Gen Z has grown up in the age of technology. The generation values diversity, inclusion, transparency and social responsibility. Since we have grown up around technology and have different values than other generations, it can be difficult for marketers to connect with younger audiences. As Gen Z starts to become a larger part of the marketplace, brands need to use different approaches when marketing their products toward younger generations.  

To get the attention of Gen Z customers, marketers are starting to have an increased presence on social media sites such as Instagram, X, and TikTok.These platforms can be used to display and promote products. Through social media, brands can interact with customers on a more personal level. To connect with younger audiences, brands have used social media to create interactive and user-generated content. By asking customers to share photos of their products or to participate in challenges, brands invite customers to become a part of an experience.

One way that marketers have been connecting with younger audiences is through influencer marketing. Influencer marketing is a collaboration between brands and social media users to promote the brand’s products and services. For example, in 2020, TikTok star Charli D’Amelio partnered with Dunkin Donuts to name Charli’s go-to coffee order as “The Charli.” In addition, Dunkin launched a contest inviting fans to post a photo on Instagram to win a virtual hangout with Charli. By partnering with Charli, an influencer who uses and loves the product, the relatability and credibility of the brand excel. Gen Z wants to see people who have a genuine connection to the products they promote. 

Marketers also market to younger audiences based on the current pop culture interests. In 2023, Greta Gerwig’s “Barbie” had one of the most successful marketing campaigns, as the audience had grown up with Barbie, creating an emotional connection to their audience. The movie also expresses themes of individuality and inclusivity, which are key values of Gen Z. Mattel partnered with many brands that cater largely to younger generations to create “Barbie” inspired products, such as Forever 21 and Zara.  Mattel also connected with younger demographics through social media. On TikTok, Barbie character posters were going viral, where users could create a Barbie poster with their own image and caption. Mattel introduced an AI-based selfie generator people could use to create these posters. 

With the release of Charli XCX’s album,” Brat” in June of 2024, many brands have used the “Brat” aesthetic to create marketing campaigns for their products.  Field Roast, a plant-based sausage brand, displayed a billboard in Toronto. It displayed the album’s green color and the text “bratwurst.” 

A viral TikTok dance made to Charli XCX’s “Apple” from the album made its way into the marketing world. On TikTok, you can find many celebrities participating in the trend, from the USA Women’s Rugby Team to influencer Alix Earle and actress Ashley Tisdale. Duolingo also had their mascot, Duo, participate in the trend. “Twisters” stars Daisy Edgar-Jones, Glen Powell and Anthony Ramos even participated in the trend to promote their new movie. 

In today’s society, to effectively reach Gen Z, marketers need to prioritize inclusivity, creativity and transparency when creating marketing campaigns. Gen Z values diversity and genuine connections and wants to shop from brands that also reflect these values. Brands can catch the attention of Gen Z by using technology and social media. They can also use pop culture and Gen Z interests to further grab the attention of Gen Z. By utilizing these strategies, brands can create long-lasting relationships with their younger audiences and create successful marketing campaigns. 

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Hi! I’m Kayla Friedman, A Magazine’s editor-in-chief. My staff and I are committed to bringing you the most important and entertaining news from the realms of fashion, beauty and culture. We are full-time students and hard-working journalists. While we get support from the student media fee and earned revenue such as advertising, both of those continue to decline. Your generous gift of any amount will help enhance our student experience as we grow into working professionals. Please go here to donate to A Magazine.