Born between 1997 and 2012, Gen Z is the first generation who have spent more of their lives with smartphones than without. These digital natives spend six to nine hours a day on their phones, making it an integral part of how they communicate and consume content. Because Gen Z has been exposed to many advertisements on their phones, they won’t hesitate to scroll or hit “skip” when something doesn’t interest them. To stand out in a sea of repetitive messaging, brands need to find smarter, faster ways to capture their attention.
Understanding Gen Z preferences is essential for content marketers because this generation is beginning to make up a large portion of the workforce, while Baby Boomers and Gen X are phasing into retirement. As these young women and men begin to earn—and spend—more money, brands will need to adjust their strategies to connect with this customer base.
Key Ways to Connect with Gen Z
- Use short-form, mobile-friendly platforms.
- Tell authentic and people-centered stories.
- Embrace socially responsible messaging.
Meet Them Where They Live
Older generations know that Gen Z “lives” on their phones, so marketing communication needs to be designed to fit this format. This generation primarily engages with short-form, vertical social media platforms—think TikTok, Instagram Reels, and YouTube Shorts. Most short-form content is between fifteen to thirty seconds long, so advertisers have a limited amount of time to connect with their audience in a way that feels genuine and human.
Along with quick content, Gen Z also responds well to strong visual storytelling. Pinterest is a popular visual search engine that allows users to gain inspiration from photos, making it a reliable platform for creative ideas and product discovery.
If your content is more word-driven, consider using Instagram carousel posts to share your ideas. This format allows users to swipe through up to ten images or videos, making it perfect for how-to guides, listicles, or bite-sized educational content.
Authenticity Over Advertising
Sales pitches won’t work on Gen Z—they value authenticity and relatability, which is why they follow influencers on social media. Influencers share opinions and information online with their followers. Conversely, a thought leader is a subject-matter expert who creates useful, valuable, and accessible content for their audience. It is important to note that one is not better than the other—it simply depends on what someone is looking for. Some people seek out influencers for their authenticity and entertainment value, while others might prefer to learn from an expert.
Ultimately, rather than being sold to, Gen Z favors content that explains how or why an idea or product matters.
How can brands shift to this mindset? Instead of telling your audience to download your book, for example, focus on creating an engaging post based on your expertise. Offer the audience something valuable first, such as advice or insight, to build trust before making your call to action. Once trust is established, the call to action will feel more organic, rather than a pushy sales pitch.
Purpose-Driven Missions
Many brands have built successful online communities of Gen Z fans by focusing their brand missions on sustainability and social responsibility. According to a report by First Insight, 62 percent of Gen Z would rather buy from sustainable brands, and an additional 10 percent are even willing to pay more for eco-friendly products. They seek brands that prioritize social impact over making a profit.
How does this apply to your brand or organization? To connect with this values-driven generation, brands need to showcase their commitment to sustainability, that is, prioritizing long-term value for their customers and community over short-term gain. Brands do not need to comment on every social issue, as that can diminish the impact of their messaging and create confusion for consumers. Choose one primary focus, or a small handful of relevant issues, and create consistent messaging around how your brand is creating longer-term value. Social media is an ideal platform to integrate company values into its brand identity and communications, especially when it comes to reaching Gen Z.
Ben and Jerry’s, for instance, partnered with the Vermont Soccer Club to fight systemic racism in soccer. Their post explains the mission behind the sponsorship, along with graphics that align with both brand identities. This well-rounded messaging demonstrates Ben and Jerry’s dedication to integrating their values into the brand’s public-facing mission. This initiative is a prime example of a brand taking action on a cause they believe in—something that Gen Z respects.
Gen Z’s Influence
As Gen Z’s purchasing power grows, their consumer preferences will influence how brands communicate with their audience.
If you have any questions on how to effectively reach Gen Z with your brand or mission, we’re here to help! Contact us today.
