Gen-Z is marketing’s golden child right now. Everyone is obsessed with trying to reach them, convert them and keep them loyal.
But marketing to Gen Z isn’t just about staying current— it’s about understanding the values, habits, and expectations of a generation that’s reshaping our consumer culture.
In this blog, we’ll explore 7 tips to help you build campaigns that resonate with Gen Z, ensuring your brand not only captures their attention but earns their trust and loyalty. From leveraging diverse influencers to mastering short-form content, these tips are your roadmap to success in a Gen Z-dominated marketplace. Let’s dive in!
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What We Know About Gen Z
Born between 1996 and 2012, Gen Z is the first truly digital-native generation, seamlessly blending their online and offline worlds. They’re socially conscious, value-driven, and demand authenticity from brands like never before.
Making up 26% of the world’s population, and with their spending power consistently on the rise and their influence extending across all demographics, reaching Gen Z effectively is critical for businesses looking to thrive.
But connecting with them requires more than trendy content; it calls for meaningful engagement, inclusivity, and a clear sense of purpose.
Why is Diversity and Inclusion Important to Gen Z?
For Gen Z, diversity and inclusion aren’t just nice-to-haves—they’re non-negotiables.
- Diversity Drives Preference: There is an 83% higher consumer preference for brands with the highest diversity scores.
- Inclusive Advertising Impacts Decisions: Consumers aged 18-25 years old (Gen Z) take greater notice of inclusive advertising when making purchase decisions than consumers aged 46+. (SOURCE)
- Around 88% of consumers think advertisers and brands should make an effort to place ads around content that promotes diversity.
- Support for Social Issues: 94% of Gen Z expects companies to take a stand on important social issues, with 90% favoring brands that align with societal benefits.
- Spotting Inauthenticity: Creating loyalty within Gen Z also requires authenticity; these younger consumers will notice if brands aren’t making a genuine, holistic effort to live those DEI values. (SOURCE)
7 Tips to Create Successful Gen Z Marketing Campaigns
1. Use Authentic Representation
Representation matters, and Gen Z demands more than tokenism. Showcase diversity across all of your campaigns in a way that feels real and reflective of your audience. Different ethnicities, body shapes, genders, disabilities, etc., ensure that your visuals and messages are inclusive and relatable!
2. Showcase Real, Impactful Stories
Forget overly polished ads; Gen Z connects with raw, real-life stories. Highlight authentic customer experiences, show behind-the-scenes glimpses, or share powerful narratives that humanise your brand. Storytelling is your bridge to building emotional connections.
3. Highlight Your Core Social Values
Gen Z doesn’t just want products; they want purpose. Make your brand values clear and transparent, from sustainability initiatives to advocating for social justice. Remember, actions speak louder than words—your values need to shine in both your campaigns and corporate practices.
4. Collaborate with Diverse Influencers
Gen Z trusts influencers, but not just any influencer will do. Collaborate with creators who reflect your audience’s diversity and align authentically with your brand’s mission. Micro-influencers, in particular, often have closer, more genuine connections with their followers, compared to bigger creators.
5. Master Short-Form, Trending Creations
In the age of TikTok, Instagram Reels, and YouTube Shorts, short-form is still king. Invest in short-form content that’s fun, engaging, and aligns with current trends. Quick, punchy videos featuring catchy audio and relatable themes will capture Gen Z’s attention and keep them coming back for more.
6. Embrace Mobile First Users
Gen Z lives on their phones, so your campaigns should too. Focus on mobile-friendly experiences, from vertical video formats to fast load times on websites. Seamless usability across mobile platforms can make or break your engagement with this audience.
7. Use Omnichannel Marketing
Gen Z seamlessly switches between platforms, so your campaigns need to meet them wherever they are. Integrate your messaging across social media, streaming platforms, email, and in-person events to create a cohesive brand experience. Consistency is crucial for building trust and recognition.
The Challenges of Marketing to Gen Z
However, targeting this generation doesn’t come without its challenges:
- Short Attention Spans – Gen Z has an 8-second filter for deciding whether content is worth their time. Your campaigns must capture their interest immediately with strong hooks and visual appeal.
- New Authenticity Demands – Performative marketing won’t cut it. Gen Z expects brands to show up authentically and back up their claims with tangible action.
- Diversity of Platforms – From TikTok to Discord, Gen Z uses an array of platforms. Each platform requires a tailored approach, making it essential for marketers to understand where and how to reach this audience effectively.
Gen Z Marketing Case Study
An excellent example of a campaign that resonated with Gen Z is Gymshark’s “Every Strong Belongs” initiative. This campaign celebrated strength in all its forms and highlighted inclusivity by featuring diverse influencers, called Gymshark athletes.
Gymshark partnered with influencers who represented different body types, genders, races, and fitness levels, emphasising that strength is not one-size-fits-all. The campaign’s visuals and messaging challenged traditional fitness stereotypes and celebrated the idea that everyone can find their unique version of strength.
This approach resonated with Gen Z because it felt authentic and inclusive, reflecting the generation’s values of diversity, empowerment, and individuality. The use of influencers allowed the campaign to connect on a personal level, leveraging trusted voices within the fitness community to amplify the message.
By aligning their brand with values that Gen Z cares about, Gymshark reinforced its position as a purpose-driven company, building loyalty and inspiring conversations among its audience.
The Secret to Gen Z Marketing Strategies
Success with Gen Z boils down to three key principles: authenticity, inclusivity, and purpose. This generation prefers brands that genuinely represent their values and reflect the diverse, interconnected world they live in. Align your campaigns with these principles, and you’ll build not just customers but loyal advocates for your brand!
Ready to Connect with Gen Z?
At Purple Goat, Gen Z is more than just a target audience—we’re part of it. With 50% of our team representing this game-changing generation, we know exactly what it takes to connect authentically.
We’ve helped brands like TUI create campaigns that don’t just talk about inclusion—they live it. Our Inclusive Travel campaign proved how showcasing real, diverse stories can inspire loyalty and drive meaningful engagement. See the impact for yourself here.
If you’re ready to build campaigns that resonate, excite, and drive results, let’s make it happen. Drop up as an email [email protected]
