How Your Brand Can Win Over Gen Z With Marketing

They aren't the tech-obsessed teeny-boppers many of us remember. Gen Z is like nothing marketers have ever seen before.

Between Boomers heading for retirement, Millennials becoming parents, and Gen Z entering the workforce, the generations are shifting. The traditional stereotypes of each generational group are feeling old-school now that everyone is aging into new life milestones.

Gen Z-ers, in particular, aren't the tech-obsessed teeny-boppers many of us remember them as. In fact, they have grown into a dominant force with major buying power now that they are entering adulthood.

Gen Z-ers are like nothing marketers have ever seen before. They are insanely (and natively) tech-savvy, view social media and advertising much differently from the way previous generations do, have unique shopping habits, and expect more from brands than just decent products. So what does this mean for companies? It's time to revamp your marketing strategy and prepare to be dynamic.

Embrace Authenticity

Gen Z values authenticity above all else. The key to success? Be real, transparent, and genuine in your brand messaging and interactions.

Windsor Western is the co-founder and president of Her Campus Media, a media and marketing ecosystem for Gen Z college students. She shared that while a high-quality product is still important, Gen Z invests in companies as a whole and leans into a brand's overarching ethos.

She says, "Overall, it is important that a brand's mission and its marketing align with Gen Z's values. In terms of authenticity, Gen Z can see through marketing that feels too much like an ad and prefers having a conversation with the brand versus having the brand talk at them."

Brands need to be mindful and must create an ongoing relationship with this generation that views the traditional transactional exchange as outdated and impersonal.

This approach also factors into their expectations across industries. Specifically, Gen Z is a moral bunch and prioritizes transparency, especially from health and wellness brands. That means Gen Z-ers are paying close attention to ingredients, sustainability, and ethical practices. Companies in this space really need to build marketing strategies that focus on providing educational content, highlighting product benefits, and showcasing real stories and testimonials to build trust.

Take a Social-First Approach

The fact remains that younger generations love their technology. Gen Z lives on social media (predominantly Instagram and TikTok), and according to Her Campus Media's recent GenZology research, 83 percent of Gen Z-ers average 4-plus hours of screen time per day on their phones.

To meet Gen Z-ers where they are, brands must have a social media presence. That said, it's not as simple as just creating an account. Western clued me into the fact that, because Gen Z-ers are exceptionally social media-savvy, they won't fall for basic ads on their feeds and timelines. According to data from Her Campus Media's surveys, 83 percent discover new products from influencers, 50 percent from macro-influencers, and up to 54 percent from micro-influencers. Compare that with their discovery of products through real-life friends, clocking in at 74 percent. In other words, influencer marketing reigns supreme for Gen Z.

Consumers and social media users are becoming more discerning and less receptive to traditional advertising, even when it's delivered through influencer channels. As a result, influencers are adopting a more strategic approach in selecting brand partnerships. To better connect with audiences, influencers increasingly prioritize brands they have an authentic and genuine affinity for. This shift has led to a rise in longer-term collaborations between influencers and brands. Rather than one-off promotions, these partnerships allow for more meaningful storytelling across various platforms over time, creating deeper connections between influencers and their audiences.

Foster Community

It's also critical to build a sense of community around your brand. Gen Z-ers love to feel like they're part of something bigger. That's why it's important for brands to create spaces for them to connect with others who share the same values. And, yes, this may mean the reinvigoration of in-person events. Gen Z-ers want to be alongside like-minded peers and engage with brands. Cultivating these spaces for Gen Z audiences makes the company more memorable and also helps Gen Z feel more connected to the company.

"Gen Z is well known for having disrupted the traditional marketing funnel," says Western. "Reaching Gen Z means understanding that their journey isn't a straight line from seeing an ad to making a purchase. They could stumble upon your brand while scrolling through TikTok, spot it on a friend's Instagram story, or receive a sample from a brand ambassador on campus."

Embrace Diversity and Inclusivity

In addition, Gen Z takes diversity and inclusivity seriously. It's one of their main values, and they don't shy away from holding companies accountable. To resonate with Gen Z, it's crucial that organizations ensure their marketing campaigns represent a diverse range of voices and experiences.

This isn't limited to the DEI programs from the corporate world, either. Gen Z wants organizations that see consumers as human beings and cater to their individual needs. Part of this is diverse representation in advertisements and social media, but it also extends to sustainability efforts and inclusive sizing.

"In terms of sustainability, Gen Z wants to see efficient packaging, including minimal waste on deliveries and the overall supply chain," Western says.

Gen Zers expect companies to walk the walk. To earn this audience's attention and admiration, brands need to take real action to be more sustainable. They also want authentic, relatable brand voices, the validation of their peers, an understanding of the customer experience, and products that help a variety of people.

Keep Up With the Trends

There are definitely nuances in how marketing strategies should be tailored across industries when speaking to Gen Z. Western offers the example of the fashion industry.

"In terms of fashion, Gen Z is all about expressing individuality and staying ahead of trends," she says. "For fashion brands, it's crucial to leverage platforms like Instagram and TikTok to put a spotlight on Gen Z's self-expression authentically."

Gen Z is constantly evolving, so staying updated on the latest trends, memes, and cultural references is crucial while adapting your marketing strategies to remain relevant. There is a saying in marketing that once something is a trend, you've already missed the wave. That certainly rings true for Gen Z. It's all about keeping a finger on the pulse of what's in at the moment, and it's the best way to meet your audience where they are.

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This article was written by Shama Hyder from Inc. and was legally licensed through the DiveMarketplace by Industry Dive. Please direct all licensing questions to legal@industrydive.com.