Gen Z is rapidly becoming a key audience for marketers, and understanding how to engage this unique generation is more important than ever. 

Whether they’re just entering the workforce or starting to make buying decisions, Gen Z brings fresh expectations and values that demand a shift in strategy.

So, how can you effectively market to this generation? 

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Here’s what we discussed in our Mavuus “CMOs Tell All” session about  “Marketing to Gen Z.”

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Understanding Gen Z: Who Are They?

Born between 1996 and 2012, Gen Z is the first truly digital-native generation. Many began their careers just after COVID-19, shaping their professional experiences around remote work, digital communication, and heightened social consciousness.

But what really sets them apart? Their core values.

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From our discussion, a few key traits emerged:

• Authenticity above all: Gen Z demands transparency. Whether brand messaging or influencer marketing, they expect real people, real experiences, and unfiltered content.
• Value-driven consumers: Diversity, sustainability, and ethics are non-negotiables. It’s not just about the product; they care where it’s made, how it's sourced, and its impact on the world.
• Community-focused: Despite being digital natives, they crave connection. Whether it's through Reddit threads, TikTok, or Instagram communities, they’re always searching for a collective to belong to.

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Building a Marketing Strategy That Works

So, how do you connect with such a unique generation? Our session highlighted a few key strategies for getting started.

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1. Less Selling, More Storytelling

Gen Z is not a fan of traditional advertising. They don’t want to feel sold to. They want to be entertained, informed and engaged. This generation loves content that integrates seamlessly into their daily lives.

Pro Tip: Incorporate influencers and content creators who can speak authentically to their audience. Brands like American Eagle were early adopters of this, using models of all body types, no makeup, and zero photoshopping—a move that resonated deeply with Gen Z consumers.

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2. Prioritize Entertainment and Storytelling on Social

TikTok, Snapchat, Instagram Reels—Gen Z uses these platforms as much for entertainment as they do for information. They even use TikTok as a search engine to discover products, brands, and reviews.

Pro Tip: Experiment with short-form, entertaining video content. Think tutorials, behind-the-scenes peeks, or stories that showcase your brand values.

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3. Create a Community

We discussed the rise of community building among Gen Z. 

Whether it's Slack channels for users or forums like Reddit, where conversations about your brand can thrive, creating a space for connection is key. This generation values the collective, and they seek brands that help foster that sense of belonging.

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4. Embrace Diversity and Inclusion

Your brand’s values matter to Gen Z—so much so that many will not support brands that don’t align with their social or environmental stances. Whether promoting body positivity, advocating for mental health, or standing for sustainability, make sure your company’s values are front and center.

Many brands in the B2C space have already embraced this, but B2B companies are starting to follow suit. Companies are building communities and promoting sustainability efforts to attract this younger demographic.

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Managing Gen Z in the Workplace

Gen Z-ers are also your future employees. Our discussion highlighted key differences in managing this generation, including:

• Transparent communication: They expect frequent check-ins and clear, data-driven feedback. Gone are the days of top-down, hierarchical leadership. Gen Z values open dialogue and expects their opinions to be heard.
• Work-life balance: Unlike previous generations, Gen Z prioritizes work-life balance. They're not shy about setting boundaries and walking away from jobs that don’t align with their personal values or needs.
• Purpose-driven work: They want to feel like they’re contributing to something meaningful. Simply offering a paycheck won’t keep them around; they need to believe in your company’s mission.

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Final Thoughts

As marketers, it’s essential to understand that marketing to Gen Z is more than just using the right platforms or trendy buzzwords. It’s about genuinely connecting with their values, embracing transparency, and fostering community.

Whether you’re ready to engage this generation through TikTok, build a Slack community, or reimagine your brand’s approach to diversity and sustainability, one thing is clear: Gen Z is here to stay, and it’s time to evolve your strategy to meet them where they are.

Join the conversation and learn how to adapt your strategy to attract and retain the next generation of consumers. 

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