How to Market to Gen Z Without Losing the Plot
It’s the marketing world’s biggest paradox: Gen Z spends more time online than any other generation, consumes more content, and wields over $360 billion in spending power. Yet, brands are scrambling, even panicking, to figure out how to reach them.
A recent Wall Street Journal article put it bluntly: “Corporate Anxiety Is Fueling a Multimillion-Dollar Industry of Gen Z Translators.” From big agencies launching youth labs to new startups built entirely by and for Gen Z, there’s a cottage industry now devoted to decoding what this generation wants, how they speak, and what makes them tick.
But here’s the good news: Gen Z isn’t a mystery. They’re just different. And if you stop talking at them and start engaging with them — on their terms — they’ll reward you with something rare: loyalty.
Below are five rules for getting it right.
1. Speak with them, not at them
Gen Z is fluent in nuance. They grew up in the comment section, the group chat, and the endless remix culture of the internet. They know when a brand is talking to them versus with them, and the latter always wins.
The WSJ article underscores this point: many companies are hiring Gen Z “translators” not just to tweak their slang or visuals, but to fundamentally shift how they think about communication. Gen Z doesn’t want to be sold to. They want to co-create. Ask for input. Invite conversation. Make your message a dialogue.
2. Personalization isn’t a gimmick, it’s a baseline
This generation grew up with hyper-curated feeds and Spotify Wrapped. They expect brands to meet them on a 1:1 level.
That’s where tech like Blings’ MP5 format comes in enabling brands to deliver video experiences that are personalized in real time. Whether it’s referencing a customer’s past purchase, showing a product in their favorite color, or letting them choose their own content path, personalization helps your message feel like it was made for them, not for everyone.
It’s not about gimmicks. It’s about relevance. If your content isn’t tailored, Gen Z won’t even see it.
3. Don’t just be on platforms, but understand how each one works
Being “on TikTok” or “on Instagram” isn’t enough. Each platform has its own culture, humor, pacing, and visual language. What works on Reels might flop on TikTok. What’s cool on YouTube Shorts might look try-hard on Snapchat.
Gen Z isn’t just watching videos, they’re decoding tone, editing choices, transitions, and even audio cues. That’s why “authenticity” is more than a buzzword. You can’t just cut your TV ad down to 15 seconds and call it a TikTok. You need to learn the platform from the inside out or partner with creators who live there natively.
4. Value > polish
Perfection is out. Realness is in.
Gen Z rewards content that feels spontaneous, honest, and imperfect. Especially if it’s useful, entertaining, or emotionally resonant. The rise of “unhinged marketing” (yes, that’s a real term now) shows how much they appreciate risk-taking brands willing to break the mold.
This doesn’t mean your brand needs to become chaotic. But it does mean embracing humor, transparency, and vulnerability. Try asking your audience for feedback in public. Show behind-the-scenes. Apologize when you mess up.
Done right, it builds trust faster than any polished brand video ever could.
5. Make it interactive, or risk being ignored
This is the click-and-scroll generation. They don’t want to sit through your brand story, they want to play with it.
Interactive content is one of the most powerful ways to earn their attention. Whether it’s a “choose your own ending” video, a personalized quiz, a product builder, or even a gamified loyalty experience, interactivity gives Gen Z a sense of agency.
Tools like Blings make this seamless by layering interactivity directly into video, so viewers can click, explore, and act without ever leaving the frame.
TL;DR: Stop translating. Start collaborating.
Gen Z doesn’t need a decoder ring. They need brands that treat them as equals, not targets.
Speak their language, not just with slang or memes, but with content that respects their time, intelligence, and identity. Make them feel seen. Make them feel something. Better yet, let them shape the experience.
You don’t have to be perfect. But you do have to be real.
