How to Market to Generation Z: Strategies for Captivating and Engaging the Next Generation of Consumers


Millennials step aside as there is a new generation on the block, also known as Generation Z (Gen Z). This group of individuals have never experienced life before the internet and that changes things for marketers massively. So, let’s get into detail about who they are and how we as marketers can communicate with them.

Marketing to Generation Z - Vindicta Digital

Who is Generation Z?

As I write this, I realise that I am in the Gen Z category. So here is some first-hand experience! Generation Z is defined as anyone born roughly between 1997 and 2012 – however, there is no actual end for the group as of yet. This group make up teenagers and those in their early 20s today. Therefore, the oldest of them will be at school or just graduating.

How are they different?

Aside from being born into a digital world, considering the stage Generation Z are at in their lives, they are just about to enter the workforce which is huge for businesses. They will begin earning an income and therefore, start making their own independent purchasing decisions. As well as this, they are growing up in an era where they are highly aware of climate change. Therefore, brands should be looking towards becoming more sustainable in order to reach this target market. There is also the aspect that they grew up during the global recession between 2007-2009. This might make them more conscious when it comes to spending. So, how can marketers reach these unique individuals?

Tips on marketing to Gen Z

Engaging content

82% of Generation Z said they trust a company more when they use real customers in advertising and 65% said they use the internet for entertainment. Therefore, this shapes how marketers can approach this generation by implementing fun and engaging content such as videos and competitions into their strategy. 

Focus on social media

As we know this generation have grown up in a digital world. TikTok was launched right when Generation Z was thriving, and therefore they fully emerged themselves into it. As of March 2020, 41% of TikTok users were aged between 16-24 (Gen Z!). The platform has seen a trend upon trend grow and be adapted by users therefore, this is something marketers can hop on too. Try to keep up with the current trends these individuals are following and see how your business can relate to them! As well as TikTok, a report by Statista gathered that the following social media apps were most used by Generation Z in 2020:

  1. TikTok
  2. Snapchat
  3. Depop
  4. Reddit
  5. Twitch

Influencer marketing

Social media and influencers are entwined, particularly for Gen Z. This generation heavily relies on influencers’ sway. Consider enlisting brand ambassadors aligned with these demographics. Such partnerships wield remarkable potential, boosting sales by leveraging the influencers’ reach and credibility. Tapping into this trend could significantly amplify your brand’s impact, as it aligns organically with the preferences and behaviors of a pivotal audience segment.


As previously mentioned, Generation Z has grown up in a world that is highly aware of climate change and how it is affecting the planet. This is an important fact for marketers as sustainability is seen as a huge factor when making purchasing decisions. In addition, 72% of Gen Z said they are more likely to buy from a company that contributes to social causes. So, let your authenticity shine through and show that your company stand for ethical issues and doing their bit to help.

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