How to connect with Gen Z.
Generation Z, iGen, Gen Z, Zoomers. Whichever name you give them, they’re the latest generation to enter the workplace and the third-largest generation in the UK’s labour force. Why is this important? Because they’re your new target audience, emerging as a powerful consumer force with high lifetime value potential.
They’re the first generation of digital natives, having never known a world without the internet. Their beliefs and behaviours are unlike any other generation and if businesses want to stay relevant, they need to learn how to speak their language.
So, who are Gen Z?
This is a generation defined by its values. They’re activists for sustainability and social injustices, advocating for equality and a better future. They’re progressive idealists, rejectors of labels, and diverse-minded, demanding accountability and equal opportunities for all.
As digital natives, everything they do is online, from working and socialising to reading reviews before making a purchase. Their digital ecosystem is made up of apps, websites, and social media, and yet despite all the online content they consume, they’re more likely to curate their online persona, leaning towards anonymity and a smaller online presence.
This is also a generation that’s already lived through a pandemic, war, economic decline, climate crisis, and now the exponential growth of AI. Individually these would each be enough to shape a generation, but together? Gen Z needs to feel safe. The #theartofnoticing trend on TikTok reflects this vulnerability, capturing the beauty of the ordinary while serving as a poignant reminder to appreciate the little things.
Their purchase decisions are driven by value, prioritising brands that align with their own beliefs around sustainability and social justice. They’re the ones who are on the way to redefining politics, society, the workplace, and ultimately, your brand and marketing.
And how do you connect with Gen Z?
Your target audience is the backbone of your brand, website, and marketing. They’re the reason you do what you do and the why behind every strategy. And if your strategies speak their language, you’ll be able to engage and spark action from this new generation of consumers.
This is how you’ll get them to choose you over your competitors, but also stick with you, tapping into the full potential of the high lifetime value that early engagement offers. And this is why it’s time to completely rethink the traditional approach to branding, web, and marketing.
Branding strategies to connect with Gen Z
The key thing with Generation Z is that they’re searching for brands who stand for something beyond profit. Brands that align with their own social and environmental values, whether that’s advocating for sustainability, mental health, or injustices. And know that staying quiet is just as harmful as doing nothing, with 62% of Generation Z viewing silence as hiding something. Apathy is out.
So be real, be honest, and be transparent. Whether it’s your values, supply chains, inclusive practices, or sustainability efforts, open up behind the scenes and be champions for what you believe in. Brands that are able to nurture strong connections based on these shared values will ultimately foster a community with higher engagement and repeat purchases.
How? This is where effective brand storytelling comes in, helping brands own the values that drive their actions while also recognising what could be better. Know your carbon footprint could be smaller? Acknowledge that and show that you’re taking the necessary steps to get there.
It’s all about accountability, with a third of Gen Zers looking for brands to take responsibility for wrongdoing. So even if it’s uncomfortable, become an honest, raw, and vulnerable brand that recognises its flaws. One that will work with this new generation of consumers to forge a path to a better future.
Gen Z marketing strategies
Digitally savvy and highly educated, their way of learning and absorbing information has been shaped by technology. While this has made them vulnerable to misinformation, they’re extremely quick to dismiss anyone who takes part in greenwashing, goodwashing, or tokenisms. Supporting causes and inclusivity should be part of the brand identity, not just a campaign.
This means that trust is a massive driver in their purchasing decisions. Almost 80% of Gen Zers need to trust the brand they buy from, more than any other generation, and they’re actually 3.5 times more likely to buy from brands actively committed to the truth. So provide facts, cite claims, and offer truthful insights.
Another way to build trust is through influencers and content creators. Social platforms have become essential for researching products, with UK Gen Z shoppers relying heavily on recommendations and reviews. They view them as trustworthy sources of information, bringing a sense of authenticity to your brand that resonates and inspires a deeper level of trust.
Gen Z also needs to feel valued. They don’t want to be ghosted. They want real, lasting connections. So leverage your social profiles to build direct relationships with your consumers.
Having grown up with social media, this is a generation accustomed to accessing these kinds of experiences. Respond to comments, reach out, offer advice, ask questions, do polls, use stories to reveal behind the scenes, run competitions, and use these channels to turn your brand into a real-time experience.
This connection will foster loyalty, which should be rewarded with tangible benefits. Think exclusive discounts, early access, and personalised offers. This is a generation that will reward the loyalty that rewards them.
Websites that connect with Gen Z
Born and raised with technology at their fingertips, their digital ecosystem is an extension of themselves. So focus on the user experience, delivering a sleek website that’s modern, fast, and clearly up to date. They know what a website should be able to do and anything less will turn them away.
Use a CMS that allows you to be proactive and update your website, and ensure that plug-ins are updated to keep your site secure. 70% of Gen Zers worldwide prioritise safety and security over anything else, so general site health maintenance is a must. They’re also a mobile-centric generation, so make sure to deliver a mobile-first web design.
As for the visual side of things, this should be clean, minimalist, and intuitive with an easy-to-navigate interface. And if you want to boost engagement, try interactive elements like quizzes, live chat, or AR product visualisations for an immersive brand experience.
And remember that your website should support your branding strategy. Feature pages that showcase what you’re doing to build a sustainable and ethical brand, offering sustainability reports and informing users about your carbon footprint and fair trade practices. This will support any marketing you do surrounding these causes, avoiding apathy and the image of greenwashing.
Get ready to connect with Gen Z
Generation Z is more than just another audience to tick off the list. They expect more, demand better, and won’t settle for less. They want relatable, trustworthy brands that invite them into genuine conversations where they are heard and valued. If you want to connect, you need to be real, bold, and ready to evolve.
Want to make sure your brand, website, and marketing speak to the next generation? Have a chat with our Shrewsbury-based brand and digital agency.
