How to Win Gen Z's Hearts

Of the 5.3 billion people on the Internet, no generation is more connected and fluent in its use than mine — Gen Z. While that is a bit cringey to admit, let me say it’s pretty cool to be part of the first group of people to have grown up online. However, this also means we've been bombarded by ads our entire lives, turning us into living, breathing ad-blockers.

That being said, how do brands catch our attention and potentially win our hearts in this day and age? Here are some Gen Z-approved hooks for you to know:

Less (polished content) is best

The ad practice “one-size-fits-all” usually comes across as “I’m trying to get my brand onto as many platforms as I can — that’s it and that’s all”. Sure, call it consistency, but where’s the flavour? What works for us, naturally, is when the content is tailored to each platform. After all, a LinkedIn ad won’t fly on TikTok.

It doesn’t have to be super polished either. Think raw, honest, open engagements, maybe even a little quirky. Extra points if you add humour into the mix. Older audiences might find this approach off-putting or unprofessional, but to us, it’s what would make an ad stand out from the rest. It will feel like the intention was to entertain first and sell second.

Influencers > celebrities

We crave authenticity and it shows. We want to see real people telling real stories — or at least convincing ones.

That’s why collaborating with micro or nano-influencers is the way to go, especially those whose day-to-day content aligns with what you want to advertise. These creators often have highly engaged, niche audiences who trust their recommendations. Plus, their down-to-earth nature fosters a stronger connection with us, making sponsorships or campaigns feel like a genuine recommendation.

Be our friend

It’s only natural to gravitate towards brands that feel relatable. Those who talk like us, think like us, get us. And a big part of it is participation.

Spend time in our communities, and you’ll learn how to be one of us. Any participation, from engaging with user-generated content to hopping on to other brands’ platforms, doesn’t go unnoticed.

But also, don’t show up behaving like a corporation — be our friend. This builds trust and makes your ads feel less like, well, ads.

As digital natives, my generation is immune to hard-selling ads, but not to connection — that’s why authenticity is so important to us. And when this is the foundation of your brand’s advertising, campaigns, collaborations and social media engagement, you’re on the right path to win our hearts, and ultimately, our loyalty.

Amanda Colleen Wijaya