What Every Marketer Needs to Know About Gen Z Consumers

Let’s face it: Gen Z is changing the game.

If you're a business owner trying to figure out why your old marketing tricks aren't working like they used to, I’ve got news for you—this new generation doesn’t play by the same rules.

They scroll faster, trust less, and expect more.

And if you want their attention (and their business), you’ve got to understand how they think, what they value, and how to really connect with them.

In this blog, I’m giving you a straight-up, behind-the-scenes look at what makes Gen Z tick—no hype, no fluff—just real insights to help you reach one of the most powerful consumer groups today.

Let’s dive in.

Marketing to Gen Z Feels...Confusing

Maybe you’ve noticed it already. Your ads aren’t getting the clicks they used to. Your email open rates are dropping. And your social media posts feel like they’re shouting into the void.

You’re probably thinking:

  • “We’re on Instagram—why isn’t this working?”

  • “We hired a younger intern to write content...still nothing.”

  • “Do we really need to be on TikTok?”

Here's the thing: Gen Z (people born roughly between 1997 and 2012) grew up with the internet. They’ve had smartphones in their hands since middle school. And they’re the first generation that’s truly digital-first.

They’ve seen every sales trick. Every “limited time offer.” Every over-polished brand trying too hard to be relatable.

So they ignore it.

They don’t care about your glossy brochure. They care about realness, purpose, and speed.

If your marketing doesn’t check those boxes, they’ll scroll right past.

What Happens If You Don’t Adapt

Here’s the harsh truth:

- Gen Z is already influencing the way all age groups interact with content.
 - They make up over 40% of global consumers.
 - They have an estimated $360 billion in spending power.

If your business isn’t learning how to connect with them, you’re not just missing out on today’s customers—you’re falling behind the entire direction marketing is heading.

You’ll keep spending money on ads that don’t convert. You’ll keep wondering why engagement is low. You’ll keep trying things that feel outdated the moment you launch them.

Let’s not do that.

How to Actually Reach Gen Z (Without Being Cringe)

Here’s what we’ve learned from running campaigns targeting Gen Z consumers. You don’t need to change your entire brand overnight—but you do need to shift your strategy in a few key ways:

1. Be Real, Not Perfect

Gen Z doesn’t trust brands that look too polished or scripted.

They’ve grown up watching YouTubers, TikTokers, and real people share real experiences. They value authenticity over aesthetics.

What does that mean for you?
 - Stop using only stock photos and corporate language.
 - Share behind-the-scenes moments.
 - Let your brand voice sound like a real human, not a press release.

Example: A clothing brand we worked with swapped their studio photos for user-generated content (UGC)—real customers showing off outfits in everyday settings. Engagement doubled in two weeks.

2. Move Fast and Keep It Short

Gen Z has an attention span of about 8 seconds (and we’re being generous).

Long paragraphs? Boring. Slow-loading websites? Forget it.

You need to get to the point—fast.

- Use bold, clear messaging.
 - Make your visuals scroll-stopping.
 - Optimize your site for mobile (and speed).

Tip: If you're making video content, hook them in the first 3 seconds. Otherwise, they’re gone.

3. Show Purpose, Not Just Product

Gen Z wants to support brands that stand for something.

That doesn’t mean you have to get political—but they do want to know what your business cares about beyond making money.

- Do you support a cause?
 - Do you treat your employees well?
 - Are you transparent about how your products are made?

Gen Z doesn’t just ask “what does it do?” They ask “why should I care?”

Example: A skincare brand we worked with highlighted their cruelty-free ingredients and commitment to sustainable packaging. Their sales increased by 28% after adding this messaging to their site and socials.

4. Meet Them Where They Are (Yes, Even TikTok)

If you’re only advertising on Facebook and ignoring platforms like TikTok or YouTube Shorts, you’re missing out.

Gen Z hangs out on:

  • TikTok

  • Instagram Reels

  • YouTube

  • Twitter(X)

But here’s the key—you don’t need to be trendy, just relevant.

You don’t have to dance or use slang you don’t understand. Just create content that educates, entertains, or adds value.

Tip: Behind-the-scenes content, short how-to videos, or even customer testimonials work great in short-form video.

5. Make Buying Seamless

Gen Z expects the buying process to be as smooth as ordering a pizza.

If your website is clunky, if checkout takes too many steps, or if your product descriptions are confusing—they’ll bounce.

- Make sure your site is fast and mobile-friendly.
 - Offer quick payment options (Apple Pay, PayPal, etc.).
 - Make customer service easy to reach (bonus points for live chat).

Stat to know: 60% of Gen Z won’t use a website or app that’s hard to navigate. That’s a lot of lost customers just because of poor UX.

Real Talk: What This Means for Your Business

You don’t need to reinvent the wheel. But you do need to adjust the way you speak, sell, and show up.

Marketing to Gen Z isn’t about being flashy—it’s about being human, helpful, and fast.

Here’s what to focus on:
 ✅ Speak like a person, not a brand.
 ✅ Keep content quick, visual, and mobile-friendly.
 ✅ Be transparent and show what you care about.
 ✅ Create a smooth, easy path from interest to purchase.

Whether you're selling online courses, running a gym, or offering accounting services—Gen Z is watching.

The question is: will they connect with you... or scroll past?

Want Help Creating a Gen Z-Friendly Strategy?

If your current marketing isn’t reaching Gen Z—or if you’re just not sure where to start—we’ve got you.

We help small and mid-size businesses adapt their marketing to attract today’s customers, without wasting money on the wrong platforms.

Fill out the form below for a FREE consultation, and we’ll break down exactly how your business can connect with Gen Z (without the guesswork).

Let’s make your brand the one they follow—and buy from.

Claim Your Free Marketing Strategy Session Now:

https://rmmarketings.com/#freemarketinganalysis

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