Understanding Gen Z: What Global Brands Need to Know

by: Melanie Lange

May 1, 2025

Min Read 4 minutes

Gen Z is no longer the “next generation”. They are now your (potential) customers.

Having grown up online, Gen Z are true digital natives, comfortable with tech from the start. But don’t mistake them for a single type. This generation is diverse, and not just from one country to another. What drives them varies, and if you want to reach them, you need to understand what matters to each group.

At AccuraCast, we often work with established global brands that want to keep ahead of changes in their customer base. It’s not just enough to speak Gen Z’s language. You need to connect at multiple levels, through content, influencers, and ads that get real results.

Here is what everyone needs to know to reach Gen Z today…

Values first. Trends second

This generation cares deeply. About the planet. About fairness. About inclusion. But they also care about price and proof.

Eco messaging still works – to varying degrees, depending on the geo-political climate – but only when it feels genuine. Show the action behind the ad. Focus on transparency. Brands that fake it get called out, fast.

This isn’t about adding a green leaf to your logo. Gen Z expects operational transparency. Think supply chain details on product pages, climate commitments on social media, or even creator partnerships focused on education. Brand activism must be earned, not claimed.

Tips

Build campaigns with stories, not slogans. Include behind-the-scenes content, real voices, and measurable progress.

Influencers > Ads? No. It’s both

Influencers matter, a lot. Gen Z follows people, not logos. But that does not mean ads are dead.

The best results come from merging both. We use creators to build trust, and paid media to scale it.

Influencer-led creative can power everything from TikToks to Reels to podcast clips. Add paid ads to amplify the top performers. You get reach and results, without the guesswork.

Selecting the right influencers to partner with is critical. Adopting a broad-brush approach across international markets is more likely to yield mediocre results. Instead, we find that you can earn longer-term customer loyalty by selecting local influencers that represent what your brand means to audiences in that market.

Tips

Choose influencers based on community, not just follower count. Focus on fit, not fame. The challenge isn’t deciding between performance and brand: it’s blending them. We’ve seen influencer-led content outperform traditional creative by 2-3x on engagement.

Have you bought anything after seeing it recommended by an Influencer?

Source: SurveyMonkey – Gen-Z social media and shopping habits

Scroll-Stopping Social

Gen Z lives in feeds. Instagram, TikTok, YouTube Shorts. If your brand does not show up there, it does not exist to them.

But here’s the catch: they don’t want ads. They want stories – short, funny, raw, useful.

The trick? Design content that blends in – but stands out. That means native formats, fast captions in the local lingo, and hooks in the first second.

They click. But only if it connects

Paid ads still work. But only when they feel personal. Gen Z audiences across the globe are attuned to ignoring anything that interrupts their feed rather than adding value in it. This means they are more likely to skip anything that looks too polished, too pushy, or too generic.

What works? Personalised creative. Ads that feel like content. And journeys that match their mood: whether they’re swiping during lunch or researching late at night.

Don’t focus only on CTR. Consider post-click performance: page load speed, mobile UX, and follow-up content. Use retargeting to continue the conversation, not repeat the offer. And integrate your influencer content into your paid funnels for better authenticity at every stage.

Tips

Build multi-touch campaigns. Use dynamic creative. And don’t stop at link click, think about what comes next.

Mental health, money, and meaning

Gen Z talks about wellbeing and finance like older generations talk about sport. It’s social. It’s normal. And it shapes how they buy.

This matters for advertisers in North & South America, Europe, the Middle-East, Africa and Asia. Fitness trackers, flexible banking apps, mindfulness tools. All thrive with this audience, no matter where in the world they are. So do lifestyle brands that connect to identity, not just price.

Embedding your message in content that relates to Gen Z’s daily mental and emotional routines is likely to resonate better. This can be in the form of gym playlists, creator-led money tips, or a meme that hits at just the right time.

Tips

Use smart targeting. Group your audiences by interest, not just demo. Tailor the creative to each slice.

One voice doesn’t fit all

Gen Z is diverse. They cannot be typecast or all put in the same box. Some love memes. Some love data. Some want impact. Others just want fun.

The most successful campaigns are segmented. Not by age or gender, but by mindset, lifestyle, and values.

And keep in mind these factors may vary significantly for Gen Z audiences from one country to the next.

Mistakes brands make with Gen Z

Many brands try to connect with Gen Z. Few succeed. They launch campaigns. Post on social. Work with influencers. But the results often fall flat. Why? Gen Z are quick to spot what feels fake, forced, or out of touch.

Here are the most common mistakes we see:

Trying to be trendy
Using polished ads instead of real voices
Choosing reach over relevance
Treating social media like a noticeboard
Talking more than listening
Focusing only on clicks

It is about building the kind of brand Gen Z wants to see. One that listens. One that responds. One that feels real.

Final words: Don’t sell, connect!

The old rules of advertising don’t apply here. Gen Z won’t wait. Won’t click. Won’t care, unless you give them a reason.

They grew up with personalisation. They expect it. They want to feel seen, heard, included. Not sold to.

Many brands get this wrong. They focus on reach instead of relevance. They speak in campaigns, not conversations.

Gen Z wants more. They want meaning. They want brands to understand who they are and what they stand for. And they want it fast!

That is where we come in. At AccuraCast, we help brands move with culture. We turn content into connection. We use real insight to build trust at every stage.

We do this through:

Influencer marketing with real voices
Social content that fits their world
Paid media ads that feel personal and perform

It is not about being everywhere. It is about showing up in the right way.

Want to engage your Gen Z customers with more than just clicks and likes?

Let’s talk!

About the Author

Melanie Lange

Melanie is a digital marketing consultant at AccuraCast, specialising in crafting innovative strategies to help businesses grow and succeed online.

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