Generation Z, also known as Gen Z or Zoomers, represents a challenge and opportunity for marketers because this digitally literate and socially engaged group of young people has set new standards in the way we communicate and consume content.
We come to a key question that has been stretching among marketers for a long time: how to approach Generation Z? They (born between 1997 and 2012) represent an extremely influential demographic group that is slowly entering the labour market and has increasing purchasing power.
Unusual and weird does not mean it is funny
Gen Z is looking for authentic, engaging content that prioritizes entertainment. They want content that “breaks the mould” and shows something unexpected. Their short attention span, as well as their incredible ability to sniff out a marketing trick pose a great challenge for any brand. They are well-versed in digital marketing, as the vast majority of them are just trying to build a personal brand online.
Thus, unhinged content offering new and fresh creative solutions agrees well with them. But there is a fine line between unhinged and shameful content.
Remember: just because something is unusual and strange does not is funny.
A perfect example of cringe is Samsung’s commercial that promoted their new mobile phone Samsung Galaxy Z Flip4. In an unusual way, they wanted to present a new model of mobile phone, and ended up leaving the audience confused.
Instead of polished, professional ads, Zoomers prefer marketing that is relatable, honest, and fun. Their attention will be held by dynamic content, which looks like it was made by an average person.
Scrub Daddy make great videos for Generation Z on TikTok. Their aggressive humour in product demonstration, as well as following trends, put them on the list of the best brands on TikTok. Given that the face of Scrub Daddy products are sponges with a smile, and their contents are unhinged, it is not surprising that almost every video exceeds a hundred thousand views.
In addition to unhinged videos, they appreciate the presence of brands among comments, but not on any post. It is necessary to strategically choose where to engage and assess the relevance of your brand with a specific post. Try to identify with them, and at the same time leave an indelible mark in their memory.
Zoomers are fans of UGC and influencers
Gen Z likes UGC (user-generated content), trusts it more than advertisements, even more if it comes from their peers because it provides a true, unfiltered perspective. When brands incorporate UGC into their strategy, they further align with Gen Z’s preferences for real-world content.
They will seek their opinion and advice among friends, whether they are online or in person, so it is no wonder that influencer marketing has flourished in the last few years. Generation Z trusts influencers more than celebrities since influencers (at least most of them) are ordinary people they can identify with. For them, they are a voice of trust, cultural “insiders” who represent their interests and can introduce them to new styles, music and ideas that will help them shape their identity.
Avoid collaborating with an influencer just because they have a large following; Instead, focus on the audience they attract and make sure they and the content creator share your values.
One of the brands that tried to follow the trends during Pride Month was Calvin Klein. The well-known brand has released a video commercial with model Bella Hadid and virtual influencer Miquela, with whom they promoted the LGBTQ+ community. Or so they thought… Namely, Hadid is of heterosexual sexual orientation, while Miquela AI is a generated robot-influencer who does not exist at all.
Calvin Klein could have offered a collaboration between two influencers who are part of the LBGTQ+ community. But they forgot that Hadid and Miquela had no connection to the niche they wanted to represent. Generation Z encourages diversity and inclusivity in marketing campaigns, but only when they are executed properly and with respect for the communities being described.
Try collaborating with nano and micro influencers. They interact more with their audience, which leads to higher engagement from followers. Such a relationship creates trust that is often lacking in more prominent influencers. In addition, allow the selected content creators a certain amount of creative freedom to make sure that the audience will notice their personal touch that will create an authentic advertisement.
Niche Targeting in Generation Z
If you are trying to reach a specific niche group, do not just stick to the most basic information. Go a little deeper into their world and explore their language, memes, pop culture references, style, lifestyle habits, influencers, and more.
Likewise, Generation Z has an affinity for labels because they often serve as a way of expressing identity and belonging to certain groups, values or interests. But they do not like it when someone else attributes these same labels to them, especially not in advertising. Zoomers are aware when brands use labels just to join a trend or get their attention. They prefer those who genuinely share their values and authentically connect with their interests, rather than using labels merely as a marketing ploy.
Generation Z wants to see content they can relate to. They like to see real situations that resonate with their lives. If the content, whether it is a post on social networks or a simple advertisement, looks artificial and corporate, they will turn their head the other way. Gen Z does not prefer direct sale and sticking products “under their nose”, but you have to convince them that your brand is something they can relate to on a personal level.
Thus, Nike has created a campaign that encourages all people to play sports, regardless of their experience and body type. The advertisement shows an average person, and their thoughts are the same as those of anyone who is just starting to play sports.
Gen Z expects to raise awareness and take a stand
Generation Z will call you out if you avoid tricky questions or do not live up to customer support expectations. As Gen Z says: you will be cancelled because the credibility of your brand is really important to this generation of consumers.
According to The Sprout Social Index™ 2022, 73% of Gen Z consumers believe it is important for brands to raise awareness and take a stand on sensitive issues. It is not enough to share the basic message of solidarity. If you want your content to have an impact, it needs to be honest, inclusive, and timely.
One of the brands that managed to react in a timely manner, but totally missed the point, was Pepsi.
Putting on a façade of activism and not doing anything to help the cause will not make Generation Z love you. Difficult topics such as discrimination against African-Americans and protests against police brutality were described through a light-hearted commercial in which model Kendall Jenner gives one of the police officers a canof Pepsi at the protest to ease tension between people. A vague political message that serves as an incentive to buy the product would make everyone upset, especially Generation Z.
Many brands are also guilty of rainbow-washing, i.e. superficial LGBTQ+ friendly gestures that aim to evoke positive feelings about the brand in order to sell the product, without real support to the community. So, in 2019, Listerine created a bottle of mouthwash in rainbow colours that represent the LGBTQ+ community. Of course, the “gay bottle” has experienced a negative reaction from the audience, especially members of the LGBTQ+ community.

Therefore, in order to avoid creating the impression of superficiality or dishonesty in your June campaign – do not wash it off with rainbow colours. Instead, consider donating a portion of your campaign proceeds to associations, giving a voice to marginalized groups, volunteering, and attending protests and rallies. These are exactly the ways in which you truly show your values to Generation Z.
Approaching new generations requires a careful balance between technological expertise and human touch. Brands should adopt new, up-to-date digital platforms and authentic content that reflects the social values of the generation, while enabling interaction and engagement that fosters the creation of a deeper, meaningful connection with young consumers.