How do you market a brand to Gen Z?
For years, brands have spoken to their audiences. But with Gen Z, that approach no longer works – they expect brands to speak with them.
This generation (born between 1997 and 2012) has grown up online. They’ve seen every type of marketing message, spotted every trend, and scrolled past more campaigns than any generation. Winning their attention takes more than clever creative; it takes honesty, interaction and meaning.
It’s not just a hunch; the numbers back it up. According to a 2024 Deloitte survey, 77% of Gen Z consumers say they prefer brands that take a stand on social issues, while nearly two-thirds expect brands to reflect their personal values. They’re quick to support businesses that feel genuine, and just as quick to call out the ones that don’t.
But this isn’t about chasing trends or throwing slang into your campaigns. Gen Z can see straight through that. What they really want are brands that feel real: those that use creativity to connect, not just to sell.
What Gen Z expects from brands.
Gen Z want to be part of the story. They see brands less as faceless companies and more as communities they can choose to join or reject. That means everything, from tone of voice to creative direction, needs to feel human, transparent, and consistent with real-world values.
At the top of that list is authenticity.
It’s one of the most overused words in marketing, but for Gen Z, it genuinely matters. Over 70% of Gen Z consumers trust brands more when they show the “messy” side – behind-the-scenes content, real people, and honest communication.
Then there’s purpose.
Gen Z expects brands to stand for something, not just to sell something. More than three-quarters of Gen Z believe that how a company treats its people and the planet is as important as its products. They don’t need every brand to campaign for social change, but they do want to see integrity in how businesses behave.
Finally, there’s connection.
Gen Z expects a two-way relationship. They’re used to interacting directly with creators, influencers and communities online, so they expect the same from brands. In fact, 82% of Gen Z say they’re more likely to trust a brand that responds to comments and feedback on social media.
They want a conversation, not a broadcast.
Discovery, engagement and decision.
Gen Z’s journey with brands is far from linear – it’s a loop of discovery, dialogue and decision-making that centres on platforms and behaviours far removed from traditional marketing playbooks.
Discovery happens where scroll meets search. Recent figures show that 30.4% of Gen Z consumers use Instagram and 23.2% use TikTok to find new products, while only 18.8% name Google as their primary discovery channel. What this tells us is clear: for this generation, scrolling and searching have merged, and brands must show up in that blur.
When it comes to engagement, Gen Z don’t want to be passive viewers. They want to join in. Around 43% say interactive features like polls, quizzes and direct chats are what keep them interested in brand content. They’re not just liking posts, they’re commenting, stitching, saving and reposting. They expect to be part of the collaboration, not just an audience.
So, what does that mean for brands?
You need to show up where discovery happens: in the scroll, in the search, and in the spaces where your audience actually spends time. Keep your creative interactive, keep your messaging real, and remember that trust and connection drive everything Gen Z chooses to engage with.
What good branding and creative look like for Gen Z.
As a generation that grew up surrounded by content, Gen Z have seen it all. All the big-budget campaigns, perfectly polished product shots, and brand slogans that jump on every trend. They’ve developed a finely tuned radar for what’s real and what’s trying too hard.
Visually, Gen Z’s taste is broad but distinct.
They love bold design, strong typography and colour, but they also value simplicity and meaning over trend-chasing. According to a 2024 report by Canva, 78% of Gen Z say they’re drawn to brands that use design to express clear values, not just aesthetics.
Tone of voice matters too.
Gen Z are fluent in digital communication. They pick up on nuance, tone and humour instantly. Brands that sound too formal or detached risk feeling outdated, but brands that overdo the slang or memes feel cringe. The sweet spot is to speak like a person. Be clear, confident and human.
Finally, it’s about giving them something to do. Gen Z love to interact with the brands they care about. Whether that’s contributing ideas, creating content or engaging with polls and challenges, participation builds loyalty. 71% of Gen Z say they feel more connected to brands that allow them to contribute or create alongside them.
Good branding for Gen Z isn’t about being loud, it’s about being consistent, human and willing to share the spotlight. They don’t want to follow brands; they want to collaborate with them.
The future of brand is visual.
The way Gen Z approaches design looks very different from what came before. Attention spans are shorter, feeds are busier, and visual content moves at a relentless pace. Against that backdrop, young designers aren’t chasing polished perfection anymore; they’re creating work that feels expressive, immediate and built for the scrollers.
Despite the Canva Visual Economy Report finding that 89% of business leaders believe visual communication is vital for engagement and collaboration, much of formal design training in the UK is still rooted in structured, traditional techniques. Yet Gen Z designers are carving out their own path.
They’re less bothered about spotless layouts and more drawn to design that feels real, playful and a bit rebellious.
Where Gen X grew up with scarcity and protest, and Millennials perfected the sleek, seamless aesthetic championed by early tech culture, Gen Z have flipped the script entirely. Their creative language is messy on purpose. Crowded layouts, bold colours, unpredictable type choices and an almost chaotic rhythm that mirrors the culture they grew up in.
This shift isn’t abstract. It’s shaping branding in full view.
Look at Crocs, a brand that embraced its “ugly” identity until it became cool again – loud colours, unapologetic shapes and customisation at the heart of its reboot. Or Duolingo, whose slightly unhinged humour and off-beat design choices became a recognisable brand personality in their own right.
Spotify Wrapped is another example of design meeting culture. It takes something mundane, personal data, and turns it into a fun, bold, shareable moment (open to judgment) that feels tailored to each user. It’s proof that good branding doesn’t always need a huge budget; it needs personality, relevance and a willingness to let people see themselves in the work.
For marketers, the takeaway is simple: keep it real. Use real voices, real moments and design choices that feel grounded in human behaviour, not committee-approved polish. Gen Z aren’t rejecting design fundamentals – they’re challenging brands to apply them differently. To be bolder. To be honest. To be less afraid of texture, noise and experimentation.
So… what’s next?
If brands want Gen Z to notice them, talk about them and stick around, they need to rethink how they show up. This generation doesn’t engage out of habit – they choose brands that feel relevant, human and worth their time.
If you’re ready to explore how your branding, creative and identity resonate with Gen Z, or you simply want a clearer strategy for where your brand should go next, our Discovery Consultation is a great place to start. It’s a chance to step back, look at your brand through a fresh lens and map out a direction that works across every channel.
Whenever you’re ready, we’re here to start the conversation.
