18/08/2025
Why Most Marketers Keep Missing the Gen Z Mark
Not long ago, I sat in a strategy meeting where a brand was excited about a TikTok campaign they were planning. The room was filled with enthusiasm, but one thing was missing: not a single Gen Z voice was present at the table. That’s when it hit me — almost every marketer wants to capture Gen Z, but very few are actually listening to them.
Gen Z is not just another demographic; they’re shaping cultural trends, driving digital consumption, and redefining brand loyalty. Yet, many marketing strategies aimed at them feel out of touch. Why? Because instead of investing time to understand their spending patterns, media habits, and values, brands rely on assumptions or outdated playbooks.
Research shows that Gen Z spends more on experiences than material goods, gravitates toward authentic brands that align with their values, and lives on platforms like TikTok, Instagram, and YouTube. A McKinsey study revealed that Gen Z consumers are 1.5x more likely than other generations to care about the ethics of a brand — meaning flashy ads won’t cut it if the brand story lacks integrity.
At the same time, Deloitte’s Gen Z insights highlight that this generation is extremely budget-conscious. They’re digital natives who research every purchase online, look out for peer reviews, and often prefer community-driven platforms. Yet many campaigns continue to treat them like millennials 2.0 — missing the nuances that drive their loyalty.
The disconnect becomes obvious when brands push content that Gen Z simply scrolls past. The truth is, Gen Z doesn’t just consume — they curate, critique, and co-create. They want to feel part of the process, not just the target.
For marketers, the challenge — and opportunity — is clear:
Stop guessing and start observing.
Move beyond demographics into psychographics.
Spend more time where Gen Z actually spends theirs.
The brands that win Gen Z aren’t the loudest. They’re the ones that are relevant, relatable, and real.
