Gen Z is more than the “next big consumer group.” They’re cultural architects, reshaping the way brands communicate, create, and earn relevance online. This generation—born roughly between 1997 and 2012—grew up in an always-on, hyper-connected world. They’re fluent in digital culture, navigating memes, niche communities, and algorithms as naturally as previous generations learned to ride a bike.
But marketing to Gen Z isn’t about showing up on TikTok or adding trending sounds to your brand’s feed. It’s about shifting from traditional, top-down marketing to a values-driven, co-creative approach. The brands that will win with Gen Z are the ones that stand for something, invite participation, and show up authentically—every time.
Understanding Gen Z: Digital Fluency and Identity
Gen Z is the first truly mobile-native generation. Their earliest memories include smartphones, YouTube tutorials, and social media feeds. This upbringing has made them fluent in platforms, digital subcultures, and the unwritten “language of the algorithm.” They know when a brand is trying too hard—and when it’s genuinely in tune with the conversation.
For Gen Z, identity and values aren’t separate from their online presence—they are their online presence. They choose the brands they interact with based on shared beliefs, representation, and whether the brand feels like an authentic extension of their own story.
Gen Z is also highly participatory. They don’t just consume—they remix, duet, meme, and co-create. From viral TikTok dances to fan-made brand campaigns, they see culture as a collaborative playground, and brands that embrace this mindset earn more than just likes—they earn loyalty.
The Core Values of Gen Z: What They Expect from Brands
Gen Z’s expectations go far beyond product quality—they judge brands by the values they live by and the actions they take. These core principles guide their purchasing decisions and shape how they connect with companies in an always-on, hyper-connected world.
Authenticity
Polished brand ads might have worked for Millennials, but Gen Z prefers raw over refined, and behind-the-scenes over perfectly staged. They gravitate toward relatable, human content that feels genuine. For them, aspirational is out; approachable is in.
Inclusivity
Representation isn’t a “nice to have”—it’s an expectation. Gen Z wants to see real diversity across gender, race, sexuality, and identity in marketing, not token gestures. Performative allyship—like posting during a social movement without real action—gets called out fast.
Transparency
Gen Z lives in a “receipts culture,” where they can (and will) research a brand’s claims before buying. They reward brands that openly share their values, processes, and even mistakes. Owning up to missteps can build more trust than trying to cover them up.
Sustainability & Ethics
Environmental and ethical responsibility are non-negotiable. Many Gen Z consumers will switch brands—or pay more—for products they believe are sourced, produced, and sold responsibly. Purpose-driven brands that align with these values are positioned to win long-term loyalty.
Traditional Marketing Doesn’t Work Anymore—Here’s Why
Interruptive ads, scripted influencer reads, and overly polished brand campaigns rarely resonate with Gen Z. This generation rejects one-way, brand-controlled messaging in favor of content that feels collaborative, unfiltered, and community-first.
They don’t inherently trust brands—they trust people. And they prefer to hear about products from peers or creators they feel connected to, rather than from a brand’s corporate account.
Community Over Clout: Why Connection Is the New Conversion
Gen Z’s most meaningful brand relationships are built in community spaces—Discord servers, TikTok niches, meme accounts, or Instagram comment sections. In these spaces, belonging drives behavior.
When brands focus on fostering connection instead of pushing constant product messaging, they create a sense of shared purpose. This might look like:
- Engaging authentically in comment sections
- Hosting co-creation challenges
- Spotlighting customer stories and experiences
In creator marketing, this shows up as partnerships where the creator and audience feel like part of a shared community with the brand—not just a buyer-seller relationship.
The Influence of Creators: Peer-Led Marketing That Works
In the eyes of Gen Z, creators are peers, not celebrities. They trust smaller, niche creators who speak their language, share their values, and genuinely use the products they recommend.
This is why micro and nano influencers often outperform larger names in engagement and conversion with this demographic. When a creator’s audience feels like a tight-knit circle, every recommendation carries more weight.
For brands, the key is finding creators whose values align and who already connect with your target audience—because with Gen Z, authenticity can’t be faked.
Co-Creation & Remix Culture: Letting Gen Z Shape the Story
Co-creation is central to how to market to Gen Z. They don’t just want to see your campaign; they want to shape it. This might mean:
- User-generated content challenges
- TikTok duets and stitches
- Trend participation in viral challenges
Brands that invite Gen Z into their creative process get content that feels alive, adaptable, and shareable. The trade-off? You need to give up some control and embrace imperfection. The payoff? Cultural relevance that can’t be bought.
Measurement That Matters: Rethinking KPIs for Gen Z Marketing
When marketing to Gen Z, views and impressions are the floor, not the ceiling. Engagement depth—like saves, shares, and comments—speaks louder than passive reach.
Other meaningful KPIs include:
- Volume of UGC created around your brand
- Community participation (e.g., active Discord members)
- Sentiment analysis of comments and conversations
For this generation, impact is measured in how your brand shows up in conversations—not just in how many people saw your ad.
Mistakes to Avoid When Marketing to Gen Z
While Gen Z values creativity and connection, they have a low tolerance for brands that misstep in ways that feel disingenuous or disconnected from their values.
- Over-branding content: Feels corporate and inauthentic.
- Tokenism: Representation without real action undermines trust.
- Trend-chasing without context: Looks opportunistic and out of touch.
- Ignoring feedback: Gen Z expects brands to listen and adapt.
- Performative activism: Saying the right thing without doing the right thing.
Avoiding these pitfalls can mean the difference between building loyalty and losing credibility.
How Open Influence Helps Brands Connect with Gen Z Creatively and Credibly
At Open Influence, we specialize in creator-led strategies that speak to Gen Z’s values. We identify and partner with creators who genuinely align with your brand, ensuring campaigns feel authentic—not scripted.
Our data-driven tools uncover insights into Gen Z’s preferences, cultural trends, and engagement patterns, helping brands build lasting relevance. From co-creation campaigns to long-term community-building initiatives, we focus on making brands an active participant in Gen Z’s cultural conversations—not just a sponsor.
The Future Belongs to the Brands That Get Gen Z
Reaching Gen Z isn’t about buying their attention—it’s about earning their trust. By embracing authenticity, inclusivity, transparency, and community, brands can build relationships that last far beyond a single campaign.
The playbook has changed: co-create, listen, and be real. Gen Z isn’t waiting for brands to catch up. The question is—are you ready to meet them where they are?
Contact Open Influence today to create a Gen Z strategy grounded in trust, creativity, and real community impact.
FAQs
What makes marketing to Gen Z different from marketing to other generations?
Marketing to Gen Z requires a values-first, co-creative approach rather than traditional top-down advertising. They prioritize authenticity, inclusivity, and transparency, and they want brands to actively engage with their communities rather than simply push products.
What social media platforms are most effective for reaching Gen Z?
TikTok, Instagram, and YouTube dominate Gen Z’s attention, but effectiveness depends on your brand’s niche and audience behavior. The key is understanding platform culture and tailoring content accordingly.
How can brands engage Gen Z without losing brand integrity?
The best way to engage Gen Z is to align with their values while staying true to your brand voice. This means adapting to platform trends where relevant but avoiding forced or off-brand participation.