Marketing to Gen Z: How to reach and engage this new generation

If you’re not thinking about Generation Z yet, it’s time to start. They were born between the mid-1990s and early 2010s. They’ve had smartphones, social media, and internet access their whole lives. Now they’re starting to earn money, and they’re spending it.

Gen Z is already shaping what the future of business looks like. If you’re not sure how to market to them, you’re not alone. A lot of people are still trying to figure it out.

This guide will help. You’ll learn what Gen Z cares about, where they spend time, and how to reach them in a way that feels real. We’ll also show how offline marketing can help you stand out, even in a digital world.

Why Gen Z matters for your brand

Gen Z makes up more than 30% of the world’s population. In the US alone, they control over $360 billion in spending power.

They influence what families buy, what trends go viral, and how brands are seen.

They don’t shop the way older generations do. They skip ads. They don’t trust traditional marketing. They care more about reviews, real people, and creators than big campaigns. If you want their attention, you have to earn it.

Gen Z vs millennials: what’s different?

Gen Z and millennials may look similar from the outside. They’re both young. They both use social media. But they don’t think or shop the same way. Here’s a simple breakdown:

To connect with Gen Z, you need a new approach. One that matches how they think, what they value, and how they shop.

What Gen Z cares about

Gen Z doesn’t just want good products. They want to know the story behind them. They look closely at who they buy from and why it matters. Here’s what they care about most:

Authenticity

Gen Z likes brands that feel real. Not polished. Not perfect. Just honest. Take Duolingo. Their TikTok isn’t slick or scripted. It’s weird, funny, and self-aware. The owl mascot dances, jokes, and keeps up with trends. That unfiltered style works. It feels human.

Transparency

They want to know how things are made. Who made them. What your values are. Everlane is a good example. They share how much things cost to make and what their factories are like. Gen Z pays attention to that kind of honesty.

Social impact

Gen Z wants brands to stand for something and stick to it. Patagonia has done this for years. Their products and marketing all focus on protecting the planet. Gen Z notices when brands live their values, not just talk about them.

Personalization

They don’t want generic offers. They expect content and products that match their tastes. Use quizzes, local deals, and smart messaging to show them you understand who they are and what they like.

Omnichannel presence

Gen Z moves between online and offline without thinking about it. They scroll TikTok while walking past your shop. They might scan a flyer, then shop from their phone. The best campaigns meet them in both places.

Try something like a flyer with a QR code that leads to a fun landing page. Or a pop-up event with filters made for social sharing.

How to reach Gen Z: what actually works

Want to connect with Gen Z? Here’s what’s working right now:

1. Use short-form video

Instagram, YouTube, and TikTok are the most-used platforms by Gen Z. 89% use Instagram, 84% use YouTube, and 82% are on TikTok. They like quick videos that are funny, honest, and feel real. You don’t need to go viral. Just be yourself. Try sharing:

• Behind-the-scenes clips
• Real people using your product
• Quick tips or how-to videos

Keep it short. Make it feel natural. Show some personality.

2. Partner with micro-influencers

Big celebrity ads don’t work like they used to. Gen Z listens to creators with smaller, loyal followings. Look for influencers who share your values and speak to a clear group. A trusted voice in a small community often does more than a famous face.

3. Try offline marketing

Gen Z might be online all the time, but real-life moments still matter. Flyers, sampling, and pop-ups stand out, especially when they connect to something digital.

A good flyer in the right place can grab attention fast. Add a QR code or an invite to a challenge or event, and now you’ve got a moment they’ll remember.

Oppizi helps brands do this well. You pick your audience, and we handle the printing, targeting, tracking, and delivery. It’s built to be simple and flexible, whether you’re testing one location or scaling across cities.

4. Make everything mobile-friendly

Gen Z uses their phones for everything. Your content should be easy to see, scroll, and share. That means:

• Vertical video
• Large text
• Fast load times
• Clear, eye-catching design

If it’s hard to use or slow to load, they’ll leave.

5. Let your customers do the talking

Gen Z trusts other people more than they trust ads.

Encourage customers to share their experiences. Repost their photos, videos, or reviews. It shows people like your product, and helps others feel part of something.

Offline marketing and Gen Z: a good match

Most people think Gen Z only lives online. But real-life moments still matter to them. They like things they can touch, see, or share with friends. That’s where offline marketing comes in.

Here’s an example:

A skincare brand is launching a new vegan line for Gen Z. Instead of just running social ads, they use Oppizi to hand out flyers near college campuses in Sydney, Auckland, and New York. The flyer has a QR code that links to a TikTok challenge: “Show us your #freshface routine.”

It works. Students notice the flyer, scan the code, join the challenge, and post their own videos. One flyer starts a whole online conversation.

Offline campaigns like this can make a real impact if they’re done right.

Tips to make offline marketing Gen Z-friendly:

• Use bold, fun designs that people want to post online
• Add QR codes or filters that unlock extra content
• Offer a discount, sample, or early access
• Keep the message short and casual
• Make it easy to share on social media

Oppizi helps with everything: planning, printing, targeting, and tracking. You just choose your audience. We handle the rest.

Mistakes to avoid when marketing to Gen Z

Gen Z doesn’t act like past generations. Watch out for these common mistakes:

Too polished? Too perfect?

Skip the glossy ads. Gen Z likes content that feels real.

Tip: Use natural light, real people, and behind-the-scenes moments.

Saying things you don’t back up

They won’t trust brands that just say the right things online.

Tip: If you care about a cause, show what you’re doing about it.

Ignoring the real world

Everything is online, but that also makes offline stand out.

Tip: Use flyers or samples to lead people to your digital space.

Talking at them, not with them

They want to be part of the conversation.

Tip: Ask questions. Reply to comments. Involve creators they follow.

Not letting Gen Z shape your content

They trust people like them, not just brands.

Tip: Share real stories, customer posts, or short videos made by users.

Mixed messages across channels

If your Instagram and website don’t match, they’ll notice.

Tip: Keep your tone, design, and message the same everywhere, even in print.

Key takeaways

• Gen Z looks for honesty, purpose, and brands that feel real
• They like short videos, influencers, and personal experiences
• Offline marketing works, especially with digital tools
• Oppizi makes it easy to run flyer campaigns that reach Gen Z
• Gen Z isn’t just younger millennials. They expect something better

FAQs about marketing to Gen Z

How do you market to Gen Z?

Keep it short, visual, and real. Use platforms they already love: TikTok, Instagram, YouTube. Be honest, clear, and socially aware. Gen Z connects with brands that feel human.

Mixing digital with real-world experiences (like flyers with QR codes or product samples) makes your message stick.

What makes marketing to Gen Z hard?

They don’t trust ads easily. If it feels fake or forced, they’ll scroll right past. They want brands that actually care and show it. Trends change fast too, so staying relevant takes effort. It helps to have someone on your team who sees the world the way they do.

What kind of marketing works best for Gen Z?

They listen to people they trust. That means creators, friends, and real customers, not big ads. Short videos, UGC, and campaigns that are fun to share work well. They also like real-world things that lead to digital rewards, like a flyer with a code for a special offer.

Who is Gen Z in marketing terms?

Gen Z includes people born between 1997 and 2012. They grew up with the internet, so they think and shop differently. They care about honesty, diversity, and being part of the conversation. Unlike millennials, they’ve never known a world without smartphones and social media.

How can brands reach Gen Z?

Go where they are: online and in real life. Think social platforms, campuses, pop-up events, and local spots. Mix offline and online. Don’t just push your product. Invite them to join in. Flyers, samples, or events from Oppizi can grab attention, especially when they lead to something fun or useful online.

Ready to connect with Gen Z?

It doesn’t have to be hard. Use the right mix of digital and offline tools, and you can build trust that lasts.

Oppizi helps brands run offline campaigns that Gen Z notices. You pick the audience. We handle the rest: printing, targeting, tracking, and more. It’s simple, effective, and made for the way Gen Z connects.

Start your campaign today and see how offline can power up your digital.