By Loughlan Dalton de Burgh

Here’s a truth that might sting a bit: Gen Z understands marketing better than almost every brand trying to sell to them. I see it from both sides both as a marketer and as a Gen Z consumer. 

As digital natives, they have grown up swimming in social media, algorithms, trends and brand campaigns. They don’t just scroll, they analyse. They know when something is an ad, when a brand is trying too hard and when a message doesn’t match the vibe of the company. Inauthenticity? They can smell it from a mile away. That’s why so many legacy brands feel outdated – they’re talking at Gen Z, not with them. 

Gen Z doesn’t want to be sold to, they want to be understood, included – and that means changing how we think about content entirely. 

Give value first, always 

People often say Gen Z is hard to impress, but they’re actually a pretty straightforward audience if you give them genuine value upfront. It’s all about giving before you get, and that’s what they respect. 

That could be helpful advice, entertaining content or just something that speaks to their world. But if your only goal is to sell, they’ll scroll past you without a second thought. 

The biggest mistake brands make is treating Gen Z attention like a commodity instead of a relationship. You don’t earn loyalty by asking for it, you earn it by showing up consistently with content that actually matters to them. 

Authenticity beats polish every time 

Here’s another myth: great content needs a big budget. Gen Z has completely destroyed that idea. Some of the best campaigns are shot on a phone, edited on the fly and feel completely unfiltered. 

You can craft killer content with strategy rather than budget. In other words, being real beats being overly polished every time. 

They care about context over aesthetics. If it feels honest, relatable and culturally tuned-in, they’ll connect. Overproduced campaigns? They just scream “corporate” and feel disconnected. 

That doesn’t mean no planning. It just means your strategy should make the content feel natural, not manufactured. 

Influencer marketing has changed 

Influencer marketing isn’t dead, but it’s definitely not what it used to be. Gen Z is over content that feels forced or over-promoted. Big name influencers don’t automatically equal credibility anymore. They care about real voices, smaller creators and genuine community recommendations. 

For brands, that means alignment matters more than reach. If an influencer doesn’t genuinely vibe with your brand, it shows, and Gen Z won’t hesitate to scroll right past. 

Observation is part of the strategy 

One thing brands can seriously underestimate is that Gen Z isn’t just watching, they’re responding. Comments, DMs, reposts, stitches. Even when people don’t engage, it all means something. Gen Z talks back, and the brands that pay attention are the ones that stay relevant. 

This generation expects brands to move with them. Trends change fast, language evolves and cultural moments come and go overnight. If your messaging feels stuck in last year’s strategy deck, it shows. That’s why flexibility matters just as much as consistency. Adapting isn’t a weakness, it’s proof you’re actually plugged in. 

When brands stop trying to control the conversation and start joining it, everything shifts. Marketing becomes less of a broadcast and more of a shared space. And when Gen Z feels heard, they don’t just engage, they stick around, share your content and become real advocates without being asked. 

Community is the future 

If there’s one thing I’m sure of, it’s this: community-driven marketing is where it’s at. 

The best brands aren’t just built through campaigns, they’re built through connection. Gen Z wants to feel part of something bigger, not just targeted by it. 

That means blending online and offline worlds. Your digital content should lead to real-world experiences, and your real-world experiences should feed your online storytelling. When you get that mix right, authenticity becomes tangible. 

At the end of the day, Gen Z doesn’t want perfect, they want real. They want value, honesty, and relevance. Give them that, and they’ll give you their loyalty in return – and that’s priceless.

Loughlan Dalton de Burgh is the co-founder and CEO of Pretty Privilege.

Read more: Why content is the unsung hero of B2B growth.