Gen Z (anyone born from 1997 onward) is coming in hot to the working world. Take it from an actual Gen Z-er — we’re bringing new concepts and communication styles to the table while holding brands accountable regarding transparency and authenticity. Buckle up — here’s how Gen Z is taking the social and digital world to new heights. 

We Inhale Content 

Let’s face it: Gen Z has an 8-second attention span, the briefest of any generation. We appreciate straight shooters, and we look for snappy content and eye-catching stories — in short, New Yorker articles aren’t our go-tos. 

Keep in mind: Gen Z spends an average of over 4 hours a day on our mobile devices, and we make up an astounding 40% of the nation’s consumers. Think outside the box on your next digital marketing strategy and dive into the tipsy-topsy world of TikTok (here are some tips to help you get started), where 60% of users are part of Gen Z. Creating content on the platform where the under-25 crowd is most active is key to building brand awareness and driving engagement.  

The Social Media Explosion 

You won’t see Gen Z reading the newspaper or turning to broadcast news for coverage — we’re creating new conversations and demanding action through social media. We’re entering the workforce with new mindsets and values, which affect brands and companies all over the world.  

While Millennials grew up gradually adjusting to and implementing technology, Gen Z came of age with social media and constant internet access. We watch real-time, on-the-ground updates from the war in Ukraine on TikTok, shop local companies through Instagram and connect with brands on cultural and societal conversations via Twitter. Marketing professionals need to be on top of their social game to truly connect with Gen Z-ers.  

Authenticity Over Everything 

Gen Z values authenticity above almost everything else. We actively seek out and support honest, transparent brands with clear social purposes. We know how to fact check and are quick to call out phoniness, especially when brands stay silent on social justice issues or situations which directly impact their customer base. A nice mission statement and a set of core values won’t cut it — Gen Z wants to see action.  

A few recent campaigns Gen Z applauded include Ben & Jerry’s support of the Black Lives Matter movement, Nike partnering with Colin Kaepernick and Airbnb’s #WeAccept campaign, which provided short-term housing to over 100,000 displaced people and donated $4 million to the International Rescue Committee. Moral of the story? Brands need to find creative ways to authentically insert themselves into trending topics. “Business as usual” is so 2015.

Relatability 

Gen Z rejects brands that are just after their money. We grew up in a world where mental health, body positivity and live protests are common online shared experiences. We’re loyal to brands sharing stories about real people and issues. When creating marketing strategies to engage Gen Z, adopt a storytelling approach. Explain how your product or service can help and show real people with similar struggles and beliefs for the Gen Z audience to connect with. 

Summersalt, a retail brand, ran a body positivity campaign called “A Love Letter to My Body” featuring empowering leaders of all ages sharing personal stories. One of those people is 18-year-old actress and Special Olympics ambassador Lily D. Moore, who has gained popularity as a cast member on Netflix hit “Never Have I Ever.” Summersalt took the campaign to TikTok, where videos reached over 262,000 views and received hundreds of positive comments.  

But nobody creates a TikTok campaign like Gen Z. Duolingo, a language-learning app, has exploded on TikTok — thanks in part to social media manager and fellow Gen Z-er Zaria Parvez, who turned the app’s mascot, Duo the owl, into a quirky, heartwarming character taking viewers on chaotic and irreverent adventures.  

The Duo videos rarely even discuss language learning. But — and this is Parvez’s genius — Gen Z doesn’t care. We get to dive behind the scenes to understand Duolingo, learning the brand has a sense of humor, is relatable and supports LGBTQ+ and civil rights groups. Language learning comes later, and Duolingo’s page has generated over 97 million total likes and 4.8 million TikTok followers. 

As the dominance of one generation of consumers shifts to another, so must marketing strategies. The more brands learn about Gen Z, the better they’ll engage this tech-savvy group of individuals with effective marketing messages — building advocates amongst today’s young leaders, innovators and consumers.