Gen Z is not just “Millennials 2.0.” They have their own generational personality shaped by growing up in the late 2000s and 2010s. This is the first generation that never experienced life without smartphones, social media, or instant access to information. Their habits, values, and expectations have been shaped by an always-on digital world — and they expect brands to keep up. If your message doesn’t feel relevant or real, they’ll tune it out without a second thought.
So how can brands actually break through the noise and earn their attention? Let’s talk about what makes Gen Z tick and how to engage them the right way.
Generation Z, often called Gen Z or “Zoomers,” includes those born from the mid-1990s to the early 2010s. They are the first generation to grow up entirely in a digital world. Gen Z literally can’t remember a world without Google, smartphones, and social media. Many got their first tablets or phones as young kids: the average Gen Z received their first smartphone at age 12.
This upbringing has profound implications: Gen Z is hyper-connected, extraordinarily fluent in online communication, and quick to adopt new platforms and trends. But it also means they’ve never really had “offline” peace – they’ve been exposed to the noise of the internet (both good and bad) from childhood.
Snapshot of Gen Z:
Socially conscious and diverse
Tech-fluent with short attention spans — but will engage deeply if interested
Value authenticity, inclusion, and individuality
Pragmatic, cautious, financially aware
Struggle with mental health pressures
Expect brands to take stands, but reject performative activism
What life experiences have shaped Gen Z, and how do those manifest in their attitudes and habits? Here are some core factors to know:
A typical Gen Z young person is online a lot – by some measures, Gen Z averages around 10 hours per day online across devices (yes, that includes multitasking time, but it’s still huge). Much of that is on smartphones: for most Gen Zers, the phone is their primary (and favorite) tool for everything – communication, entertainment, shopping, learning, you name it.
A consequence of this always-online lifestyle is that Gen Z has a shorter attention span for content – they’re used to a constant stream of information and endless options at their fingertips. If something doesn’t grab their attention immediately, a swipe or tap will take them to something else. In practical terms, Gen Z’s BS-filter is even quicker than Millennials’. Marketers often have mere seconds to intrigue a Gen Z viewer before they move on.
Gen Z are also true CTV natives. This is the first generation to grow up with YouTube, Disney+, and Smart TVs as part of daily life. Many never experienced traditional cable the way older generations did — for them, streaming platforms have always been the default.
From binge-watching Netflix to streaming YouTube on the big screen, Gen Z consumes hours of entertainment content every day — often switching between devices but with Smart TVs, streaming apps, and platforms like Hulu being central to the mix.
This means that Connected TV (CTV) is one of the rare spaces where marketers can capture Gen Z’s attention in a more leaned-in, distraction-free environment. But the expectations remain high: Gen Z is used to interactive, fast-paced, on-demand content. Traditional TV-style ads won’t resonate — your creative needs to be bold, authentic, and built for their streaming world.
Bottom line: If your brand isn’t thinking about streaming as part of your Gen Z strategy, you’re missing a key piece of where their attention actually lives.
Social media is central to Gen Z’s culture and communication. Whereas older generations remember a time before social media, Gen Z likely made their first Instagram post while still in junior high. Platforms like YouTube, Instagram, Snapchat, and TikTok have been go-to entertainment sources for them, often more than TV or movies.
For example, an average Gen Z teen might spend 4+ hours a day on social media, using it for everything from news and networking to pure fun. TikTok deserves special mention: Gen Z propelled TikTok’s explosive growth (82% of Gen Zers are on TikTok) and often use it as a search engine and discovery platform, not just for dancing videos. In fact, TikTok is frequently cited as Gen Z’s favorite channel for product discovery and even staying up-to-date on news (surprising as that may sound).
This generation has also grown up not just consuming content but creating it. Gen Z is very comfortable making their own videos, memes, or personal brand online – after all, they’ve watched peers become YouTube stars or TikTok influencers as a career.
For marketers, this means that campaigns which invite Gen Z to join in (think hashtag challenges, duet videos, custom filters, etc.) tend to perform well.
This generation celebrates people’s uniqueness – they largely reject rigid labels. Many Gen Zers are comfortable being open about mental health struggles, gender identity, and sexuality, so:
Representation is expected, not optional.
They reject rigid labels, value uniqueness, and support causes around equality and inclusion.
They notice and reject tokenism or “performative” gestures.
For marketers, the best approach is to incorporate inclusion naturally (e.g., show diverse people using your product in everyday settings) and to support causes in ways that align with your brand’s actions.
Much like Millennials (and even more so), Gen Z values individual expression. They love personalization (after all, they could customize their Myspace or Tumblr themes as kids, and now their entire feed algorithm is a personalized experience). So Gen Z often seek products that allow them to express themselves – think custom color options, limited editions, or features that let them put their own stamp on things.
Despite this individualism, paradoxically, Gen Z is also highly community-oriented online. The internet has allowed them to find niche communities and “tribes” where they belong, no matter how specific their interest. There are Gen Z communities for everything: gaming, K-Pop fans, eco-activists, sneaker collectors, you name it.
For marketers, this means a one-size-fits-all youth marketing strategy will likely fall flat. Speaking to a “general young audience” can come off as generic or cringe. Instead, it pays to identify the specific segments of Gen Z that align with your brand and learn their subculture – their slang, humor, values.
Despite their progressive social views, Gen Z can be surprisingly pragmatic in personal decisions. Some call them the “wait, maybe I shouldn’t” generation.
Lower rates of risky behaviors (drinking, driving young, etc.)
Money-conscious due to economic uncertainty and inflation
Comfortable with thrifting, secondhand apps, and researching purchases
Marketers should be mindful of price points and offer value options or payment flexibility (Gen Z has taken to “Buy Now, Pay Later” services for pricier buys, for instance). On the flip side, Gen Z is willing to pay for experiences or products that really matter to them. They’ll splurge on concert tickets, the latest tech gadget, or a high-quality item if they’re convinced it’s worth it. The task for brands is to clearly demonstrate why your product is valuable or practical for them.
An important context for Gen Z is the state of mental health. This generation has been called the most anxious and depressed in decades (not to their fault, but due to circumstances). They grew up under the pressure of curated social feeds, cyberbullying, constant bad news notifications, and competitive college/job markets, which understandably can weigh on them. The COVID-19 pandemic in their formative years also didn’t help; it disrupted schooling and social life during crucial moments.
Openness: Gen Z discuss mental health openly — self-care, burnout, and therapy are normalized topics.
They appreciate humor, wholesome content, and empathetic messaging.
High-pressure, FOMO-inducing tactics often backfire.
For marketers, this means that since Gen Z values mental health, product categories like wellness, self-care, and fitness tech are very popular among them. Even if you’re not in those categories, consider how your brand can position itself as making life easier or happier for the customer – those themes play well.
Gen Z cares deeply about global and social issues, but they’re skeptical of institutions and demand authenticity:
They support brands aligned with their values — sustainability, equality, mental health.
Performative activism gets called out quickly (Gen Z will fact-check claims).
“Call-out” aspect: if a brand behaves badly, Gen Z will be all over social media calling them out, starting hashtags, or canceling.
So, an effective strategy for a brand can be to partner with credible voices that align with causes, rather than the CEO issuing a bland press release.
In summary, Gen Z is a complex, savvy generation that craves authenticity, inclusivity, and meaning from the brands they interact with. They’re fluent in internet culture and quick to tune out anything that doesn’t resonate. The good news is that when they do connect with a brand, Gen Z can become enthusiastic champions – sharing content, creating fan memes, and driving trends in a way no generation before them could, thanks to their social media prowess.
Reaching Gen Z effectively means embracing the platforms, language, and values of a new era. Traditional marketing playbooks need some adaptation for this cohort. Here are strategies to win Gen Z’s attention and loyalty:
Find Gen Z where they live online:
TikTok: Essential for trends, challenges, and product discovery.
Instagram: Shopping, Reels, visual storytelling.
YouTube: Tutorials, entertainment, influencer content.
Snapchat: Messaging and AR filters for younger Gen Z.
Discord/Twitch: Communities for gaming, music, nand iche interests.
And don’t forget mobile optimization: Gen Z nearly always views content on their phone, so vertical video formats, mobile-friendly websites, and phone-centric campaign experiences are all excellent tools.
With Gen Z’s scrolling habits, the first moments of your content are crucial.
Start with a hook: a bold visual (bright colors, an eye-catching image), a compelling statement or question, or humor
Offer something intriguing in the first 3 seconds.
Use captions and text overlays on videos (Gen Z often watch with sound off, especially if in public or multitasking).
Longer content is okay, but only if the hook earns their time. And ensure your key message can be understood even if muted – use on-screen text creatively to complement the visuals.
If there’s one thing to tattoo on your brain about Gen Z marketing, it’s “authenticity.” This generation has a low tolerance for overly polished, “corporate”-sounding marketing. They prefer a raw, human touch. What does that mean in practice?
Tone down the marketing-speak. Gen Z responds to a conversational tone, even self-deprecating humor or candor.
Show real people and real stories. Gen Z would rather see a TikTok of an employee talking about how they made a cool new flavor of your snack (even if the lighting isn’t perfect and they stumble on a word) than a slick studio commercial with actors.
Acknowledge imperfections or issues. If your brand is working on something (like becoming more eco-friendly), it’s okay to say “we’re not perfect, but here’s what we’re doing.”
Influencers are really central in Gen Z’s media diet, but it’s not just about mega-celebs with millions of followers. In fact, Gen Z often trusts micro-influencers or niche creators more, because they feel like “one of us”:
Collaborate with content creators who have credibility in your area.
Give influencers creative control to translate your brand message into their style.
TikTok “challenges” or trends: keep an eye on organic mentions of your brand (or create it!) on platforms like TikTok and if something starts to trend, amplify it.
But remember, if your brand partners with influencers, be ready that Gen Z will associate you with those individuals, so choose people whose values align with yours to avoid any disconnect that could alienate your audience.
Remember, video content is king — invest in creating engaging videos, whether it’s informative how-tos, behind-the-scenes vlogs, or entertaining short clips.
Use trending sounds, memes, or challenges, but only as a vehicle for your message – put a unique brand twist on them.
Incorporate text, captions, stickers, and quick cuts in your videos to match the fast pace Gen Z likes.
Add interactivity: try Instagram Stories with polls/quizzes or share a Spotify playlist that your brand curates for a certain vibe.
Be visual, be interactive, and remember that Gen Z often communicates through images and videos more than text – so meet them in that mode.
One hallmark of Gen Z is that they don’t want to passively receive brand messages; they want to be part of the story. So, find ways to let Gen Z participate in your marketing:
Run UGC campaigns: challenges, reaction videos, unboxings.
Crowdsource ideas: new flavors, designs, charitable causes.
Feature fans in your marketing — recognition builds loyalty.
The key is that Gen Z loves to express themselves, so give them a prompt that relates to your brand and watch the creativity flow. Once they create content, amplify it: showcase the best entries, shout-out users (Gen Z gets a thrill from a brand recognizing them – it’s like breaking the fourth wall in a good way). This not only provides you with authentic content but also builds community.
Gen Z is practical and wants to know exactly how your product/service will benefit them. They are not swayed by nebulous claims or fancy jargon. So, while your tone should be conversational, your value proposition needs to be crystal clear. In your messaging, answer the question “Why should a Gen Z consumer care about this?” in plain terms:
How does this improve my life?
Is it affordable or worth the investment?
What’s the social proof?
Gen Z appreciates when you demonstrate the product in use – show, don’t just tell. That’s why unboxing videos, tutorials, and before-and-after content are so popular. If you market makeup, do a quick transformation video. If you sell a tech gadget, show it solving a common problem (in a quick demo). And don’t shy away from comparisons if it helps – e.g., “Switching to our service could save you $X per year compared to others” – anything that concretely spells out value or savings.
In an era where Gen Z is bombarded with options, you have to connect the dots and say this is why we’re worth your time and money, plainly and honestly.
Actions > Words:
Ensure ethical business practices — sustainability, fair labor, etc.
Partner with credible non-profits or run impact-driven campaigns.
Let your audience guide cause priorities.
Avoid token gestures — make meaningful, transparent contributions.
But don’t force politics or causes into your marketing if it’s not relevant. Gen Z doesn’t need every brand to comment on every news story – in fact, a Sprout Social survey found only 25% of consumers say the most memorable brands are those that speak out on issues, a shift from earlier years.
It seems many in Gen Z want brands to act right more than talk fancy on social issues. So choose your stands wisely, focus on action, and keep it genuine.
One perhaps underappreciated aspect: Gen Z expects to be able to interact with brands quickly and on their terms. Growing up with social media and instant messaging, they will DM a brand on Twitter or Instagram and expect an answer in a few hours or less.
Today’s must-haves in communication with Gen Z:
Fast, public, and often through social DMs, not phone lines.
Chatbots, live chat, and SMS support are preferred.
Playful, human responses on social go viral, positive or negative.
Gen Z also more likely to turn to public forums or comments for support – meaning if they have a bad experience, they might tweet or make a TikTok about it rather than email your support team. So monitor brand mentions and have a plan to reach out and resolve issues proactively.
In summary, think of customer service as part of your marketing to Gen Z – every interaction is public relations.
Finally, recognize that Gen Z culture moves fast. Internet memes, slang, and trend cycles that are hot this month might be passé the next. Brands don’t need to chase every meme (in fact, don’t try to jump on everything – it can look desperate), but you should have a finger on the pulse:
Watch TikTok trends, memes, slang cycles.
Engage where relevant, but avoid forced participation.
Test, learn, and adjust — Gen Z will tell you quickly if something flops.
Be transparent about missteps — authenticity trumps perfection.
When you find something that does work, run with it! Did an unboxing ASMR video you posted get an unusually high number of shares from Gen Z users? Maybe invest in a series of those.
Essentially, be prepared to continuously learn. Marketing to Gen Z is not a set-it-and-forget-it deal; it’s an ongoing conversation and adaptation. The good news is that it can be fun and invigorating – Gen Z will push your brand to be more creative, socially responsible, and digitally savvy. If you accept that challenge, you can not only win Gen Z customers but also future-proof your brand for the digital decades to come.
Millennials (Gen Y) and Gen Z are often spoken of together as “young people,” but marketers know that lumping them together misses crucial nuances.
Both generations are incredibly important to brands – together they constitute the majority of the consumer market today – but reaching each group effectively means understanding what defines and divides them.
Key takeaways for Marketers:
Use Facebook, Instagram, email for Millennials (yes, they still use them!).
Prioritize TikTok, YouTube, Reels, Discord for Gen Z.
Keep messaging practical and value-oriented for Gen Z; lifestyle aspiration works better for Millennials.
Both crave authenticity, but Gen Z scrutinizes it harder.
When it comes to reaching both Millennials and Gen Z, one channel often flies under the radar — but it shouldn’t: Streaming TV Advertising. It’s not “old TV” — it’s a smart, scalable channel to stay relevant across these influential, digitally savvy generations — as long as your campaigns respect their unique preferences. Both Millennials and Gen Z are spending huge amounts of time streaming their favorite shows, movies, and live events.
With Skybeam’s self-serve TV ad platform, it’s easier than ever to run targeted streaming campaigns designed for each generation, all in one place.
The beauty of Streaming TV is that it captures attention in moments where audiences are leaned in and where attention is less fragmented. And with Skybeam’s audience targeting, you can:
✔️ Serve different creatives to different segments (Gen Z vs. Millennials)
✔️ Reach both groups during premium, long-form entertainment moments
✔️ Balance your media mix — social for interaction, streaming for high-impact storytelling
Connecting with Gen Z means speaking their language – visually, culturally, and ideologically. It’s about meeting them in the fast-paced, fun, yet socially aware space they inhabit. Brands that manage to genuinely engage Gen Z will find them to be enthusiastic allies. They’ll create fan content, they’ll advocate in their communities, and they’ll reward authenticity with loyalty (even if they’re not traditionally “brand-loyal,” they are loyal to brands that feel like a natural part of their world).
References:
Generations – Jean M. Twenge (2023).
eMarketer (InsiderIntelligence) – Definition of Gen Z.
HubSpot Blog – “Millennials vs. Gen Z: Why Marketers Need to Know the Difference” (2023)
Sprout Social – “Gen Z: How they use social media (2024)”.
Deloitte Global – 2025 Gen Z and Millennial Survey (summary points).
Olena Svietlova
2025-07-03 • 14 min to read
