Let’s be real, Gen Z isn’t just another audience for brands to target. We’re reshaping the way marketing works, and if brands aren’t keeping up, we notice. We grew up in a world where everything is online, so how we shop, consume content, and interact with brands is completely different from the generations before us. And honestly? If brands don’t get it, we’re moving on.
The biggest thing to understand is that authenticity is everything. We can spot performative marketing from a mile away. If a brand claims to care about sustainability, inclusivity, or social responsibility but doesn’t actually follow through, it’s an immediate no. Throwing a rainbow on your logo during Pride Month or hopping on a viral trend without putting in real effort isn’t going to cut it. We want transparency. We want brands that actually live out their values.
And then there’s content. People say Gen Z has a short attention span, but let’s be honest: we just don’t waste time on content that doesn’t hook us. That’s why short-form video is everything. TikTok, Instagram Reels, YouTube Shorts—this is where we find brands, trends, and products. Traditional ads? We tune them out. But if something feels real, relatable, and entertaining? We’re all in.
Shopping isn’t what it used to be either. We don’t just walk into a store and pick something up without a second thought. We research, we compare, we check reviews, and most importantly, we listen to people we trust. Influencers, friends, even strangers on TikTok, we’d rather take their word over a brand’s marketing message any day. If a brand makes shopping difficult or the website site is clunky or it’s not mobile-friendly; we’ll just find something else.
Social media isn’t just for scrolling anymore to catch up on what friends are up to, it’s where we discover, connect, and shop. Brands that understand this don’t just try to sell to us; they create stories, build communities, and make us feel like we’re part of something bigger. That’s what makes us stay. That’s what makes us loyal. It’s not about throwing a product in our face, it’s about making us care.
At the end of the day, if brands want to win over Gen Z, they need to meet us where we are. That means showing up in a way that feels real like through short-form video, influencer partnerships that actually make sense, and content that sparks conversation, not just sales. It means making shopping effortless and making engagement feel genuine. And above all, it means staying true to who they are because if they’re faking it, we’ll know. And we’ll move on.
Gen Z isn’t the future, we’re already here and we are making waves.
So, if you’re a brand trying to connect with Gen Z, here’s the deal: stop talking at us and start talking with us. We don’t want to be sold to, we want to be part of the conversation. The brands that win aren’t just the ones pushing products; they’re the ones creating a story, a community, a reason for us to care.
That means leaning into short-form content, the kind that actually feels fun, not forced. It means partnering with influencers we trust, not just anyone with a following. It means being real, being transparent, and actually standing for something instead of just hopping on the latest social cause when it’s trending. We see through the fluff, and if you’re faking it, we’re out.
Most importantly, make it easy for us. If we have to jump through hoops to shop, we’re gone. If your content feels stale, we’re scrolling past. If your brand isn’t keeping up, someone else is.
At the end of the day, we just want brands that are genuine. The ones that create awesome products, tell real stories, and make us feel like we’re part of something.
BTW, we love funny content.
Signed, a fellow Gen Z, social media manager!
