Gen Z, born between 1997 and 2012, is the first true digital-native generation. Raised with smartphones, streaming, and social media, they are highly connected, globally aware, and value-driven. Unlike previous generations, Gen Z has grown up in a fast-paced, information-rich world with access to global conversations at their fingertips.
They are also more diverse than any generation before them and are shaped by major world events like the 2008 financial crisis, COVID-19, and ongoing climate activism. These experiences have made them cautious, skeptical, and highly resilient, yet they crave authenticity and purpose in their relationships, education, and career paths.
What Gen Z Likes
Authenticity
Gen Z values real, unfiltered content and genuine communication. They are drawn to people and brands that show transparency, vulnerability, and honesty.
Technology & Social Media
TikTok, YouTube, and Instagram are their playgrounds. They use these platforms not just for fun, but for learning, identity-building, and activism.
Mental Health Advocacy
They openly discuss mental health, support therapy, and are strong proponents of self-care and emotional literacy.
Creativity & Individuality
Gen Zs express themselves through fashion, content creation, memes, and alternative art forms. They prefer personalization over mass trends.
Social Justice & Inclusivity
They care deeply about equality, the environment, and human rights, and support brands or causes that reflect these values.
What Gen Z Dislikes
Inauthentic Messaging
They can quickly spot fake marketing or forced engagement and will disengage with anything that feels disingenuous.
Outdated Hierarchies
Rigid systems—whether in school, work, or family—don’t appeal to their sense of flexibility and autonomy.
Exclusion and Prejudice
They are quick to call out racism, sexism, and any form of inequality or bigotry, especially online.
Slow or Irrelevant Content
Gen Zs prefer fast, engaging, and visual content. If it’s not meaningful or exciting in the first few seconds, it gets skipped.
Toxic Positivity
They reject sugarcoating real problems and prefer raw, honest discussions about mental health and life struggles.
How to Engage with Gen Z Effectively
- Be real and relatable – Drop the formal tone and talk like a human.
- Use short-form content – Incorporate videos, memes, polls, and quick reads.
- Let them participate – Invite their input through interactive tools or collaborative platforms.
- Support their causes – Align your messaging with values like diversity, sustainability, and equity.
- Respect boundaries – Recognize the importance they place on mental health and work-life balance.
Final Thoughts
Understanding Gen Z means more than just keeping up with trends—it’s about meeting them where they are. They want to be heard, seen, and involved. By embracing authenticity, digital fluency, and inclusivity, you’ll not only connect with Gen Z—you’ll thrive alongside them.