Gen Z marketing isn’t just a trend — it’s a necessity if you want to reach the age group with the largest spending power. But even for seasoned marketers, marketing to Gen Z is a whole new ball game. This tech-savvy, socially conscious generation demands authenticity and innovation from brands. To capture their attention and loyalty, you need to know what makes them tick.
Ready to transform your marketing strategy to win over this influential crowd? Dive into this article to learn who Generation Z are, what the challenges of marketing to them are and ultimately how a better understanding of their priorities will benefit your business. In our 2024 Small Business Marketing Report, we uncovered eight Gen Z marketing strategies that you can implement to set your business apart.
Understanding Gen Z: Who they are and why they matter
Who are Generation Z?
Generation Z, or Gen Z for short, includes those born between the years 1997 and 2012, now in their teens to late-20s. This group can be split into a few key subgroups:
- Younger Gen Z: born between 2006 and 2012
- Older Gen Z: born between 1998 and 2006
- Zillennials: born between 1994 and 2000, sitting between Millennials and Gen Z
Source: Gen Z by Sferaphotogroup via Depositphotos
Key characteristics of Gen Z
Although this is a generation that champions individuality, there are certain traits many Gen Zers share.
Digital natives
Gen Z has never known a world without the internet and don’t remember life before smartphones. 72.8% of Gen Zers worldwide own a smartphone, spending an average of 6 hours a day on their devices.
Diverse and inclusive
After Gen Alpha, Gen Z is the most ethnically and racially diverse generation. They value inclusivity and equality and expect the same from the brands they support.
Financially savvy
Despite their age, Gen Z are cautious with money. Around 57% already have a savings account. They value financial security and are mindful of spending, in part due to growing up during economic uncertainty (1 in 4 has experienced poverty).
Educated
Gen Z is set to be the most educated generation yet. Back in 2018, 57% of 18 to 21-year-olds were enrolled in college, while only 52% of Millennials and 43% of Gen X were in college at the same age. This statistic reflects an overall thirst for education, with 76% of Gen Z believing continuous learning is crucial for career success.
Socially and environmentally conscious
As a generation that is more aware of social issues, Gen Z expects brands to act responsibly. Mental health support is particularly important to them, with 53% of American Gen Zers wanting brands to advocate for mental health initiatives. Environmental sustainability, along with racial and gender equality, are also high on their list, each garnering 47% support. And with around 73% of Gen Z consumers willing to pay more for sustainable products, the benefits for brands to embrace sustainability is clear.
Community-oriented but individualistic
Thanks to social media and digital platforms, Gen Z has a strong sense of community and global connection. At the same time, they highly value individualism and want to stand out from the crowd.
Source: Values that Gen Z want brands to support via eMarketer
Why should businesses care about Gen Z marketing?
If you want your business to not just survive but thrive, connecting with Gen Z is a must. This generation has some serious spending power of over $140 billion and it’s only getting bigger. Bank of America predicts that by 2030, Gen Z’s income will skyrocket to $33 trillion, making up over a quarter of the global economy.
Gen Z’s unique tastes, preferences and habits are already driving market trends and will continue to shape business strategies for years to come. So, ignoring this demographic isn’t just a missed opportunity, it’s a risky move that could cost your business its edge and relevance in a rapidly evolving market.
The challenges of marketing to Gen Z
Marketing to Gen Z isn’t easy. Their unique characteristics make them a tough crowd for brands accustomed to targeting Millennials, Gen X and Boomers. But in every challenge is an opportunity to really understand and speak to Gen Z, a tool that could become your business’ marketing superpower. So, let’s dive into what makes marketing to Gen Z so challenging and how you can turn these hurdles into golden opportunities.
Short attention spans
Gen Z’s attention span is just under 8 seconds — the shortest of any generation. They’re constantly bombarded with digital content, leading to “banner blindness” where they tune out traditional ads. With 80% recognizing they see more brands and ads than any other generation, cutting through the noise is no easy feat.
This poses a big challenge for brands. How do you capture the attention of a generation that instinctively scrolls past anything they consider to be uninteresting? Brands need to be sharp and creative, delivering their message in seconds with dynamic, engaging and memorable content that grabs and holds Gen Z’s attention.
Skepticism toward traditional advertising
Highly skeptical of traditional advertising, Gen Z has a built-in radar for anything insincere. They crave authenticity and transparency, with 82% trusting a company more if it uses real customers in its ads over polished, overly produced content.
For brands, this means shifting away from glossy, traditional ads and moving towards more authentic, relatable content highlighting real stories and real people. Show your brand’s human side and be transparent about your values and practices, as well as weaknesses.
Shachaf Rodberg, Marketing Analyst for Wix.com, says that “One of the most important things to keep in mind is the fact that Gen-Z usually don’t want brands to market at them, but rather market with them.”
One of the most important things to keep in mind is the fact that Gen-Z usually don’t want brands to market at them, but rather market with them.— Shachaf Rodberg, Marketing Analyst for Wix.com
This is a key aspect of Gen-Z branding, and something to consider when marketing to Gen-Z.
Engaged with rapidly changing trends and evolving technologies
Gen Z is always plugged into the latest trends and technologies, meaning small businesses need to be flexible and responsive in their marketing strategies. When marketing to Gen Z, it’s vital to keep up with trends — something 35% of small businesses struggle with, according to the 2024 Small Business Marketing Report by VistaPrint x Wix.
Anything that feels outdated or irrelevant can quickly turn Gen Z away from your brand. Remember, if you’re not keeping up, you’re getting left behind.
Tech-savvy and knowledgeable
Tech-savvy and informed, Gen Z are harder to manipulate than older generations and less likely to fall for AI-generated images or get duped by manipulative stories, scams and fake reviews. Brands can’t pull the wool over Gen Z’s eyes — they demand transparency and authenticity and know when they’re being deceived.
High expectations for brand values
With high expectations for brand values, Gen Z doesn’t just want brands to talk the talk — they also have to walk the walk. Businesses need to align with social causes and ethical practices but it’s not enough to pretend to care — Gen Z expects brands to make these their core values.
Whether it’s environmental sustainability, racial equality or mental health advocacy, your brand needs to genuinely integrate these causes into its brand identity.
How is marketing to Gen Z different?
Because of different values and generational characteristics, marketing to Gen Z is a whole new ball game compared to targeting other demographics. Unlike for previous generations, traditional ads don’t cut it — this generation prefer brands that resonate with their values and speak to them on platforms they trust.
Using the information we gathered from our 2024 Small Business Marketing Report, let’s break down some key differences in how marketing to Gen Z compares to marketing to Millennials, Gen X and Boomers.
| Aspect | Gen Z | Millennials | Gen X | Boomers |
| Platform preference | Social media (TikTok, Instagram, Snapchat) | Social media (Facebook, Instagram, Twitter) | Email, Facebook | TV, print media, Facebook |
| Content type | Short, visual, interactive (videos, stories) | Mixed media, blogs, videos | Articles, newsletters | Long-form content, articles |
| Brand values | Authenticity, inclusivity, social responsibility | Authenticity, experiences, sustainability | Reliability, quality | Trust, tradition, value for money |
| Ad perception | Skeptical of traditional ads, prefer influencer endorsements | Distrustful of overt ads, prefer content marketing | Accept traditional ads but value clear information | Receptive to traditional ads, value familiarity |
| Shopping behavior | Online, social commerce, influenced by reviews, want to support local business | Online and in-store, influenced by reviews and social media | Online and in-store, prefer deals and loyalty programs | In-store, catalog shopping, prefer discounts |
Marketing to Gen Z requires a fresh approach and specific marketing strategies that leverage their digital habits and align with their values. Brands need to be agile, creative and genuine to capture Gen Z’s attention and loyalty.
Gen Z marketing strategies to implement in 2025
When it comes to marketing, certain growth strategies and best practices are universal. Understanding your target customer, refining your unique selling proposition (USP) and creating compelling targeted campaigns are essential steps for reaching any demographic. However, when marketing to Gen Z, these strategies need to be dialed up to 100. And then some.
Gen Z is a unique and powerful consumer group that demands more from brands than any previous generation, meaning the old playbook needs a serious update. Here are eight marketing strategies designed specifically to win over Gen Z.
1. Focus on personalized experiences
For Gen Z, personalization is more than just a buzzword; it’s an expectation. This generation wants businesses to understand their unique needs and preferences and offer solutions tailored specifically to them.
According to data, a staggering 84% of Gen Z say that their favorite brands treat them like individuals. With 74% open to sharing their hobbies and interests with brands, they’re also willing to share their personal information to get better service. Moreover, 62% are willing to pay extra for personalized recommendations, while 45% will leave a website if it doesn’t provide such recommendations.
To excel at personalized Gen Z marketing, brands should:
- Use data analytics and AI to understand Gen Z’s preferences and behaviors, tailoring recommendations accordingly.
- Create interactive content like quizzes and surveys that gather insights about and engage their audience.
- Send personalized email campaigns based on user behavior and preferences.
- Offer personalized product recommendations, discounts and promotions based on past purchases and user interests.
- Design dynamic websites that adapt to individual user preferences and behaviors.
A great example of successful personalization that Gen Z loves is Spotify’s custom song recommendations and annual Spotify Wrapped campaign. At the end of each year, Spotify delivers a detailed personal summary of each user’s listening habits, including their top songs, artists and genres. This isn’t just data — it’s a celebration of unique tastes and preferences, making users feel seen, valued and understood.
Source: 2023 Wrapped campaign by Spotify
The visually engaging and easily shareable format encourages users to post their Wrapped results on social media, amplifying their individuality and turning a personal experience into a public statement. This specifically appeals to Gen Z, who love to stand out and showcase their individuality.
To ace Gen Z marketing, think about incorporating customization into your products. For example, Converse’s Custom Chuck Taylors allow customers to design their own sneakers, creating unique styles from scratch.
Build your own custom shoes via Converse
If a full product customization option is out of your budget, there are more cost-effective strategies. Consider launching a social media campaign like a bingo challenge or remixable templates that can be personalized and shared.
This approach not only appeals to Gen Z’s desire for individuality but also encourages them to share their unique creations and experiences on social media, boosting brand awareness and engagement.
3. Establish strong social media presence
The key to successful marketing is being where your audience is. For Gen Z, this is on social media, with 90% of 18 to 24-year-olds using social media and 44% on it constantly. Social media is Gen Z’s go-to platform for education, entertainment, keeping up with friends and — most importantly for small business owners — shopping.
The 2024 Small Business Marketing Report shows that young people rely heavily on social media to discover and connect with local small businesses. Search engines are less popular with 18 to 24-year-olds than any other age group, while social media is their top choice by a huge margin. In fact, 68% of them purchased products through social media in the last 12 months, compared to 45% of all consumers.
Source: 2024 Small Business Marketing Report by VistaPrint x Wix
So, if you want to increase your social media reach to younger customers, it’s vital to implement social media hacks and build a solid social media strategy. Here’s how:
- Pick the most popular platforms among Gen Z: Focus on platforms like Instagram, TikTok and Snapchat.
- Consider the specific segment of your target audience: Tailor your platform choice to the preferences of the segment you want to reach.
- Choose a platform that allows you to post the content you want to share: Share content that receives the most traction on the chosen platform, like short videos on TikTok or visually appealing posts on Instagram.
Source: Gen Z’s social media usage by platform and gender via Later
As Gen Z are early adopters of new technology, it’s imperative to monitor emerging social media platforms for potential entry points. For example, businesses that marketed on Clubhouse and BeReal when these platforms first gained traction had a first-mover advantage, allowing them to expand their reach. Although these platforms aren’t as popular now, they illustrate the opportunities offered to businesses that are able and willing to adapt quickly.
3. Market offline as well as online
Despite being a highly digital generation, Gen Z is also the generation that spent their middle, high school or college years at home during lockdowns. Now that the pandemic is over, they want to catch up on real-world experiences.
According to our 2024 Small Business Marketing Report in partnership with Wix, Gen Z still value in-person events and in-store shopping, appreciating the flexibility of being able to do both. In fact, 61% say they balance online and offline shopping and 32% discover new local businesses at events.
Source: 2024 Small Business Marketing Report by VistaPrint x Wix
Because limiting your marketing efforts to the online realm could decrease your reach and sales to Gen Z, consider incorporating the following popular offline marketing strategies among 18 to 24-year-olds:
- Events and tradeshows: Participate in local events and tradeshows (or host an event yourself) where Gen Z can interact with your brand in person.
- Posters and banners: Use eye-catching posters and banners in high-traffic areas to grab attention.
- Flyers: Distribute well-designed flyers that highlight your products or services and offer special promotions.
Pop-ups are another top advertising strategy when marketing to Gen Z, providing a unique and immersive brand experience that stands out from the usual retail setup. For example, to promote the launch of their new collection, Jacquemus — a popular fashion brand among Gen Z — launched a beach, restaurant and boutique pop-up event in Saint-Tropez.
4. Build a community around your brand
To turn one-time buyers into brand advocates, you need to offer Gen Z customers more than just a product or service. You need to provide them with a sense of belonging and acceptance, creating a tight-knit community of like-minded individuals. So, how does a business do this?
One way is to start a chat/channel on WhatsApp/Instagram, creating a space where your customers can interact with each other and with your brand. For example, beauty brand REFY has an active WhatsApp community and even went a step further by organizing a community trip to Mallorca, where anyone from the WhatsApp group could apply and win an all-inclusive trip.
Similarly, B2B businesses interested in Gen Z marketing can benefit from LinkedIn communities, like the Pretty Little Marketer group, which fosters professional connections and discussions.
Alternatively, tap into UGC (User-Generated Content) byencouraging customers to create content for and about your brand. Share this content on your social media, not only promoting your products but strengthening the bond between your brand and its community, building authenticity and engagement.
Source: User-generated content by SVIDOMO via Instagram
Encourage audience engagement online — by starting conversations in comment sections and responding to and liking comments — as well as offline, by hosting events where customers can meet in person, interact with your brand and connect with each other.
5. Explore influencer marketing
Influencer marketing has blown up as a result of Gen Z not responding to traditional ads and wanting real recommendations from real people they could trust. 70% of Gen Z follow at least one influencer on social media, with a whopping 44% having made a purchase based on an influencer’s suggestion
When it comes to influencer marketing secrets, the winning formats include:
- Sponsored posts: Influencers blend posts showcasing products into their usual content.
- Product reviews and unboxings: Influencers give reviews or unbox products on camera, giving their followers an inside look at what you offer.
- Giveaways and contests: Partner with influencers for giveaways or contests, driving engagement and boosting brand visibility.
- Influencer takeovers: Let influencers (from micro-influencers to social media stars, depending on your budget) take the reins of your social media accounts for a day, creating content and connecting with your audience directly.
Sponsored Instagram post by NYX cosmetics via Instagram
However, it’s not all smooth sailing. The influencer scene is shifting.
Despite studies as recent as 2023 showing influencers’ impact on Gen Z’s purchasing habits, 47.5% now say they’re “not very likely” or “not likely at all” to buy something recommended by influencers. Many see paid influencer partnerships as “very insincere” or “annoying” and prefer recommendations from “normal people with normal incomes and lives.”
So, what does this mean for the future of influencer marketing? It’s a strategy with an uncertain future. As Gen Z grows more skeptical of the authenticity of influencers, it’s crucial to stay on top of trends. Movements like #deinfluence on TikTok are gaining traction, highlighting Gen Z’s desire for genuine, relatable voices over polished promotions.
6. Prioritize authenticity and transparency
To win over Gen Z, ditch the corporate mask and let your brand’s personality shine, showing the humans behind the brand. Here’s how:
- Behind-the-scenes content: Share behind-the-scenes glimpses of your team and processes. Let Gen Z see the real people and hard work that make your brand tick.
- Specific brand voice: Develop a unique and consistent brand voice that reflects your values and resonates with Gen Z. Be bold, funny and real.
- Address concerns publicly: When issues arise, tackle them head-on in a public forum. Transparency in problem-solving builds trust and shows accountability.
- Transparency in business practices: Be open about your business practices, from sourcing materials to how you treat employees.
- Embrace imperfection: Don’t be afraid to show the imperfections and flaws in your brand.
For example, the alcoholic beverage manufacturer JAJA is keeping it real and injecting humor into its marketing with this creative billboard campaign:
Source: Billboard campaign by JAJA via Khoros
7. Be sustainable and responsible
According to our Small Business Marketing Report, Gen Z love supporting local small businesses more than any other age group, with a whopping 46% shopping at local small businesses once or twice a week.
But supporting local isn’t where it ends for Gen Z. They’re politically active, fight for equality and care deeply about the environment, expecting the brands they buy from to do the same. In fact, 62% prefer to buy from sustainable brands and 73% are willing to spend more on ethically sourced products.
So, how can you make your business resonate with Gen Z values? Here’s how:
- Adopt sustainable practices: Implement eco-friendly practices in your operations, from sourcing materials to packaging and shipping.
- Reduce waste: Implement measures to reduce waste, such as using recyclable, biodegradable or frustration-free packaging.
- Carbon offsetting: Invest in carbon offset programs to mitigate your environmental impact.
- Communicate your efforts: Clearly communicate your sustainability efforts and achievements to your customers. Use your website, social media and product labels to highlight your commitment.
- Ethical sourcing: Ensure your products are ethically sourced, sharing this information with customers.
- Support social causes: Align your brand with social causes that matter to Gen Z, such as social justice and equality.
- Community engagement: Get involved in local community projects and encourage your customers to participate.
Source: Causes supported by Ben&Jerry’s via Ben&Jerry’s
As discussed, Gen Z values authenticity. So, don’t even try to be performative. Brands need to be continuously socially responsible and actions must match marketing messages.
8. Keep your marketing strategy flexible and responsive
To capture Gen Z’s attention, your marketing strategy must be agile and ready to adapt to new trends, events and technologies. Gen Z is quick to react to anything happening around them and they expect brands to be as responsive as they are.
Duolingo is one of the most successful brands when it comes to Gen Z marketing because their SMM (Social Media Marketing) manager stays on top of current events, promptly producing relevant content. In July 2024, when a global outage of a Microsoft tool caused disruptions, Duolingo promptly shared a series of witty posts about it on their social media platforms. This quick humorous response kept their audience engaged and showed they’re always in the loop.
Source: Instagram post in response to the global Microsoft outage by Duolingo via Instagram
But it’s not just about reacting to big events and cultural shifts. It’s also about being the early adopters of new technologies, advertising channels, social media platforms and content formats. For instance, when AI image generation became a hot topic, Heinz launched their AI Ketchup campaign, asking artificial intelligence to generate a bottle of ketchup, communicating that Heinz is ketchup.
Source: AI marketing campaign by Heinz via YouTube
Ready to conquer the hearts, minds and wallets of Gen Z?
Gen Z is a major driving force, reshaping how businesses advertise their products and services. Knowing the tricks and tools for marketing to Gen Z is crucial for your business’s success. To stay relevant and profitable, first you need to understand Gen Z, learn what matters to them and then adjust your marketing strategy accordingly.
