If you’re building a brand or launching a product in 2025, chances are you’re eyeing Gen Z.

And with good reason. Born between 1997 and 2012, Gen Z makes up about 20% of the U.S. population and wields over $360 billion in spending power, according to eMarketer. But targeting Gen Z isn’t just a matter of posting on TikTok or adding emojis to your copy.

So how do you actually connect with Gen Z in a way that builds trust and earns loyalty? The short answer: You speak their language – authentically, inclusively, and on their terms.

Here, experts from Gen Z side hustles app Prograd lay out the strategies that they use to identify and engage with Gen Z.

First: Understanding the Gen Z Mindset

Gen Z has grown up in a world shaped by quick technological change, economic uncertainty, and global activism. They’ve never known a world without smartphones, social media, or streaming content on demand.

As a result, they’re hyper-aware, incredibly adaptive, and, perhaps more than any generation before them, they expect transparency from the brands they engage with.

Forbes reported that Gen Z places high value on authenticity and individuality. They’ve seen enough perfection online to spot fake messaging from a mile away. That’s why brands that appear overly polished risk being immediately ignored.

On the flip side, those that are open and honest, especially around issues like sustainability, mental health, and equity, are far more likely to be noticed.

In fact, a 2023 survey from eMarketer revealed that 53% of Gen Z consumers want the brands they shop with to support mental health, with environmental causes and racial/gender equity close behind at 47%. This generation doesn’t just want to buy things – they want their money to go towards something.

Marketing That Starts With Listening

It’s not just what you say – it’s how, where, and who you say it through. Gen Z spends hours every day on social media, but their attention span is famously brief.

According to research from Yahoo and OMD Worldwide, it takes just 1.3 seconds for a Gen Z user to lose interest in an ad – less than any other age group.

That means content has to be punchy, purposeful, and above all, relevant.

They prefer to be part of the conversation, not just passive recipients of messaging.

Influencer marketing also plays a big role here, but authenticity still rules. As eMarketer reports, Gen Z responds best to influencers who are actual users of the product, not just paid endorsers.

Community-Driven, Not Corporate

Brands that are winning with Gen Z aren’t just promoting products; they’re building communities where users feel heard and valued.

Forbes talks about the example of Hollister’s “Hollister Collective,” which started by partnering with TikTok creators and grew into a user-generated content hub. Gen Z consumers were able to share their own stories, build community, and – most importantly – see themselves reflected in the brand.

Digital Fluency Without the Gimmicks

It’s easy to assume that “digital native” means “easily impressed by tech,” but Gen Z is savvy – and skeptical. They expect technology to work perfectly, the first time. Zazzle points out that if an app is buggy or a video takes too long to load, Gen Z users will click off and likely never return. That’s why it’s important to invest in digital experiences from day 1, not just trendy features.

Mobile-first design is also non-negotiable. Gen Z spends upwards of four hours a day consuming content on their phones, with short-form video reigning supreme. Instagram Reels, TikTok, and YouTube Shorts are the frontlines for brand discovery. In fact, eMarketer found that nearly 94% of Gen Z streamed video content in 2023, with YouTube dominating for longer formats and TikTok leading short-form engagement.

Trust Takes Time, but It Pays Off

Gen Z may be open to new brands, but they aren’t easily won over. According to eMarketer, over 52% of Gen Zers say they’ll choose a trusted brand over a new one when it comes to financial products – and similar dynamics play out in retail and lifestyle spending. That said, once trust is established, Gen Z is likely to become highly loyal.

What helps build that trust? Consistency, clear values, and inclusive storytelling. Patagonia’s long-standing commitment to sustainability continues to resonate with Gen Z, especially as the brand grows its messaging and practices to stay relevant. It’s not enough to have a mission statement – this generation wants to see action.

The Bottom Line: Speak Their Language – Or Don’t Bother

Marketing to Gen Z isn’t about trends – it’s about truth. It’s about understanding that this generation can see through spin and expects more from the brands they engage with. That means meeting them where they are, making space for their voices, and backing up your words with action.

The brands that succeed won’t be the ones with the flashiest campaigns, but the ones that listen closely, show up authentically, and build communities that Gen Z feels part of. Because for this generation, connection isn’t just a marketing strategy – it’s the entire point.