How 12 Companies Are
Marketing to Gen Z
Playbook
Introduction
Generation Z (Gen Z) is anyone born between the mid-1990s and early 2010s. They are the first generation to grow up entirely in the digital age. They have never known a world without the internet, smartphones, or social media, which has profoundly influenced their behaviors and values.
With a combined spending power exceeding $360 billion as of 2021–and expected to grow in the coming years–Gen Z represents a key market that businesses cannot afford to ignore.
In this playbook, we analyze the marketing strategies of 12 companies that are successfully reaching Gen Z and driving purchase decisions.
TikTok, Instagram, YouTube are top platforms used in marketing to Gen Z.
TikTok, Instagram, and YouTube have emerged as the top platforms for engaging with Gen Z. This demographic, known for its digital fluency, spends a significant amount of online time on these platforms.
- TikTok: Known for its short-form video content, TikTok has become the go-to platform for Gen Z, with 73% of users engaging daily. It serves as a primary source for trends and entertainment, making it an effective channel for brands aiming to capture attention quickly.
- Instagram: With 91% of Gen Z social media users active on Instagram, this platform remains vital for brand engagement. Instagram’s visual nature allows brands to showcase products creatively through stories, reels, and posts.
- YouTube: While slightly less frequented than TikTok and Instagram, YouTube still holds significant sway, especially for longer content formats. It is widely used for tutorials, reviews, and entertainment, attracting 93% of Gen Z adults.
1.1 Case Study: Shein on TikTok and YouTube
Shein, a global fast-fashion retailer, has effectively harnessed TikTok and YouTube to engage Gen Z consumers. By encouraging user-generated content through “haul” videos, where influencers and customers showcase their purchases, Shein has amplified its brand presence. In 2020, Shein was the most talked-about brand on TikTok and YouTube, and the fourth most discussed on Instagram. This strategy has been instrumental in driving app downloads and increasing sales among Gen Z shoppers.
1.2 Case Study: L’Oréal Paris on Instagram
L’Oréal Paris has leveraged Instagram to connect with Gen Z by focusing on inclusivity and authenticity–core values of Gen Z (as outlined in #2 of this playbook). Through collaborations with diverse influencers and interactive content, the brand has maintained its relevance. In 2024, L’Oréal Paris led social media engagement with a Media Impact Value (MIV) of $1.14 billion, propelled by their Paris Fashion Week show featuring celebrities like Kendall Jenner.
1.3 Case Study: KFC’s Campaign on TikTok
In 2021, KFC aimed to promote its chicken sandwich through a dynamic TikTok campaign. The brand utilized TopView ads, which are prominent sponsored videos that appear when users open the app.
By partnering with popular TikTok creators who incorporated fun music and engaging visuals, KFC achieved remarkable results: 221 million video views, 9.3% engagement rate, and 13.8% click-through rate.
The campaign led to a 24.7% increase in ad recall and significantly boosted sandwich sales, demonstrating how well-executed TikTok campaigns can drive consumer interest and action.
Authenticity, Sustainability, Inclusivity are top values emphasized when marketing to Gen Z.
To effectively connect with Gen Z, it’s crucial to understand the core values that drive their purchasing decisions: Authenticity, Sustainability, and Inclusivity.
- Authenticity: Gen Z are drawn to brands that are true to their identity and values, favoring those that avoid over-polished or inauthentic messaging. This generation appreciates brands that embrace imperfections and promote a natural, unfiltered image. According to an EY report, 92% of Gen Z respondents consider being authentic and true to oneself as extremely or very important, with a significant increase in this sentiment post-pandemic.
- Sustainability: Environmental consciousness is a cornerstone of Gen Z’s consumer choices. They actively seek out brands that demonstrate a commitment to eco-friendly practices, such as sustainable sourcing, reducing carbon footprints, and supporting fair trade initiatives. Gen Z is more likely to purchase from companies that prioritize sustainability, and they are willing to pay a premium for eco-friendly products. A study by First Insight found that 75% of Gen Z consumers prefer to buy sustainable brands over those with established names.
- Inclusivity: Gen Z expects brands to respect and celebrate diversity, ensuring representation across various demographics, including race, gender, and identity. Gen Z brings these expectations to their consumer behavior, favoring brands that reflect their values of inclusivity and social responsibility. This generation is one of the most identity-diverse, bringing new thoughts, ideas, and approaches to how we view inclusion.
2.1 Case Study: Levi’s
Levi’s has crafted a marketing strategy that focuses on sustainability and authenticity, targeting Gen-Z through campaigns like ‘Buy Better, Wear Longer’ which encourages responsible consumption, making intentional apparel choices and extending the lifespan of their garments.
Their collaboration with Year13 to simplify their sustainability report into digestible content for Gen Z is another example of their targeted approach. This partnership resulted in a campaign that resonated with Gen Z consumers, leading to a significant brand uplift for Levi’s. According to the brand, 92% of those who engaged with the content reported an improved perception of Levi’s, and 87% indicated they were more likely to purchase from the brand in the future.
2.2 Case Study: Aerie
Aerie, the intimates and apparel brand under American Eagle Outfitters, has redefined beauty standards through its #AerieREAL campaign, which promotes body positivity and inclusivity. Launched in 2014, the initiative features unretouched models of diverse body types and backgrounds, encouraging women to embrace their authentic selves.
Through the #AerieREAL campaign, Aerie has successfully positioned itself as an activist brand, advocating for social causes and engaging with its community. The brand has effectively challenged traditional beauty standards and has seen significant growth by aligning its messaging with the values of Gen Z consumers.
Inspiration, Exploration, Community, and Loyalty are preferred ways to engage with Gen Z
Unlike previous generations, Gen Z does not follow a linear marketing funnel. Their purchasing journey is more dynamic, characterized by a continuous cycle of inspiration, exploration, community engagement, and loyalty.
When looking at the typical customer journey of Awareness, Interest, Desire, and Action, Gen Z requires a nuanced approach at each stage to effectively engage them.
3.1 Awareness → Inspiration
To capture Gen Z’s attention and build awareness, brands need to create inspirational content rather than just informative or promotional material. Platforms like TikTok and Instagram are particularly effective for this purpose as a study by Analyzify reveals that 30% of Gen Z worldwide turn to social media for inspiration, which is 11% higher compared to other generations.
3.1.1 Case Study: Rhode’s Inspirational Content
3.2 Interest → Exploration
Gen Z is highly discerning, relying on detailed research and peer recommendations to evaluate a brand’s value. With so many choices available, their decisions are deeply influenced by personal values such as sustainability, authenticity, and inclusivity. To connect with Gen Z, brands should transparently showcase these commitments and actively align with their values. Partnering with influencers who genuinely resonate with Gen Z can further amplify your message and foster authentic engagement.
3.2.1 Case Study: Represent Enabling Exploration
3.3 Desire → Community
Gen Z places significant importance on how they allocate their time and the company they keep, seeking activities that add meaningful value to their lives. This emphasis on meaningful engagement underscores the importance of community for this generation.
Unlike previous generations, many Gen Z individuals have their basic needs met and prioritize higher-level psychological needs, such as belonging and esteem, as outlined in Maslow’s hierarchy of needs. This focus on community and meaningful engagement is crucial for Gen Z’s sense of belonging and personal fulfillment.
A study by Impero found that 82% of Gen Z individuals desire to be part of a community, highlighting their inclination toward meaningful connections and shared experiences. Additionally, research indicates that Gen Z is one of the most civically engaged generations, with many actively participating in social causes and community initiatives. This engagement is not only a means of personal fulfillment but also a way to contribute to causes they care about, reflecting a deeper commitment to social responsibility.
Brands aiming to connect with Gen Z should focus on fostering authentic communities that align with their values and provide meaningful engagement opportunities. This approach not only meets Gen Z’s desire for belonging but also enhances brand loyalty and advocacy among this demographic.
3.3.1 Case Study: Gymshark’s Community
3.4 Action → Loyalty
Research indicates that 61% of Gen Z shoppers consider themselves loyal to specific brands, identifying as “forever customers.” However, this loyalty is not absolute; 46% have reported abandoning brands they found boring.
This dichotomy highlights a crucial aspect of Gen Z’s consumer behavior: their loyalty is contingent upon continuous engagement and relevance. Brands must understand that while Gen Z is open to long-term relationships, they are also quick to disengage if their interests are not consistently nurtured.
To effectively cultivate and maintain loyalty among Gen Z consumers, brands should focus on three primary strategies:
- Align with Gen Z values: Gen Z is particularly attuned to social issues and values authenticity. Brands that align their missions with the values important to this generation—such as sustainability, authenticity, and inclusivity (as outlined in #2 of this playbook)—are more likely to earn their loyalty. By demonstrating a commitment to these values through transparent practices and meaningful initiatives, brands can resonate more deeply with Gen Z consumers.
- Maintain innovation and excitement: Brand loyalty among Gen Z can be fleeting due to their constant exposure to new trends and ideas. To retain their attention, brands must prioritize innovation by regularly introducing new products, services, or marketing campaigns. This generation is drawn to brands that showcase creativity and originality in their offerings. By staying ahead of trends and continuously refreshing their brand image, companies can prevent consumer boredom and sustain interest.
3.4.2 Case Study: Refy Maintaining Innovation and Excitement
- Engagement through preferred channels: Social media plays a pivotal role in how Gen Z interacts with brands. Platforms such as TikTok, Instagram, and YouTube are essential for connecting with this demographic (as outlined in #1 of this playbook).
Reaching Gen Z Through Podcasts
Gen Z listens to podcasts, with 75% of them tuning in weekly and averaging 7.7 hours of listening time. This level of engagement translates to strong brand recall:
- 47% of Gen Z listeners are more likely to remember brands featured on podcasts.
- 43% have made purchases based on podcast mentions.
- 83% have visited a brand’s website after hearing about it on a podcast, highlighting podcasts can effectively drive consumer action.
However, successful collaboration with podcasters requires a strategic approach. Key considerations include:
- Podcaster Matters: Nearly 50% of Gen Z respond more positively to ads or products endorsed by their favorite podcasters.
- Genre Preferences: Gen Z favors specific podcast genres, including comedy, true crime, and celebrity gossip.
- Authenticity Matters: They’re drawn to content that feels genuine, relatable, and authentic–real stories and interviews that connect with their values (as outlined in #2 of this playbook).
- Podcast Format: Gen Z is more inclined to engage with video podcasts compared to other listeners, making video integration a key opportunity.
There are three ways to leverage podcasts for advertising: Podcast Guesting, Podcast Advertising, Podcast Creation.
4.1 Podcast Guesting
This involves appearing as a guest on existing podcasts. It allows brands and individuals to tap into established audiences, build credibility, and share expertise. By participating in conversations on relevant podcasts, guests can connect with potential customers and enhance their visibility without the need to create their own content.
4.1.1 Case Study: Four Sigmatic’s Podcast Guesting
Four Sigmatic, a wellness brand specializing in mushroom-based products, successfully leveraged podcast guesting to amplify its reach. By collaborating with Shawn Stevenson, host of The Model Health Show, the brand benefited from authentic, personal endorsements. Stevenson shared how Four Sigmatic’s products had positively impacted his own health, seamlessly integrating the brand into his content. This genuine connection resonated with listeners, fostering trust and interest in the products. By aligning with podcasts that reflect their health-focused values, Four Sigmatic expanded its audience, boosted brand awareness, and drove sales, proving the effectiveness of authentic, podcast-based collaborations.
4.2 Podcast Advertising
This strategy includes placing ads within existing podcasts or sponsoring episodes. Advertisers typically work with podcast hosts to promote their products or services directly to the audience during the show. This method enables direct promotion to engaged listeners.
4.2.1 Case Study: Reel Paper’s Podcast Advertising
Reel Paper, a sustainable toilet paper brand, turned to podcast advertising to navigate the challenges brought on by changes in digital advertising. By partnering with Crooked Media, which has a dedicated audience of eco-conscious consumers, Reel Paper achieved an impressive 343% growth in customer acquisition. This strategic partnership enabled the brand to effectively reach its target market and drive significant business growth.
4.3 Podcast Creation
Brands can also create their own podcasts as a means of content marketing. This approach allows for complete control over the message, format, and content. By producing valuable and engaging audio content that resonates with their target audience, brands can establish authority and foster a loyal listener base.
4.3.1 Case Study: Shopify’s Podcast Creation
Shopify launched ‘TGIM’ (Thank God It’s Monday), a podcast designed for entrepreneurs eager to start their week. By providing valuable insights and inspiration, Shopify positioned itself as a thought leader in the e-commerce space, fostering a deeper connection with its audience. This initiative not only enhanced brand loyalty but also attracted new users to the platform.