Connecting with Gen Z: How to Keep Your Advertising Authentic
Gen Z—aka the digital natives—has a no-nonsense attitude when it comes to ads. Their opinions on trends and marketing can go from total hype to full-on eye-rolls in a heartbeat. So, if you're trying to vibe with this generation and not get called out for being cringe, here are some pro tips to keep your advertising game on point.
1. Memes Aren’t Everything
For Gen Z, virality is cool, but it’s a one-hit-wonder. They’re all about lasting cultural moments—think music, fashion, or social movements—rather than jumping on every viral meme or TikTok trend. Sure, hopping on the latest meme might get some quick engagement, but it won’t have long-lasting impact. If you want to catch their attention, make sure your ad connects with something that actually has depth and speaks to what’s important to them. A meme might get you some likes, but aligning with a meaningful cultural moment? That’s how you build a true connection.
2. Don’t Force It
Gen Z has a built-in BS detector, and they can spot when a brand is trying too hard to fit in. 50% of young adults are quick to ditch ads that slap a brand into a trend just for the sake of it. If your product doesn’t naturally fit into a trend, don’t force it. Trying too hard to appear “cool” or “in-the-know” often backfires. Keep it authentic. Ads that feel forced or out of touch won’t hit right, so it’s best to just skip the trends that don’t mesh with your brand.
3. Watch Your Tone
Tone is everything. Gen Z isn’t here for brands that sound like they’re trying to be their best friend. They want realness, not a sales pitch. Anything that feels overly scripted or too polished will get them to swipe away faster than you can say “overexposed.” When you talk to Gen Z, keep it conversational—like you’re having a real talk, not reading from a corporate playbook. If your tone feels natural, you’ll connect. If it feels like a marketing exec wrote it—well, that's when it gets cringey.
4. Be Transparent and Real
Gen Z values transparency more than anything. They can smell inauthenticity from a mile away, so if your ad is pretending to be something it’s not, they’re out. This generation isn’t about the glossy, perfect brand image—they want realness. Show your brand’s true colors, flaws and all. Whether it’s standing up for a cause they care about or being upfront about how you’re making a difference, they’ll appreciate the honesty. If you’re hiding behind some polished, “too perfect” image, they’ll tune out.
5. Keep It Relatable, Not Perfect
Gen Z wants to connect with brands that feel real—not like something off a billboard. They don’t need to see some perfect, curated ad with everything in its place. Instead, they want content that feels authentic and relatable. Whether you’re posting behind-the-scenes content, responding to comments like a human, or using real people in your campaigns, keep it raw. Gen Z doesn’t want the flawless, filtered version.
At the end of the day, if you want to avoid being “cringe” with Gen Z, focus on authenticity, transparency, and relatability. Stop trying so hard to be “cool” and start being real. Build ads that resonate, and have a voice that feels human, not corporate. If you hit that sweet spot, your brand will stand out—not because it’s trying to fit in, but because it’s being exactly what Gen Z is looking for.