There is a lot of talk about Gen Z right now… how they behave, what they buy and how they communicate. And if you’re running a business or managing a brand, you might be wondering: do we really need to keep up with them?
The short answer? Yes – but not in the way you might think.
Gen Z (loosely defined as those born between 1997 and 2012) aren’t just teenagers doing TikTok dances anymore. They’re entering the workforce and making buying decisions, influencing culture and redefining how brands show up in the world. And unlike generations before them, they’re not particularly interested in being marketed to. They want to be marketed with, which is a shift that changes everything.
This is a generation that’s grown up online. They’ve lived through a pandemic, economic uncertainty and the ongoing climate crisis, all before many of them turned 25. They value transparency, inclusivity, sustainability and, importantly, brands that actually stand for something. They can spot a sales pitch a mile off, and they’ve got no time for anything that feels inauthentic or overly polished.
So if you’re still relying on traditional brand messaging or overly curated social feeds, Gen Z might be quietly scrolling past you. And the thing is, they won’t tell you – they just won’t engage.
It doesn’t mean you need to overhaul your entire brand to chase trends or start speaking in Gen Z slang. What it does mean is that your brand needs to be aware, intentional and open to evolving. It means showing up where they are, not just physically (like TikTok, Instagram, Discord, YouTube), but emotionally, which means creating content that’s more real, more conversational, and ideally, more entertaining.
Gen Z cares deeply about representation. They expect brands to be inclusive, not just in messaging, but in team makeup, product design and corporate values. They’re also incredibly savvy with digital content – and they want to be part of the conversation. The best-performing brands in this space don’t just broadcast, they collaborate, co-create and listen to their community.
It’s important not to underestimate the influence Gen Z has on other generations. Their values and behaviours are already shaping millennial spending habits and even influencing Gen X. If you think this is a niche audience you can afford to ignore, think again – Gen Z are not only future consumers; they’re the present culture-makers.
Not every brand is going to be a perfect fit for a Gen Z audience, but every brand should at least understand this generation. Because even if you’re not targeting them directly, their expectations are setting the tone for what modern audiences value: authenticity, agility, honesty and purpose.
The businesses that thrive in the coming years won’t be the ones with the loudest ads. They’ll be the ones that listen, adapt, and tell stories that resonate with a new kind of consumer – one who demands more than a good product.
So yes, your business should be keeping up with Gen Z. But not by mimicking them. By respecting them, learning from them and evolving with them. If you can connect with Gen Z, you’re not just building a loyal audience, you’re building a brand that’s ready for the future.