Marketing has drastically evolved in recent years, driven by technological and social changes. One of the demographic groups redefining marketing rules is Generation Z. This article explores how brands can authentically and effectively connect with this segment, based on a report by LLYC and Appinio.

Generation Z, born between 1995 and 2010, is known for its deep knowledge and use of technology. They use social media platforms like Instagram, TikTok, and YouTube not only for entertainment but also as primary sources of inspiration and knowledge. Over 30% of them use these platforms as search engines, highlighting their importance in purchasing decisions.

Generation Z is notoriously brand-loyal; only 25% always buy the same brands. However, when a brand authentically connects with them and aligns with their values, they show significant loyalty. 70% are more likely to buy from brands that reflect their own values.

To capture Generation Z’s attention, brands must be authentic and transparent. This means not only communicating clear values and purposes but also demonstrating them through concrete actions. Authenticity should be reflected in all customer interactions.

User-generated content (UGC) plays a crucial role in marketing strategies for this generation. Over 40% of Generation Z looks for reviews and opinions on social media before making a purchase. Moreover, they trust content created by other users more than traditional advertising.

Generation Z prefers consuming quick content on platforms like TikTok, Instagram Reels, and YouTube Shorts. Brands should create short, engaging, and relevant content that quickly captures these consumers’ attention.
Brands need to integrate their values and purposes into all marketing strategies. Generation Z responds positively to brands that support social and environmental causes. It’s crucial that these actions are perceived as genuine commitments rather than superficial marketing tactics.

Platforms like Shein have successfully captured Generation Z’s attention through a combination of low prices, quick trend adaptation, and a strong social media presence. Their business model, based on virality and accessibility, has proven effective.

Despite the successes, brands face several challenges in connecting with Generation Z. Their disloyalty and high expectations for personalization and authenticity require constant and adaptive efforts. Additionally, they must compete not only with other brands but also with the entertainment sector for these users’ attention.

Generation Z represents a unique challenge and opportunity for brands. To connect with this group, companies must adopt marketing strategies that prioritize authenticity, personalization, and user-generated content. Understanding and adapting to their behaviors and expectations is crucial for establishing lasting and loyal relationships with this generation. As they continue to redefine consumption rules, brands that adapt to these changes will be better positioned for future success.