Marketing to Gen Z

Companies that want to stay ahead of the curve need to pay attention to what Gen Z (those born between about 1997 and 2012) look for as consumers—especially since Gen Z, which is now entering the workforce, is a larger cohort than the Millennials. They are also the first generation whose parent can be members of so many generations, from Baby Boomers to Millennials, which makes them an eclectic group that is hard to define easily. Thus, it is even more difficult to find what will attract them as consumers.

What do they want?

Recent research from Snap, Inc. provides important insights into what Gen Z looks for in brand innovation:

• affordability
• better performance
• greater accessibility
• efficiency

Interestingly, the answers given were the same for brands the respondents used as well as for those they had not tried. Price and performance remain constants when making purchase decisions.

How can you reach them?

But Gen Z’s connectivity and reliance on the internet and social media as a source of information creates some markers that are quite different than those for previous generations. Perhaps the biggest difference is that Gen Z is the first generation that has grown up communicating via texting and messaging on mobile apps and online platforms, sometimes to the detriment of face-to-face meetings.

In many ways, Gen Z is more engaged than predecessor generations because the information they want is available 24/7 on their devices. The result of this access is evident in the impact social influencers have on the generation, 64% of whom say they’re constantly online, often on multiple devices.

The research supports this. Gen Zers feel strongly that brands should source ideas from the public and that they’re more likely to support a company if (1) they feel their feedback makes a difference (80%) and (2) the company actually makes changes based on customer feedback (82%). These findings make it essential to have a digital presence that expresses the company’s culture and values.

What is your strategy?

When strategizing for the future, companies need to integrate a strong digital marketing program that can speak to this diverse generation across the various apps and platforms they use.

The key to a strong digital strategy is identifying your ideal customer and targeting the right social media outlets you need to reach them. Do your due diligence: research where they get their information, analyze what your competitors are doing, and understand who the influencers are in that space. Once you have that information, use it to develop a plan that will work using your available resources. Don’t spread yourself too thin, and don’t be afraid to change course if something isn’t working.

© YC Partners 2025