When it comes to marketing, every generation brings something new to the table. And right now, it’s all about Gen Z. Born between the late 1990s and early 2010s, this tech-savvy generation is rewriting the rules of how we engage with brands. If you're trying to crack the code of marketing to Gen Z, there's a lot you should know—and it's a moving target. Here’s what you need to keep in mind moving forward as the landscape continues to shift.
Meet Gen Z Where They Are–The Rise of TikTok & Short-Form Video
Gone are the days of long blog posts (sorry, ironic, I know) and TV ads. Gen Z is all about short, snappy, and easily digestible content. That’s why platforms like TikTok and Instagram Reels have skyrocketed. These platforms allow brands to create fun, engaging content that feels authentic rather than forced.
Real-life example: Look at brands like Dunkin'. When TikTok influencer Charli D’Amelio posted her go-to coffee order, it blew up so much that Dunkin’ launched “The Charli” drink on their menu. Gen Z loved it because it felt real and spontaneous, and it catered to their love of quick, relatable content.
Values Over Product: Social Causes Matter
If there's one thing that stands out about Gen Z, it’s their commitment to social causes. This generation doesn’t just want to know what your product can do for them; they want to know what your brand stands for. Whether it’s sustainability, diversity, or mental health awareness, they’re looking for brands that align with their values.
Real-life example: Take Patagonia, for instance. Their strong stance on environmental conservation has made them a favorite among Gen Z. The brand doesn’t just talk the talk—they walk the walk, from pledging to donate profits to fighting climate change to making products from recycled materials. Gen Z appreciates this authenticity and will reward it with their loyalty.
Influencers are the New Celebrities
Traditional celebrity endorsements are not as effective with Gen Z. They are more likely to trust influencers—especially micro-influencers with smaller, but more engaged, followings. These influencers are seen as more relatable and authentic than Hollywood A-listers.
Real-life example: Consider how Glossier, a beauty brand, built its empire. Rather than relying on celebrity endorsements, they leveraged real customers and everyday influencers to promote their products. This strategy helped the brand gain credibility among Gen Z, who value transparency and authenticity.
Marketing To Gen Z– Experiences are Key
As attention spans get shorter, interactive content is becoming more critical. Gen Z wants to be part of the experience, not just a passive viewer. Think quizzes, polls, augmented reality (AR), and even virtual try-ons. The more interactive your content, the more likely you’ll grab and hold their attention.
Real-life example: Nike’s “You Can’t Stop Us” campaign used AR filters and Instagram polls to let Gen Z fans become part of the movement. It wasn’t just about showcasing athletes; it invited users to join the brand's vision, creating an emotional connection with the audience.
Digital Shopping is the Future
As digital natives, Gen Z has grown up with online shopping, and that trend is only accelerating. However, they are not just looking for standard online stores. They want immersive digital experiences. Brands that offer convenient, personalized, and seamless shopping experiences are the ones that will thrive.
Real-life example: Look at the meteoric rise of fashion brand Shein. Through frequent product drops, fast shipping, and an easy-to-navigate app, Shein has cracked the code of keeping Gen Z engaged and loyal. The brand’s use of influencers and social media ads also plays a huge role in their success, as it feels like a constant conversation with their audience.
Expect the Unexpected: Trends Will Change Quickly
If there’s one constant with Gen Z, it’s that nothing stays the same for too long. Trends evolve faster than ever before. What works today might be outdated tomorrow. As we move forward, it’s important for brands to stay agile, always adapting to the latest shifts in culture, technology, and consumer behavior.
Real-life example: Think of the shift in meme culture. A meme that's funny today might be irrelevant in just a few weeks. Brands like Wendy’s have mastered the art of keeping up with these changes, continuously refreshing their online presence to stay relevant with Gen Z.
Moving Forward: Staying Relevant with Gen Z
As the years pass, expect Gen Z to become even more vocal about the brands they support—and why. The key takeaway? Authenticity. Whether through influencer collaborations, socially conscious messaging, or interactive content, Gen Z wants to feel connected to brands on a deeper level. And as digital experiences evolve, it’s essential to keep experimenting and embracing new platforms to meet Gen Z where they are.
If you can make that happen, you’ll not only win over Gen Z, but you'll build a lasting brand that grows with the times.
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