How Can You Effectively Connect With Gen Z Consumers in Advertising?
Struggling to bridge the gap with Gen Z consumers? This article brings together insights from a design agency for startups and a CEO to help you revamp your advertising strategy effectively. Discover how showcasing purpose-driven content and sharing behind-the-scenes content can transform your approach. With a total of thirteen expert insights, this guide provides comprehensive strategies to elevate your connection with the younger audience.
- Showcase Purpose-Driven Content
- Use Interactive Features
- Highlight Ethical Practices
- Focus on Educational Content
- Expand to Social Media Platforms
- Create Engaging Short Videos
- Align with Social Causes
- Emphasize User-Generated Content
- Transform Approach with Storytelling
- Be Authentically Purposeful
- Co-Create with Gen Z
- Partner with Micro-Influencers
- Share Behind-the-Scenes Content
Showcase Purpose-Driven Content
More often than not, purpose-driven content is integral to this generation. Gen Z has grown up at the forefront of social, environmental, and ethical issues dear to their hearts. They desire to see their brands on the same wavelength as them and take meaningful action to prove it, not just deliver products. We have seen how showcasing a real commitment to a cause deepens engagement and loyalty.
When creating purpose-driven content, consider your brand’s mission in tandem with a cause that truly matters for your business and Gen Z. For instance, projects on which we worked placed massive importance on sustainability—from eco-friendly design choices to carbon-neutral digital practices. Highlighting these things showed them we were truly invested in making an impact, not just profit.
Your messaging should be about transparency, authenticity, and actual stories of your sustainability or social responsibility journey. That means not just saying, for instance, “We care about the planet,” but showing how you reduce carbon emissions or take care of your local community.
We show behind-the-scenes peeks at our efforts because the message has substance to back it up. They’ll appreciate the transparency; hence, it is more likely that Gen Z will engage with a brand that reflects their desire to drive positivity in the world.
Nicholas Robb
Design Agency for Startups, Design Hero
Use Interactive Features
Gen Z appreciates authentic interactions and values brands that engage them in meaningful ways. Using interactive features like Instagram Stories or Snapchat Spotlight can significantly boost your connection with this audience. These platforms offer tools like polls, quizzes, and Q&A sessions that invite participation and create a two-way conversation. Instead of conventional advertisements, craft content that encourages users to share their opinions or vote in polls, making them feel like a crucial part of the brand’s narrative. This approach not only increases engagement but also provides valuable insights into your audience’s preferences.
Leveraging a storytelling framework can enhance engagement. Create a series of interconnected stories that unfold over time, allowing viewers to follow along and interact with each segment. For example, a brand might develop a weekly series exploring different aspects of a product or service, encouraging users to return and participate regularly. This technique not only sustains interest over time but also builds a community around the narrative, deepening brand loyalty and fostering a sense of belonging among Gen Z consumers.
Casey Meraz
CEO, Juris Digital
Highlight Ethical Practices
Be socially conscious. Gen Z is socially and environmentally conscious and expects the same from the business brands it supports. Therefore, your advertising strategy must reflect a total commitment to ethical practices and social responsibility. Highlight key initiatives you have undertaken that contribute to environmental sustainability or social causes. When your brand’s core values align with those of Gen Z, it becomes easier to foster a meaningful and long-term connection that extends beyond the products/services you sell.
As a digital marketer, I have observed that Gen Z values business brands that showcase a commitment to social causes through transparent campaigns. They engage more with ads that highlight community-support projects or eco-friendly practices. The best way to appeal to them is by engaging in meaningful conversation on platforms they frequent, such as TikTok and Instagram. Make sure you demonstrate your brand’s integrity and dedication beyond profit. This approach builds trust and loyalty, fostering a deep connection that resonates with their core aspirations and values.
Patrick McDermott
CMO, Max Cash
Focus on Educational Content
Gen Z appreciates brands that help them learn and grow. They are continuously seeking content that not only entertains but also offers valuable insights. Transforming your advertising strategy to focus on educational content can bridge the connection gap. Demonstrative how-tos and practical tips related to your product or industry are great ways to engage this demographic. For instance, a skincare brand could share videos on proper application techniques or the benefits of ingredients in their products. This approach helps Gen Z consumers see the practical value, making your brand memorable and meaningful in their daily lives.
Utilizing a platform like TikTok or Instagram, where Gen Z often spends time, ensures that your content reaches them. Here, storytelling blended with education can truly be a game-changer. Adopt the “Teach-and-Tell” method: present an educational narrative that seamlessly incorporates your brand’s message. Creating short, snappy, and visually appealing content that enriches their knowledge while retaining their fleeting attention can position your brand not just as a seller but as a resource. This strategy makes consumers more likely to trust and advocate for your brand.
Will Yang
Head of Growth & Marketing, Instrumentl
Expand to Social Media Platforms
Knowing that Gen Z spends a lot of time on social media, especially TikTok and Instagram, we’ve expanded our marketing strategy to include posting on those platforms. Specifically, we like to share relatable dental memes to break up more informative posts. We’ve noticed this helps engage with a younger audience in an authentic way.
Troy Walton
Director of Growth, Murray Hill Dental
Create Engaging Short Videos
To connect with Gen Z, focus on authenticity and relatability. Use engaging, short videos on platforms like TikTok and Instagram, with strong hooks. Stay relevant by embracing trends, using memes, and showcasing your brand’s purpose—especially around social issues and sustainability.
Gagandeep Singh
Founder of Blocktech Brew, Blocktech Brew
Align with Social Causes
Engaging Gen Z requires aligning your brand with causes they genuinely care about. It’s not just about hopping on trends, but sincerely embedding these values into your company culture. This generation is particularly eco-conscious and values social equality. By supporting causes related to environmental sustainability or social justice, and transparently showing your ongoing commitment to these issues, you connect more authentically. For example, integrate these themes into your content strategy, showing real stories of impact and behind-the-scenes efforts. Leverage platforms like Instagram and TikTok, where storytelling can be visual and direct.
Consider the “3 P’s” approach: Purpose, Partnerships, and Participation. First, identify your brand’s purpose related to the cause. Clearly define how this cause integrates with your brand values. Then, form genuine partnerships with organizations or influencers who are established in these areas. Finally, involve your audience through participation. Create campaigns that invite Gen Z to take part, whether through user-generated content, challenges, or interactive polls. This strategy not only boosts visibility but also fosters a sense of community and shared values between your brand and its consumers.
Chris Roy
Product and Marketing Director, Reclaim247
Emphasize User-Generated Content
To effectively revamp your advertising strategy for connecting with Gen Z consumers, consider the following approaches:
- Emphasize Authenticity with User-Generated Content (UGC): Gen Z values authenticity and trust, making user-generated content a powerful tool. Showcase real customers using your product through photos, videos, or reviews to build a genuine connection. UGC creates a sense of community and fosters trust, as seen in campaigns where customers’ stories significantly increased engagement and conversions.
- Leverage Influencers and Micro-Influencers: Collaborating with influencers, especially micro-influencers, allows your brand to tap into Gen Z’s preference for peer recommendations over traditional ads. These influencers offer authenticity and relatability, which are key to reaching Gen Z. By partnering with influencers who align with your brand values, you can boost visibility and trust.
- Create Short, Engaging, and Interactive Content: Platforms like TikTok and Instagram are central to Gen Z’s media consumption. Focus on bite-sized, visually engaging content that encourages interaction, such as polls, challenges, or AR filters. Highlighting user interactions also enhances the community feel, which Gen Z seeks in brand experiences.
- Highlight Social Causes: Gen Z is known for aligning with brands that share their values. Incorporating socially responsible messaging or supporting causes that resonate with this demographic can increase brand loyalty and engagement.
By focusing on authenticity, community, and shared values, you can revamp your strategy to better connect with Gen Z consumers and foster lasting relationships.
Harmanjit Singh
Founder and CEO, Origin Web Studios
Transform Approach with Storytelling
Our immigration consultancy has transformed our approach to reach young international students and recent graduates through authentic storytelling and platform-specific content.
TikTok and Instagram Reels now showcase quick, informative videos about student visa processes and post-graduation work permits. These 30-second clips, featuring real success stories and step-by-step visa tips, generate 3x more engagement than traditional posts.
We’ve shifted from formal immigration language to conversational explanations.
For example, instead of saying “submit documentation,” we say “let’s get your paperwork sorted.” This simple change increased our consultation bookings from young clients by 45%.
Partnership with international student influencers amplifies our reach. Their authentic content about visa application experiences resonates deeply with Gen Z audiences, leading to a 30% increase in student visa inquiries.
Amrita Dhillon
Rcic-Irb, NNC Immigration Services Inc.
Be Authentically Purposeful
I’m an advertising creative director, and “how to approach Gen Z” is one of the biggest challenges my clients have. Here’s my advice.
The first reaction is to go into research mode: download a few random “Gen Z Trends” PDFs, find some quotes, follow a few influencers, hoping to get more insight into their lives. But I don’t think that’s how you uncover the truth, and I don’t believe it works. So try this instead.
Firstly, be authentically purposeful. A lot of legacy brands have been built for profit, and recently they have added “purpose” to their brand. But it’s mostly there for communication purposes, and Gen Z sees right through it.
New brands have been created around purpose, and that helps them connect better with Gen Z. One example is Tony’s Chocolonely, a chocolate brand that wants to end exploitation in cocoa together with their buyers. They are the fastest-growing chocolate brand in Western Europe. Gen Z loves it because it’s authentic, and they feel like they play a role in making the world a better place.
Secondly, look for the things that haven’t changed in humans for thousands of years. Avoid trying to connect to Gen Z through shallow insights. Here’s a good example.
F1 (Formula 1) managed to gain tens of millions of Gen Z viewers by talking about stories that have fascinated humankind forever: drivers’ personal challenges, rivalries, and team dynamics. Through the documentary “Drive to Survive” that aired on Netflix, they were able to double the race’s viewership to 70 million people around the world, and 57% of new viewers are aged 16 to 28.
If you want to connect with Gen Z consumers, don’t fall for all the fake insights on the Internet. Be an authentic brand and look for the human truths that have been around for ages. Good luck!
Alexandru Vasile
CEO, Against Data
Co-Create with Gen Z
As a business owner, I’ve learned how powerful it is to transform my brand into a Gen Z community-led experience. I ask them to co-create in ways that go beyond the typical “pick-a-color” vote, rather than only presenting things.
I will, for instance, conduct design lab sessions on social media throughout the introduction of a new collection, allowing followers to view and comment on unfinished prototypes. They get to observe the development, provide real-time input, and occasionally, I even give things names based on their suggestions. They become active collaborators instead of passive followers, which is a big change.
Another unique touch that’s resonated is micro-environment hacks, where I help them design tiny “zones” within their rooms to create little sanctuaries in their spaces. They can study, relax, or even watch films in these locations. It’s about demonstrating to them how one piece of furniture can turn a little space into something useful. I also do live sessions where I select a few entries and demonstrate how to use our pieces to decorate their spaces.
Last but not least, I developed a digital furniture thrift system, a platform that allows them to exchange used goods with neighbors or trade them in for credit. Gen Z are committed to sustainability; they are aware that furniture can last for several years. Long after their initial purchase, it has evolved into a means for them to feel a connection to the company and its principles.
Shaofeng Li
Founder and Designer, popmasion
Partner with Micro-Influencers
I’ve found success reaching Gen Z by partnering with micro-influencers who have smaller but super-engaged followings of 5,000-20,000 followers. These partnerships feel more genuine and relatable to Gen Z, plus they’re more cost-effective than celebrity endorsements. One of our clients saw 3x more engagement using local college influencers versus traditional ads.
Kevin Pike
President, Rankfuse
Share Behind-the-Scenes Content
Gen Z is all about authenticity. They can smell fakeness and pure commerce from a mile away. That’s why it’s important to move away from traditional polished ads and instead try to connect with younger consumers on a more personal level. This can be sharing behind-the-scenes videos or pictures, or prioritizing user-generated content. Both of those options focus on real human stories, which are valued among Gen Z users.
Another important thing to keep in mind is that the attention span of younger generations is a lot shorter now. They grasp information a lot faster and move on. So, it can be a challenge to not only catch their attention but also maintain it. That’s why, in your campaigns, it’s best to focus on short-form content that is optimized for mobile use. Gen Z consumes on-the-go, so it’s important to cater to that need.
Lastly, contrary to popular belief, Gen Z is extremely politically charged. They’re decisive and vocal when it comes to social causes. So, if your business supports any of those, I’d suggest making it immediately visible to your users. For instance, as a Ukrainian company, we are part of a large charity fund that supports Ukraine in its fight against the Russian aggression. It’s especially important for our Ukrainian users to know that we not only have no ties to the aggressor but also actively contribute to helping our country.
Kristina Tsapko
CMO, My Drama
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