Generation Z vs Marketers: How to engage young consumers when they don't trust advertising‍

Previously, older generations would shake their heads and complain that young people don't read books — they prefer to watch television. Well, it can be said that today's teenagers are indifferent to television at all, but new challenges have emerged that marketers millennials are now facing.

Millennials, born from the 1980s to the mid-1990s, the most financially capable segment of society until now, value authenticity above all else. They closely identify with society and appreciate vibrant experiences. Generation Z, on the other hand, born from the mid-1990s to the early 2010s, equally respects their own and others' individuality, effortlessly manages technology, and prefers quick and straightforward feedback.

Generation Z individuals almost don't trust advertising, are not loyal to authorities, and shape their preferences and make purchases based on the principle: "This resonates with me."

What do these insights give us? How can we take these differences into account in marketing campaigns?

Let's explore how businesses can adapt to the behavioral habits of the younger generation and determine how to advertise products so that teenagers and students buy them.

How Generation Z Consumes Information

First, let's figure out how zoomers interact with the digital environment. Recent studies have shown that 95% of American teenagers aged 13 to 17 are captivated by TikTok. However, when it comes to online behavior, they most often go there to chat and message. About one in five of them doesn't let go of their mobile device for 5 hours a day.

Zoomers are accustomed to instant connection and quick reactions. For example, 62% of them ignore apps or websites that are difficult to navigate, and 60% won't waste time on slow-loading pages or apps.

Interestingly, according to Digiday, their world is built not on text but on video. Generation Z has grown up surrounded by video content. And this sets them apart from previous generations who spent time reading social media posts.

All this suggests that advertising to zoomers should be placed in their familiar environments – messenger apps and TikTok. This seems logical, but it's not as straightforward as it seems.

Generation Z has revolutionized the world of shopping, moving from e-commerce, popular among millennials, to social commerce – making purchases entirely on social media platforms. Under these conditions, non-intrusive personalization can become a decisive factor in the competition for the attention and wallets of Generation Z shoppers.

Modern teenagers are practically born with banner blindness – they simply won't notice a boring static banner rectangle. They crave experiences, interactivity, and engagement.

How to Create Interactive and Engaging Advertising Content

A survey conducted by ICSC and Big Village revealed that for 53% of Generation Z representatives in the USA, support for mental health from brands is the primary factor when choosing products or services. Environmental issues (climate change, sustainable development) and the fight for racial and gender equality share the second place, with 47% of the votes. Generation Z also approves of support for LGBTQ+ rights (such as same-sex marriage) and political activism from brands.

It is important to note that despite their concern for the environment, Generation Z, most of whom are teenagers or young adults, are financially constrained. This means that they carefully choose products and prefer brands whose values align with their own.

Therefore, businesses targeting Generation Z need to:

1. Demonstrate an active position on mental health, environmental issues, racial and gender equality, as well as LGBTQ+ rights.
2. Conduct business honestly and transparently (no tax scandals, animal-tested products, or reputational political controversies).
3. Offer affordable products and services.

"Remember: Generation Z are conscientious and demanding consumers who won't tolerate fraud or greenwashing."

They are not as brand loyal as millennials. And not because they don't want to pay attention to any one brand. It's just that they are more individualistic and independent. For example, while millennials might forgive a brand for a mistake, Gen Zers are more likely to move on to the next in search of what they need. Moreover, they don't mind spending time researching and comparing. They prefer real "before" and "after" photos, and in advertising, they often look for images that are associated with real experience.

How to Create Ads that Resonate with Gen Z

Gen Z, like any other generation, is not a homogeneous group. However, there are common trends that can be identified and targeted using existing advertising tools.

1. Avoiding traditional advertising

Challenge: Today's teenagers have grown up in a world full of ads and have learned to filter it out. They use ad blockers, skip ads on streaming services and radio, and ignore banners on the internet. Traditional advertising methods such as slogans and pretty pictures seem insincere and manipulative to them.

Solution: Create content that resonates with youth subcultures. This could be memes, video games, quizzes, or other formats that evoke emotions.

2. Authenticity and Transparency

Challenge: Gen Z trusts brands that behave honestly and openly. They appreciate companies that share their values and care about social and environmental issues.

Solution: Show that you are engaged with society's problems and taking steps to address them. Support important organizations, talk about your own efforts, but avoid trying to speculate on sensitive topics, especially the topic of war.

3. Impact of Influencers

Challenge: This target audience trusts local familiar bloggers more than brands. Advertising from influencers on social media can be more effective if it looks natural and unintrusive..

Solution: Collaborate with opinion leaders that Gen Z follows. They can promote the product to their audience in a natural and unobtrusive way. Avoid trying to control every word they say and give them the freedom to express themselves. It's best to focus on micro-influencers.

4. Short and Dynamic Formats

Challenge: Youth are accustomed to consuming information quickly. Teens prefer short videos, GIFs, and other dynamic ad formats. Long texts, complex slogans, and plots can deter them.

Solution: Use dynamic and unconventional Rich Media banners. If preparing Native Video, it should be short — no more than 30 seconds.

5. Mobile Optimization

Challenge: Teens and slightly older audiences are almost always online. All content initially touches them on their mobile phones. This means that any advertisement must be optimized for mobile devices to ensure interaction with it does not cause discomfort.

Solution: Pay attention to formats such as Carousel and Cube Rotation. It is also important to note that many teens watch videos without sound. If promoting a video ad, add subtitles to the video so that the content can be watched on the go.

Using these principles, you'll be able to create advertisements that are not only noticeable to a young and progressive audience but also help you achieve your marketing goals. And despite the fact that each Zoomer is an individual, they all, as the French say, are about the same thing. And perhaps it's their straightforwardness and lack of loyalty to outdated promotional methods that will reach the advertising market into a new orbit.