Our 5 Rules for Gen Z Branding

When we refer to Gen Z branding, we’re talking about the strategies, aesthetics and even messaging practices that will get noticed by Gen Zers (ages 13-28). This young generation, now coming of spending age, grew up fully immersed in digital culture and because of this, brands are now forced to adapt more than ever. 

Young people are focusing on value-based buying, often triple checking that the brands they shop from align with their own personal values. For many, this means a focus on authenticity, sustainability and sometimes cultural relevance or aesthetics. Gen Z branding succeeds best when brands know to blend aspiration with accessibility, that cultural awareness is crucial and building real relationships with consumers is unbeatable. 

If you’re lost in what that means, here are the five rules we’ve picked up for Gen Z branding: 

Rule 1: Center accessibility, not just aspiration

Yes, Gen Z loves to be able to aspire to something, but one of the most common things we hear from our Youthtellers (ages 15-27) is something along the lines of: 

“Look, we love buying things but we do not have the kind of money brands think we have. We want to look good and dress well, but without breaking the bank.” – 24 Y/O from Maryland

This tension of what Gen Z is capable of buying, and what brands want them to purchase shapes Gen Z branding. While young people want quality items, when brands lean too hard into positioning themselves as a luxury they lose the consumers who need something in the middle. 

Tip: Rather than setting unattainable goals, the best Gen Z branding presents products, pricing, and goods or services that feel within reach, while still retaining quality. When you position your brand as too distant from real budgets, Gen Z will disengage or become hostile.

Rule 2: Be culturally present, not reactive

Did you know that 41% of our Youthtellers don’t even think about spring break any more–or traveling for summer? This means that many of the cultural moments that brands may lean into often feel culturally irrelevant to young people. Meanwhile…another 65% say that brands don’t even seem to lean into traditional cultural moments at all. 

Tip: young people notice when brands try to hop into cultural moments without understanding it. Don’t be that brand, it gives Gen Zers the ick. Instead, show up as yourself, even if that might be a tad outdated. 

Rule 3: Invest in aesthetic identity

Anything that feels Pinterest-worthy, or possible to place in a TikTok video automatically attracts Gen Z. 18% even admit that aesthetic branding will get them to buy something they don’t need. This means that your visual branding (fonts, colors, layout, etc.) matters way more than you might think it does. 

Tip: keep your visual identity influx, and make it suited to each platform while remaining distinct. If your brand aesthetic looks ‘too corporate,’ it feels stale and young audiences will stay away. 

Rule 4: Build for co-creation and participation

One of the biggest shifts between how Gen Z interacts with brands and the way past generations interact with brands is the desire to participate. Whether this is through user-generated content, polls, community design challenges or something else entirely, the best Gen Z branding includes their audience. 

Tip: The brands Gen Z loves often loosen the reigns and let creators, fans and their audience as a whole help to shape identity. Co-creation will humanize a brand. 

Rule 5: Stay in tune with culture shifts

The internet causes things to move fast..like really fast. A funny audio today might be completely outdated a week from now (or less). This is why we told you your branding can’t be rigid, but in regards to Gen Z branding, it’s a good idea to randomly hop on the trends that fit within your narrative. Why? Because so many Gen Zers live in a world where their online presence merges with their offline activities and if you’re able to be a brand they laugh with, it will also help you be a brand they’ll want to buy. 

Tip: When the Gen Zer in your life tells you to do a social trend, just do it. 

Why these rules matter

These five rules might feel cliche, but when you actively use all of them, you’ll strengthen your Gen Z branding foundation. Just make sure to do this all authentically, young people have a BS detector for anything tone-deaf, inauthentic or overly fake. Don’t be that brand. Be the one young people love, the one that stands out culturally by doing the hard work.