Marketing to Gen Z in 2025: 2 Things We Really Want From Your Brand

Introduction: The Gen Z Shift

As 2025 draws near, the marketing landscape continues to evolve significantly. Digital transformation has revolutionised the way brands communicate with consumers, and one generation, in particular, is pushing the boundaries of how businesses should engage. The emergence of Generation Z, the generation born between 1997 and 2012, are now becoming?the dominant?consumer group; shaping?brands' approaches to marketing, advertising, and customer interaction. What makes Gen Z so unique?

In contrast to other generations, Gen Z was raised in a world where the internet?is ever present, social media is second nature, and technology is deeply integrated?in every aspect of daily life. They are not just another consumer group, they are a dynamic force that expects brands to evolve alongside their needs. Gen Z’s purchasing power is already significant, and it's only expected to grow in the coming years. They are predicted to account for 40% of global consumers by 2025 (Exploding topics, 2023), making them a critical demographic for marketers looking to stay relevant.

However, in 2025, what precisely do Gen Z consumers want from brands? And how can advertisers design ads that appeal to this new consumer base?

1.?????? Authenticity: ?The age of real world connections

For this generation, honesty and openness are more than just buzzwords; they are fundamental to establishing credibility. Growing up in an era of constant information flow, Gen Z has developed a sharp ability to detect inauthenticity. With digital platforms offering endless streams of content, they have access to both the good and the bad about companies, products, and public figures.

?For Gen Z, authenticity isn’t just about using the right hashtags or having a "cool" social media presence. It's about genuine interactions and actions that align with a brand’s values, mission, and promises. This generation’s expectations are high when it comes to brand honesty. They want to know that the brands they engage with are true to themselves, that they stand for something meaningful, and that they can trust what they see and hear. If a brand says it’s eco-friendly, Gen Z expects to see tangible evidence of that commitment, rather than just a mission statement or empty promises. Whether it's a company using hollow slogans to appear progressive, influencers promoting products they clearly don’t use, or a brand making empty promises about social issues, Gen Z is quick to call out “performative marketing”.

Brands need to communicate honestly and openly with Gen Z in 2025, moving beyond the surface-level elements of authenticity. In the era of social media and ongoing internet scrutiny, this is especially important. When a business experiences a setback or encounters difficulties, such as a product recall, labour disputes, or environmental issues, Gen Z expects brands to deal with these issues transparently and with integrity. Transparency goes hand in hand with corporate social responsibility (CSR). The solution to this is genuineness—brands need to show up as their true selves and communicate with customers in a way that feels honest, transparent, and real. This means shifting away from excessively designed, perfectly?polished advertising that might have been effective in the past and towards content that highlights the brand's humanity. Behind-the-scenes content, for example, is a useful tool for humanising the business, showcasing the actual people behind the brand and establishing a more genuine relationship with the audience.

User-generated content (UGC) is another powerful tool for promoting authenticity. Gen Z has more trust in their peers than in traditional advertising. Consumers sharing their own brand experiences through user-generated content contributes to credibility and social proof. When Gen Z sees actual individuals, not hired actors or influencers, interacting with the company in a meaningful way, they are more comfortable making a purchase. Additionally, this type of material gives customers a sense of connection and ownership by making them feel like they are a part of the brand's community.

2.?????? Interactive Content: Turning Engagement Into Action

Gen Z responds favourably to interactive content because it enables them to become active participants in the brand experience rather than merely passive consumers. This generation craves experiences that feel personal, authentic, and engaging, and interactive content meets those needs by creating opportunities for two-way communication. Rather than simply consuming content, Gen Z wants to feel involved, whether through influencing a brand’s decisions or engaging with content in real-time.

Polls and quizzes are among the best forms of interactive content. These formats are straightforward but highly captivating, letting Gen Z determine how the experience is shaped. Polls and quizzes provide Gen Z with a sense of agency, whether they are used to select a product feature, choose the next campaign, or complete a personality test that suggests products. In addition to providing consumers with a more tailored experience, these interactions give marketers the chance to gather insightful information about the preferences of their audience. When social networking sites like Instagram incorporate these elements, they become a seamless part of the user experience, allowing interaction to feel organic rather than forced.

Additionally, gamification is another way to enhance digital engagement. By integrating game-like elements such as points, badges, leaderboards, and rewards into marketing campaigns, brands can tap into Gen Z’s love for competition and achievement. Gamification doesn’t just have to be about offering rewards; it’s about making the entire experience feel playful and immersive. For instance, a brand might encourage users to complete a series of challenges to unlock exclusive content or discounts. The competitive aspect of gamification motivates users to engage more deeply with the brand, and the rewards provide a sense of accomplishment, encouraging users to return.

One of the biggest benefits of interactive content is that it naturally encourages sharing. When users engage with content, they often feel compelled to share their experiences, whether that’s through social media posts, challenges, or telling their friends about the experience. This creates a snowball effect where the content continues to spread organically. Gen Z values community and social validation, so when they engage with a brand in a fun and interactive way, they are more likely to share it with their network, thus amplifying the brand’s reach.

Moreover, interactive content is a great way to foster feedback loops. With every interaction, Gen Z is giving feedback, whether that’s through voting on a poll, participation in a game, or completing a quiz. This real-time data is invaluable for brands, allowing them to understand their audience’s preferences and tailor future content accordingly. By involving Gen Z in the brand’s creative process and responding to their input, brands not only strengthen their connection with the audience but also gain valuable insights that can drive future marketing strategies. In today’s digital age, it’s not enough for brands to simply broadcast their messages—they must invite participation, create immersive experiences, and make the Gen Z audience feel like an integral part of the brand’s journey.

Conclusion: Embracing the Gen Z Shift in Marketing

As we move further into 2025, it’s clear that Gen Z is reshaping the way brands interact with their audiences. With their unique blend of values, expectations, and digital fluency, this generation is not only influencing trends but dictating the future of marketing. To successfully connect with Gen Z, brands must move beyond traditional approaches and embrace strategies that focus on authenticity, interactivity, and transparency.

The need for authenticity has never been more important. Gen Z demands that brands show up as they truly are, with actions that align with their words. They can spot inauthenticity from a mile away, and they aren’t afraid to call out brands that fall short. By embracing genuine communication and showcasing the human side of your brand, you build trust, something that is invaluable in today’s competitive landscape.

Real-time interaction, gamification, polls, and quizzes are effective strategies that can transform inactive viewers into enthusiastic brand evangelists. Gen Z is more willing to share their experiences with their networks if they are more engaged with a company, which increases your reach and reliability. This type of engagement isn't just about collecting data, it?aims to create a deeper, more meaningful relationship that goes beyond?a transaction.

The key takeaway?is that Gen Z wants to feel seen, heard and valued. They look for brands that share their values and are aware of their particular needs. In 2025, marketers need to prioritize creating content and experiences that resonate with this generation, rather than pushing traditional ads that feel out of touch. By aligning your brand with Gen Z’s expectations, you can not only capture their attention but also build long-lasting loyalty.

References:

Exploding Topics, 2023. Gen Z Spending: What Marketers Need to Know in 2025. [online] Available at: https://explodingtopics.com/blog/gen-z spending?utm_source=chatgpt.com [Accessed 23 December 2024].

If you could change one thing about how brands communicate with you, what would it be? What do you think is the most important thing for a brand to resonate with Gen Z?

Share your thoughts!