Marketing to Gen Z: Building Trust, Connection, and Engagement

Into every generation, a different type of consumer is born. No one is more acutely aware of the differences between each generation than marketers.

The cost of not understanding the audience you’re marketing to has never been higher — and Gen Z may be a marketer’s most formidable challenge yet.

As digital natives, the preferences and behaviors of Gen Z are reshaping how brands communicate, build trust, and create meaningful connections. To effectively market to this savvy generation, brands must embrace transparency, authenticity, and community-driven strategies.

How to Market to Gen Z

Gen Z is defined as individuals born between 1997 and 2012. They represent a unique and influential generation, possessing a variety of traits that are important to understand if you are an advertiser seeking to reach and connect with Gen Z consumers:

• Digital Natives: Gen Z is the first generation to grow up fully immersed in the internet and digital technology.
• Value Authenticity and Individuality: They prefer authentic brand interactions over overt marketing tactics.
• Socially Conscious: Gen Z is often concerned with ethical issues, sustainability, and social causes, prioritizing brands that align with these values.
• Short Attention Span: With an average attention span of 8 seconds for advertisements, they demand concise and impactful messaging.
• Financial Savvy: Gen Z tends to be pragmatic about money and financial goals, seeking to make value-driven purchases.
• Mental Health Awareness: Over 60% place significant importance on mental well-being.

What is the Best Way to Market to Gen Z?

To effectively market to Gen Zers, brands must understand and meet their unique expectations. This generation values authenticity, accessibility, and connection above all else.

Here are eight strategies for tailoring your marketing to Gen Z:

1. Focus on Entertainment and Participation

For Gen Z, it’s not enough to simply label your product as “cool.” They want entertainment, participation, and connection. Encourage them to engage with your brand through interactive campaigns, user-generated content, and influencer partnerships. It is up to you to provide the platform and inspiration Gen Zers need to explore your brand’s value.

2. Utilize Influencers for Authentic Connections

Influencers play a critical role in the Gen Z buyer’s journey. In fact, 51% of Gen Zers believe social media influencers create new trends, compared to just 36% of millennials. Seek opportunities to collaborate with influencers who genuinely resonate with your audience. Don’t overlook the power of micro-influencers—those with smaller but highly engaged followings—as they can create more authentic and personal connections with their audience.

3. Provide the Details — Fast

You can’t afford to bury the lede with Gen Zers — they won’t stick around to dig it up. Give them the details they want upfront. Gen Z doesn’t want to have to click through multiple pages to find essential details, so make their access to information as frictionless as possible. The clearer and more accessible your product information, the better your chances of converting a Gen Zer.

4. Optimize Content for Social Media Search

For Gen Z, social media is their search engine of choice. Platforms like TikTok have seen dramatic increases in search volume as young people research products, seeking insights on quality, value, and more. Brands must create content that answers these questions, optimizing it for discovery on platforms like TikTok, Instagram, and YouTube.

5. Encourage Reviews and Testimonials

Don’t underestimate the importance of the research phase for Gen Z. 70% of Gen Zers only trust a brand after conducting their own research, and 46% say the absence of independent product information or reviews would discourage them from purchasing. Encourage your customers to share their experiences through reviews, testimonials, and videos.

6. Stay Price Competitive

Price comparison is a foundational step in Gen Z’s research process. Their first instinct is often to compare prices on Amazon or search for sales and special offers. Ensure your pricing remains competitive and consider incorporating discounts or limited-time deals.

7. Build a Community Beyond Your Product

Creating a sense of community can set your brand apart, as Gen Zers gravitate towards brands that offer more than just products. For example, L.A.-based brand Madhappy goes beyond selling hoodies and T-shirts by offering mental health resources, wellness support, and community events. Brands that can create meaningful experiences will resonate more deeply with Gen Z.

8. Rethink Your Loyalty Program

Traditional loyalty programs focused on points and redemptions won’t cut it for Gen Z. This generation expects brands to offer benefits even if they’re not yet customers. Consider exclusive perks like behind-the-scenes content, early product access, or exclusive experiences. These efforts create a sense of belonging and build stronger emotional ties to your brand.

Align Your Approach to What Gen Z Truly Values

By leaning into authenticity, transparency, and creativity, brands can earn the trust and loyalty of this influential generation. Adapt your strategies to meet their needs, and you’ll create lasting connections that foster engagement and drive meaningful results.

Let’s chat about how you can adapt your marketing strategy to reach Gen Z.