The Future is Now: Tips on Marketing to Gen Z
- Jaxon Holmes
- Apr 22
- 5 min read
Information in the post was obtained from Hubspot and Social Media Today.
Introduction
Gen Z is no longer just a "next generation" audience; they're the "now" generation. Born between the mid-1990s and early 2010s, they currently make up more than one-third of the global population and hold over $360 billion in spending power in the U.S. alone. For marketers, the message is clear: if you’re not actively building strategies to connect with Gen Z, you're already falling behind. But Gen Z doesn’t engage with brands like Millennials or older generations. They crave authenticity, live on their phones, and value purpose over polish. In this guide, we’ll dive into what makes Gen Z tick—and how brands can genuinely earn their attention.
Understanding Gen Z
Gen Z prioritizes authenticity, diversity, and self-expression. They want brands that reflect the real world and support causes they believe in. According to HubSpot’s data, Gen Z is twice as likely as Millennials to make purchasing decisions based on a brand’s stance on social issues. While both generations are tech-savvy, Gen Z is more skeptical, less brand loyal, and more likely to demand transparency. They’ve grown up with cancel culture and data breaches, so earning their trust requires more than clever campaigns. Gen Z isn’t afraid to let people know what they think, either. Good or bad, they will share all of their thoughts and opinions on a brand’s reputation, products, and services on social media for everyone to see.
Gen Z and Social Media
While other generations like to spend their time on platforms like Facebook, Gen Z has pivoted to other apps and websites. This includes apps like TikTok, one of the biggest social media sharing platforms out there, where Gen Z can show off their creativity in small video posts. Other websites like Instagram and YouTube are also popular with Gen Z, where they go to for influencer reviews, tutorials, and longer content. Lastly, Snapchat, which, as reported by Social Media Today, is a more intimate and trustworthy space to chat, meet people, and post temporary stories with real-time interactions. While there are plenty of other apps and social media platforms available to explore, these few seem to be the main ones that Gen Z flocks to and uses the most. Brands should be knowledgeable about all of the main social media platforms if they want to expand their consumer base to include Gen Z.
What Gen Z Wants
Gen Z is a bit different from previous generations in terms of what they look for in advertisements, promotions, and brand-affiliated posts. Heavily scripted ads won’t cut it. Gen Z prefers raw, relatable content, especially from real people. Think actual thoughts, unfiltered photos, and genuine storytelling. Gen Z also frequently speaks in inside jokes, memes, irony, and sarcasm. Brands should be able to lean into this humor and learn that Gen Z enjoys it when brands don’t take themselves too seriously. In addition, Gen Z knows what they want, and they want the brands they support to know that too. They want to follow a brand that isn’t afraid to speak its mind on pressing political issues and follow through with the promises they make. Topics like DEI efforts, environmental struggles, and LGBTQ+ representation are just a few topics that Gen Z often cares deeply about, and they want their favorite brands to care too.
Influencer Culture & Peer Validation
Gen Z doesn’t trust traditional ads—they trust people. This is where influencer marketing thrives. Brands are finding more success with niche creators who have tighter communities. Their recommendations feel more personal and less transactional. Encourage Gen Z to co-create with you. Whether through branded challenges or duet-friendly formats, letting them become part of the story fuels engagement. According to research from Social Media Today, Gen Z is far more influenced by peer content and creator reviews than by traditional marketing messages. Brands may have to try a bit harder or learn new marketing strategies to reach Gen Z consumers, but the work and effort that is shown is something that has a great payoff if done correctly. Gen Z can tell very quickly when a brand is putting genuine thought and care into their posts and content. So don’t try and put in half effort- they will be able to see right through that.
Content Types
Gen Z is always on the go, switching between platforms, and living a fast-paced social media and technological life. You’ve often only got a few seconds to make an impression—here’s what content works best. From TikTok to Instagram Reels, bite-sized videos that entertain or inform are a must. Include captions, trending sounds, and clear storytelling. Stories with polls, quizzes, and swipe features turn passive scrollers into participants. Gen Z loves to see how things are made or who’s behind the scenes. Show off your team, your production process, or even your bloopers. Create formats that invite Gen Z to remix, stitch, or duet with your content. Let them feel like collaborators, not just consumers. Don’t be afraid to get creative- Gen Z loves exploring new things. Gen Z doesn’t want everything to be so cut and dry, they’ve already been there, done that. Don’t be afraid to get creative, include humor, and show them more than surface-level thoughts and opinions.
Final Thoughts
Marketing to Gen Z isn’t just about picking the right platform or hopping on a trend—it’s about understanding their mindset. This generation grew up navigating endless content, so they know when you’re being real and when you’re just trying to go viral. There's no point in trying to fake it, and they are not afraid to publicly call out any brands who do. Gen Z as a consumer base can either send your brand to new horizons, but they can also make it all fall apart just as fast if you aren’t careful. With so many people making up this one generation, it can seem a bit intimidating. Putting thought, effort, and care into what you post, who you follow, and staying up to date on the latest trends can help your brand grow within the Gen Z community. The best strategy? Create with Gen Z, not just for them. Build community, highlight real voices, and stay plugged into culture. When done right, you won’t just get their attention, you’ll earn their loyalty, and they will fight for you if you have proven you’ll fight for them.
No AI was injured in the production of this content. AI (ChatGPT) was used as
a tool to supplement, enhance, and make suggestions in writing this blog post.
Resources
OpenAI. (2025). ChatGPT (April 20 version) [Large language model]. https://chat.openai.com/
Hutchinson, A. (2022, January 28). New report underlines the importance of social media in connecting with Gen Z consumers. Social Media Today.
Millennials vs. Gen Z: Why marketers need to know the difference [new data]. HubSpot Blog. (n.d.). https://blog.hubspot.com/marketing/millennials-vs-gen-z
Hutchinson, A. (2023, June 26). Snapchat shares new insights into what gen Z consumers want from brands. Social Media Today. https://www.socialmediatoday.com/news/snapchat-insights-gen-z-consumers-brands/653948/
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