gen z marketing case study

Where Brands Are Reaching Gen Z

by Sara Wilson

Summary .   

Last February, I wrote about the phenomenon of how younger audiences are leaving many public-facing social platforms and flocking to smaller, more intimate online destinations. I called these “digital campfires” and identified three reasons audiences were gathering there: to private message one another, to connect to a micro-community, or to participate in a shared experience.

Partner Center

Marketing to Gen Z: How to Get It Right

Find out how to effectively market to Gen Z — the demographic with strong opinions, unique tastes, and an ever growing buying power.

Table of Contents

There’s no question about it: Gen Z is built different.

But the definition of who qualifies as Gen Z varies depending on who you ask (for example, if you ask me, it’s anyone who has never had to rewind a VHS).

You can’t draw a solid line in time between Gen Z and Millennials—being part of a certain “generation” is just as much about cultural influence as it is about age. (Which traumatic movie defined your childhood, The Lion King or Up ?) For the purposes of this blog post, though, we’ll use Pew Research Center’s definition : anyone born in or after the year 1997 is part of Gen Z .

Read on to find out how to effectively market to this unique demographic with ever growing buying power.

Get our 2024 Social Trends report, and dig into the juicy data that’ll help you reach your goals in 2024—which is shaping up to be social’s best year yet.

Marketing to Gen Z vs. Millennials

In the past, Gen Z and Millennials have often been grouped together as “digital natives” when it comes to marketing. This March 2021 Statista study , for instance, says that 62% of Gen Z and Millennials bought something as a result of social media marketing that month—but doesn’t differentiate between the two generations.

Again, the distinction between them isn’t always clear. Still, there are some important differences:

• Gen Zers are more likely to have post-secondary education than Millennials. In the U.S., 57% of Gen Z continued education after high school (compared to 52% of Millennials, and 43% of Gen Xers).
• In America, Gen Zers are more racially and ethnically diverse than Millennials . 50% of Gen Z identifies as BIPOC , while 39% of Millennials identify as BIPOC.
• While their viewpoints are similar, Gen Zers are slightly more progressive than Millennials . Generally, Gen Z is liberal-leaning , and more likely to support things like gay marriage, racial equality, the use of gender-neutral pronouns.

How to market to Gen Z: 7 best practices

1. put values first.

When to engaging with a new brand on social media, Gen Z audiences care just as much about the company as they do about the product or service.

45% of Gen Zers say that a brand “appearing trustworthy and transparent” is a big motivating factor for engagement. So don’t make your social marketing all about selling: create content that’s explicit about what your values are, and share as much of your brand’s story as you can.

For example, a clothing company looking to market to Generation Z should be transparent about what the clothes are made of, where they’re made, and what kind of work conditions they’re made in.

2. Speak their language

Communication is key. Being able to use language that Gen Z can understand and relate to is essential—and if you’re not well-versed, it’s best to learn by immersion.

Follow Gen Z creators, watch their content, and pay attention to their vocabulary, their acronyms and their jokes. Then, slay away.

One caveat: this takes time, and there’s nothing less cool than trying to be cool. Don’t force the language (it sounds inauthentic) or overdo it (it’s cringey). You want to be the cool aunt, not the try-hard stepdad. The most surefire way to make sure your content speaks Gen Z’s language? Hire them onto your social team.

(Psst: Gen Z, if you’re looking for a job in social media, here’s some advice ).

3. Don’t do performative activism and allyship

This goes hand-in-hand with putting values first: putting on a facade of activism while doing nothing to actually help the cause isn’t going to make Gen Z like you. In fact, it might get you blocked.

According to data from Forrester’s Technographics , almost a third of Gen Z say that they unfollow, hide, or block brands on social media on a weekly basis. The reason? “Gen Zers don’t hesitate to cancel brands when they sense a shallow veneer.”

A 2022 Forbes story agrees with this, stating that “younger generations are more likely to tie a brand or company’s real-world impact on society to their shopping decisions… they are looking at everything from ethical manufacturing practices to treatment of employees and from eco-friendly initiatives to sustainability.”

So don’t rainbow-wash your June campaign, use BIPOC employees as embellishment to your content or claim a product is made sustainably when it’s really not. Donating real money, uplifting marginalized voices, volunteering and attending marches and rallies are all ways to genuinely show up for your community.

4. Work with content creators and influencers to build trust

One foolproof Gen Z marketing strategy is working with the people they trust (and since it’s tough to track down all of their older sisters, we’re looking to social media influencers).

Folks aged 15 to 21 are more likely to follow some or many influencers than their older counterparts.

Source: Morning Consult

Plus, 24% of Gen Z women say that when it comes to learning about new products to buy, influencers are the source they turn to use most often.

Collaborating with influencers is a very effective way to market to Gen Z. It’s all part of that brand authenticity/speaking the language business: Gen Z wants to buy from brands they trust, and they hear about brands they trust from people they trust.

5. Entertain

According to this report from Morning Consult, Gen Z’s reasons for following influencers include that “they produce content and information in a very entertaining way” and “they provide interesting content in a more personal setting.”

Boring content gets you nowhere. Plus, Gen Zers say that when deciding whether or not to follow an influencer, being funny or having an engaging personality is the second most important factor.

Gen Z has a sharp, smart, and often dark sense of humour—lean in (mindfully, of course).

Showing that you can take a joke really makes a difference with this generation.

For example, after a bizarre rumour that Lea Michele can’t read spread among Gen Zers, the celeb replied with a TikTok leaning in to the joke . That TikTok got 14.3 million views and the comments are super positive. It was a genius move (whoever is reading this to Lea right now, please tell her).

6. Use the right platforms

The strategies above can only be effective if Gen Zers are actually seeing your content—so make sure you’re using the same platforms that they do. Hootsuite’s Global Digital Report is a great source for seeing which demographics use which social media sites .

If you’re trying to connect with Gen Z women, don’t skip TikTok. According to a 2021 Statista study , TikTok is the third most influential advertising channel for Gen Z females’ purchasing decisions.

The only “channels” that rank above TikTok are real-life endorsements: recommendations from friends/family and seeing a friend/family using a product. Instagram ads and IG influencer posts also rank high, while Facebook and Twitter ads are less likely to convince Gen Z women to hand over that sweet sweet cash.

7. Have a sale

Alright, this is going to work with any generation—but Gen Zers are particularly into deals.

In May 2022, discounts were found to be the number one reason motivating Gen Z consumers to engage with a new brand on social media. So, if all else fails, have a sale.

6 best Gen Z marketing campaigns

1. espn’s that’s so raven tiktok.

Cultural references don’t have to be current—in fact, appealing to a sense of nostalgia is one of the best ways to connect with your audience.

For example, the goal of this video from ESPN was to advertise that basketball season is starting. Instead of a regular ad, the brand posted video content referencing a somewhat niche Disney Channel TV show that aired from 2003 to 2007.

@espn Yup, we’re back 🔥 #NBAisBack #thatssoraven #nba #basketball ♬ original sound – ESPN

This was a lighthearted, funny and extremely sharable clip, way more engaging than a traditional ad. Even non-sports fans were sharing it, and a few even commented that this TikTok convinced them to start watching basketball.

2. Fenty Beauty’s #TheNextFentyFace campaign

Rihanna’s Fenty Beauty is known for making products for everyone, and really walking the walk when it comes to representation in the cosmetics industry.

The brand’s #TheNextFentyFace campaign was like two campaigns in one: it was a contest to find a model for a 2023 campaign, but the method of finding that model was an advertisement all its own.

View this post on Instagram A post shared by FENTY BEAUTY BY RIHANNA (@fentybeauty)

Fenty challenged their followers to post TikToks using the campaign’s hashtag and tagging Fenty Beauty in order to enter, encouraging thousands of creators (some with large followings, some small) to post Fenty Beauty products.

This campaign has it all: it’s an offer to give back to consumers (the winner gets a ton of Fenty products, plus a cool modeling experience and travel to two brand events), it’s a way to get followers to share their products, it’s a method for discovering new voices in the industry and it’s an opportunity to further prove their brand values.

10/10, Riri.

3. Patagonia’s founder giving away the company to fight combat climate change

Okay, looking at this as a marketing campaign is kind of icky: we’d love to believe that this act of philanthropy from a billionaire was entirely motivated by a genuine care for the environment.

And maybe it was. But when Patagonia founder Yvon Chouinard announced he was donating the company (valued at $3 billion) to a specially designed trust and a nonprofit organization , people went crazy.

View this post on Instagram A post shared by Patagonia (@patagonia)

Among the supportive emojis and folks congratulating the founder on this act of selflessness are thousands of comments promising to buy Patagonia’s goods. One says “thank you for making holiday and birthday shopping so freaking easy for the rest of my life on this planet.”

If you’re looking for an example of authentic company values–and the kind of real brand activism that gets Gen Z on your side—this is it.

4. Scrub Daddy’s hilarious, aggressive videos

They say if you don’t have something nice to say, don’t say anything at all.

Scrub Daddy’s social media manager must have missed that memo, and the result is hilarious. Some might consider it overkill to film a video literally burning your competitors. Not Scrub Daddy.

@scrubdaddy Sowwy, can’t help it 🥺. #scrubdaddy #smile #cleantok #cleaningtiktok #americasfavoritesponge ♬ original sound – CrazyBerry

This company’s TikTok is so Gen Z-friendly, we’d be shocked if it wasn’t a Gen Zer running it.

Scrub Daddy leans into the villain role in a super fun way, going where most big brands won’t (for example, profanity isn’t off the table ). While these types of videos aren’t for everyone, they’re a lot more entertaining than the more sanitized kind of marketing that we’re used to seeing. It’s an authentic, exciting and bold move, which is exactly what Gen Z loves.

5. Glossier’s brand collab with Olivia Rodrigo

A brand deal with a teen pop sensation is Gen Z marketing gold.

It’s a large-scale example of how effective influencer marketing can be—influencers aren’t celebrities, but they’re still widely known and trusted (sometimes even more than celebs). When collaborating with a creator, the most important thing to consider is how well that creator’s values align with your brand values.

View this post on Instagram A post shared by Glossier (@glossier)

Cosmetics brand Glossier isn’t all about the glam—the company focuses on a more natural look, and partners with celebrities and influencers who generally do the same. Plus, it’s way more affordable than luxury brands.

That’s why a collab with Olivia Rodrigo works: the young singer often pulls off the no-makeup-makeup routine, and her young fans likely buy makeup that is within Glossier’s price range.

6. Ryanair’s unhinged TikToks

Airlines aren’t typically known for having a sense of humour, but Ryanair is really bringing the jokes. Their TikToks are unique in that many of them don’t actively encourage people to fly with Ryan Air: it’s more about making the brand appear fun and relatable.

@ryanair The pressure is getting worser #fyp #sounds #ryanair ♬ sonido original – sergioferme

The above video is actually geared towards other brands using social media for marketing, it’s not specifically advertising Ryanair. They’ll also make fun of folks who swear they’ll never fly with the airline.

@ryanair Name and shame #ryanair #kimkardashian ♬ original sound – KUWTK

Or just a TikTok appreciating Bella Hadid.

@ryanair I am Bella Hadid 💅 #idontneedtobereal ♬ weak speed – love?¿

This marketing is great for Gen Z because it really doesn’t feel like marketing at all—sometimes it genuinely seems like Ryan Air does not care whether or not you fly with them. They’re just there for a good time.

It’s smart advertising for Gen Z, younger folks who don’t have a ton of disposable income are a great audience for a budget airline. And as silly as a plane with human eyes is, it’s super effective brand recognition: the account has almost 2 million followers.

FAQs about marketing to Gen Z

Does gen z like advertising.

No, at least not in the traditional sense. Instead of polished, professional ads, Gen Zers prefer marketing that is relatable, honest and entertaining.

What do Gen Z consumers want?

Gen Z consumers want to support brands that share the same values as they do: values like LGBTQ+ rights, racial equity and environmental sustainability.

What do Gen Z value the most?

Above all, Gen Z values authenticity: brands that are transparent and genuinely care about issues that matter, brands that make and keep promises and brands that make a difference in their community, regardless of scale.

Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.

Get started

Do it better with Hootsuite , the all-in-one social media tool. Stay on top of things, grow, and beat the competition.

Become a better social marketer.

Get expert social media advice delivered straight to your inbox.

Alyssa Hirose is a magazine editor, playwright, comedian and comic artist based in Vancouver, B.C. She attributes her great sense of humour to 9 years of braces and good ol' elementary school bullying (unrelated, unfortunately).

Create. Schedule. Publish. Engage. Measure. Win.

6 Examples of Brands That Got Gen Z Marketing Right

Gen Z, the generation born between 1997 and 2012, are reshaping the world in their image. Essentially born with a smartphone in their hands, this generation lives and breathes in terms of brand, and you can see this by how effortlessly they present their personal brand online through various social media platforms. They expect brands to appeal to their personalities, values, and interests, and they view the brands they support as an extension of who they are. And with the rate the Gen Z buying power is growing — your brand needs to win their loyalty, now. You can learn more about marketing to Gen Z in our post here — but here are a few Gen Z marketing examples from brands that really nailed it.

Instagram – “We Make Today”

When it comes to examples of Gen Z marketing, nothing is more Gen Z than this recent advertisement from Instagram. “This is a DM,” it begins, and then dives into a spoken-word-esque narrative celebrating the creativity and self-expression of its creators. “This was an opportunity for us to tell our story, tell what we’re all about and what the future of Instagram is,” head of marketing Melissa Waters told Adweek. “An incredible cultural flywheel happens on Instagram every day, and we haven’t really owned that. This is all about our positioning: Instagram is where we push culture forward.”

The campaign did a lot of things right. First, they chose online personalities that members of the Gen Z audience would instantly recognize, and really emphasized user generated content from these personalities. Second, they showcased the way their platform connects people to fight for causes like care about — like sustainability and equal rights. And third, they featured a highly diverse cast, shot in a distinctly authentic social-media-friendly style.

Read next: Here’s What Your Brand Needs to Know About College Spending Habits

Read next: 101+ Gen Z Marketing Statistics Every Marketer Should Know

We know from our extensive research on the Gen Z audience that they love “IRL” experiences — and Glossier catered directly to Gen Z’s desire to be spotted in the wild with their first store opening in New York City. Glossier had gained notoriety and a huge following for years before ever establishing a physical presence, but when they did, they chose to go big and it paid off.

What Glossier got right about this brick-and-mortar store launch was that their incredible interior both drew young crowds by the thousands and prompted a share-worthy experience that blew up engagement on social media. Glossier’s pale pink oasis was so on-brand with their skincare aesthetic that customers couldn’t help but share it with the world — who, in turn, put visiting Glossier’s first store on their to-do list.

Read next: Why You Should Include Gen Z Email Marketing in Your Strategy

Under Armour – “Stephen Curry | Will Finds a Way”

This advertising campaign (which started right after the Warriors won the finals) promoted the launch of Under Armour’s Curry Brand , continuing the seven-year relationship the brand had with the Warriors star. The ad serves rapid-fire shots of Steph Curry with a narrative saying things like, “That shimmy he does is so cheesy,” and “If I have to hear one more time about how Steph’s completely changing the game…” The closing shot features a young boy saying, “If you don’t like it, do something about it,” and words, “Ignore the hate. Keep doing you” as the closing title.

There are a few things that stand out in this Gen Z advertising campaign. First, we know from our research that Gen Z’s purchasing decisions are influenced by celebrities — but not just any celebrities. Gen Z cares less about A-list names and far more about online influencers and athletes. Under Armour’s partnership with Curry demonstrates their understanding of the importance of influence marketing. And second, the jump-cuts, upbeat music, and inclusion of communication mediums like FaceTime, texting, and in-video video content shows that Under Armour understands how Gen Z communicates and what media influences them. And finally, the conclusionary statement, “Ignore the Hate”, is a powerful brand message as they take a stand against bullying and haters — one that resonates with the socially-minded Gen Z audience.

Read next: Looking Ahead: 4 Key Youth Marketing Trends for 2021

Diet Coke – “Drink What Your Mama Gave Ya”

Next up in best Gen Z marketing campaigns is from Diet Coke. Diet Coke’s “Drink What Your Mama Gave Ya” advertisement starts off with two high schoolers in a cafeteria. As one pulls out a Diet Coke, the other sneers, “A Diet Coke? Who are you…. My mom ?” The narrator jumps in, saying, “You should be so lucky.” The ad continues with highly stylized shots of moms pulling off what only moms can — pulling together a costume overnight, making the neighborhood kids quake, and ending an argument with the all-powerful words: “I told you so.” Wrapping it up, the ad finishes with: “Everything you’re trying to do, she’s already done, did it better, and she did it with a Diet Coke in her hand.”

This ad’s vintage vibe and synth-driven soundtrack makes this ad highly watchable, and exemplifies a few key Gen Z digital marketing best practices. The first? Young consumers love streaming videos, and this ad comes across more like a video you would choose to watch than an ad break. Second, Gen Z is the most diverse generation to date and they expect nothing less than diverse representation from the brands they support — and Diet Coke provided that.

Read next: 6 Examples of Brands Who Got Multicultural Marketing Right

Adidas – “Create the Answer”

“Make some noise”. This advertisement from Adidas for the World Cup 2018 opens with a deafening stadium crowd cheering and flashes through 56 of the world’s most influential creators across sport culture, including Leo Messi, Caroline Wozniacki, Karlie Kloss, Pharrell Williams, and Gabriel Jesus. “The world needs an answer. Creativity is the answer. Put your own spin on things.”

This ad encourages creators across sport culture to be courageous, unexpected, and to shape their own reality — a message that resonates highly with the independent, entrepreneurial, and creative Gen Z audience.

Read next: 3 Things Smart Marketers Know About Young Black Consumers

AXE – “#PraiseUp”

This quick, 10-second social media clip shows Kyle Lowry and Marcus Stroman (Toronto sports stars) explaining how to participate in the branded challenge, #PraiseUp — a challenge that consists of sneaking up behind a friend, passing on a compliment, and posting the video on social media with the hashtag. This campaign originated from research conducted by Axe Canada and designed to promote inclusivity, challenge stereotypes about how “real men” act, and the expression of traditional gender roles.

And this campaign did an excellent job. By drawing on customer intelligence and research, Axe was able to demonstrate insight into their target audience, deepen its connection with Gen Z consumers, and increase positive brand sentiment. Additionally, their use of a social media challenge paired with a branded hashtag created a virality that enabled the campaign to achieve stand-out engagement from their audience.

Learn more about marketing to Gen Z

Marketing to Gen Z isn’t just important – winning over your Gen Z customers is crucial for your business’ long-term success. Luckily, understanding and influencing this customer base isn’t hard – it just takes the right marketing strategy. Contact us today to get your target Gen Z marketing plan.

Let's Share Share this content

• Opens in a new window

You Might Also Like

Offline Spending with Digital Natives

2019 Gen Z Explorer Market Research Study

2018 College Explorer Market Research Study

Privacy overview.

Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.