Retire the Old Playbook: How to Reach Gen Z

Published on September 6, 2023
Author: Tara Byrne

Gen Z is the largest generation in the world. They’ve grown up with social media and have seen the changing of the digital marketing landscape firsthand, making them highly discerning consumers who can easily spot buzzwords, false advertising, or inauthenticity.

Therefore, businesses that can effectively market toward Gen Z by aligning with their values by using authentic and engaging marketing strategies are more likely to succeed in the long run. 

Shifting to Search

Younger generations are using social media not only for connection and entertainment but as a search engine. Searching on social media provides a more personalized and interactive search experience, allowing users to engage with content creators and brands directly. 

In 2021, TikTok surpassed Google and Facebook as the world’s most popular web domain, with 40% of Gen Z using TikTok and Instagram for searching over Google. Platforms like Twitter and YouTube have also become popular search engines, with users searching for content using keywords and hashtags. 

However, the rapid spread of misinformation on social media is a concern, and many platforms are trying to fact-check and add misinformation warnings to prevent the spread of false information.  

Deep Pockets and Digital Wallets 

As Gen Z’s buying power grows, it is important to begin to align with their values, as they cast their votes with their dollars. As they grow older, their buying power will continue to increase, making them a key demographic for businesses to target. 

They are predicted to hold the most economic power, reaching $33 trillion by 2030 (more than a quarter of the global GDP!) 

But what does it take for Gen Z to buy from brands? They are looking for proof of purpose before they buy with 73% only buying from brands they trust. 

To create trust with these consumers, brands need to lead with authenticity and back their values. In fact, brands that adopt a “we” mindset versus a “me” mindset will be more successful. 

What’s more, utilizing influencers who align with the brand’s values will help to establish more credibility and trust with this audience. Some brands we love that are emphasizing transparency with their audiences include CocoKind and Patagonia. 

Gaining Gen Z’s Attention 

Gen Z has a shorter attention span than previous generations, so it’s important to grab their attention before they scroll.  

To gain the audience’s attention, brands must be entertaining and engaging. Being authentic, humorous, and relatable can help to capture and keep their attention. 

Beyond that, tapping into current trends online, whether through content or monitoring and response, can help to make your brand more relevant and relatable. 

Adopting a personality for your brand, while also creating personalized content and recommendations can help to increase customer loyalty and create a more satisfying customer experience. 

From “Always On” to “Always There”

Community is more than just a buzzword: it has become a key factor in building brand loyalty and creating a positive customer experience. 

Gen Z is the loneliest generation, so being involved in communities online that share their values is very important to them. Building a community around your brand can help to create a sense of belonging and connection, which can lead to increased customer loyalty and advocacy. 

There are many ways to build a community, such as through blog articles, email marketing, newsletters, soliciting customer feedback, utilizing influencers or brand ambassadors, user-generated content, and community management. 

Learn, Earn, and Grow

Understanding Gen Z is crucial for any brand looking to succeed in today’s market. By catering to the unique needs and preferences of Gen Z, brands can build stronger relationships with this demographic and create a more loyal customer base.  

As Gen Z’s buying power continues to grow, it is becoming increasingly important for brands to align with their values and priorities to remain relevant and competitive. And, here at AGAIN, we’re determined to help brands like yours connect with its best audiences. Drop us a line at to get started. 


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