Understanding Gen Z

Born between approximately 1997 and 2012 (making them between 13-28 years old), Gen Z has grown up in a hyper-connected world. 

They are digital natives, many of whom have never known a world without smartphones, social media, or on-demand content. 

Now either being in, or about to enter, young adulthood, they represent a powerful and fast-growing consumer segment. 

For marketers, understanding what makes Gen Z tick is no longer optional. It’s essential.

This generation is known for valuing authenticity, transparency, and individuality. 

They are more socially and environmentally conscious than any generation before them and are quick to call out brands that feel disingenuous or performative. 

Studies suggest they also have shorter attention spans but are capable of deep engagement with the right content. 

Understanding how they think, communicate, and consume content is the first step in building marketing strategies that resonate.

The Pandemic’s Influence on Gen Z

The COVID-19 pandemic hit Gen Z at a critical time in their lives. Many were finishing school, starting university, or entering the workforce when the world and the way we work, socialise, and communicate abruptly changed. 

These disruptions shaped their worldviews and, by extension, their purchasing and online behaviours.

Social isolation, economic uncertainty, and educational instability made Gen Z more cautious, value-driven consumers. 

They are more likely to think critically before spending and are drawn to brands that offer clarity, security, and clear purpose. 

Their formative adult years were shaped by a global crisis, and this has made them more financially aware, emotionally intelligent, and skeptical of marketing that feels insincere.

During lockdowns, digital platforms became lifelines. Socialising, shopping, entertainment, and even education moved almost entirely online, characterised by the popular hashtag at the time #TikTokMadeMeBuyIt.

This pushed Gen Z even deeper into digital environments, accelerating their comfort with virtual experiences, creator-led content, and online communities. A BBC article notes that Amazon has recognised this trend amongst younger consumers, and ‘keen not to be left out’ the eCommerce giant added a ‘Consult-a-Friend feature…allowing customers to ask friends for advice while scrolling through its app’. 

The result is a generation that is not only mobile-first but socially, emotionally, and commercially invested in digital platforms.

Digital Behaviour: What Sets Gen Z Apart

Gen Z uses digital platforms differently from previous generations – in fact, Senior Trends Analyst at GWI, Tom Hedges, states that they are shaping society and culture through their use of social media. 

According to Statista research, they are most active on TikTok, Instagram, YouTube, Reddit, and Snapchat, and often use these platforms not just for entertainment but also for product discovery and brand engagement. 

Their online behaviour is shaped by a desire for connection, relevance, and control over their content experiences.

They are far more likely to trust and follow online influencers rather than ‘traditional’ celebrities, and they expect brands to behave more like individuals than institutions. 

They interact with content that is engaging, visually dynamic, and ideally, short-form. 

Unlike Millennials, Gen Z often prioritises experience over status, and they are looking for brands that align with their values.

What Gen Z Wants From Brands

Authenticity is everything. 

Gen Z does not respond well to overly polished, sales-driven content. This is highlighted by their preference for ‘candid’ blurry and ‘in the moment’ imagery – rather than the more polished look favoured by millennials. 

They want to see real people, real stories, and unfiltered perspectives that don’t feel tainted by corporations or management’s views. This generation grew up with social media filters and corporate messaging, and they have become adept at detecting any form of marketing spin. 

They reward honesty and vulnerability and are more likely to trust brands that show imperfection and humanity.

Purpose also plays a significant role. 

Gen Z expects the brands they support to have a point of view on social, environmental, and cultural issues.

An example of this is their preference for lab grown diamonds over mined diamonds. 

That said, performative messaging is quickly rejected as inauthentic. Brands must be prepared to demonstrate their values through action, not just words.

Visual content is key. 

Short-form video, lo-fi aesthetics, memes, and creator-led storytelling all perform well with this audience. 

Trends move fast, and the brands that can adapt quickly and engage meaningfully in digital spaces are the ones that succeed.

Effective Strategies for Reaching Gen Z

One of the most effective ways to engage Gen Z is through influencer and creator partnerships. 

However, it’s important to avoid heavy-handed campaigns. 

Gen Z responds best when creators have the freedom to speak in their own voice. Micro and nano influencers, in particular, often hold more sway because they feel relatable and trustworthy.

Video-first content should be central to your approach. 

TikToks, Instagram Reels, and YouTube Shorts offer powerful ways to tell stories quickly and connect emotionally. Content should be entertaining, relevant, and often trend-driven, but always true to your brand identity.

Community engagement is another essential strategy. 

Gen Z wants to feel part of something. Encourage user-generated content, start conversations, and foster two-way dialogue. 

Whether it’s through comments, challenges, or private communities, creating space for participation and real conversation between people and your brand deepens trust and loyalty.

Ensure that every touchpoint is mobile-optimised. 

From website speed to checkout UX, to in-app experiences, any friction for users is a deal-breaker. 

Gen Z grew up online so they expect seamless, fast, intuitive interfaces and don’t have the same level of acceptance of friction that millennials and older generations do. 

They also appreciate flexible payment options and personalised recommendations that respect their data and preferences.

Content That Resonates With Gen Z

The types of content that perform best with Gen Z are those that feel honest, useful, and entertaining. 

Behind-the-scenes videos, day-in-the-life clips, unfiltered reviews, and tutorials are all strong formats that can be used by brands to mimic the kind of content people are used to seeing on individual influencer accounts. 

Content that leverages humour, cultural references, and interactive features tends to outperform static or overly promotional posts.

Gen Z also engages deeply with content that invites fun participation. 

Polls, quizzes, comment-driven posts, and collaborative trends give them a sense of agency. They are not passive consumers; they want to co-create with the brands they follow.

What to Avoid

Trying too hard to be trendy is a common pitfall and an ‘Ick’ for Gen Z. 

Gen Z is quick to reject brands that come off as forced or out of touch. 

If you’re participating in trends, do so in a way that feels relevant to your brand and respectful of the community, otherwise it’s more likely to put them off than get them engaging. 

Overly sales-driven messaging is another turn-off. 

Gen Z expects to be informed, entertained, or inspired, not pressured. 

They want to see how your product or service fits into their world, not just why it exists.

It’s also important not to ignore feedback! Unidays found that 76% of Gen Z respondents to their survey expected brands to always respond to them. 

This generation expects brands to listen and respond. Silent or dismissive brands risk alienating Gen Z audiences quickly.

Why AI and Chat Tools Matter

Another major shift in Gen Z’s digital behaviour is their rapid adoption of AI tools like ChatGPT.

Unlike previous generations who defaulted to traditional search engines, Gen Z is increasingly turning to conversational AI for everyday queries, advice, and product discovery.

This generation is comfortable interacting with bots, virtual assistants, and AI interfaces.

They use tools like ChatGPT not just for information, but for inspiration, recommendations, and decision-making.

Whether they’re looking for gift ideas, skincare routines, or the best wireless headphones under £100, they are just as likely to ask a chatbot as they are to type a Google search.

For digital marketers, this is a critical development.

It means your brand messaging, product information, and content strategy need to be structured in ways that AI can access, interpret, and serve up in meaningful ways. Clear, helpful, structured content is more important than ever, especially if you want your brand to appear in AI-generated answers and summaries.

It also points to the growing importance of conversational marketing strategies. Tools like live chat, AI-powered customer service, and chat-based shopping experiences aren’t just useful features. They’re fast becoming standard expectations.

Gen Z doesn’t want to wait for an email reply or dig through a website for answers. They want instant, intelligent responses, ideally in a tone that matches their own.

Marketers who integrate AI into the customer journey, whether through intelligent chatbots, personalised product recommendations, or AI-enhanced search, will be better positioned to meet Gen Z where they already are: in fast, fluid, conversational interfaces.

Gen Z are More than Just a Marketing Audience

Gen Z are reshaping the digital economy and redefining how brands communicate, sell, and grow. 

To market to them effectively, you must go beyond demographics and lean into mindset, behaviour, and values. 

They are smart, selective, and highly influential.

To succeed with Gen Z, be real. Be responsive. Be relevant. 

Create content that adds value to their lives, builds community, and reflects the world they care about. 

The brands that listen and evolve with them will be the ones they champion for years to come.