The Do’s and Don’ts of Marketing to Gen Z

How to connect with the world’s most sceptical (yet most influential) generation

If Millennials were the avocado-toast generation, then Gen Z are the oat-milk-latte-with-an-extra-shot-and-a-side-of-climate-anxiety crowd. Born between the mid-1990s and early 2010s, they’ve grown up in a world of smartphones, social media, and economic uncertainty. For marketers, they’re both a dream and a nightmare: incredibly engaged but also incredibly sceptical.

To reach them effectively, brands need to ditch lazy stereotypes and embrace authenticity, nuance, and, most importantly, a sense of responsibility. Here’s a breakdown of the key do’s and don’ts when marketing to Gen Z.

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Do: Be Authentic (And Actually Mean It)

Gen Z have a built-in nonsense detector. Having grown up in the age of fake news, Photoshopped influencers, and endless targeted ads, they’re quick to spot anything that looks manufactured.

  • Share real stories from real people – user-generated content works wonders.

  • Show transparency about your supply chain, sustainability practices, or pricing.

  • Admit when you’re not perfect. Brands that acknowledge flaws come across as more trustworthy than those that pretend to be flawless.

Outdoor brand Patagonia remains hugely popular with Gen Z, not because of slick slogans, but because their environmental activism backs up their messaging.

Don’t: Fake Your Values

Jumping on every social trend or awareness day without any real action behind it is a fast-track to being called out for “performative activism” or “rainbow-washing.”

Gen Z aren’t against brands taking a stand; in fact, they expect it – but they want consistency. Supporting Pride Month in June while buying products from suspected anti-LGBTQ+ brands in July won’t wash.

Many fast-fashion brands have been criticised for promoting sustainability campaigns while simultaneously mass-producing low-quality clothing. Gen Z notice these contradictions.

Do: Prioritise Mobile-First Content

This generation lives on their phones. A report by Ofcom found that 99% of UK Gen Z internet users are online via smartphones, with TikTok, Instagram, and YouTube taking the lion’s share of their screen time.

  • Design for vertical video.

  • Use short, snappy content formats.

  • Think “sound-on” experiences; music, memes, and audio trends are central to the culture.

Ryanair’s TikTok account, famous for its irreverent, meme-heavy style, has built a cult following despite the brand being otherwise… well, an airline.

Don’t: Assume Attention Spans Are Tiny

The old cliché is that Gen Z have an eight-second attention span. In reality, they just have finely tuned filters. If content is boring, irrelevant, or looks like an advert, they’ll swipe away instantly. But if it’s engaging, they’ll happily watch hours of content (just ask anyone who’s fallen into a TikTok rabbit hole at 2am).

It’s not about being shorter, it’s about being sharper.

Do: Collaborate With Influencers (Carefully)

Influencers are central to Gen Z culture, but they’re not all created equal.

  • Micro-influencers often have more trust and engagement than big-name celebrities.

  • Authentic partnerships matter, your brand should make sense in their world.

  • Let influencers shape the content. Overly scripted brand posts stick out like a sore thumb.

Gymshark built its empire by working with fitness creators on Instagram and YouTube long before the big brands caught on.

Don’t: Talk Down To Them

Gen Z are digital natives, not digital idiots. They know how algorithms work, they understand targeted ads, and they’re more financially savvy than many give them credit for.

Trying too hard to use their slang; or worse, using it incorrectly – will earn you ridicule (and probably a viral roasting). Remember the Pepsi Kendall Jenner ad?

Enough said.

Do: Focus on Community and Belonging

Gen Z aren’t just consumers; they’re participants. They want to feel part of a movement, whether it’s sustainability, gaming culture, or niche fashion tribes.

Build spaces for conversation, not just broadcast. Encourage co-creation – polls, challenges, and collaborative content go down well. Celebrate diversity and inclusion in ways that feel natural, not tokenistic.

Don’t: Overlook Mental Health

Gen Z are more open than previous generations about discussing mental health, and they expect brands to respect that. Heavy-handed humour about anxiety or stress can backfire quickly. Instead, focus on supporting positive experiences and showing empathy.

Headspace and Calm have successfully tapped into this by positioning mindfulness as a practical, everyday tool rather than a luxury.

Do: Show You Care About the Planet

Climate change isn’t just a news story for Gen Z—it’s their lived reality. Brands that demonstrate genuine eco-consciousness, from packaging to supply chains, have a stronger chance of winning them over.

But remember: “green” is more than a marketing colour palette. They’ll look for receipts.

Don’t: Rely on Traditional Advertising Models

TV spots and print ads are unlikely to cut through unless they’re part of a wider cultural moment. Gen Z are ad-skippers, blockers, and avoiders. If your marketing relies solely on interruption, it will fail.

Instead, think in terms of integration: how can your brand become part of the platforms, conversations, and cultures that Gen Z already engage with?

Final Thoughts

Marketing to Gen Z isn’t about learning the latest TikTok dance or cramming your ad with slang. It’s about meeting them where they are: digitally native, socially aware, sceptical of corporate spin, but open to brands that treat them as equals.

If you’re authentic, transparent, and willing to let go of old-school marketing habits, you won’t just reach Gen Z—you’ll build lasting loyalty in a generation that values relationships with brands as much as products.

TL;DR:

  • Do be authentic, mobile-first, and eco-conscious.

  • Don’t fake values, talk down, or rely on outdated advertising.

  • Gen Z want community, transparency, and purpose – but they’ll call out anything that feels false.