If you’re in marketing, you’ll notice how different Gen Z is compared to the generations before them. One second, they’re sharing memes, the next they’re reviewing products or talking about climate change. They move fast, they’re curious, and they’re not afraid to scroll right past anything that feels irrelevant.
It is both a challenge and an opportunity for brands. But remember, marketing to Gen Z isn’t about chasing every new trend. It’s more about understanding what drives them and finding authentic ways to connect.
So, let’s dig deeper and understand who Gen Z is, why they matter so much for your brand, and practical ways you can win their attention and trust.
Who are the Gen Zs?
Generation Z was born between 1997 and 2012. This generation grew up in years when smartphones and social media already existed. Compared with millennials, who witnessed the evolution of the internet, Gen Z never knew a world without it.
Here are a few things about them:
- Digital-first. They spend more time online. They create and share as much as they consume.
- Value-driven. Topics like sustainability, inclusivity, and mental health influence their choices.
- Entrepreneurial. Many prefer side hustles, content creation, or freelancing over traditional career paths.
- Practical but idealistic. They want good value but also expect brands to reflect their beliefs.
- Community-focused. They look for belonging—whether that’s in fandoms, causes, or brands they trust.
For marketers, this means your products and campaigns shouldn’t just be helpful. You must show and prove to this generation their value.
The Psychology Behind Gen Z’s Behavior
To connect with Gen Z, you need to understand the why behind their habits first. Here are the truths about this generation.
Psychologists note that Gen Z uses brands to express their identity and values.
A hoodie, reusable bottle, or tote bag isn’t just practical, it’s an identity for them.
Growing up in the “fake news” era, Gen Z is more skeptical.
They demand honesty, fact-check everything, and see through exaggerated advertising.
With endless scrolling, Gen Z’s average attention span is about 8 seconds.
They filter content quickly, rewarding what feels instantly relevant.
They care deeply about climate, diversity, and mental health.
Buying is often a moral choice for them, not just a functional one.
Research shows younger generations increasingly prioritize experiences over possessions. They’d rather attend a branded event or get a limited collectible than own a generic item.
Why Connecting to Gen Z Matters
If you’re still wondering if Gen Z deserves special attention, here’s why they’re critical to your marketing strategy:
1. They have a high spending power.
Gen Z controls hundreds of billions of dollars in direct spending. Beyond that, they influence what their parents and peers buy, from tech to fashion to travel.
2. They are still shaping brand loyalty.
They’re still shaping their preferences. Capture them now, and you could win long-term loyalty.
3. They drive culture.
TikTok dances, viral challenges, and sustainability movements, Gen Z often start what becomes mainstream tomorrow.
4. They expect more from brands.
Authenticity, transparency, and personalization aren’t optional for them; they are requirements to attract them.
10 Practical Marketing Tips to Reach Gen Z
This generation values authenticity, experiences, and brands that reflect their identity. Here’s how you can connect with them in ways that stick.
1. Keep It Real: Authentic Storytelling
Gen Z can spot a fake instantly. They don’t want polished scripts. They want to know the people and purpose behind your brand.
- Share behind-the-scenes content.
- Talk openly about what’s working and what you’re still improving.
- Highlight your team, not just your products.
For example, instead of running a glossy ad, show a TikTok of your team packing orders or hop on camera yourself to explain why you switched to eco-friendly packaging. That level of honesty builds trust.
2. Speak Their Language: Short-Form Video
TikTok, Instagram Reels, and YouTube Shorts are where Gen Z lives. If you’re not creating short videos, you’re invisible.
- Keep content fast, fun, and easy to consume.
- Join trends if they align, but don’t force them.
- Encourage user-generated content.
If you run a skincare brand, share a 15-second “get ready with me” clip using your products or repost one your customers make. It feels authentic and relatable.
3. Create Memorable Offline Experiences
Gen Z may be digital-first, but they still love real-world experiences they can share online.
- Try pop-up stores or festival booths.
- Add interactive retail displays.
- Activate on campuses with useful giveaways.
If you’re a beverage brand, set up a summer vending cart at a festival and hand out reusable bottles with QR codes linking to exclusive playlists. You’ll get the product in their hands and buzz online.
4. Lead with Sustainability
For Gen Z, eco-consciousness is the default. They expect you to care.
- Give out reusable, practical items.
- Share real progress (even small steps).
- Be transparent—avoid greenwashing.
If you’re a clothing retailer, hand out tote bags made from recycled fabrics at your launch.
They’ll reuse them, and your eco-message travels everywhere they go.
Here’s a sustainable marketing campaign by Havaianas.
5. Build Communities Around Your Brand
Gen Z isn’t looking for a transaction. They’re looking for belonging.
- Create hashtags or online groups.
- Host events where fans can connect.
- Launch insider-style drops or limited editions.
If you’re in the sportswear industry, host free monthly workout sessions and give participants branded bottles. You’re not just selling, you’re building a tribe.
6. Partner with Relatable Influencers
Celebrity endorsements don’t cut it with Gen Z. They trust people who feel like friends.
- Work with micro-influencers who genuinely love your product.
- Keep the content natural, not scripted.
- Involve influencers in offline events, too.
If you sell tech accessories, invite a student vlogger to co-host your campus pop-up. Their presence makes you approachable and credible. Get ideas here:
7. Gamify the Experience
Gen Z grew up gaming. So why not bring that energy into your marketing?
- Add spin-to-win wheels in retail spaces.
- Use loyalty programs with rewards.
- Try mystery-box giveaways.
If you’re in the food industry, let customers spin a prize wheel after buying two packs.
They’ll remember the fun and your brand.
Here’s a sample from Watermelon, an innovative purchasing platform.
8. Make It Personal
Gen Z wants to feel like more than just another order number.
- Offer product customization.
- Create personalized bundles.
- Let customers help design future products.
If you’re a shoe brand, hand out promotional tote bags that customers can personalize with their initials on the spot. That small detail makes a big impact.
9. Blend Online and Offline
Gen Z doesn’t separate digital and physical—they expect both to work together.
- Use QR codes to unlock perks.
- Design Instagram-worthy displays.
- Drive social traffic to in-person events.
If you run a cosmetics brand, create a colorful display inside your stores with a promotional competition idea.
You’ll get shares and sales at the same time.
Here’s a beautiful example from Clarins.
10. Prioritize Mental Health & Empathy
Gen Z is vocal about mental health and values brands that show care.
- Send wellness gift kits.
- Sponsor mindfulness or fitness activities.
- Keep your tone supportive, not pushy.
Give away “self-care kits” with teas, candles, and cozy socks on World Mental Health Day. You’re telling customers you value them beyond the purchase, which is ideal if you’re in lifestyle retail..
Capturing Gen Z’s attention isn’t easy, which is why crafting the right CTA is essential. Learn how to create one that truly resonates with them here:
More Products and Marketing Ideas to Consider
Generation Z consumers demand sustainable retail. Thus, there is no better way to reach these young shoppers than by offering them these eco-friendly promotional products.
These gifts aren’t just for Youth Day, they’re perfect for Gen Z consumers all year long.
Gen Z is into mobile games. This is a very good example of incorporating gaming into your marketing.
This fan zone idea during RWC2021 is also a perfect marketing example to attract the youth, giving them a real-time experience during a special and big event.
Final Thoughts
Marketing to Gen Z isn’t about chasing every viral trend. It’s about building real, lasting connections. This generation wants brands that stand for something, create memorable experiences, and make them feel like part of a community. If you can deliver authenticity, sustainability, and creativity, you won’t just capture their attention, you’ll earn their loyalty.
At ODM, we understand what makes Gen Z tick. From eco-friendly tote bags and collectible merch to interactive POS displays and gamified giveaways, we design and produce promotional products that resonate with their values and lifestyle. Our team helps you move beyond generic freebies and create items that Gen Z keeps, uses, and shares.
If you’re ready to engage the next generation of consumers with promotional products that truly connect, ODM can help turn those ideas into reality. Contact us today and start planning your marketing success ahead of time!
Don’t miss out on these product ideas…
FAQs: Marketing to Gen Z
Here are some of the most common questions business owners ask when planning campaigns for Gen Z—along with clear, practical answers.
What makes marketing to Gen Z different from other generations?
Gen Z grew up with smartphones and social media, so they expect instant access to information and personalized experiences. They also care more about values like sustainability, diversity, and mental health. Unlike older generations, they’re quick to ignore anything that feels fake or overly polished.
Why is it important for brands to connect with Gen Z now?
Gen Z already makes up around 40% of global consumers. They not only control their own spending power but also influence family and peer purchases. Building loyalty with them early can secure decades of repeat business.
Does offline marketing still work for Gen Z?
Yes—offline experiences are more important than ever. Pop-up shops, campus activations, and interactive in-store displays create memorable touchpoints. When combined with digital promotions, offline marketing makes your brand feel tangible and real.
What kind of promotional gifts appeal to Gen Z?
Gen Z loves products that are sustainable, practical, and customizable. Think reusable water bottles, eco-friendly tote bags, wellness kits, collectible merchandise, or tech accessories like portable chargers. They also appreciate items that can be shared or shown off on social media.
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