They’ve been called the most connected, most informed, and most unpredictable generation in history. But one thing’s for sure: Gen Z isn’t buying the way previous generations did.
Born between 1997 and 2012, Gen Z grew up with smartphones, social media, and instant access to information. In 2025, they’re not just teenagers anymore—they’re decision-makers, founders, and consumers with serious buying power.
If your brand is still marketing like it’s 2015, it’s time for a reality check. Gen Z expects more—and if you can’t deliver, they’ll swipe away without hesitation.
Let’s explore what to stop doing, what to start doing, and how to win the loyalty of this hyper-aware generation.
What You Should Stop Doing (Immediately)
- Overproduced, Inauthentic Content
Gen Z can smell fake from a mile away. Polished videos with stock music and forced smiles? That’s a fast track to being ignored. - Talking at Them, Not with Them
This generation values interaction, not just advertising. One-way communication feels outdated and irrelevant. - Using Buzzwords Without Substance
They’ve heard “disruptive,” “innovative,” and “game-changing” a thousand times. Back it up with real value—or don’t say it at all. - Ignoring Mental Health, Diversity, or Values
If your brand isn’t socially aware, you’ll struggle to connect. Gen Z shops with their conscience and expects brands to do the same.
What You Should Start Doing
- Embrace Short, Raw Video
Think TikTok, Instagram Reels, YouTube Shorts. Don’t aim for perfection—aim for personality. Behind-the-scenes, how-tos, and quick tips go a long way. - Build Community, Not Just a Following
Create spaces for conversation. Use comments, polls, DMs, Discord, or even WhatsApp to make your brand feel human. - Lead With Purpose
Gen Z supports brands that stand for something. Show your values in action—not just in your mission statement. - Be Entertaining (or Don’t Bother)
They’re not looking to be sold to—they’re looking to be entertained, educated, or inspired. If your content doesn’t do one of those three, it’ll be skipped.
Bonus: What Gen Z Responds To in 2025
- Memes & relatable humour
- Social proof (real reviews, real faces)
- Limited-time or exclusive drops
- User-generated content
- Transparency—about pricing, production, and mistakes
How to Speak Gen Z Without Sounding Cringe
This isn’t about using slang or jumping on the latest dance trend. It’s about adapting your tone and pace.
Try this:
- Short sentences.
- Direct language.
- Real talk, not sales talk.
Instead of:
“Join our exclusive webinar to maximise your growth potential.”
Try:
“Here’s how to grow faster—with way less stress.”
Gen Z Doesn’t Just Scroll—They Research
Before buying, Gen Z checks:
- Google reviews
- TikTok “what I ordered vs what I got”
- YouTube unboxings
- Reddit threads
- Comments on your own content
Which means every touchpoint matters—and your brand story needs to be consistent across them all.
“People don’t buy what you do; they buy why you do it.”
Gen Z is sharp. They know when they’re being sold to. And they don’t have time for brands that don’t get them.
At Nimbler, we help businesses adapt their messaging, platforms, and campaigns to match modern attention spans—and modern values.
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.
