Marketing to Gen Z vs Millennials

Want to crack the code of marketing to Millennials and Gen Z? You've come to the right place…

In today’s digital age, marketing strategies must be tailored to appeal to the right audience. Two of the most influential groups in today’s consumer landscape are Gen Z and Millennials. While both are tech-savvy and heavily engaged with digital content, there are key differences in their values, preferences, behaviours and characteristics that marketers need to understand. Understanding these differences is essential to tailoring campaigns for each generation to maximise engagement, conversion, and brand loyalty while truly resonating with them.

In this article we will break down those differences, providing insights into how to effectively market to each generation.

Defining the Generations

Millennials were born between 1981 and 1996, and are the first generation to grow up with the internet, but they remember life before the rise of smartphones and social media. They witnessed the rise of platforms like Facebook, Twitter, and Instagram in particular.  Millennials value experiences, authenticity, and social causes, and are known for their strong connection to brand loyalty and are comfortable with both traditional and digital marketing channels.

Gen Z were born roughly between 1997 and 2012. They are the first generation to grow up with the internet, smartphones, and social media as integral parts of their lives. They are true digital natives who consume content in bite-sized formats and are more likely to embrace platforms like TikTok, Snapchat, and Instagram. Gen Z value individuality and are known for their short attention spans, making them harder to reach through traditional advertising. Gen Z’s relationship with brands is often built on a foundation of values and trust, with a strong preference for peer recommendations and influencer-led content.

Consumption: Where to find them

Millennials:

Millennials are still active on a range of platforms, but their primary social media hubs are Facebook and Instagram. They spend significant time-consuming long-form content such as articles, blogs, and videos, particularly in the form of product reviews, tutorials, or lifestyle content. 

  • Key platforms: Facebook, Instagram, YouTube, LinkedIn

  • Content: Blog posts, long-form videos, podcasts, reviews, tutorials

  • Preferences: Authenticity, value-driven content, user-generated content, influencer marketing (especially with micro-influencers)

Gen Z:

For Gen Z, authenticity is key. They favour user-generated content (UGC) over traditional advertisements, often seeking out content that feels relatable and unscripted. 

Influencer marketing is incredibly effective with Gen Z, especially when influencers are perceived as genuine, relatable and aligned with their values.

  • Platforms: TikTok, Instagram, YouTube, Snapchat

  • Content: Short-form videos, memes, interactive content (polls, quizzes), live streams, user-generated content, Influencer content, unboxing videos, product reviews, and behind-the-scenes content

  • Preferences: Humor, authenticity, social responsibility, inclusivity, social-first content

Tailoring campaigns: The type of content that resonates

For Millennials

  • Focus on building community, engagement, value and authenticity: Millennials are drawn to brands that are genuine and align with their values.

  • Loyalty Programs: Make the most of email marketing by offering exclusive deals, educational resources, and engaging content. Loyalty programs are also a great way to build long-term relationships with the audience.

  • Content-Rich Campaigns: Millennials appreciate depth and detail. Focus on content that adds value, such as blog posts, how-to videos, UGC and product reviews.

  • Utilise influencer marketing strategically: Partner with micro-influencers who have a strong connection with their audience.

For Gen Z

  • Authenticity is Key: Gen Z wants to see real people and real stories. They prefer brands that showcase their values, whether it’s sustainability, inclusivity, or social justice.

  • Interactive and Engaging Content: Polls, challenges, and interactive elements (like AR filters or quizzes) can help make a campaign feel more participatory. Gen Z loves to be involved!

  • Influencer Partnerships: Partner with micro-influencers who share the same values as your brand. Gen Z are more likely to trust influencers they perceive as genuine rather than big-name celebrities.

  • Quick and Concise Messaging: Avoid lengthy, complex ads. Gen Z prefers short bursts of information in the form of visually striking videos and trends.

The Common Ground

While Gen Z and Millennials have distinct differences, there are significant areas of overlap in their digital behaviors, and marketers can capitalise on these shared interests. Both generations:

  • Value for authenticity: Both generations prioritise authenticity and transparency from brands

  • Social media savvy: Both are highly active on social media, although their preferred platforms may differ.

  • Desire for connection: Both generations seek connection and community, albeit in different ways.

Influencer Marketing

It’s clear that influencer marketing remains a powerful and vital tool for reaching both generations. Some key statistics:

  • 82% of consumers say they trust a company more after seeing positive reviews from influencers.

  • 70% of Gen Z respondents said they purchased after seeing a product promoted by an influencer on social media

For a deeper dive into the future of influencer marketing, you can check out our recent blog about influencer marketing.

Marketing to Gen Z vs Millennials: Key Takeaways
When marketing to Gen Z and Millennials, understanding their unique preferences, habits, and values is crucial. It's clear that despite the differences, both generations value authenticity, transparency, and inclusivity, making these universal traits essential in any campaign.

By embracing these nuances, you can create more effective, engaging campaigns that resonate with your audience and build lasting brand loyalty. Remember to stay adaptable and keep up with the ever-evolving digital landscape to effectively connect with Millennials and Gen Z.

Ready to take on the generations? Contact us today to discover how we can help you connect and resonate with different audiences!

Full Fat Team