Don’t Just Market to Gen Z: Make Room for Them at the Table Too

Introduction

If your brand’s strategy to reach Gen Z begins and ends with desperately trying to understand their latest slang or awkwardly attempting a TikTok dance, let’s be honest, you’re missing the mark. The truth is, Gen Z is often marketed at, and rarely marketed with, despite driving the majority of viral trends on social media. This oversight is monumental, especially when considering that Gen Z accounts for 40% of the global customer base. It’s time to move beyond performative marketing and using Gen Z as a buzzword, towards authentic collaboration on campaigns, strategy, and team culture. 

The Gen Z Influence: Culture Architects, Not Just Consumers

To truly understand Gen Z’s power, we need to recognize them not as consumers but as pillars of modern-day culture. Their influence extends far beyond mere purchasing decisions. They’re actively changing how we talk about gender, identity, sustainability, and ethics, demanding a more inclusive and responsible world. They’ve also set the norms for social media like TikTok, Reddit, and Discord, dictating how we interact with and consume content online. Values like transparency, inclusivity, and mental health aren’t just buzzwords to Gen Z: they’re non-negotiable priorities that guide their choices, from what they buy to who they follow. It’s no secret that countless trends from fashion to social justice movements often originate with Gen Z creators. Their power lies in their authenticity and their collective ability to drive conversations and set new standards. 

What Doesn’t Work + Why It’s Cringe

Now, let’s talk about what absolutely doesn’t work and, frankly, comes off as super cringeworthy. Brands trying to squeeze into Gen Z culture by plastering slang-stuffed captions on their posts or trendjacking with zero context are missing the mark entirely. This often manifests in desperate attempts like corporate memes that feel less like genuine engagement and more like brand impersonation.

The biggest misstep? The token “Gen Z-er” is being added to a campaign too late in the game, whose sole purpose is just to check the box. Gen Z is incredibly savvy; they can spot inauthenticity a mile away. They see through corporate bandwagons that jump on trends purely for show, and they certainly don’t fall for the fake intention. This generation values genuine connection and real action, not surface-level attempts at being cool. These performative tactics don’t just fail to resonate - they actively erode trust and make your brand seem out of touch. 

How to Actually Co-Create with Gen Z

So, how do you genuinely connect with a generation that values authenticity above all else? The answer is simple: stop marketing TO them and start building WITH them. Hire them, don’t just target them as customers. Bring Gen Z strategists, full-time employees, freelancers, and User-Generated Content (UGC) creators onto your team at the earliest stages of brainstorming. Their insights are invaluable, not just for campaigns but for shaping your brand’s core values and messaging. 

Pay them. This may seem obvious, but it needs to be said - compensation equals respect. If you’re asking for their creativity, their insights, and their time, you have to pay them fairly. This isn’t just about ethics; it’s about valuing their contributions as legitimate work. 

Invite them to build your brand, not just promote it. Create genuine collaboration pipelines and craft authentic social platforms to transform audience ideas and conversations into an actionable campaign. Go beyond simply reposting UGC, invite co-creation through well-thought-out UGC contests with clear briefs, open calls for ideas, and consistent feedback. 

Design for the values Gen Z prioritizes, not just for viral content. While going viral can be a happy accident, it shouldn’t be the sole objective. Gen Z demands mental health advocacy, radical inclusivity, ethical business practices, and seeing creators who genuinely look like them represented in your brand.  When you authentically embed these values into your brand’s campaign strategy, going viral can follow naturally as a byproduct of genuine connection. 

Examples of brands doing it well

Glossier is a prime example - they don’t just sell beauty products, they cultivate community. They actively hire and uplift their fans as creators and collaborators, making them feel like an integral part of the brand’s evolution. This from-the-ground-up approach has fostered unmatched loyalty and a deep sense of belonging with their audience. 

Fenty Beauty forever changed the beauty industry by embodying the exact values Gen Z champions. With a groundbreaking range of shades that cater to real skin tones, featuring real people in their campaigns, and embracing authentic storytelling, Fenty Beauty demonstrates a genuine commitment to inclusivity. This isn’t a marketing gimmick; it’s a purposeful decision in choosing how the beauty brand operates, resonating deeply with a generation that values representation and authenticity. 

What Brands Gain From This Shift

First, brands gain cultural credibility that isn’t performative - this isn’t about chasing trends; it’s about being genuinely immersed in the cultural conversation. Secondly, they gain relevance because they’re built with the very consumers from their key demographic. They also adapt much faster to trends since the creators have already integrated with the company itself. This eliminates the awkward lag time often seen in traditional marketing. 

Most importantly, brands build trust and loyalty in an audience that is otherwise notoriously anti-ad. When Gen Z feels seen, heard, and respected, they become your most valuable ambassadors. Ultimately, this approach leads to a brand that will stand the test of time and grow with Gen Z, not awkwardly around them, ensuring long-term relevance. 

Conclusion

Gen Z isn’t waiting to be marketed to; they are already building brands of their own and creating the future they want, not only for themselves but for future generations. The question isn’t whether you should market to them, but rather if you’re willing to bring them into your brand to build success alongside you. The future of brand-consumer relationships lies not in speaking at this generation, but in genuinely collaborating with them, inviting them to co-create the narratives, products, and experiences that truly matter. 

Be well, 
The Content Queens