Generation Z now represents 40 percent of U.S. consumers, according to Forbes. Born between 1997 and 2012 and now aged roughly 13 to 28, this group is quickly becoming a dominant force in the marketplace. While some are still in school, many are already making independent purchasing decisions with disposable income and a sharp eye for brands that “get them.”
But here’s where brands often make mistakes: treating Gen Z like just a younger version of Millennials. While the two generations share a love of tech and digital communication, Gen Z’s experiences and expectations are distinct, and marketers who recognize those differences gain the edge.
Email Isn’t Dead (Yet)
Despite what some might assume, email is still a powerful tool for reaching Gen Z. Campaign Monitor found that 81 percent of Gen Z regularly checks their email, compared to 90 percent of Millennials. And since most Gen Z people report receiving fewer than 20 emails per day, your message has a shot at standing out if it’s done right.
What works? Emails that are easy to read on a phone, have a clear visual hierarchy (think bold headlines at the top), and follow a logical flow. If your message is hard to scroll through or looks awkward on mobile, it’s going straight to the trash. Keep it clean, simple, and relevant.
Values Matter More Than Ever
This generation doesn’t just buy products; they buy into brands. Gen Z wants to know who’s behind the brand, what they stand for, and whether they walk the talk. They’re not afraid to unfollow brands that come off as inauthentic or silent on issues they care about.
That means it’s no longer optional to showcase your company’s values. Highlight the people behind your products. Talk about your mission. Take a stand on issues that align with your brand identity. Gen Z notices, and they reward authenticity with loyalty.
Context Is Everything
To understand Gen Z, you have to consider how they grew up. They went from using flip phones to smartphones before high school. They’ve been bombarded with more information than any generation before them, and as a result, they’ve developed sharp instincts for spotting what’s real and what’s just marketing fluff.
They’re also more globally aware and skeptical of traditional institutions. A study by Morning Consult tracking Gen Z opinions since 2020 showed steep drops in trust for media and political institutions. In that same study, 85 percent of respondents said they believe their personal choices can help shape the future. That’s huge, and it should shift how you approach your messaging. It’s clear that if you want Gen Z to care about your messaging, you need to prove you care about the world they are inheriting.
Go Beyond the Feed
If you want to reach Gen Z, social media is non-negotiable. But blasting the same content across all of your platforms won’t cut it. This generation uses a variety of social media services, and they expect different types of content on each one. This means positioning Instagram for aesthetics, TikTok for humor or behind-the-scenes, and Twitter (now X) for commentary or interaction.
According to Campaign Monitor, Gen Z’s preferred brand touchpoints are social media first, then email, with live chat and blogs ranking much lower. If you’re relying on static blog posts or generic content, you’re missing the mark.
Instead, think of your brand’s presence as a narrative told across platforms. Each channel should tell part of the story but offer something distinct. It’s more work, but it’s the kind of strategic thinking that connects.
Ready for Liftoff?
Marketing to Gen Z isn’t just about chasing trends. Successful marketing comes from building trust, showing up with purpose, and delivering content that resonates. The Miner Agency helps brands launch meaningful campaigns and stay connected with Gen Z through stellar strategies that prioritize authenticity.
If your current marketing feels like it’s stuck in orbit, it might be time for a new trajectory. Reach out to The Miner Agency or check out our Small Business Toolkit. We’ll help you chart a smarter course.
