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Connecting with the Most Skeptical, Digital, and Value-Driven Generation
Gen Z is unlike any consumer group before them. Born between the mid-90s and early 2010s, they have grown up in an era of rapid technological shifts, economic uncertainty, and global crises. They are the most digitally-connected, socially-aware, and brand-skeptical generation ever, making traditional marketing tactics ineffective. Unlike previous generations who grew up with a degree of faith in corporations and institutions, Gen Z is inherently distrustful. They have watched brands make performative statements, companies exploit labor while touting ethical values, and influencers get “exposed” for being disingenuous.
They are also the most mentally exhausted generation. Anxiety, depression, and loneliness define much of their social reality, and the digital-first world they navigate has only heightened the disconnect between real and curated experiences. They don’t just want brands to sell them something; they want brands to stand for something, to reflect their values, and to engage them on their terms. If a brand doesn’t feel authentic, engaging, and socially responsible, Gen Z will disengage in an instant.
For companies hoping to win their attention, the approach must be radically different from what worked in the past.
Authenticity is a Non-Negotiable
Gen Z can spot inauthenticity a mile away. In an era where social media makes it easy to dissect a brand’s past statements, labor practices, and partnerships, companies that attempt to fake relatability or jump on social trends without true commitment quickly lose credibility. The rise and fall of fast-fashion brands in the sustainability conversation is proof of this. Many retailers have launched eco-friendly initiatives only to be exposed for greenwashing. The fallout is swift — Gen Z will turn to social media, call out the hypocrisy, and ensure the brand’s reputation takes a hit. They're vicious this way, like a dog with frisbee, they simply won't let go.
Not so for Liquid Death, who was able to able this pitfall. At first glance, the canned water company seems like a joke — a brand built around irreverence, heavy-metal aesthetics, and over-the-top marketing campaigns, like their co-lab with YETI, the coffin "Casket Cooler." But it works because the company owns its identity completely (their tagline is "Murder your thirst"). It isn’t pretending to be a wellness brand or an environmental savior; instead, it leans fully into humor, satire, and entertainment. That kind of consistency builds trust, enticing engagement, and ultimately, loyalty.
On the other side of the spectrum, Duolingo has managed to become a Gen Z favorite simply by embracing the weird, absurd, and unpredictable nature of digital culture, like killing it's famed favorite mascot, Duo the owl. Its social media presence, led by a team that deeply understands how young audiences engage online, has turned this prominent language-learning app into an entertainment platform in itself. Rather than treating their audience as passive consumers, they engage directly — commenting on viral TikToks, embracing self-deprecating humor, and allowing the brand’s voice to be playful and unpredictable.
Digital Fluency is Mandatory
Unlike Millennials, who remember a time before smartphones and social media, Gen Z has always been online. They consume information faster, shorter, and in highly visual formats, and almost entirely on iPhones, a device invented in their first decade of their generation. The days of static ads and polished corporate messaging are over — brands that want to reach them need to operate at the speed of culture.
Gen Z in Europe understands that Ryanair, a budget airline that has turned its own reputation for bad service into a social media phenomenon (listen up, Spirit Airlines!). Instead of fighting against the negative press, the airline leaned in — creating a TikTok presence that openly jokes about its tight seats, extra fees, and unpredictable flight schedules. This kind of transparency, even if self-deprecating, works because it meets Gen Z on their level. Rather than attempting to control the narrative, Ryanair embraces the humor and unpredictability of the internet, making their brand not just tolerable, but actually likable.
Personalization and Interactivity Drive Engagement
But Gen Z also doesn’t just want to passively consume content; they want to be part of the conversation. Static one-size-fits-all messaging doesn’t resonate with them the way it did with previous generations. They expect personalization, interaction, and brand experiences that feel made for them, from e-commerce to fast casual food linesm, like at Chipotle.
The food chain brand has consistently leveraged interactive marketing to engage Gen Z in a way that feels organic. From viral TikTok challenges to personalized menu hacks, Chipotle involves its audience in the branding process mostly by engaging them on social media. And, when customers feel like they have ownership over a brand’s identity — whether it’s through limited-time menu items chosen by fans or campaign ideas sparked by social media trends — it creates a deeper sense of emotional connection with the brand itself.
Social Responsibility Must Be More Than a Hashtag
Gen Z doesn’t just care about values—they demand action. Unlike Millennials, who were often satisfied with corporate statements of solidarity, Gen Z expects brands to prove their commitments through tangible action. Posting a black square on Instagram or using inclusive language in an ad isn’t enough anymore. They are looking at supply chains, labor practices, and where a company puts its money — not just its mouth.
Take a look at American Eagle Outfitters lingerie and activewear women's brand Aerie. Not only have they made body positivity a core part of its business model (closing the gap on Victoria's Secret), they embrace a long-term commitment to showcasing unedited, real bodies in their advertising. (Editor's note: With four girls and a wife who all love Aerie, this is important to me, even as a Gen X'er). While other fashion retailers have faced backlash for token diversity campaigns, Aerie has built a community around acceptence, a cornerstone need of this generation. They don’t just include diverse models for a single campaign, either. They invest in an ongoing effort that feels woven into their brand DNA.
The Brands That Win Will Be the Ones That Feel Like People, Not Corporations
Marketing to Gen Z isn’t about having the biggest ad budget or the most polished brand identity, as it has felt for so long in the advertising world. This is a generation that thrives on authenticity, humor, interactivity, and social consciousness. They don’t want to be marketed to — they want to be part of the story themselves.
The brands that are succeeding aren’t the ones that talk at Gen Z, but the ones that engage with them. The key is to make the brand feel human.
For companies that fail to adapt (Pepsi, Amazon, Glossier have been named a lot), the message from Gen Z is clear: If it feels fake, it’s irrelevant. If it feels forced, it’s cringe. If it feels hidden, it probably is.
But if it feels real, they’ll embrace it wholeheartedly.
(Editor's Note: All of my six children are firmly in Generation Z. Ask me anything about it.)
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