Marketing to Gen Z can feel like trying to crack the code to a secret clubhouse. Born between the mid-90s and early 2010s, this digitally-native generation has its own unique vibe. To grab their attention (and their loyalty), brands need to stay sharp, authentic, and socially aware.
Do: Keep It Real
If there’s one thing Gen Z can’t stand, it’s brands trying too hard. They can smell a fake a mile away! Be authentic in your messaging and show real people with real experiences. Whether it’s through raw, unfiltered content or authentic influencer partnerships, staying true to who you are will win you major points.
Don’t: Gloss Over the Important Stuff
Gen Z cares (like, really cares) about social issues. Whether it’s fighting climate change, championing diversity, or supporting social justice movements, they want brands that walk the talk. Ignoring these hot topics or, worse, greenwashing, will only get you side-eyed. Show them your brand stands for something real, and make sure it’s more than just talk.
“To resonate with Gen Z, brands must ditch the corporate mask and show up authentically,” said Meghan O’Gara, Content Marketing Specialist at Highlands. “Gen Z wants brands that feel real, take a stand on the issues that matter, and aren’t afraid to have a little fun in the process. If you can make your Gen Z audience feel like they’re part of something bigger, not just customers, that’s when you win them over.”
Do: Hop on the Short-Form Video Train
TikTok, Instagram Reels, YouTube Shorts – Gen Z lives for bite-sized, snackable video content. Join the fun with creative, short videos that showcase your brand’s personality. Try trending challenges, show behind-the-scenes moments, or partner with creators who align with your brand. Keep it fresh, and don’t be afraid to get a little quirky!
Don’t: Overload Them with Ads
Newsflash: Gen Z has no patience for ads. They’ve grown up dodging YouTube pre-rolls and using ad blockers like pros. Instead of hitting them with a ton of ads, get sneaky with native advertising and content that feels like entertainment. If your ad doesn’t add value or make them laugh, they’re just going to scroll right past it.
Do: Be Social (and Fun!) on Social Media
For Gen Z, social media isn’t just a platform, it’s a lifestyle. Be where they are, whether that’s TikTok, Instagram, or Snapchat, and focus on building a conversation, not just a sales pitch. Post memes, respond to comments, and get playful with interactive content. The more human and approachable you seem, the more they’ll want to engage with you.
Don’t: Skimp on Mobile-Friendly Content
We’re talking to a generation that lives on their phones. If your content isn’t mobile-optimized, it’s basically invisible. Fast load times, user-friendly design, and swipe-friendly navigation are all must-haves.
Marketing to Gen Z may seem like a new frontier, but the key is to keep it real, fun, and socially aware. If you can speak their language, they’ll make sure your brand has a place in their world. Not sure where to start? We can help.
