Gen Z marketing has its unique set of rules, often challenging what we previously thought about digital marketing. Our agency showcased itself at the year’s largest Gen Z marketing event, Youth Marketing Strategy festival in New York City. We listened to agencies and successful lifestyle brands about how they connect with the generation that has the most promise for the future.
Before we explore the 7+1 strategies for Gen Z marketing, let’s establish some key insights from the industry leading marketing experts and Gen Z marketing agency professionals.
7+1 Gen Z Marketing Strategies
1. Embrace Authentic Representation
In 2024, the call for authentic representation in marketing is louder than ever, especially among Gen Z consumers who demand to see the real, unfiltered world reflected in the brands they support.
This demographic values diversity and inclusivity not just as buzzwords, but as essential elements that should penetrate all marketing efforts. Take, for example, Fenty Beauty, launched by Rihanna in 2017, which revolutionized the beauty industry by offering an unprecedented range of foundation shades catering to all skin tones (today, they have 50 shades). This action received a lot of praise and created a new benchmark for inclusivity, pushing other brands to do the same.
Similarly, Nike’s consistent effort to showcase athletes from various backgrounds, abilities, and body types in their campaigns, like featuring Colin Kaepernick in their 30th anniversary “Just Do It” campaign, speaks volumes to Gen Z, who see such moves as aligning with their values of equality and social justice.
These examples highlight a major change in marketing towards genuine representation, honoring the wide range of human experiences in a manner that deeply connects with young customers.
2. Foster In-Store Experiences
Nowadays, brands are getting creative with their physical stores to attract young shoppers. Bloomingdale’s, for example, isn’t just selling makeup and cosmetics; they’re offering free facial sessions with each purchase, turning shopping into a fun and pleasurable outing.
Apple stores have become more than places to buy gadgets; they’re spaces where people can hang out, learn something new in a workshop, or book a demo for the latest tech, like the Apple Vision Pro, making every visit feel special. These efforts demonstrate that young people truly enjoy hands-on, exciting shopping experiences.
Adding to the innovative in-store strategies brands are implementing in 2024 to appeal to young shoppers, it’s crucial to note the unique shopping behavior of Gen Z. While this digitally native generation often finds inspiration online, scrolling through Instagram feeds, watching TikTok videos, or exploring Pinterest boards, they show a strong preference for making purchases or having experiences in the physical world. This trend underscores a desire for physical experiences that can’t be replicated online.
Moreover, the success of pop-up shops and experiential events from brands like Dr. Jart+, which bring the brand’s social media aesthetic to life in vibrant, Instagram-worthy settings, further illustrates Gen Z’s appetite for experiences that bridge the gap between the virtual and the physical.
A long line formed in front of a Dr.Jart+’s pop-up activation in NYC during our trip
Dr.Jart+’s pop-up activation in NYC during our trip
3. Capitalize on Nostalgia with a Modern Twist
Making old trends new and cool again is a big hit in Gen Z marketing. They love stuff from the past, but with a new twist. It’s called NEWstalgia. For example, Urban Outfitters is selling vinyl records and old-school Polaroid cameras that young people can’t get enough of. It’s all about bringing back the good old days but making them better with today’s tech.
Adidas is also getting in on the action by bringing back ’90s sneaker styles in bright, new colors. This mix of the past and present shows that young folks love a bit of nostalgia, as long as it feels fresh and new. It shows how smartly blending the old with the new is a winning strategy for catching Gen Z’s attention.
Fun fact, according to research introduced at the conference among Gen Z, 94% of the youth are interested in 90s and Y2K fashion.
4. UGC Content Integration
The way brands connect in Gen Z marketing has evolved, with a significant shift towards embracing user-generated content (UGC). This approach is more than just a trend; it’s a strategic move acknowledging that Gen Z trusts real people’s content far more than traditional advertisements.
For instance, GoPro has turned its customers into storytellers, showcasing their adventure-filled videos as a testament to the brand’s quality and versatility. Similarly, Coca-Cola’s “Share a Coke” campaign transformed personalized bottles into social media sensations, with users eagerly sharing photos and stories linked to their personalized drinks.
This shift in Gen Z marketing strategy is rooted in the understanding that for this generation, authenticity matters. They are more likely to be influenced by content that feels personal and genuine, making UGC the ultimate source of information.
Nowadays, when Gen Z wants to learn about a product or experience, they don’t default to Google; they head straight to TikTok, where real users share real experiences. This platform has become their go-to search engine (!!), offering insights and recommendations from peers they trust, making UGC not just content but a crucial part of their decision-making process.
Source: 2024 Adobe Survey
5. Invest in Long-Form Content and Podcasts
Gen Z really likes to get into detailed discussions with longer articles, videos, and podcasts. They are keenly engaging with content that unpacks issues, narrates stories, or explores subjects in depth, such as 30-minute YouTube documentaries tackling environmental issues or hour-long podcasts discussing mental health challenges and solutions.
Spotify, in particular, has seen its platform become a hub for Gen Z listeners who are not just there for the music but for the rich, varied podcast content that spans a range of interests from tech innovations to social justice. Jenny Haggard, the head of Global Brand Strategy at Spotify, highlighted an impressive statistic: Gen Z shows an 80% completion rate for content that runs over 50 minutes on Spotify. This figure is a proof to their willingness to commit time and attention to content that resonates with them, seeking authenticity and depth even in a digital age often criticized for its short attention spans.
Jenny Haggard is second from the left in the ‘Gen Z Whisperers’ panel, alongside branding moguls and executives from Nestlé and Grindr
This trend underscores the importance for creators and brands to invest in long-form content (next to UGC) that engages, informs, and connects on a deeper level, meeting Gen Z where they are and enhancing their understanding of the world around them.
6. Implement Subculture Marketing
Targeting specific interests or subcultures has become an essential strategy for brands aiming to succeed in Gen Z marketing. This approach goes beyond broad marketing tactics, diving into the unique worlds and passions of smaller, dedicated groups.
Vans, for instance, has made significant strides within the skateboarding community by sponsoring events and also designing products specifically with skaters in mind. This targeted effort resonated deeply with skateboarding enthusiasts, making Vans a beloved brand within this circle. Similarly, NYX Cosmetics appeals to beauty fans who dare to be different, offering vibrant, unconventional makeup that speaks to their desire to stand out. Also, they feature stars who are really popular among their target audience, like Cardi B.
Maxine Gurevich from Horizon Media shares the insights about Reddit at YMS New York
Understanding these subcultures is key to this strategy’s success. Reddit, with its endless forums dedicated to every imaginable interest, has emerged as a collection of insights. Subreddits, in particular, are rich sources of candid discussions, opinions, and feedback on various brands and products. These platforms offer a glimpse into the unfiltered thoughts and preferences of niche communities, making Reddit an invaluable resource for marketers seeking to genuinely engage with these subcultures.
By actively participating in, using social listening techniques and monitoring relevant subreddits, brands can gain a deeper understanding of what truly resonates with their target subcultures, enabling them to tailor their strategies more effectively and authentically.
7. Develop Interactive and Personalized Digital Experiences
Creating interactive and personalized online experiences has become a huge hit in Gen Z marketing.
When it seems like every marketing tactic has been tried and tested, Michael Girgis and his innovative digital-out-of-home (DOOH) advertising (DIVE Billboards) venture are proving there’s still unexplored territory. They’re revolutionizing the game by merging the worlds of TikTok’s dynamic content, the visibility of colossal billboards in high-traffic areas like airports, places like Times Square, and the classic appeal of street-level advertisements. This approach creates a seamless online and offline brand experience, breaking away from the predictable patterns of traditional or digital-only marketing strategies.
The Lancome Lash Moment campaign is a great example of this DOOH campaign. They used short TikTok videos about makeup to grab people’s attention. Then, they showed these videos on big screens in malls, where lots of their shoppers go. This smart move made shoppers interested because they could see the makeup in action and then buy it right there. It was a clever way to show off what you can do with Lancome’s makeup and make it easy for people to get those products immediately.
Lancome’s CLP ad in a mall in Canada
+1 Why Marketers Shouldn't Sleep on Pinterest
In the vast universe of social media platforms shouting for marketers’ attention, Pinterest often flies under the radar, despite boasting over 1 billion monthly active users, with Gen Z making up a significant 40% of its base. Pinterest isn’t just another social media site; it’s where the youth go to breathe, to find inspiration away from the chaos, compiling their favorite finds from across the web into personalized boards. This behavior positions Pinterest as a powerful aggregator of Gen Z’s digital interests, offering a quiet but impactful insight into their preferences.
Moreover, Pinterest has proven itself to be an incredibly reliable trend forecaster, predicting next year’s trends with a remarkable 87% accuracy rate based on user activity and interests. The platform’s predictive powers were notably demonstrated with the Barbie phenomenon, where interest in all things Barbie surged on Pinterest a full year before the movie hit theaters.
Jeremy Jankowski, Content Partnerships Lead from Pinterest shares his insights about the platform
By paying attention to the trends taking shape on Pinterest, brands can anticipate shifts in consumer interests and behaviors, positioning themselves to lead rather than follow the market in their Gen Z marketing. Ignoring Pinterest in the digital marketing mix means missing out on a goldmine of insights into what Gen Z values, finds interesting, and where their interests may lie in the near future.
Building on this, our experience with Pinterest’s paid media has been nothing short of remarkable. For various lifestyle clients, we’ve witnessed returns exceeding 10x, highlighting Pinterest’s value in a marketing landscape where Instagram feels increasingly crowded. Integrating Pinterest into your marketing strategy isn’t just beneficial; it’s becoming essential for standing out and capturing attention in a saturated market.
Gen Z Marketing Conference Summary
What worked for older generations doesn’t automatically work in Gen Z marketing. We have to forget what we thought we knew about new social media sites and really explore Reddit, TikTok, and Pinterest to see what young people are actually like and what they need. This effort is key for anyone looking to grow, whether you’re with an agency or a brand. The world of marketing is changing fast because of Gen Z, and soon, the next group of young people, Generation Alpha, will bring even more changes for marketers in just a few years.
Furthermore, Gen Z’s preference for authenticity and genuine engagement emphasizes the need for brands to foster community and create interactive experiences. Traditional marketing funnels are being replaced by more dynamic models focusing on inspiration, exploration, community, and loyalty. Successful Gen Z marketing strategies also highlight the importance of user-generated content and long-form content like podcasts, which resonate deeply with this audience.
