Marketing to Gen Z: What Today’s Young Consumers Expect from Brands
Generation Z, born between the late-1990s and early 2010s, is unlike any other demographic marketers have encountered. They are tech-savvy, socially conscious, digitally native, and hold immense influence over consumer trends.
1. Authenticity is Non-Negotiable
Gen Z craves authenticity in the brands they interact with. Having grown up with social media and being constantly exposed to marketing content, they are quick to detect and reject anything that feels disingenuous or overly staged. Instead, they seek out brands that present themselves as real, transparent, and honest. Gen Z is drawn to businesses that align their messaging with their actions and values.
How Brands Can Adapt:
Show behind-the-scenes content to humanize your brand.
Use real customers and employees in marketing materials rather than stock photos or overly curated images.
Be transparent about business practices, from sustainability efforts to product sourcing.
2. Diversity and Inclusion Are Essential
Gen Z is one of the most diverse generations, and they expect brands to reflect that diversity in their marketing. They want to see real representation across races, genders, and body types. Inclusivity isn’t just about the product, it extends to the brand’s entire ethos and messaging.
How Brands Can Adapt:
Showcase diversity in your ads, campaigns, and social media content.
Ensure your product offerings are inclusive, whether it’s in sizing, skin tones, or cultural representation.
Create a brand culture that promotes inclusivity and equity both internally and externally.
3. Video Content is your BFF
Gen Z is the generation of YouTube, TikTok, and Instagram Reels. They prefer visual content that’s short, dynamic, and easily digestible. For Gen Z, video is not just entertainment, it’s a primary way of discovering new products, learning about brands, and making purchasing decisions. Platforms like TikTok have proven that even brands can create engaging content with a playful, casual tone.
How Brands Can Adapt:
Invest in creating short-form, authentic videos for social platforms like TikTok and Instagram.
Use storytelling in your video content to connect emotionally with your audience.
Consider tutorials, challenges, or influencer collaborations to keep your videos relatable and engaging.
To connect with Gen Z, brands must prioritize authenticity, purpose, and community over traditional marketing. This generation values social responsibility, creativity, and personalization, expecting brands to align with their ideals. By embracing these preferences and building genuine connections through purposeful initiatives and inclusive messaging, brands can capture Gen Z’s loyalty. Engaging this audience isn’t about following trends, but about creating meaningful relationships that resonate on social media and beyond.