Trying to market to a Gen Z audience can sometimes feel like shouting into the abyss.
Born between the mid-1990s and early 2010s, Gen Z have grown up surrounded by digital content.
This means they’re pros at tuning out anything that feels fake or overly sales driven. The marketing tactics that worked for Millennials won't fly here.
So, how do businesses and brands genuinely connect with this important no-nonsense, digitally savvy crowd?
Starting by ditching the ‘traditional’ ads. Gen Z is not interested in glossy, overproduced advertisements.
They scroll, swipe, and skip through anything that feels too staged or 'salesy'. Unlike Millennials, who still remember life before smartphones, Gen Z has never known a world without them.
If your marketing strategy leans on banner ads and generic influencer shoutouts, chances are you’re being ignored.
To grab their attention, businesses need to be real, engaging, and socially conscious.
Gen Z values transparency and won’t hesitate to call out a brand that feels forced or insincere.
Content that instantly hooks
Gen Z doesn’t have time for long-winded messaging. They spend hours on TikTok, Instagram Reels, and YouTube Shorts, where quick, engaging content rules.
The best-performing content doesn’t feel scripted; it feels raw and authentic.
Lo-fi videos, memes, and behind-the-scenes clips often outshine polished, high-budget ads.
Big-name celebrities don’t have the pull they once did. Instead, Gen Z trusts micro-influencers - people who feel like real peers, not distant, untouchable stars.
These influencers have smaller, however, highly engaged audiences and come across as more genuine.
But here’s the catch - authenticity really matters. If an influencer is reading a script or doesn’t honestly care about the product, Gen Z will see right through it.
The best brand partnerships come from authentic enthusiasm and a genuine connection to the product.
Make marketing a two-way street
You're missing the point if your social media marketing is just one long sales pitch. Gen Z doesn’t want to be sold to; they want interaction.
Businesses that engage in honest conversations, create experiences, jump on trends, and use humour tend to build stronger connections with their customers.
Take Wendy’s and Duolingo, for example. They’ve mastered the art of making content that entertains first and sells second.
Sometimes, a witty reply or a well-timed meme does more for customer loyalty than a perfectly polished campaign.
Gen Z is deeply invested in social causes; however, they can sniff out performative activism from a mile away.
They care about issues such as climate change, diversity, and mental health, and they expect businesses to back up their words with action.
Supporting a cause isn’t just about slapping a rainbow logo on your profile during Pride Month.
It means donations, ethical business practices, and transparency about your impact. If your efforts feel like a marketing stunt, Gen Z will call you out!
Even though they’ve grown up online, Gen Z audiences still enjoy in-person shopping.
They love the ease of online shopping; however, they also appreciate unique in-store experiences, especially when digital and physical elements blend seamlessly.
Features such as TikTok Shop, interactive apps, and flexible pickup options fit their shopping habits perfectly.
Gen Z knows their way around the increasingly prevalent AI-generated content, and they aren’t impressed by robotic, one-size-fits-all ads.
They appreciate personalisation, but only when it enhances their experience rather than feeling creepy or intrusive.
The best use of AI is tailored product recommendations, interactive shopping experiences, and content that adapts to their interests, without losing that all-important human touch.
Mixing online and in-store shopping
While mainstream social media is still huge, Gen Z is increasingly drawn to niche, interest-based communities.
Whether it’s Discord, Reddit, or platforms like Strava and Letterboxd, these spaces foster deep engagement.
Businesses that genuinely contribute to these communities - without forcing a sales agenda - have a better shot at building meaningful, long-term relationships.
Winning over Gen Z is definitely not about throwing flashy ads at them. It’s about trust, creativity, and making content they care about.
This generation values authenticity, engagement, and brands that stand for something real. If your marketing strategy still relies on outdated tricks, it might be time to rethink!
Gen Z isn’t just another consumer group; they’re redefining how brands connect with their audiences.
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