The digital generation, known as “Gen Z,” was born between the late 90s and early 2010s. Generation Z have been shaped by technology and social media platforms all their lives. On one hand, they’re opening opportunities for brands to advance on strategies they overlook, particularly when it comes to marketing through influencers, producing interactive content, and analyzing data to choose the proper content that reflects their values.  On the other hand, Gen Z is the motivator for startups to thrive in the marketplace. They start to rely on innovation and personal experiences to capture the attention of an audience that moves faster.

Casey Lewis, a social media consultant and expert on social trends among younger audiences, says:

“Any brand that isn’t trying to reach Gen Z or Gen Alpha is risking their success. Even if you are not interested in being part of their cultural zeitgeist. They are the consumers of our future, so brands need to keep them in mind”.

Embracing Gen Z Values

1- Authenticity & Transparency

Brands that commit to transparent actions earn Gen Z’s trust more easily. This involves providing detailed information about their services, along with real numbers of customers whose expectations were met. Maintaining consistent messaging across social media platforms further demonstrates clear and reliable values and practices to their audience.

2-Daily Experiences

This generation is more skeptical of traditional advertising; they can easily distinguish between authentic content and content that uses excessive promotion or flashy visuals. Their digital awareness helps them evaluate service quality more accurately, which is why they tend to look at reviews and previous user experiences before making a decision. Additionally, responding effectively to complaints and handling criticism quickly is a key indicator of a brand’s credibility.

Recently, brands are investing more in studying young audience values and understanding how they interact in order to deliver experiences that align with their lifestyles. This includes observing their daily routines, preferred activities, app usage, shopping behaviors, and entertainment choices, as well as their cultural and social interests. 

As this generation entered institutions across various sectors, customer satisfaction requires a complete experience that is sharable. This helps connect the target audience with the organization’s identity and the overall role.

3- Interactive Experiences

Gen Z prefers direct engagement and hands-on interaction with products and services, rather than receiving passive content. They place higher value on sharing their opinions, experiencing options, and getting immediate feedback to their questions.

For example, coffee has become a part of Gen Z’s daily routine, which is why cafes have developed personalized ordering experiences that allow customers to choose the size of their drink, type of milk, flavor add-ins, and even share their choices via an app or an interactive screen inside the cafe. The system may then suggest options inspired by the preferences of other customers or past reviews, making each experience unique and highly interactive.

Such experiences give Gen Z a sense of participation, ownership, and a stronger connection to the brand, turning routine transactions into engaging moments.

How to Actually Connect with Gen Z

On Social Media Platforms

According to global statistics, Gen Z spends most of their time on platforms like Instagram, YouTube, and TikTok. Probably you will not find someone that didn’t interact with one of these. The GWI 2024 Social Media Trends Report shows that 96% of this generation uses these platforms regularly. They aren’t really interested in traditional websites anymore. Even a giant like Google felt this shift; when they launched Google+ to try and compete, people still preferred Facebook instead. This proves that Gen Z giants are for real social connection, which is something big tools couldn’t capture yet.

Gen Z mostly consume news and entertainment content via these channels. They likely use them for everything, like commercial purposes, including paying for products, receiving customer services, and giving feedback. Yet also for connecting with family and friends. They interact in different ways in each post, whether by sending direct comments or sharing preferences with others. Reels are the most effective content to attract their attention. 

• TikTok and Reels have redefined digital storytelling by delivering impactful messages in seconds. Using a mix of trending audio, creative filters, and rapid-fire editing, these platforms grab attention and never let go.

Thus, Gen Z has opened the door for brands to start improving their media presence. By launching complete campaigns and communication strategies that resonate with their interests.

Marketing through influencers

Influencer partnerships are the ultimate shortcut to brand credibility. By tapping into the organic connection creators share with Gen Z, brands can deliver messages that feel like recommendations rather than ads. The key? Perfect alignment between the creator’s persona and the target audience.

Shopee x Cristiano Ronaldo In 2025, Shopee’s 9.9 Super Shopping Day went global by naming Ronaldo its regional ambassador. Through exclusive videos and interactive livestreams, the campaign bridged the gap between a superstar and his fans.

The Results:

• Massive Engagement: Millions of interactions across social platforms.

• Global Authority: Instant brand elevation through high-profile association.

• Conversion Spike: Viral challenges and video content directly fueled a surge in sales.

For Gen Z, authenticity is the only currency that matters. Choose the right voice, and the results will follow.

Educational Content

Modern branding has shifted from “selling” to “teaching.” As Gen Z takes center stage, they are prioritizing brands that satisfy their curiosity and empower them to make informed decisions. When a brand helps a consumer understand a product rather than just pitching it, it builds a foundation of long-term loyalty.

For this generation, educational content must be fast, visual, and frictionless. Long-winded explanations are out; punchy Reels and scannable infographics are in.

High-Impact Formats for Gen Z:

• Real-World Application: Showcasing how a product solves everyday problems.
• Actionable Tips: Quick hacks related to finance, wellness, tech, or productivity.
• Myth-Busting: Fact-checking common misconceptions with a witty, lighthearted tone.
• Radical Transparency: Behind-the-scenes “day in the life” content to build trust.
• Pure Edutainment: Merging education with entertainment to keep viewers hooked.