Gen Z, born between 1997 and 2012, are no longer future buyers—they are today’s most influential generation. Armed with social media savvy, a digital-native mindset, and strong values around identity and equity, Gen Z is reshaping how brands speak, act, and behave.
They’re not interested in marketing as usual. They’re looking for realness.
What Gen Z Wants:
- Authenticity over Perfection: They don’t trust polished ads—they trust real experiences.
- Inclusivity by Default: Representation in gender, race, orientation, and ability isn’t a plus—it’s expected.
- Values Over Profits: They support brands that speak up on climate change, DEI, and mental health.
- Participation, Not Broadcast: Gen Z wants to co-create, collaborate, and shape the narrative.
How Brands Can Adapt:
- Highlight UGC (User-Generated Content): Feature customer photos, reviews, or TikTok duets.
- Embrace Social Movements: Support causes publicly and authentically—not just during trending months.
- Open the Curtain: Use behind-the-scenes content to show how your brand operates, makes decisions, and supports its team.
- Enable Co-Creation: Let Gen Z design products, vote on features, or remix brand assets.
Case Studies:
- Fenty Beauty: Celebrated for inclusive shades and unfiltered influencer partnerships.
- Duolingo: Known for its unhinged, funny, deeply Gen Z TikTok presence.
- Nando’s SA: Mixes humour with advocacy on local social issues.
Communication Tips:
- Use memes, TikTok trends, and GIFs where relevant.
- Be transparent about mistakes and how you’re correcting them.
- Don’t pander—listen, learn, and reflect Gen Z’s language naturally.
"Gen Z doesn’t want to buy into your brand—they want to believe in it."
— MaryLeigh Bliss
Gen Z doesn’t just want to buy—they want to belong. Brands that understand this shift will build communities, not just customer bases. In 2025, relevance is no longer about reach. It’s about resonance.
Ready to embrace change and unlock the full potential of your marketing strategy? Then book a Discovery Call with our Founder, Lead Strategist and author of this article, Jeffrey de Visser.
Jeffrey de Visser is Nimbler’s Founder, Managing Director and Lead Strategist. Visit his LinkedIn profile to find out more.