Just a decade or two ago, the basics of marketing likely taught in a Master of Marketing program were very different to what would be covered today. At the heart of this evolution is Generation Z, a demographic that’s redefining how brands connect with consumers.
Born between the mid-1990s and early 2010s, Gen Z is the first generation to grow up fully immersed in the digital age. Their preferences, habits and values have become critical in shaping modern marketing strategies, forcing brands to rethink traditional approaches.
Gen Z’s influence is especially strong, with this tech-savvy generation quickly becoming one of the largest consumer groups. So, what exactly sets Gen Z apart, and how have they shaped the way businesses market their products and services today?
The Digital-First Generation
Unlike previous generations, Gen Z has never known a world without the internet or social media. From a young age, they’ve had access to smartphones, apps and various technologies. They are accustomed to finding and consuming information on demand. For this generation, digital platforms aren’t just tools—they’re spaces for entertainment, education and socialising.
This constant connection to the digital world has changed the way brands need to communicate. Traditional marketing methods, such as print ads and television commercials, are no longer sufficient for capturing Gen Z’s attention. Instead, brands have had to pivot to digital-first strategies that meet this generation where they already spend most of their time: online spaces.
One of the biggest lessons modern marketing has learned from Gen Z is the need to embrace multi-channel strategies. Whether it’s Instagram, TikTok, YouTube or even niche platforms like Twitch, brands must maintain a presence across multiple digital touchpoints. It’s not enough to simply have a website or an app—brands must engage with consumers through dynamic, visually compelling content that’s tailored to each platform.
The Power of Authenticity
Gen Z is known for their sharp sense of scepticism when it comes to advertising. Having grown up surrounded by branded content, this generation has become highly adept at recognising when they’re being marketed to. They crave authenticity and transparency from the brands they support, which means traditional “hard-sell” tactics simply don’t work on them.
One of the most significant ways Gen Z has shaped modern marketing is by pushing brands to embrace a more authentic, relatable tone. They expect businesses to be upfront about their values, sourcing practices and overall mission. In fact, they’re more likely to support brands that align with their own beliefs—whether it’s sustainability, social justice or inclusivity.
This shift has encouraged brands to engage in more purpose-driven marketing. Companies are now focusing on storytelling, using their platforms to share messages that resonate with Gen Z’s desire for positive change. Rather than focusing solely on product features, brands are highlighting their commitment to ethical practices, diversity and sustainability.
For example, Australian companies like ‘Thankyou’ and ‘Who Gives A Crap’ have built their marketing strategies around social responsibility, resonating strongly with Gen Z consumers who prioritise ethical consumption.
Influencer Culture
While celebrity endorsements were once the gold standard in marketing, Gen Z has shifted the focus to influencers. They prefer hearing from relatable individuals who are seen as “real” people, rather than from traditional celebrities. Gen Z follows influencers on social media, and many trust these influencers’ opinions more than branded advertising.
This preference for influencer marketing has led to a rise in micro- and nano-influencers—content creators with smaller but highly engaged audiences. These influencers often specialise in niche interests, from fashion and beauty to gaming and sustainability. For brands, partnering with these influencers offers a unique opportunity to target specific segments of Gen Z consumers in a way that feels organic and relatable.
TikTok has been a key player in driving the rise of influencer marketing. The platform’s short-form video content allows influencers to create viral trends, challenges and product reviews that quickly spread across the internet. Brands that collaborate with TikTok influencers, even in seemingly small ways, can see massive spikes in product interest and sales.
Engaging with local influencers can be especially effective. Whether it’s an up-and-coming lifestyle influencer or a popular YouTuber, these partnerships can help brands build credibility and trust with their Gen Z audience.
Visual Storytelling and Short-Form Content
One of the hallmarks of Gen Z’s media consumption habits is their preference for short, visually engaging content. Growing up with platforms like Snapchat and Instagram, they’re accustomed to consuming bite-sized media quickly, often scrolling through dozens of posts or videos in just a few minutes.
As a result, brands have had to adapt their content strategies to capture attention within the first few seconds. Long-winded advertisements or overly complex messaging no longer cut it. Instead, marketers are leaning into the power of short-form video, memes and visually driven storytelling to engage Gen Z in a way that feels fun, dynamic and authentic.
This shift is especially apparent on platforms like TikTok and Instagram Reels, where content is often less polished and more spontaneous than traditional advertisements. Brands that succeed on these platforms embrace creativity, humour, and a sense of playfulness, which are key elements in resonating with Gen Z.
By tapping into trending music, challenges and formats, they’ve managed to connect with a younger audience in a way that feels fresh and relevant.
Prioritising Social Responsibility
Gen Z isn’t just a passive audience—they’re actively engaged in social and political issues, and they expect the same from the brands they support. Whether it’s climate change, racial equality or mental health awareness, Gen Z consumers want to see companies taking a stand on the issues that matter most to them.
This has led to the rise of socially conscious marketing, where brands are using their platforms to promote meaningful change. But for Gen Z, it’s not enough for a company to simply say they care about an issue—they need to back it up with action. Businesses that engage in “performative” activism without taking tangible steps to address the problems they speak out on risk being called out and losing consumer trust. These brands have to earn the loyalty of Gen Z consumers.
Beyond the Product
As Gen Z’s purchasing power continues to grow, their influence on modern marketing will only intensify. Brands that want to stay relevant in the years to come must be willing to adapt to this generation’s unique preferences and values.
The marketing lessons learned from Gen Z are reshaping the future of consumer-brand relationships. Connecting with this next generation of consumers means embracing change, and above all, a genuine commitment to creating value that goes beyond the products they sell.
