Gen Z is the audience everyone’s chasing. Like millennials before them, they sit at the intersection of what’s next and what matters. But this generation is different; they were born into the social media age with instant access to millions. Their influence isn’t just significant; it’s exponential.
Brands are laser-focused on capturing their attention because they represent today’s biggest growth opportunity. But success with Gen Z isn’t about the stories brands want to tell – it’s about tapping into their stories and aligning with how they live and express themselves.
That’s where People, Platforms, Conversations and Causes – or the PPCCs – come in: a framework I developed to engage Gen Z effectively.
P: People
People don’t fit into one-size-fits-all solutions. This is especially true for Gen Z, a generation that craves individuality and defies traditional norms.
At the heart of Gen Z’s aspirations lies a desire for influence. They dream of achieving the kind of visibility and impact that influencers enjoy. But influence isn’t just about numbers for them; it’s about authenticity and connection. Gen Z’s favorite influencers are unapologetically authentic, relatable and actively connected to niche communities that reflect their audience’s identities.
Brands must go beyond surface-level engagement and dive into the micro-worlds Gen Z cares about, aligning with the values, cultures and communities that shape their world.
1. Listen deeply and proactively: Social listening and participating in community forums and one-to-one interaction can help you understand what is most important to Gen Z.
2. Follow trends from their perspective, not ours: Whether it is TikTok, Discord or Subreddits, tap into the places where Gen Zers express their most unfiltered perspectives.
3. Don’t dictate, collaborate: Co-creating with Gen Z at the center is critical. Inviting them to shape the brand, product and campaign experiences.
4. Be a part of their story: The role of the brand is to facilitate their storytelling and experiences, not to shape them.
5. Bring value not just products: Creating rich and real experiences that help Gen Zers express or improve themselves in some way.
P: Platforms
Immerse yourself in platforms where Gen Z spends their time, with TikTok being one of the most significant. Analyze user behavior, trends and emerging formats and identify opportunities that align with your objectives.
The goal is to uncover untapped moments where brands can seamlessly fit into the conversation. Don’t force messaging – instead, find the sweet spot where brand presence feels natural, engaging and valuable.
Gen Z lives on TikTok and the pairing has set a new standard of how brands can interact with cultural moments, encouraging them to authentically become part of existing conversations and trends. Take Duolingo, which has struck an incredible balance between being useful and entertaining. Duo the Owl is no longer just a mascot; it’s an internet personality. The running joke that Duo kidnaps users to complete their lessons has resonated particularly well with TikTok’s Gen Z users.
Duolingo also latches onto current TikTok trends effectively. Hopping on the “winter arc” trend for Duo’s transformation, embracing fandoms including “Genshin Impact” or leaving comments on viral videos allows the brand to engage with its audience outside of its own content. A keyword-scraping tool for trend analysis has also amplified its reach and engagement with Gen Z. As a result, Duolingo has mastered connecting with Gen Z, especially on TikTok where 10% of new users discover it each year.
Using data and insights to optimize campaigns keeps interactions relevant and meaningful. The best social experiences are rooted in culture and driven by the people.
C: Conversations
Conversations with Gen Z unfold at lightning speed, driven by rapidly evolving memes, trends and micro-moments across social platforms. Staying relevant in these conversations demands presence, intuition and timing.
For instance, I personally witnessed the rise of the BRAT/DEMURE meme as it unfolded: a trend mixing rebellious attitudes with reserved aesthetics. Observing this trend made me realize that engaging with Gen Z conversations isn’t always about deep psychological analysis but embracing an aesthetic that resonates with their mood. A marketing campaign that captures this juxtaposition – merging edgy and refined visuals or messaging – could feel more in tune with Gen Z’s layered identity.
And remember, not every trend or conversation requires a brand to participate. Credibility matters – Gen Z can tell when a brand is forcing it. When there’s an authentic alignment between the brand’s identity and the trend, that’s when it’s time to jump in.
C: Causes
Gen Z supports brands and individuals whose values align with their own that are contributing to meaningful change and authentically championing causes they care about in non-performative ways.
Brands like Rare Beauty by Selena Gomez resonate with young people because they promote inclusivity and mental health awareness, creating hashtags like #MakeARareImpact and giving back for impactful observances such as World Mental Health Day.
These types of initiatives go beyond traditional promotion by addressing pressing social matters aligned with Gen Z’s core values. Embedding purpose in campaigns and empowering creators enables brands to foster authentic engagement and build lasting connections with an audience that values social impact and authenticity.
How will brands continue to evolve?
There’s no standard formula for engaging with Gen Z; they are fluid, ever-evolving and constantly rewriting the rules. Commit to mastering the PPCCs – understanding their platforms, engaging in authentic conversations, supporting the causes they care about and tapping into their unique culture.
You’ll stand a far better chance of capturing their attention, engaging them and inspiring them to take action, transforming your brand from just another name into a meaningful part of their world.
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
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