Branding for Gen Z – What You Need to Know About Their Preferences

The world of marketing is evolving faster than ever, and if your brand isn’t paying attention to the needs and preferences of Gen Z, you’re already behind. This generation, roughly defined as those born between 1997 and 2012, is shaping the future of consumer behaviour. They are not just your future customers—they are already here, and they’re more influential than you might think. If your brand is going to stand out in the crowded market, you need to understand what Gen Z wants and how they engage with brands.

Gen Z is often painted as a generation of digital natives, and rightfully so. They’ve grown up with technology, social media, and the internet at their fingertips. But there’s more to this generation than just their digital habits. They’re values-driven, socially conscious, and fiercely independent. If you want to attract Gen Z, you’ll need to look beyond the traditional marketing playbook and craft a brand experience that aligns with their needs and expectations.

Let’s break down the key preferences that will help your brand connect with this powerful generation.

1. Authenticity is a Must

For Gen Z, authenticity isn’t just a buzzword—it’s a non-negotiable. This generation is skeptical of traditional advertising, and they can smell a fake or insincere brand from a mile away. They crave transparency and honesty. Brands that try to manipulate or deceive them won’t last long.

Why Authenticity Matters

Gen Z has grown up in a world of influencer marketing, sponsored posts, and social media algorithms that often blur the lines between real and fake. As a result, they’ve developed a keen sense of what’s genuine and what’s not. They appreciate brands that show their true selves, including flaws and imperfections, and who aren’t afraid to be vulnerable.

For example, Glossier has built its brand around authenticity. The beauty brand uses real customers, not models, to showcase their products. Their social media feeds are filled with user-generated content, reviews, and honest feedback. Gen Z loves it because it feels real. It feels like they are part of the brand’s story.

How to Be More Authentic

• Show the real you: Share behind-the-scenes content, customer reviews, and the human side of your business.
• Be transparent: Whether it’s your sourcing, manufacturing processes, or the values that guide your decisions, be upfront and clear with your audience.
• Avoid over-editing: Whether it’s your photos or your product descriptions, Gen Z can spot an over-polished image from a mile away. Embrace imperfection!

2. Social Responsibility is Key

Gen Z cares deeply about the world they live in. They are socially conscious and expect the brands they support to be just as committed to making a positive impact. Environmental issues, social justice, equality, and sustainability are all front and centre in their minds. If your brand isn’t socially responsible, you could lose their interest.

What They Care About

Gen Z wants brands to stand for something beyond profit. They want to see businesses taking action on issues like:

• Climate change and sustainability
• Equality and social justice
• Ethical labour practices
• Mental health awareness

Take Patagonia as an example. The outdoor clothing brand has earned massive respect from Gen Z because of its environmental activism. They’ve made their commitment to sustainability clear by using eco-friendly materials and donating a percentage of their profits to environmental causes. This aligns perfectly with the values of Gen Z consumers, who want to support brands that contribute to the greater good.

How to Show Social Responsibility

• Align with causes: Choose a cause that aligns with your brand values, whether it’s sustainability, equality, or mental health. Don’t just talk about it—take action.
• Support and amplify voices: Partner with or support grassroots movements and organisations that are making a tangible difference.
• Make your efforts visible: Gen Z wants to see the impact you’re making, so be vocal about your actions. Share the progress you’re making and be transparent about the areas where you’re still improving.

3. Visual and Interactive Content Reigns Supreme

When it comes to content, Gen Z isn’t interested in just reading long, drawn-out blogs or looking at static images. They are all about short-form, interactive, and visual content. Think TikTok, Instagram Stories, and YouTube—these are the platforms where they spend the most time.

What Gen Z Wants

They want content that:

• Entertains (they’re looking for fun, light-hearted moments as well as education)
• Engages (polls, quizzes, and interactive stories)
• Feels personal (tailored to their specific interests and preferences)
• Is fast-paced (attention spans are short, so grab them quickly)

Brands like Gymshark have mastered the art of interactive content. They’ve built a massive community on social media through challenges, user-generated content, and live workout sessions. The result? Gen Z feels like they’re part of the Gymshark community, and they’re more likely to buy in.

How to Create Visual and Interactive Content

• Use video: Short-form videos (think TikTok-style) are the most engaging form of content for Gen Z. Keep it real and relatable.
• Leverage AR and filters: Augmented Reality (AR) filters, lenses, and effects are hugely popular on Instagram and Snapchat, so consider using them to engage Gen Z.
• User-generated content: Encourage your customers to create and share their content. Reposting user content shows that you value your community and builds a sense of ownership among Gen Z.

4. Embrace the Power of Influencers

Influencers aren’t just a marketing trend—they’re a key player in how Gen Z interacts with brands. Gen Z trusts influencers more than traditional advertisements. However, they’re not interested in generic celebrity endorsements—they want real people they can relate to.

Why Influencers Matter

Influencers have the ability to build trust with their followers, making them powerful allies in your marketing efforts. But Gen Z is savvy. They’re not easily swayed by traditional, high-profile celebrities. Instead, they gravitate toward micro and nano influencers—individuals who have smaller, but highly engaged audiences.

How to Work with Influencers

• Choose influencers who align with your brand: It’s important to partner with influencers who genuinely resonate with your values. Don’t just choose them for their follower count.
• Authenticity over perfection: Gen Z doesn’t want to see scripted, polished ads. They prefer raw, real, and unfiltered content.
• Give influencers creative control: Allow influencers to share your brand in a way that feels authentic to their voice, rather than giving them a script to follow.

5. Keep It Fun and Humorous

Gen Z loves humour, but not just any humour—irreverent, witty, and self-aware humour. Memes, playful language, and inside jokes resonate deeply with this generation. It’s not about being super serious all the time—it’s about being relatable, down-to-earth, and a bit cheeky.

Why Humour Works

Humour allows brands to humanise themselves and show that they don’t take themselves too seriously. It creates a lighter connection, allowing Gen Z to see your brand as fun and approachable.

Look at brands like Wendy’s, who have gained a huge following for their witty, no-holds-barred Twitter presence. By engaging in playful banter and responding with memes and comebacks, Wendy’s has captured the attention of Gen Z in a way that feels fresh and relevant.

How to Inject Humour into Your Brand

• Use memes: Embrace the meme culture. Memes are a quick and easy way to engage with Gen Z while tapping into their sense of humour.
• Play with language: Use modern slang, clever wordplay, or fun twists on popular phrases that resonate with Gen Z.
• Show personality: Don’t be afraid to show a bit of personality in your brand’s tone—whether it’s humorous, quirky, or sassy, let your brand voice shine.

Conclusion: Build a Brand Gen Z Wants to Be Part Of

To successfully market to Gen Z, you need to understand that they’re not just customers—they’re partners in your journey. They want to be engaged, included, and empowered by the brands they support. So, be bold, be authentic, and embrace the things they care about. When you do, you won’t just attract Gen Z—you’ll build a community of loyal, passionate supporters who will champion your brand for years to come.

So, ask yourself: is your brand ready to speak Gen Z’s language? If not, it’s time to start talking. Let’s go make a lasting impact.

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