Winning Over Gen Z: What's Working in Marketing?

Trying to market to a Gen Z audience can sometimes feel like you're shouting into the abyss. Born between the mid-90s and early 2010s, Gen Z have grown up surrounded by digital content, which 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 brands genuinely connect with this no-nonsense, digitally savvy crowd?

Ditch 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, brands need to be real, engaging, and socially conscious. Gen Z values transparency, and they won’t hesitate to call out a brand that feels forced or insincere.

Content That Hooks Them Instantly

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.

Influencers They Can Relate To

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 but highly engaged audiences and come across as more genuine.

But here’s the catch... authenticity matters. If an influencer is just reading a script or doesn’t truly care about the product, Gen Z will see right through it. The best brand partnerships come from real enthusiasm and a true connection to the product.

Make Marketing a Two-Way Street

If your brand’s social media is just one long sales pitch, you’re missing the point. Gen Z doesn’t want to be sold to; they want interaction. Brands that engage in real conversations, create experiences, jump on trends, and use humour tend to build stronger connections with them.

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 brand loyalty than a perfectly polished campaign.

Social Responsibility, But Make It Real

Gen Z is deeply invested in social causes, but they can sniff out performative activism from a mile away. They care about issues like climate change, diversity, and mental health, but they expect brands 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 real donations, ethical business practices, and transparency about the impact you’re making. If your efforts feel like a marketing stunt, Gen Z will call you out!

The Mix of Online and In-Store Shopping

Even though they’ve grown up online, Gen Z audiences still enjoy in-person shopping. They love the ease of online shopping, but they also appreciate unique in-store experiences, especially when digital and physical elements blend seamlessly. Features like TikTok Shop, interactive apps, and flexible pickup options fit their shopping habits perfectly.

AI and Personalisation, But Keep It Human

Gen Z knows their way around 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 recommendations, interactive shopping experiences, and content that adapts to their interests, without losing the human touch.

Niche Communities Are Goldmines

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. Brands that genuinely contribute to these communities - without forcing a sales agenda - have a better shot at building meaningful, long-term relationships.

The Takeaway

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 for a rethink! Gen Z isn’t just another consumer group; they’re redefining the way brands connect with their audiences.

If you need help to market your business to a Gen Z audience, browse our top Marketing Strategists, Brand Strategists and Content Strategists available to hire through Cemoh.