Marketing to Gen Z: how to catch the eye of the most switched-on generation yet

Gen Z are the audience of tomorrow (and today). Born between 1997 and 2012, they’re digital natives, social-first, valued-led and demand more from the brands they buy from, work for and shout about. So, what makes this generation tick ‒ and how can you genuinely connect with them? Let’s get into it.

They’re mobile-first and always online
Gen Z have never known life without the internet ‒ it’s second nature to them. But what matters is how they use it: they’re glued to their phones and they’re using them to shop, scroll, message and make decisions.

If your brand isn’t mobile-optimised, you’re invisible. From short-form video to bite-sized content, you need to stand out, and stand out fast – because you haven’t got long before they start scrolling.

Authenticity and values matter
Get this: 65% of Gen Z are happy to spend more on products that align with their values.

Gen Z want to know what your brand stands for, not just what you’re selling. And they don’t just want you to say it, they want you to show it. That means social responsibility, diversity and ethical practices need to be front and centre of your brand. Whether it’s how your team shows up online or the suppliers you use behind the scenes, it all counts.

Create with them
This is a generation that grew up creating content. So, rather than pushing polished ads, give them the mic. User-generated content (UGC), behind-the-scenes clips and micro-influencer partnerships will likely land better than anything overly scripted. Gen Z are 82% more likely to buy from brands that include real people in their content. So, it’s all about coming across as authentic and relatable ‒ because that’s what builds trust.

Social, social, social
Gen Z rule social media ‒ it’s where they spend most of their time. And they’re even using it as a search engine. From discovering new brands to deciding what to buy, social media is their Google. That’s why social-first content and strategy is more important than ever. And so is SEO, because that’s how they’ll find you. So, optimise your content with relevant keywords and hashtags, and make sure your videos and captions are answering questions people are genuinely searching for.

Thoughtful buying
Only 36% of Gen Z feel confident about their finances – but that doesn’t mean they’re not switched on. In fact, they’re more likely than previous generations at the same age to have credit cards, investments and savings accounts. They’re savvy, cautious and always weighing up the value. That’s why flexible payment options, transparent pricing and offers that pack a punch are a great way to win them over.

Re-writing the norm
Gen Z love to re-write the rules of adulthood. They’re delaying traditional milestones ‒ 69% aren’t interested in marriage ‒ instead focusing on themselves; think solo travelling, wellness on their own terms and a more balanced, healthy approach to life. Marketing to them means tapping into what matters now: individuality, flexibility and real-life experiences.

Get them to get them
If you want to market to Gen Z, it’s all about understanding the people. Remember, they’re switched on, tuned in and looking for brands that truly get them.

So, to win them over? Show up where they are, speak their language, understand their priorities ‒ and don’t forget to keep it real.