What will Gen Z be like as leaders in marketing?

Jean Twenge recently published her new book, Generations: The Real Differences Between Gen Z, Millennials, Gen X, Boomers, and Silents—and What They Mean for The Future. I haven’t read it. But, I have watched long-form interviews in which she discusses and describes her findings.

I’ve also watched the amazing Jonathan Haidt on the podcast circuit discussing his new book: The Anxious Generation: How the Great Rewiring of Childhood Is Causing an Epidemic of Mental Illness. I haven’t read it.?

All this got me thinking: I wonder what Gen Z is going to be like when they’re the Head of Digital Marketing/Content/Social/Brand. This article sets out to explore and even answer that.

Anyway, back to Twenge and Haidt.

What is Generation Z like?

Twenge summarises Generation Z (born 1995-2012) as having the following characteristics:

• Shaped by the pandemic
• Less sexually active
• Growing up slowly
• Delayed adulthood
• Restricting speech
• Interest in physical and emotional safety
• Dissatisfied and depressed
• More online communication
• Less likely to be physically healthy
• Pessimism
• Perceiving discrimination and having an external locus of control
• Political polarisation
• Unhappiness and depression (in left-leaning individuals).

This doesn’t look fun. Especially compared to other generations:

• Silents (1925-1945)
• Boomers (1946-1964)
• Generation X (1965-1979)
• Millennials (1980-1994)

What’s wrong with Gen Z?*

Haidt and Twenge’s books cover different topics but their findings overlap, especially concerning the impact of social media and technology on mental health, the rise of anxiety and depression among young people, and shifts in cultural values towards safety and emotional well-being.?

Twenge and Haidt agree on the following:

• Social media and digital technology are having a profound impact on the mental health of adolescents and young adults. The rise in the use of smartphones and social media correlates with increased rates of anxiety, depression, and other mental health issues among young people. They argue that these platforms can exacerbate feelings of inadequacy, loneliness, and anxiety, partly due to constant social comparison and the pressure to curate a perfect online persona.

• Both researchers have noted shifts in young people's behaviours and attitudes, including delays in certain adult milestones (such as obtaining a driver's licence, engaging in sexual activity, and other markers of independence) and a general trend towards more time spent in virtual spaces as opposed to face-to-face interactions. These changes are seen as contributing to a sense of isolation and a lack of development in social skills.

• Twenge and Haidt discuss how cultural shifts towards prioritising emotional safety and protection can have unintended negative consequences. Haidt, in particular, has critiqued the culture of ‘safetyism’ on college campuses, arguing that it can limit exposure to diverse viewpoints and hinder the development of resilience. Twenge has touched upon similar themes, suggesting that while well-intentioned, an overemphasis on protecting young people from emotional distress might contribute to their inability to handle real-world challenges.

• Importantly - though not relevant to this article - both advocate for a more balanced and mindful approach to technology use. They suggest that moderation, along with fostering real-life social connections and experiences, can mitigate some of the negative impacts of digital life on mental health. They emphasise the importance of developing resilience and coping skills to navigate the complexities of the modern world. Haidt in particular advocates for more free play in younger children as well as delaying the ownership of smartphones and the use of social media as long as possible.?

*I say this with a tongue in my cheek.

Generation Z in leadership

Given these insights, what kind of leaders will Gen Z make?

NB: In one interview, Haidt asks the host: try and think of a prominent person from Gen Z outside of sport and entertainment, someone who has started a business or invented something or solved some problem. His point is that there were lots of Millennials who became entrepreneurs, but few from Gen Z are. He hypothesised that this generation is not driven by business and innovation like previous generations. He also says that the only Gen Z-ers people can think of are Greta Thumberg and Malala Yousafzai.

Generation Z in marketing: a question

And, finally, to my point… I am interested to see how this generation’s personality affects the marketing of the coming decade.?

People from Gen Z have been in the workforce for some years already. While they will have been in more junior roles, they will no doubt have influenced style and topics, if not entire strategies, especially where businesses have a young commercial audience.?

However, I believe the full impact of their values, beliefs and ideas is yet to be felt by the marketing sector - whether agency side or in-house. Millennials may have championed and adopted digital technologies quickly, but it took a while for them to reach leadership positions before adoption could spread throughout organisations - finally rid of the analogue shackles of Generation X (born 1965-1979) and the Boomers (born 1946-1964).

And I wonder what that will look like…

It is important to add that Generation Alpha will also play a role in this as they may influence Gen Z when the latter is finally in the boardroom. They will, at least, be carrying out the wishes of their older siblings.

Marketing evolution: a quick recap

Generations don’t operate in a vacuum and while there may be twists and turns in culture, Western culture has been a fairly straight line since the Enlightenment: humanism, affluence, individualism, equality. And marketing will reflect culture.

Below is a list of marketing trends and it’s important to acknowledge the generations that drove these changes, to help frame what might come next, driven by the values and ideals of Generation Z and Generation Alpha.

1970s: The age of mass media and product focus

This era saw the rise of consumerism. The post-war economic boom led to increased disposable income, and marketing capitalised on this through mass advertising campaigns. Marketing in the 1970s was heavily product-focused, with an emphasis on mass media advertising. Television commercials, radio, and print media were the dominant channels.

1980s: The differentiation era

The rise of individualism and a more diverse consumer base demanded a shift from one-size-fits-all marketing. The era's economic prosperity also meant consumers were more discerning, seeking products that matched their identity and lifestyle. The 1980s introduced the concept of market segmentation and brand differentiation. Marketers began to target specific segments of the market, tailoring their messages to appeal to different groups.

1990s: The relationship marketing era

The globalisation of markets and increased competition meant companies needed to differentiate themselves by building strong customer relationships. Consumer awareness and expectations were also rising. This period saw a shift towards relationship marketing, focusing on customer retention and satisfaction over mere transactions. Brands began to value long-term customer relationships.

2000s: The digital revolution

The internet became central to daily life, changing how consumers accessed information, shopped, and interacted with brands. The demand for transparency and authenticity grew. The early 2000s were defined by the dot-com boom, and later, the rise of social media. Digital marketing emerged as a key strategy, focusing on SEO, email marketing, and online advertising.

2010s: The age of personalization and social media

The rise of social media influenced consumer behaviours and expectations, emphasising user-generated content, influencer partnerships, and real-time engagement. There was a growing concern for privacy and data protection.

Marketing strategies became highly personalised, driven by big data analytics. Social media marketing exploded, with platforms like Facebook, Instagram, and Twitter becoming major channels for engagement.

2020s: Ethical and purpose-driven marketing

Heightened awareness of social, environmental, and ethical issues has influenced consumer preferences. The COVID-19 pandemic further accelerated digital adoption and changed consumer priorities towards health, safety, and community.?

The focus has shifted towards sustainability, ethical practices, and purpose-driven marketing. Consumers increasingly prefer brands that align with their values and contribute positively to society.

2030s and beyond…?

Gen Z as leaders in marketing

Let’s see if I can deftly bring these two threads together to predict what the 2030s might look like. What follows is as much about Gen Z consumers as it is Gen Z marketers. Gen Z marketers will understand the needs and behaviours of Gen Z audiences and create strategies that resonate - just as previous generations did (which is why it’s hilarious to talk to ‘old people’ about marketing for ‘young people’).?

Here’s how these traits are likely to shape the future of marketing:

1. They will be digitally fluent but have a critical eye

Gen Z marketers will bring an inherent understanding of digital platforms, not just as tools for communication, but as spaces that shape societal norms and personal identities. Their critical approach to digital content, honed by years of navigating misinformation and digital deceit, will lead to marketing strategies that prioritise transparency and authenticity. They will likely be pioneers in using new digital platforms and technologies but with a keen awareness of the ethical implications and a focus on creating genuine connections.

2. They will prefer online communication

Gen Z's preference for digital over face-to-face communication may pose some issues with collaboration, though how that manifests itself is hard to predict. Will it affect retention and creativity? That remains to be seen.

They will likely invest in developing digital tools and platforms that facilitate seamless communication, ensuring that their teams can collaborate effectively, regardless of location.

3. They will focus on ethical and purpose-driven marketing

Raised amidst global challenges from climate change to social justice issues, Gen Z's marketing professionals will place a significant emphasis on ethical and purpose-driven marketing. This generation will demand more from the brands they work for, ensuring that company practices align with broader social and environmental goals. Marketing campaigns will increasingly highlight a brand's commitment to sustainability, ethical labour practices, and positive social impact, moving these considerations from the periphery to the core of brand identity.

4. They will overcome pessimism with proactive solutions

The inherent pessimism and external locus of control observed in Gen Z could influence their approach to challenges and obstacles in marketing. They might be more inclined to engage in scenario planning and risk management, preparing their teams to navigate potential challenges more effectively.

5. They will champion mental health messaging

Understanding firsthand the mental health challenges faced by their peers, Gen Z marketers will be at the forefront of integrating mental health advocacy into marketing messages. This will manifest in campaigns that not only avoid exacerbating mental health issues but actively contribute to well-being. Expect a shift away from marketing that relies on creating insecurities or unrealistic standards, moving towards content that uplifts, supports, and encourages positive self-perception and real-world connections.

7. They will prioritise authentic engagement over promotion

Gen Z's disdain for insincerity and overt promotion will lead to a marketing landscape where authentic engagement becomes the gold standard. This generation of marketers will leverage storytelling, user-generated content, and community-building initiatives to foster a sense of belonging and loyalty among consumers. They will value interactive and immersive brand experiences that allow consumers to feel involved and valued, rather than mere targets of advertising.

8. They will have to navigate the privacy-personalisation paradox

While Gen Z values personalised experiences, they are also highly concerned about privacy and data security. As marketers, they will need to navigate this paradox, finding innovative ways to deliver personalised content and recommendations without overstepping privacy boundaries.?

This could involve more transparent data practices, the use of anonymized data for personalization, or new technologies that enhance personalization while protecting user privacy.

9. Inclusivity and diversity will be a given

Reflecting Gen Z's focus on inclusivity, marketing under their watch will likely feature a broader spectrum of identities, lifestyles, and cultures. This generation of marketers will push for representation not as a checkbox but as a fundamental aspect of brand messaging, ensuring that marketing materials reflect the diversity of the audience they serve.

10. They will be adaptable and flexible

Having grown up in a rapidly changing world, Gen Z marketers will bring adaptability to their roles. While their values and beliefs may not be flexible, they will be well-equipped to pivot strategies in response to new trends, technologies, and consumer behaviours. This flexibility will be crucial in a marketing landscape that is increasingly defined by rapid change and uncertainty.

Conclusion

Gen Z's approach to marketing promises not only to change the strategies and content we see but also to challenge and expand our understanding of what marketing success looks like in the 21st century. Their tenure in marketing leadership roles may well mark a pivotal shift towards a more empathetic, ethical and holistic approach to connecting with consumers, one that could redefine the relationship between brands and their audiences for generations to come.

Their journey won’t be without its challenges. Gen Z’s preference for digital communication, their inherent pessimism, and their cautious approach to decision-making might require new strategies to foster creativity, resilience, and collaboration in a fast-paced environment. Yet, these challenges may also serve as opportunities for innovation, leading to new forms of marketing that are more aligned with the values of the modern consumer.

Ultimately, as Gen Z marketers rise to leadership positions, they will not only shape the future of marketing but also redefine what it means to connect with consumers in a way that is genuine, impactful, and socially responsible. Their approach could well mark the beginning of a new era in marketing—one that balances technological advancement with a deep commitment to ethical practices and mental well-being. The marketing world of the 2030s and beyond will likely reflect the values, challenges, and aspirations of this dynamic generation, setting the stage for a more thoughtful and inclusive industry.