Generation Z, born between the mid-1990s and the early 2010s, grew up with smartphones, social feeds and instant connectivity. They bring their own values and habits to the way they shop, and brands that want to win them over need to adapt.
One of the biggest factors in Gen Z's buying decisions and brand loyalty is brand engagement. Here's what this generation expects, and how you can meet those expectations.
Authenticity Over Advertising
Gen Z expects brands to be honest and transparent. Research by Cohn & Wolfe found that 87% of consumers value brands that act with authenticity, and the expectation is especially strong among younger audiences. Raised on information overload, this generation is quick to spot marketing that doesn't ring true.
For Gen Z, it's not just about the product. It's about the values and credibility behind it. Brands that close the gap between what they say and what they do are best placed to win them over. Talking about your values isn't enough; your actions need to show them.
Digital Engagement Beyond the Feed
According to a Forbes report, 97% of Gen Zers own a smartphone and they spend an average of four hours a day on their devices. Moreover, 83% say social media has made them more aware of global issues.
That awareness shapes how they shop:
- Research by DoSomething Strategic found that 76% of Gen Z have bought products to support causes championed by brands.
- Accenture found that 62% of Gen Z want brands to take a clear stance on societal issues.
- Edelman's "New Cascade of Influence" study shows that the call for brands to take tangible action extends well beyond this generation.
Personalisation Is the New Baseline
A Salesforce study found that 84% of customers see the experience a company provides as just as important as its products or services, and 69% expect relevant suggestions before they even get in touch. For digital natives like Gen Z, this expectation is the norm. It's not just about the transaction; it's about a smooth journey that fits their preferences and values.
Gen Z doesn't want one-size-fits-all. They want brands to understand their needs and anticipate them. Brands that use data and technology to offer relevant suggestions, before customers have to ask, build stronger relationships and longer-lasting loyalty.
Interactive formats such as a Personality Test are a simple way to do this. A few fun questions tell you what someone is looking for, and you can recommend the right product on the spot.
Co-Creation: From Audience to Collaborators
User-generated content (UGC) and co-creation have changed how brands and consumers interact. UGC reflects real experiences, which is exactly the authenticity Gen Z is looking for. According to Adweek, 64% of this generation appreciate brands that involve them in their marketing. They want to take part, not just watch.
When consumers help shape a brand's story, they feel a sense of ownership and community. Co-creation strengthens authenticity and loyalty at the same time, because people feel valued as contributors.
There are easy ways to start. Let your audience vote on a new flavour, design or product name with a Vote Game, or invite them to share their own photos and stories as part of a competition.
Gamification: Engagement Through Interaction
Interactive marketing helps you build community and attract new customers. When you present your products in a fun, interactive way, people find it easier and more appealing to discover them, learn about them and engage.
Gamification draws on design, psychology and behavioural economics. Instant rewards keep people coming back, which improves brand recall and loyalty. And because games are made for mobile and easy to share, they fit naturally into the way Gen Z already uses their phones and social media.
Redefining Brand Engagement
To connect with Gen Z, brands need to move beyond traditional marketing. This generation values authenticity, personalisation and active participation. Embrace those principles and you can build genuine connections, turning consumers into collaborators and advocates.
Want to engage a younger audience with interactive campaigns? Explore our templates or start a free 14-day trial and build your first campaign without any coding.
