How to Adapt Digital Marketing Strategies to Align With Gen Z Audiences
Generation Z is the first fully ‘digital native’ generation and includes everyone born between the mid-1990s and early 2010s. While the preceding millennial groups saw the rise of the internet and mobile technology, this group has grown up with it, meaning their behaviours, preferences and expectations are far different, and are subsequently reshaping how brands communicate. When we consider the critical role that technology now plays in almost every industry and indeed every aspect of modern life, any marketing team that doesn’t adapt risks being left behind.
Understanding Generation Z
In fact, Generation Z represents around 40% of all global consumers and, in the UK alone, accounts for over 12 million people, a large proportion of whom are now entering the workforce, starting families, spending their income and building potentially long-term relationships with brands. But in order to fully capitalise on the huge potential they offer to brands around the world, these organisations must understand what makes this generation unique and how their digital habits influence behaviour and buying decisions.
Developing Digital Marketing Strategies for Gen Z
Unlike previous generations where technology access was more linear, and consumers generally browsed through one channel, Generation Z are more platform-diverse and toggle between apps, videos, group chats and games, often simultaneously.
According to 2025 research, this group spends an average of 4.5 hours every day on social media with TikTok, Instagram, Snapchat, Discord and YouTube the most popular platforms, although, of course, these trends shift at lightning speed.
Marketers must therefore adapt their content accordingly, meaning focusing less on polished corporate content and more on authentic, short-form and ‘snackable’ media, which will have a better likelihood of resonating and being engaged with. Videos are Gen Z’s preferred content format by a distance, and the rise of ‘creator culture’ has meant that influencers often carry more weight than traditional celebrities or other brand spokespeople.
Seamless Interactions
This focus on channel and platform hopping has meant that Gen Z is also used to frictionless digital experiences, and slow-loading sites or poor user experiences can have a significant impact on traffic and engagement. Despite spending more time on digital platforms, research shows that this group is less patient with ineffective content than any other generation, and optimising sites for mobile-first interactions is critical. As too is incorporating fast page loading speeds, intuitive navigation and personalisation in messaging. They will also be more likely to use social platforms for customer service, and those that can respond quickly and helpfully on these channels build goodwill and loyalty.
Authentic, Not Artificial
Another key element for Gen Z, regardless of channel or platform, is authenticity. It would be fair to say that this group is far savvier than any preceding generation, are more aware of when they are being directly sold to and can therefore spot inauthenticity from a mile away. As a result, they are often quick to dismiss anything that feels overly promotional or disingenuous.
In fact, a study by Edelman found that 63% of Gen Z consumers would rather buy from brands that take a stand on social issues, and 52% actively avoid brands they perceive as inauthentic. Again, this suggests a shift in messaging and a move away from top-down, corporate communication to a storytelling-led approach that feels more human and relatable, and features real people and user-generated content.
Purpose-Driven Values
They are also the most socially conscious generation, and issues likesustainability, mental health and DEI are far more critical for Gen Z to identify in both consumer brands and potential employers. They represent core decision-making factors – in fact, a Deloitte report found that over 70% of respondents said they are more likely to support a brand that aligns with their personal values. These groups seek more than rainbow logo-branded social channels during Pride month and want consistent commitment, demonstrable actions and organisations that go above and beyond token gestures. More tangible factors like sustainability reports and metrics, and proof that the company is amplifying underrepresented group voices or being transparent about supply chains are now far more effective methods of securing engagement and loyalty.
The widespread view is that a combination of these factors has made Gen Z harder for brands to reach and engage with, but this isn’t necessarily true. If anything, this generation is more accessible than any before it, but organisations have to be more creative and attuned to their needs to gain their support and long-term loyalty.
Identifying Talent
Being an effective brand means refining and adapting strategies accordingly, and that requires having the right marketing and digital expertise within internal teams. Employing professionals who understand these groups, ideally with some forming a part of it themselves, can make a huge difference, but organisations must consider that the above principles also apply when targeting Gen Z for recruitment purposes. They seek ethical companies that have a digital-first mindset and offer outstanding user experiences, amongst several other factors, and these elements, therefore, must be pushed to the fore in external employer branding.
The businesses that focus on ensuring they have the right skills within marketing and communications teams will be more effective at making the shift to Gen Z-focused messaging, and will not only win over this group, but also build more human, resilient and future-ready brands.
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