Marketing to Gen Z requires a fresh approach that resonates with their values and preferences. This generation seeks authenticity in brands, favoring those that prioritize real connections over polished images. With their sense of humor, love for memes, and demand for inclusivity and diversity, understanding what drives Gen Z is essential for successful campaigns. Here are 8 campaigns that hit the nail on the head.
What is Generational Marketing?
Generational marketing is based on segmentation. Marketers divide consumers by age to create messages that resonate with a specific generation. This approach focuses on adjusting existing strategies to better align with the needs of different demographics.
Technological, cultural, and political changes affect people differently depending on their stage of life. It’s no surprise, then, that different age groups react to marketing communication uniquely.
Generational Differences – Who is Who, Exactly?
- Generation Alpha (born 2010-2025) is the first cohort to be fully born in the new millennium. Growing up in a technology-driven world, they value convenience and instant access to information, often favoring interactive and immersive experiences.
- Generation Z (born 1997-2012) are also known as iGen or Zoomers. True digital natives, Gen Z, prioritize variety in their preferences, have shorter attention spans, and engage actively on visual social platforms, favoring interactive content.
- Millennials (born 1981-1996), also known as Gen Y, are tech-savvy and socially conscious. Millennials value experiences over ownership, seek alignment with causes, and prefer personalized content.
- Generation X (born 1965-1980), also known as MTV Generation, is known for their independence and adaptability. Gen Xers are cautious technology adopters, appreciating authenticity and responsive customer service.
- Baby Boomers (born 1946-1964) are upholding traditional values. Baby Boomers prioritize quality and loyalty, often favoring personalized service and traditional media over digital.
How to Go About Marketing to Gen Z
Customer Profile
Gen Z grew up with the internet at their fingertips, which has made them adept at ignoring generic ads. Influenced by factors such as climate change, social media, equality, diversity, and the COVID-19 pandemic, they are the most engaged demographic on social media. Primarily using TikTok, Instagram, and Snapchat, Gen Z is heavily influenced by online personalities.
What Gen Z Expects from Brands
Gen Z seeks recognition for their uniqueness and desires brands to provide meaningful support and connection. They prefer brands that align with their values of authenticity and social change.
Strategies for Marketing to Gen Z
- Utilize social media marketing through visual storytelling.
- Leverage influencer marketing to inspire user-generated content.
- Focus on concise content formats such as TikTok videos or tweets.
- Ensure content is mobile-friendly.
- Engage actively with comments on social media.
- Stay updated on trends and incorporate them into campaigns.
- Highlight your brand’s core values.
35% of Gen Zers spend over four hours a day on social media.
8 Gen Z Marketing Examples
1. Purpose Behind Pretty Pictures
Instagram’s “We Make Today” campaign employed smart strategies by featuring recognizable online personalities and user-generated content. Research shows that 82% of Gen Z trust a company more when its ads feature real customers instead of stock images. The campaign emphasized the platform’s ability to unite people around important causes like sustainability and equality, showcasing a diverse cast in an authentic style that resonates with social media users.
2. Vintage Vibes & Diversity
Similarly, Diet Coke’s “Drink What Your Mama Gave Ya” ad leveraged a vintage aesthetic and synth-driven soundtrack to attract Gen Z. By mimicking streaming content rather than traditional ads, it caters to their preference for engaging video. Additionally, the campaign highlights diversity, aligning with the values of this generation, making Diet Coke a brand that meets their expectations.
3. Modern Nostalgia in Pink
The marketing strategy behind Greta Gerwig’s Barbie exemplifies a masterclass in engaging Gen Z audiences. With months of anticipation fueled by vibrant promotional content, the campaign transformed the film’s release into a cultural phenomenon.
Partnerships, such as the chic Barbie Crocs and Barbie’s Malibu DreamHouse on Airbnb, along with trendy merchandise like the coveted ‘I am Kenough’ hoodie, enriched the overall experience, transforming it into more than just a movie. This strategy resonated deeply with Gen Z’s desire for experiential marketing, ensuring that Barbie became a memorable event that extended far beyond the screen.
4. Green Owl Authenticity
Duolingo’s mascot, Duo the Owl, also resonates with Gen Z audiences. Instead of directly promoting its language-learning services, Duolingo focuses on creating entertaining and relatable content that showcases Duo engaging with current trends and topics, such as dressing up as Barbie for the movie premiere.
This strategy has given the mascot a distinct personality, encouraging users to generate their own content and further enhancing its appeal. By doing so, Duolingo fosters a more organic connection with its audience, allowing individuals to feel more engaged and less like traditional marketing targets.
5. The Soundtrack of Your Year
Spotify Wrapped became a viral sensation at the end of 2022, generating an astounding 425 million Tweets in just 3 days. This feature taps into Gen Z’s love for hyper-personalization and sharing, transforming user listening habits into a fun, gamified experience.
By revealing stats like being in the top 1%, 0.5%, or even 0.05% of listeners for their favorite artists, Spotify Wrapped encourages users to proudly display their musical preferences on social media. This clever strategy not only boosts engagement but also fosters a sense of community among listeners, making it a standout campaign for connecting with Gen Z.
6. From Pages to Pins
IKEA has adapted to changing consumer habits, particularly among Gen Z, by retiring its iconic 200-page catalog in December 2020 and shifting its focus to social media. In partnership with Pinterest, IKEA launched an interactive quiz experience designed to capture the essence of the print catalog while engaging users online.
This fun questionnaire learns individual preferences and generates personalized boards filled with product recommendations and renovation ideas. By leveraging a platform popular with Gen Z, IKEA not only provides captivating décor inspiration but also aligns with this generation’s desire to plan for the future, showcasing the brand’s innovative approach to modern marketing to Gen Z.
7. Short Form Sweetness
Crumbl Cookies has mastered the art of short-form content, letting their delicious products speak for themselves. Each week, they release captivating 15 to 30-second videos that tease their latest cookie offerings, perfectly aligning with Generation Z’s video-centric preferences. Rather than pushing direct sales or tempting offers, Crumbl’s ads take a subtle approach—showcasing the cookies without a hard sell. This strategy taps into Gen Z’s 8-second attention span and aversion to overt marketing.
8. Next Level In-Flight Entertainment
Ryanair connects with younger audiences through humor on TikTok. With over 1.4 million followers, the airline uses comedy-driven content to engage viewers by tapping into relatable travel experiences. Their entertaining videos, filled with amusing flight scenarios, showcase a playful approach to air travel that resonates with both millennials and Gen Z. This lighthearted strategy strengthens Ryanair’s online presence and builds a fun, authentic relationship with its audience, proving that laughter is a powerful tool for boosting brand engagement.
Wrapping Up
Successfully marketing to Gen Z requires brands to embrace a multifaceted approach that prioritizes authenticity, inclusivity, and a keen sense of humor. This generation values genuine connections. Comedy and memes are powerful tools for engaging with Gen Z, while inclusivity and diversity are essential components of any marketing strategy. Brands must stay current with trends and cultural conversations, adapting their messaging to reflect the values and interests of Gen Z.
By fostering an environment that celebrates individuality and encourages participation, marketers can build lasting relationships with this dynamic generation; a company that masters these elements while appearing effortless will win Gen Z’s hearts
