Digital natives and masters of discernment, Gen Z is reshaping how brands engage with their audience. Raised in an era of curated feeds and relentless content, this generation has developed an uncanny ability to spot inauthenticity. As brands compete to capture the hearts (and wallets) of these independent spenders, many rely on overused tactics that come across as stale. To build genuine connections, it's time to rethink outdated approaches and embrace strategies that resonate.
Don’t get stuck in stereotypes
Screen time isn’t everything
Yes, Gen Z grew up with technology in hand, and their screen time is significant. But it’s a mistake to assume they’re glued to their devices 24/7. In fact, many young consumers actively seek opportunities to disconnect—whether by attending live events, exploring offline hobbies, or immersing themselves in nature. For example, Live Nation has successfully tapped into Gen Z’s love for live experiences, reporting strong demand for concerts and festivals among younger audiences. If your brand exists only online, you might miss out on fostering deeper, more meaningful connections.
Digital authenticity matters
While the internet is full of filters, influencer personas, and carefully curated lives, it’s also where many Gen Zers feel most authentic. According to The New Consumer, a large proportion of Gen Z respondents felt “more like themselves” online than in real life. This duality underscores the importance of digital authenticity. Brands that embrace transparency and reject over-polished personas have a better chance of earning trust. Brands like Starface and Madhappy celebrate the realness of every day and everybody, and with Gen Z latching onto authenticity, Vogue Business reports they’re breaking the marketing funnel once and for all.
Attention spans: More than a myth
It’s true that scrolling has made it easier to skip ads and ignore uninspired content. In response, some brands lean into ultra-discreet paid promotions or rely solely on short-form content. But here’s the catch: shorter and flashier isn’t always better. As everyone chases trends, feeds are becoming saturated with fleeting, forgettable content. A mix of well-produced short and long-form content not only breaks through the noise but also creates lasting engagement.
Common strategies when appealing to Gen Z: Best practices and pitfalls
Trends and fads: Add your spin
Trends are exciting and relevant—if done right. Jumping on a viral moment is fun, but only if your brand’s unique personality shines through. Copy-pasting what others are doing won’t make an impression.
Slang: Speak authentically
There’s a fine line between relatable and cringeworthy. Adopting Gen Z slang can feel forced if it doesn’t align with your brand’s voice. Authenticity is key; don’t try to talk like your audience—talk to them instead.
Woke-washing: Actions speak louder than words
Gen Z values shared ethics and meaningful change, but they can tell when a brand’s activism is performative. Posting about social justice or environmental efforts isn’t enough. Follow through with measurable actions and real-world impact to earn their respect.
Memes: Use sparingly, strategically
Memes are a staple of Gen Z’s humor and cultural expression. Some brands, like Dude Wipes and Duolingo, have mastered meme-driven content because it aligns with their playful personas. For others, memes can work well as part of a broader strategy—but avoid making them your entire identity. Reformation, for example, incorporates witty memes into its feed without overshadowing its core brand message.
Final thoughts
Gen Z isn’t buying into brands that chase trends for the sake of it or mimic their language without authenticity. They value connection, transparency, and brands that understand who they are beyond the stereotypes. By balancing creativity with genuine intent, you can foster loyalty with a generation that’s redefining what it means to engage.