Marketing to Gen Z: They See Through the Sell—Here’s How to Win Them Over

By Mannat Mehta

 

Gen Z is the first generation raised entirely in the digital age, so they’re hyper-aware of traditional advertising tactics and inauthentic marketing messages. Unlike Millennials, who grew up witnessing the rise of social media, Gen Z has never known a world without it, which has shaped their expectations for brands and content consumption. 

 

Gen Z Knows When They’re Being Sold To

One of the defining characteristics of Gen Z is their ability to recognise advertising almost instantly. Traditional banner ads, pop-ups, and even influencer endorsements that feel scripted can be dismissed within seconds. Unlike previous generations, they’ve been flooded with digital ads since childhood and have developed an instinctive ability to filter out messages that don’t resonate.

This means overly produced content that screams “advertisement” can no longer be relied upon. The rise of platforms like TikTok and Instagram has shown us that Gen Z prefers user-generated content (UGC), behind-the-scenes looks, and storytelling that feels real rather than manufactured. Ads that blend seamlessly into feeds alongside regular content perform significantly better than traditional ad formats.

 

Authentic Ads Perform Better

Authenticity isn’t just a buzzword—it’s what makes content cut through. Ads that feel real, not rehearsed, consistently outperform the polished, traditional stuff. 

At Tug Toronto, we saw this with a 2024 campaign we ran for WWF Canada, where we had incredible success with TikTok Spark ads showing an unboxing of a WWF adoption kit. This unboxing format felt organic, and less like an ad selling the merchandise, meaning it outperformed all other more traditional ads. 

In today’s digital landscape, it’s crucial to create content that brings an authentic experience for audiences to connect with. The more real your content feels, the stronger the connection.

 

The Power of Influencers

Influencer marketing is a great way to create a connection with consumers, as Gen Z trusts influencers who feel authentic and whose values align with their own. 

To see success, brands should work with micro-influencers or everyday creators who share their personal experiences online, rather than using celebrity endorsements. These individuals have a designated community, so marketing to their audiences allows for deeper trust and engagement, as the content feels less scripted and more like a recommendation from a friend. However, it’s crucial to ensure that influencer partnerships feel natural and not transactional.

 

Gen Z’s Cross-Platform Behaviour

One of Gen Z’s key traits as a digital-first generation is their ability to hop seamlessly from platform to platform. 

For instance – they can discover an ad for a product on Instagram, explore more videos about it on TikTok, watch a YouTube review that goes deeper in depth, then search for it on Amazon within minutes. This cross-platform browsing shows how Gen Z has a heightened ability to compare products, prices, and reviews across platforms instantly. 

They’re constantly multitasking and gathering information from various sources before making a purchasing decision. This ability to cross-reference means that if your brand isn’t visible and easily accessible across platforms, you risk being overlooked.

 

Low Attention Spans and the Need for Quick Engagement

With the rise of short form videos, content attention spans are shorter than ever. To stand out, brands need to focus on the first few seconds of an ad and develop strategies that tap into current trends, pop culture, and what’s going on around the world. 

Watching an ad that relates to something culturally relevant and timely is more likely to resonate with audiences and create a longer lasting impact. Gen Z values brands which feel ‘human’ and engage with real conversations, rather than just pushing a product.

 

How Brands Can Adapt

Here are some key tips for brands wanting to adjust their marketing strategies to resonate with Gen Z:

Build a Strong Social Media Presence

Your brand’s presence on TikTok and Instagram should be more than just ads—it should provide value and information. Engage with trends, collaborate with creators, and foster community-driven content.

Make Reviews and Testimonials Highly Visible 

Since Gen Z actively seeks out reviews, brands should make them easy to find. Feature user-generated content in ads, showcase testimonials on product pages, and encourage customers to share their experiences.

Invest in Influencer and Community Marketing

Rather than focusing on celebrity endorsements, work with micro-influencers and real customers who genuinely love your product. Organic recommendations from real users will always outperform staged advertisements.

Focus on Transparency and Values

Gen Z aligns with brands that have clear values, whether it’s sustainability, diversity, or ethical production. Be upfront about your mission, show proof of your claims, and engage in conversations about the issues that matter to your audience.

Create Content That Feels Native 

Instead of hard-selling, create content that feels like it belongs on the platform it’s being advertised on. A TikTok ad should feel like a TikTok video, not a traditional ad. The takeaway? If your ad blends in, it stands out.

 

Marketing to Gen Z consumers requires a shift in strategy from traditional advertising to a more organic, authentic approach. Unlike others, this generation doesn’t just buy into brands, they investigate, compare, and engage before making a decision. Utilising community-driven marketing and brand authenticity can successfully connect with Gen Z in a way that feels genuine and impactful.