Marketing in the Gen Z World

By Katherine Williams

Gen Z, making up 24.3% of the U.S. population and on track to be the most diverse generation in US history by 2024, is a powerful and unique group of young individuals—and it’s important to understand how Gen Z is revolutionizing the way that brands communicate with consumers.

Gone are the days of standardized corporate language and traditional advertisements. Gen Z values authenticity and transparency, two key values that brands need to incorporate into their methods for engaging young consumers. Gen Z is drawn to marketing strategies that connect them directly with a brand and the people behind it. 

An essential part of Gen Z’s love for authenticity is the channels they use to create those genuine connections. Gen Z is the social media generation, and they view platforms like Instagram and TikTok as the primary way to discover new creators and brands. To that end, social media campaigns using popular hashtags and integrating a shopping feature into your profile are key to turning a simple scroll into a purchase. Building a unique and popular online presence is key to tapping into Gen Z as a consumer demographic. For Gen Z, social media is the new marketplace, so understanding how to best use those channels will help your brand reach a larger Gen-Z audience.

Most importantly, Gen Z wants to feel like they truly know the brands they are supporting. 82% of Gen Z report that they trust a company more if it uses images of real customers in its advertising, and 77% of Gen Z report that they feel more positively toward a brand when they promote equality on their social media channels. Gen Z is drawn to marketing strategies that show a more relatable, meaningful, and people-first brand. 

The Gen-Z world is one of creativity, authenticity, and individuality. Growing up on the internet, Gen Z actually values real connections over the impersonality of speaking to an enormous audience. From a marketing perspective, this is incredibly important, as 61% of Gen Zers claim they base purchasing decisions off peers. Gen Z trusts friends, not huge companies, as their primary source of new information and trends. Tapping into the micro-influencer sphere and showing that your brand is peer-approved will help your company gain influence among young consumers.

While marketing to Gen Z may seem like a puzzling task, putting authentic values first and using social media platforms for engagement will help your brand gain following and loyalty among Gen Z.

Adolescent Content, a global marketing agency run by Gen Z for Gen Z, can help tailor your marketing strategies to attract your target consumers.