18th May | Trends and Insights Team back

Generation Z – If you can’t beat ‘em join ‘em

Young people often get placed into generational boxes – they are just an exaggerated version of the previous generation, right? Addicted to their phones, pushing ahead in the workplace and wishing on that overpriced first home… Wrong. Communicating with Gen Z is a whole new challenge. This is a generation rocking the boat and producing trends we have never seen before, making it impossible for experts to forecast. Brands spend years predicting trends, forecasting results and trying to find the latest craze and what makes people tick. The obsession with millennials, the most studied generation to date, left no room for Gen Z who are completely confusing and utterly confused themselves. Aged between 13–24, a generation who grew up in an era where information was readily available at all times, their outlook on life is like an avocado-flavoured gelato – they live by their own rules.

Savvy, smart and social – Gen Z are rewriting the rules

Savvy, smart and social – Generation Z are one step ahead of the curve. A flashy advert with a hot guy drinking from a shiny can of fizz won’t wash with these cool kids – they know what your brand does, what it did 10 years ago, and they are the first to shout about it if you step a foot out of line. Adverts used to be the face of a brand; now they are simply a mask waiting to be ripped off by this ‘no crap’ generation. Gen Z don’t want to be fooled or manipulated by bright, shiny adverts – they want the cold, hard facts and to be the decision makers. In 2025, an advert is more likely to obfuscate than enlighten.

Gen Z vs Millennials – what makes them different?

Growing up in a time of hardship, global conflict and economic troubles, this generation are wary, ambitious and incredibly conscious. They are social media savvy and spend most of their lives on their phones – but from this they gain a concerning insight into the big, bad world at an incredibly young age. Millennials wanted to work within the system, craving corporate jobs, career ladders and normality. Gen Z are rebelling – the colleague who picks up their papers at 4pm on a Friday and yells “screw this!” before heading out the door. They are fighting against the system for the freedom they never knew, yet strongly believe in. This contrast between Gen Z vs millennials is crucial for brands to understand.

What do Gen Z want from work?

Generation Z are entering the workplace with clear expectations: They are wary of debt, after seeing their parents flail in the recession. They are cautious of public behaviour, knowing how quickly it can go viral. They champion diversity, gender inclusivity and social acceptance. They are deeply sustainability conscious, having grown up in a world made of plastic. For employers, this makes understanding the benefits of Gen Z in the workplace essential. They bring digital fluency, ambition, and fresh perspectives – but expect authenticity and respect in return.

How to connect with Gen Z

So what do we do? Do we wait for them to leave this “phase” and “grow up” – or do we recognise that this is a revolution and we need to tune into their frequency? They are the future CEOs, prime ministers, kings and queens. The question is not whether to engage them, but how to work with Gen Z effectively. Brands need to: Produce relatable and genuine content. Communicate values with transparency. Engage directly across social media. Offer experiences, not just adverts. This is the heart of communicating with Gen Z. To win their trust, brands need to honour modern morals, show respect, and act more like a genuine best friend than a bullying older sibling.

Examples of brands communicating with Gen Z

A strong example of a brand connecting with Gen Z is Nike. Nike communicates that they are more than just a retailer. The brand’s Unlimited campaign featured the first transgender athlete and celebrated individuality, while clearly signalling support for diversity and inclusivity. Nike also backs this up internally, releasing data that shows the majority of employees are members of minorities and that women make up 48% of its global workforce. This transparent communication proves to Gen Z that Nike works with communities, not against them. Nike’s campaign was a masterclass in communicating with Gen Z — not only through advertising but also by living its values internally.

Final thoughts – if you can’t beat ‘em, join ‘em

This incredibly paramount demographic is growing fast, and every brand’s reputation is sitting in their hands. Gone are the days of throwing out a shiny advert and watching sales soar. Gen Z want to know the 360 on your product – and it had better be credible. Discover what they want, and give it to them. If you can’t beat Gen Z, join them. Want to know more about how brands can adapt to the next generation? Get in touch!