I’ve had the privilege of working with and mentoring members of Gen-Z, and one thing is clear: this is a generation like no other. Every generation has its unique traits shaped by the times they grew up in, but Gen-Z has that thing. They’re bold, unapologetic, and—if I can borrow their lingo—they’re woke. In the workplace, they bring a refreshing approach: they want to be seen, heard, and valued, and they’re not afraid to express themselves.
As a PR practitioner in the business of building relationships, I started wondering: what are local brands doing to engage with this distinct group of consumers? Do we see them, hear them, and cater to them? To explore this question, I had a conversation with my mentee, Masa Gabaraane, who shared valuable insights into how Gen-Z views and engages with brands. However, it's important to note that Masa’s views don’t necessarily reflect the opinions of all Gen-Z individuals. Each person in this generation (and any other, really) is unique, with their own experiences and perspectives.
One of the most striking points Masa made is that Gen-Z places a high value on quality, affordability, accessibility, and sustainability. Ethical business practices are non-negotiable for them, as they want to know that the brands they support are making positive contributions across all touchpoints. Brand authenticity plays a significant role in fostering loyalty. Masa described it perfectly: “An authentic brand attracts the right people.” For Gen-Z, authenticity means transparency, clear communication, and a strong sense of identity. They want to feel a sense of belonging when engaging with a brand, which can only be achieved if the brand knows itself and speaks a language that resonates with its audience.
Gen-Z’s preference for digital platforms like TikTok, Facebook, and Twitter is well-documented, but it’s not just about being on these platforms—it’s about creating meaningful experiences. Masa highlighted the importance of engaging campaigns, suggesting interactive ideas like online puzzles and crosswords featuring brand messages to keep audiences captivated. Contrary to popular belief, this generation also values in-person experiences. Photo booths, taste-testing events, and public art installations are just some of the ways brands can go beyond traditional marketing approaches. As Masa pointed out, “We can’t keep trying to engage people the same way we’ve been doing for years.”
Diversity is another hallmark of this generation. Brands must recognise that there’s no one-size-fits-all solution and prioritise inclusivity in their offerings. This includes challenging outdated norms and catering to diverse family structures and lifestyles. Sustainability is equally important, with Gen-Z wanting to see behind-the-scenes processes that highlight ethical labour practices and environmental responsibility. They don’t just want promises; they want action, updates, and proof of impact.
Advertising and communication are also areas where brands need to step up. Gen-Z loves creative and meaningful campaigns but is easily put off by vague or incomplete information. They value clarity and are drawn to brands that maintain a balance between being trendy and authentic. Retaining their loyalty requires brands to focus on inclusivity, innovation, and sustainable practices while ensuring that every interaction feels personal and intentional.
Perhaps the most important takeaway from my conversation with Masa is the need for brands to give Gen-Z a seat at the table. By involving them in decision-making processes—whether as employees, collaborators, or brand ambassadors—companies can create products and services that genuinely resonate with this audience. Masa said it best: “Let us take up space and teach us.” This approach not only empowers young people but also builds a generation of leaders who will shape the future of brands and businesses.
As we prepare for the year ahead, it’s clear that Gen-Z is bold, dynamic, and full of potential. They have a lot to offer, and local brands have a unique opportunity to connect with them on a deeper level. It requires effort, creativity, and an open mind—but the rewards are well worth it. The question is, are you ready to embrace the A to Z of Gen-Z?
