5 Ways Brands Can Better Connect With Gen Z

This is a generation of digital natives with zero tolerance for inauthenticity

Generation Z consists of roughly 2.47 billion people around the world. That’s around 400 million more people than millennials, those skinny-jean-wearing folks probably starting to freak out over their rapidly approaching thirtieth and fortieth birthdays.

By contrast, Gen Zers are rounding the corner of childhood, graduating high school and college, and emerging into the marketplace with a whopping spending power of $143 billion. All while facing a global pandemic, the onslaught of widespread misinformation and the climate crisis. Oof.

Now is the time for brands to establish their connection with Gen Z. But this is easier said than done. Connecting with Gen Z means much more than just creating a company TikTok account. As digital natives with a sixth sense (and zero tolerance) for insincerity, Gen Z is expecting more from brands.

Here’s how you can deliver.

Make cool stuff, and make it digital

Unlike previous generations, Gen Z is coming of age at a time where digital goods not only exist, but they’re also commonplace.

Younger members of Gen Z have never known a world with Blockbuster. Instead, they grew up with movies and TV shows digitized and available on-demand from Netflix and Hulu.

And there’s also the non-fungible elephant in the room. With the explosive growth of NFTs (and now that a platform for creating them is open-source), there’s a near-limitless creative opportunity for brands to create 100% digital products. Key here is the collectibles market. NBA’s Top Shot, for instance, created a series of tradable digital video assets that netted upwards of $200 million.

More of our stuff is becoming digital. And, even if the product itself isn’t digitized, there’s often a digital component. This trend became key to brands’ survival during the pandemic but has since become an expectation. Now, the digital experience of a product is key to tapping into the younger generation.

Ensure that “micro” works

Careers are starting to look different. As Gen Z enters the workforce, more of them are steering away from traditional 9 to 5s.

Who can blame them? A survey of older millennials found that 47% wished they had chosen a different career path. This sense of dissatisfaction with a more traditional career path gives Gen Z a different outlook and set of values when it comes to when and how they work.

On-demand business models like Deliveroo, Gorilla and Uber allow Gen Z to work on an as-needed basis, giving them the freedom to live in the moment. Another rising source of income, (micro) investments in cryptocurrency, also affords Gen Z greater daily freedom. Then there’s NFTs, which some Gen Z’ers have used to successfully kickstart lucrative artistic careers, and which others are taking advantage of to make money playing video games.

The shift to this internet-based “microwork,” means that Gen Z is also shifting away from traditional saving and monthly income. Big purchases and ownership of things like cars don’t matter as much. Gen Z is spending money differently and brands must adapt their offerings accordingly. Instead of cars, start offering more micro-options, like car-sharing apps and electric scooters.

Collab, collab, collab

Brands that want to successfully connect with Gen Z will need to reach them by collaborating with platforms and other brands that they know and value.

Collabs can span multiple categories, from fashion to influencers. Surprise appearances from famous faces and co-productions of events with other brands that are already Gen Z staples can go a long way in attracting Gen Z’s attention and sense of humor in a way that’s different and more genuine than traditional advertising.

According to Forbes, “Gen Z is … the content generation. In a nanosecond they distinguish ads, sponsored content and other jargon from entertainment, whilst on endless pursuits for virality.”

Opening the door to organic content via collabs on off-the-cuff platforms like TikTok and Twitch puts your products ahead of the curve and future-proofs your brand with the latest generation. It also just works.

For example, Dept created a branded hashtag and branded AR filter for ASOS, all based around one clever idea: It’s pronounced AY-SAUCE. The resulting campaign, #AYSAUCE generated over 1.2 billion impressions on TikTok in just three weeks.

Culture is fluid—go with the flow

Gen Z is breaking cultural norms left and right. They are controversial, seemingly by nature, and understanding their values and role models is key for your brand’s success.

Too many people pigeonhole Gen Z as “Millennials on steroids.” In other words, even more phone- and self-obsessed. But in reality, Gen Zers are digital natives and keen on exploring their individual identities. Gender, sexuality and belief are all more diverse aspects of identity for Gen Z than they have been for previous generations. And social media acts as a storytelling platform for them to express all of these.

Social media and gaming platforms like Fortnite also act as a digital meeting point or “campfire” for Gen Z, alongside the metaverse. These are the always-open places where Gen Z can socialize, party and send thousands of messages to one another at any time of day or night. It’s also where cultural trends take off and become entrenched.

In a constantly evolving, always-on culture like Gen Z’s, it’s vital for brands to be compelling enough to stand out against the noisy backdrop. Understanding the different flavors of each social media platform and how best to express your brand on these is key.

Do good, for real

The oldest members of Gen Z have barely graduated from college. And already they have experienced two separate “once in a lifetime” financial crises. Taken together with current societal and political issues, not to mention climate change, it’s understandable that Gen Z is worried about the future.

This is why Gen Z has become so active in their push for social and environmental change. And also why they are controversial. Gen Zers are action-oriented and they expect the brands they shop from to be the same. Sustainability, transparency and authenticity were all more important to Gen Z than to the overall population in a recent survey of shopping behavior.

In today’s climate, it’s not uncommon for brands to have a commitment toward sustainability or creating a more equitable business. But to connect with Gen Z, you must go beyond commitment and take measurable action to ensure that you’re making becoming a good company a priority.

A great place to start is by pursuing B Corp certification. Having just successfully undergone the process, we can confirm that it’s not easy. But neither is creating a more sustainable, equitable society.

And we’re proud to be able to share these values with our clients and with a generational powerhouse like Gen Z.

Max Pinas is a creative director at Dept, a global digital agency. He’s a true futurist known for sharing his disruptive view on new technology.