who feel genuine and relatable, often turning away from overly polished ads. Behind-the-scenes glimpses, raw storytelling and transparent messaging resonate far more than scripted, sales-driven pitches.
What this means for you: Forget the overly scripted campaigns. Focus on storytelling that feels real. Share your behind-the-scenes moments, your wins and struggles. The more genuine you are, the stronger their trust – and loyalty – will be.
2. The Rise of Influencer Marketing and Trends
This generation speaks in trends and is always quick to jump on the next big thing. A great example is the Labubu craze, which was sparked by Lisa from Blackpink and amplified by influencers who embraced the trend. Before long, long queues formed outside Pop Mart stores, with fans eager to grab their own Labubu blind boxes. This illustrates just how influential peer-driven trends and influencer culture are within Gen Z, shaping everything from consumer behaviour to the latest fads.
Why this works: Influencers aren’t just promoting products; they’re introducing them in ways that feel personal and a part of a lifestyle. When done right, this kind of collaboration builds trust, creates buzz and, most importantly, drives action.
3. Short-Form Video is the New Standard
Gen Z consumes content faster than any generation before them, and platforms like TikTok and Instagram Reels are their playgrounds. Constantly swiping through their phones, they can engage with thousands of pieces of content daily. These short, engaging videos aren’t just a source of entertainment – they’re also key drivers of discovery and play a significant role in shaping purchasing decisions. Through quick, relatable, and often viral content, brands can capture Gen Z’s attention and influence their buying behaviours more effectively than traditional media ever could.
How you can stand out: Create short, engaging content that’s made for these platforms. Whether it’s a quick demo, a relatable moment, or a fun trend, the key is to grab their attention and leave a lasting impression – all in under 30 seconds to a minute.
4. Values Win Loyalty
Gen Z cares deeply about issues like sustainability, inclusivity, and social impact. They don’t just buy products; they actively seek out brands that align with their personal values. However, authenticity is key. Gen Z can easily spot when a brand is being performative, so actions speak louder than words. This generation is highly skilled in researching brands and verifying their claims. If they sense that a brand’s efforts are merely surface-level, such as "greenwashing," without a real commitment to the cause, they will call it out. For Gen Z, loyalty is earned through genuine change, not marketing gimmicks designed for publicity.
What this means: To connect with Gen Z, brands must walk the talk. Whether it’s ensuring an ethical supply chain, being transparent about sustainability efforts, or championing inclusivity through diverse representation, Gen Z expects brands to take meaningful, consistent actions – not just use social causes as a marketing tool.
5. Community is Key
Gen Z is driven by more than just products – they are looking for community and a sense of belonging. They want to feel like they are part of something larger, and brands that offer opportunities for interaction, collaboration, and shared experiences can form stronger connections with this generation. This is why trends resonate so powerfully with Gen Z. Their desire to fit in with their peers makes them particularly responsive to trend-driven marketing. From TikTok dance challenges to dressing up to watch the Barbie movie, Gen Z is quick to embrace trends that help them connect with others and showcase a shared identity.
How to foster this: Create spaces for meaningful engagement. This could be through exclusive online communities, interactive campaigns, or simply engaging with them in the comments. When Gen Z feels heard, included, and part of the conversation, they are more likely to stay loyal to your brand.
6. Peer Recommendations Matter
Gen Z places far greater trust in peer reviews and influencer opinions than in traditional advertising. They look to word-of-mouth recommendations, authentic reviews, and user-generated content to inform their purchasing decisions. For this generation, influencer endorsements and peer recommendations hold much more weight than polished celebrity ads or corporate messaging. This shift in consumer behaviour is evident in how brands are selecting ambassadors. Instead of choosing high-profile celebrities, brands are turning to relatable influencers, such as William Seng for Instax Fujifilm and Koe Yeet for Spritzer, who resonate more with their audience’s values and preferences.
Your next step: Encourage your audience to share their experiences with your products. Highlight user-generated content and authentic testimonials from nano and micro-influencers. These are impactful word-of-mouth endorsements that carry immense weight.
The Bottom Line
Gen Z isn’t just a demographic; they’re a cultural force reshaping how brands operate. They demand authenticity, value-driven actions, and a sense of community, and they expect brands to meet them where they are – online, unfiltered and ready to engage.
For brands willing to adapt, the payoff is immense. Gen Z's influence is only set to increase, and aligning your brand with its values will not only keep you relevant but also ensure your brand is future-proof.
Ready to connect with Gen Z and elevate your marketing? Connect with us and let’s make it happen together!
