Demographic Overview—Gen Z (Born 1997–2012)

Keywords to market to Gen Z—be authentic, keep it short, keep it interactive and make it worth their while to connect!

Gen Z is a digitally native, socially conscious, and experience-driven generation. They value authenticity, personalization, and entertainment in marketing. Here’s how to effectively connect with them:

Psychographic Breakdown of Gen Z:

Population & Size

• Born between 1997–2012, Gen Z represents a significant portion of the global population.

Diversity

• Gen Z is the most diverse generation in history, with a strong focus on inclusivity and equality.

Family Structure

• Many Gen Zers are still in school or starting their careers, with many coming from diverse family backgrounds.

Technology Use

• Digital-first, primarily using mobile devices and constantly connected to the internet.

Economic & Financial Status

• Gen Z is entrepreneurial and values financial independence, but many face challenges with student debt and economic uncertainty.

Education, Work & Retirement

• Focused on education and early career development, with an emphasis on work-life balance and meaningful careers.

Health & Lifestyle

• Health-conscious, with a focus on mental health, sustainability, and holistic wellness.

Values & Interests

• Socially conscious, with a strong interest in sustainability, inclusivity, and social justice issues.

Authenticity Matters

• They are skeptical of overly polished, corporate ads, instead preferring real, unfiltered content.

Socially Conscious

• They support brands that align with their values, especially those promoting sustainability and inclusivity.

Experience Over Product

• They favor interactive, immersive experiences over just owning products.

Community-Driven

• Peer recommendations and influencer opinions have a significant impact on their purchasing decisions.

Marketing Strategies that work for Gen Z:

1. Social-First, Mobile-Optimized Content

• Focus on TikTok, Instagram Reels, Snapchat, and YouTube Shorts.
• Create fast-paced, visually engaging videos (behind-the-scenes, day-in-the-life, product tutorials).
• Utilize interactive features: polls, Q&A, challenges, and memes.
• Use GIFs, emojis, and pop culture references.

2. Influencer & UGC (User-Generated Content) Marketing

3. Authentic, Unpolished Branding with Purpose-Driven Messaging

• Skip corporate language—be casual, fun, and conversational.
• Show behind-the-scenes moments, not just perfect final products.
• Lean into humor, trends, and meme culture.
• Highlight sustainability, diversity, and social impact.
• Show actions, not just words—real change matters.
• Example: “Buy One, Give One” models, eco-friendly packaging, mental health initiatives.

4. Interactive & Gamified Shopping Experiences

• Incorporate Augmented Reality (AR) try-ons and virtual store experiences.
• Upload shoppable posts & live-stream shopping events.
• SMS marketing with short, funny, or personalized texts.

5. FOMO & Limited-Time Offers

• Flash sales, countdowns, exclusive VIP drops.
• Create hype through teaser campaigns.
• Community perks (exclusive access for subscribers, followers, or app users).
• Limited-time drops and exclusive online-only releases.
• Example: “New drop just hit ???? Get it before it’s gone! ⏳”

What Doesn’t Work for Gen Z:

Traditional ads & salesy language:

• Gen Z scrolls past anything that feels too “corporate” or inauthentic.

Ignoring inclusivity & values:

• They will call out brands that don’t align with their beliefs or if the brand doesn’t “walk the talk”.

Long-winded content:

• Keep your messaging short, snappy, and visually engaging.

Lack of engagement:

• They expect two-way conversations, not just one-way marketing.

The Takeaway

This demographic is shaping the future of marketing, and they keep us all on our toes. They make us understand the world we are moving in online and daily life is fast and must be “real” and engaging.  Who knew memes could be so powerful!

At CMA, we specialize in tailoring strategies to different demographics to help your business thrive. Want to connect with Gen Z or any other key audience? Reach out to us today, and let’s create a marketing plan that resonates.

Kim Kelley, Marketing Guru

Kim Kelley is the Principal at Creative Marketing Arts. With over 30 years in the Shopping Center industry, Kim offers creative ideas blended perfectly for REIT Advertising and Marketing. With an eye for perfection and creative flair, Kim offers all clients Out of the Box solutions.