Marketing to Gen Z is no longer a ‘one-size-fits-all’ approach, especially as this powerful generation continues to redefine consumer behaviour. With their spending power projected to grow to $12 trillion by 2030, reaching Gen Z effectively is not just an opportunity; it’s essential for brands to stay competitive. But marketing to this digitally-savvy generation requires understanding the shifts in their attitudes and preferences, especially after the disruptions caused by the COVID-19 pandemic.
In this post, we’ll explore seven undeniable truths about Gen Z in 2024. These insights will help brands engage more meaningfully with this influential demographic and build lasting relationships. So, how can brands adapt to capture the attention and loyalty of Gen Z? Let’s dive in.
1. Entertainment is the New News for Gen Z
Gen Z doesn’t just consume news the way older generations do. While traditional media still holds sway for older generations, Gen Z turns to platforms like TikTok, YouTube, and Instagram to stay informed.
- A whopping 46% of Gen Z rely on social media for news, making platforms like TikTok and YouTube the go-to sources for current events.
- Traditional news outlets and Google are secondary for Gen Z, who prefer their updates in bite-sized, shareable formats.
This shift in news consumption shows how deeply entertainment and information are intertwined in the digital age. Brands must take note of how information is presented and consumed on social media platforms to connect with Gen Z. Using humour, short-form videos, and influencers to spread news or brand messages is more likely to engage them than a traditional ad.
2. Trust is a Precious Commodity for Gen Z
It’s no secret that Gen Z is a skeptical generation. A 2023 Gallup study found that only 1 in 6 Gen Z members trust major institutions such as the government, news media, and big tech companies.
For brands, this lack of trust means they have to work harder to build authentic relationships with Gen Z. Here’s how:
- Transparency is non-negotiable.
- Be genuine in your messaging and stand firm on your values.
- Avoid trying to “jump on the bandwagon” of trends without a clear, authentic purpose.
Gen Z wants brands to back up their words with action, so it’s crucial to show real commitment to causes rather than offering superficial support.
3. Gen Z Demands Brand Stances on Social Issues
Gone are the days when brands could sit on the fence about societal issues. Gen Z expects the brands they support to take a stance on everything from LGBTQ+ rights to climate change.
- Cracker Barrel’s unexpected support for Pride Month in 2023 shocked many, but it also led to increased engagement from Gen Z and younger consumers.
- Brands that remain neutral risk being seen as apathetic, while those who take action build stronger connections with Gen Z.
Whether your brand is speaking out on a controversial topic or supporting a cause, make sure it’s in line with your values. Gen Z values consistency, and they’re quick to call out brands that fail to deliver on their promises.
4. Gen Z Trains Algorithms to Suit Their Interests
One of the defining characteristics of Gen Z is their ability to manipulate algorithms. Gen Z has grown up in a world shaped by digital platforms and AI-powered algorithms. They understand how social media feeds work and actively engage with content to curate their experience.
- Half of Gen Z believes the algorithm knows their tastes better than their parents!
- Gen Z actively likes, saves, and interacts with content to shape their feeds. They prefer personalised experiences tailored to their interests.
For marketers, this means that Gen Z isn’t just passive consumers—they’re active participants in shaping their online world. If you want to reach them, offer content that resonates deeply with their interests, tastes, and values.
5. Transparency is the Key to Gen Z’s Heart
In the age of misinformation, Gen Z is more resourceful than ever. They don’t just trust anything they see online—they verify it. This relentless pursuit of the truth makes transparency even more crucial for brands.
- Be upfront about your company’s mission, your product sourcing, and your business practices.
- Share behind-the-scenes content that shows the human side of your brand.
When marketing to Gen Z, don’t hide anything. Whether it’s sharing your company’s sustainability efforts or addressing potential product flaws, honesty is the best way to build trust.
6. Live Events Are the Currency of Gen Z
As Gen Z comes out of the pandemic, they’re seeking experiences over material goods. According to a 2023 study by The Harris Poll, 68% of Gen Z prefer spending their money on live events and experiences rather than physical products.
- From concerts to festivals to sporting events, Gen Z craves real-world experiences.
- This desire for live events represents an opportunity for brands to engage with Gen Z on a deeper level.
Offering exclusive event access, discounts, or even sponsoring live events can help your brand connect with Gen Z in a way that’s more meaningful than a traditional ad campaign. It’s not just about selling products—it’s about offering memorable experiences.
7. Travel is the New Status Symbol
For Gen Z, experiences like travel have become a symbol of success. Post-pandemic, Gen Z is more eager than ever to explore new places and share their adventures on Instagram and TikTok.
- Travel isn’t just about the destination; it’s about the stories and content created along the way.
- Gen Z views unique and Instagrammable travel experiences as a symbol of status—rather than luxury goods or high-end cars.
This is where brands can leverage Gen Z’s travel aspirations by creating partnerships with travel destinations, offering deals for unique getaways, or even organising brand-related travel experiences.
Conclusion: Marketing to Gen Z in 2024 Requires Authenticity, Transparency, and Experience
To market effectively to Gen Z in 2024, brands must embrace a personalised, transparent, and values-driven approach. By understanding the unique preferences and behaviours of Gen Z, brands can create deeper, more meaningful connections with this powerful generation.
Gen Z values experiences, authenticity, and brands that take a stand on important social issues. They engage with content on their own terms and are quick to reject anything that feels inauthentic or “salesy.” If you can adapt to these shifts in consumer behaviour, your brand will have a stronger chance of thriving in the years ahead.
