When it comes to content marketing, brands should be up to speed on all things Gen Z. The cohort, defined by birth years between 1997 and 2012, represents just over 20% of the American population, according to Statista, and is the first generation of true digital natives.
Considering that it takes just 1.3 seconds for Gen Z to lose active attention in ads, per eMarketer, brands should focus on relevant, useful (or entertaining) content. Keep reading to learn more about this diverse, progressive, and tech-savvy consumer group, including what they care about, where they spend their time online, and why their trust has to be earned.
Focus content on Gen Z’s values
Needless to say, every generation is made up of unique individuals. However, this cohort tends to have some overarching shared values that align with its members’ identities and experiences. As you strategize your content marketing, consider these top issues that Gen Z wants to see brands support before making a purchase or advocating for it:
Mental health
Gen Z has experienced a pandemic, economic instability, 9/11, school shootings, political divisiveness, and real fears of climate insecurity, among other major events. Despite these significant stressors, these teens and young adults have an increased awareness of the importance of mental health. They’ve also destigmatized seeking counseling or using medication for anxiety or depression, in large thanks to the interconnectedness of social media.
Marketers looking to reach and connect with these teens and young adults should consider that 71% of Gen Z like it when brands make mental health part of their messaging, according to AdAge. This could be anything from self-care and exercise to nutrition and meditation. The key is to be respectful, factual, and supportive, allowing your product or service to organically fit the context without being self-serving.
Need an example? Check out this TikTok video shared by Dietitian Steph Grasso, who partnered with Thrive Market to share foods high in magnesium to help reduce anxiety.
Sustainability
Having inherited a planet that is slowly eroding due to overpopulation, pillaged natural resources, and pollution, Gen Z seeks solutions to not only reverse the damage, but also ways to live, shop, and consume more responsibly. With 47% of respondents reporting that they want brands to actively support the environment, sustainability, and the fight against climate change, marketers should highlight their products, services, and initiatives that fit the bill.
Implement popular hashtags, such as #SlowFashion, #SustainableLiving, or #EcoFriendly, in your content to make it more discoverable and don’t scale back touting your brand’s efforts to be sustainable. Check out this fun and helpful content marketing example from Bambaw on Instagram highlighting “Unusual Things You Can Rent Instead of Buy.”
Racial and gender equity and LGBTQ+ rights
As the first generation in which less than half of its members are white, per PRRI, Gen Z wants to see brands that celebrate their differences. These young people are also leading the charge for gender equity and LGBTQ+ rights and expect to see marketing blurring the line between masculine and feminine to challenge stereotypes.
Your content marketing cycle should reflect young consumers’ diversity, whether via spokespeople, language, models, or even the products or services themselves. How might that look? Check out this YouTube tutorial from Urban Decay partner RicardoRon in which he demonstrates three ways men can wear concealer.
Meet Gen Z where they are
Where you market your content is just as important as what it contains if you plan to capture Gen Z’s attention. Compared to the general population, Gen Z adults are more likely to stream music and videos and play video games. According to eMarketer, YouTube earns the top spot for long-form video content, but TikTok, including TikTok Live, is the preferred platform for short-form video, followed by Instagram Reels and YouTube Shorts.
When it comes to social commerce, Gen Z prefers TikTok and Instagram, particularly because they offer access to user reviews and comments, both of which are important for providing social proof to this skeptical, advertising-resistant group of young adults.
Because they grew up in the era that launched smartphones, wearables, and virtual assistants like Alexa and Siri, Gen Z has adopted new technologies easily and integrated them into their searches. For marketers, this means leaning into conversational FAQs in brand content for it to be perceived as relevant and useful to both voice and text searches.
Curious to see conversational FAQs in action? A quick Google search for “Are vegan shoes better for the environment?” produces a top (non-sponsored) result for a blog post on eco-friendly footwear retailer GreenSole.com. The article, “Exploring the Ethics and Sustainability of Footwear: Vegan Shoes vs. Leather Shoes” directly answers the search question in its content: “Vegan shoes are also environmentally friendly as they do not require animal farming, which can be a significant source of greenhouse gas emissions.”
Focus on authenticity
Regardless of the content marketing tactics you use to reach and engage with Gen Z, ensure your focus is on authenticity to build trust. They prefer to see real customers in content rather than celebrities, expect to be able to read reviews, and are more likely to be persuaded by user-generated content. They can see through performative activism and know when a brand is trying to capitalize on an initiative—such as Pride Month—solely for marketing, rather than demonstrating true devotion to the cause.
The more you understand Gen Z’s impact on content marketing, the better you’ll position your brand to make a real connection with these young adult consumers. Focus on providing high-quality content that’s useful and relevant, and that represents the diverse demographics and social concerns of its members, and you’ll grow your brand in a way that’s organic, authentic, and in sync with the progressive trajectory of future generations.
