The playbook for connecting with a new generation

Maria Nelson

Guest Columnist

May 4, 2026

Marketing to a new generation is never a one-size-fits-all approach.

When it comes to Generation Z (Gen Z), the rules of the game have completely changed.

Born between the mid-1990s and early 2010s, Gen Z is the first generation to grow up in a fully digital world.

They’ve never known life without smartphones, social media and instant access to information. 

This modern upbringing has shaped their values, behaviors and expectations.

For companies, understanding Gen Z is a must.

By 2028, Gen Z is projected to make up 60% of the global consumer base.

They’re not just the future; they’re the now.

To thrive in this new landscape, businesses need to adapt their strategies to meet the needs of this tech-savvy, socially conscious and highly discerning generation.

Let’s explore how brands can build meaningful, lasting connections with Gen Z.

Gen Z difference: What sets them apart

To market to Gen Z, it’s crucial to understand what makes them tick.

For one, Gen Z has grown up in a world where technology has always been there.

They seamlessly navigate online and social media platforms like TikTok, Instagram and Snapchat, and they expect brands to do the same.

Even further, companies need to deliver fast, intuitive and visually engaging experiences.

A slow-loading website or a poorly designed mobile app is a deal-breaker.

This generation also has a finely tuned radar for inauthenticity.

They’ve been bombarded with ads their entire lives, so they can spot a fake and overly polished message immediately.

They crave realness, which is reflected in brands that show their human side, appear unpolished, admit their mistakes and communicate with transparency.

Lastly, many Gen Z’ers actively seek out brands that align with their values, whether it’s sustainability, mental health, social justice or ethical practices.

But be aware, they’re quick to call out and boycott companies that fall short of their standards, often publicly and online, where they are very savvy and can reach large numbers of people quickly.

How to engage with Gen Z

How can brands translate these unique Gen Z traits into actionable strategies?

Here’s a step-by-step guide for building genuine connections with Gen Z.

Step 1: Speak their language on their platforms

Gen Z spends much of their time on platforms like TikTok, Instagram and YouTube, where short-form video and interactive content reign supreme.

To capture their attention:

• Create bite-sized and engaging content – TikTok trends, Instagram Reels and YouTube Shorts are all great places to start.
• Leverage influencers – Partner with creators who have built trust and credibility within their niche. Authenticity is key; it’s imperative to select influencers whose values align with your brand.
• Encourage participation – Use polls, Q&As and other user-generated content to foster a sense of community.

Step 2: Show, don’t tell

Gen Z doesn’t just want to hear about your values; they want to see them in action.

If your brand claims to prioritize sustainability, back it up with tangible efforts like eco-friendly packaging, ethical sourcing, supporting green causes or carbon-neutral operations.

Highlight these initiatives through behind-the-scenes content, news announcements, case studies or customer stories.

Show them who you are and what your brand stands for.

Step 3: Prioritize transparency

Transparency builds trust, and trust builds loyalty.

Be open about your processes, pricing, employees and even your challenges.

For example:

• Share how your products are made and the steps you’re taking to improve sustainability.
• If you make a mistake, own up to it and explain how you’re addressing it.
• Use social media to have honest, two-way conversations with your audience.
• Showcase behind the scenes or a day in the life of your employees

Step 4: Create seamless experiences

Gen Z expects every interaction with your brand to be smooth and intuitive, from discovering your product on social media to purchasing it on your website.

Key considerations include:

• A mobile-first website design.
• Multiple payment options, including digital wallets.
• Instant customer support through chatbots or a live chat.

Real-world examples of Gen Z marketing done right

Patagonia
Patagonia has built a loyal Gen Z following by putting its values front and center.

From donating 1% of sales to environmental causes to encouraging customers to repair rather than replace their gear, Patagonia’s actions speak louder than words.

Duolingo

Language-learning app Duolingo has become a TikTok sensation by embracing humor, pop culture and a self-aware brand persona.

Their playful, unscripted content resonates with Gen Z’s affinity for authenticity and entertainment.

Ben & Jerry’s

Ben & Jerry’s has long been vocal of their support for social justice issues and environmental protections.

Additionally, their creative name branding on high-quality ice cream – Cherry Garcia, Chunky Monkey, Phish Food, Americone Dream – aligns with Gen Z’s attraction toward authenticity and creativity.

Their marketing strategy focuses on connecting with customers through shared values, using ice cream to take a stand rather than taking a stand to sell ice cream.

This is exemplified through flavors like Empower Mint to support voter rights, Save Our Swirled to promote climate action and Change is Brewing to highlight voter registration efforts.

This authentic approach resonates with Gen Z, who values purpose-driven brands, setting Ben & Jerry’s apart from other brands that risk appearing opportunistic when jumping on social issues.

The future of Gen Z marketing

Marketing to Gen Z isn’t about following a formula.

This generation demands more from brands, and those that rise to the challenge will be rewarded with loyalty, advocacy and long-term growth.

As you refine your Gen Z strategy, remember it’s not just about selling a product.

It’s about creating an experience, sharing your story and standing for something.

Gen Z isn’t just another demographic – they’re the future of your business.

Are you ready to connect with them?