Reaching Gen Z? Stop sending, start connecting

If you want to reach Gen Z - young people born between roughly 1997 and 2012 - you have to understand their world. And that world is online, fast-paced, visual and hyper-aware.

This generation grew up with smartphones in hand and social media as their mother tongue. They scroll at lightning speed, pierce through marketing talk and want authenticity over perfection.

So ... how do you reach them though?

1. Don't be everywhere - be relevant
   Gen Z is on TikTok, YouTube, Instagram and sometimes still on Snapchat. LinkedIn and Facebook? They hardly use those (yet), unless for work or study. So focus on the platforms where they are really active, but only go there if you have something to say that fits there.
2. Video, video, video
   Short, catchy videos are the standard. Think: TikTok's, Reels, YouTube Shorts. You often only have 3 seconds to grab their attention. Create content that entertains, informs or inspires. Preferably all three at once.

Example: instead of a boring job posting, create a 15-second video in which a young team member talks about why their job is bold.

3. Honesty over perfection
   Gen Z doesn't like "slick" marketing. They want real stories, including flaws and doubts. Show who you are as a brand or as a person - with all the trimmings. Authentic behind-the-scenes often score better than polished campaigns.
4. Purpose matters
   This generation is asking critical questions. They want to know what you stand for: are you inclusive, sustainable, socially conscious? If your brand does not exude real values (or worse: is only pretending to), they will drop out immediately.
5. Involve them actively
   Gen Z does not want to be a spectator, but a participant. Set up polls, respond to comments, ask for their opinion and give them a voice. Interaction is not an extra - it is the content.

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