Winning the Hearts of Gen Z

By Professor Dr Adeline Kok Li-Ming
Deputy Dean,Faculty of Social Sciences
Quest International University

In today’s competitive market, how do you stand out and become a crowd favourite? The good news is that with the right strategies, you can stay ahead of the curve and win the hearts of Generation Z.

First, let’s get to know Gen Z better. Often referred to as “Zoomers,” Gen Z includes those born between 1995 and 2010, making them 14 to 29 years old today. Marketers are increasingly focusing on these digital natives, who now make up 40% of consumers. Their willingness to spend opens new growth opportunities. However, capturing their attention and earning their loyalty is no easy task, given the ever-evolving landscape of media, technology, and consumer behaviour. Here are three strategies to effectively engage with Gen Z:

Strategy 1: Connect through the Right Channels

To win over Gen Z, you need to meet them where they are. This generation gravitates toward visual content over text, making platforms like TikTok, YouTube, Instagram, and Xiaohongshu incredibly popular. By leveraging these channels, you can deliver clear and engaging messages that resonate. Short, snappy videos that both entertain and inform are particularly effective for generating viral buzz.

Beyond digital engagement, you can also capture their interest through unique and exciting events. Gen Z values hands-on experiences, and events that offer something fresh and stimulating are sure to draw them in. Partnering with brands that share a similar target audience can add value to your event, amplify your event’s appeal and attract more young attendees.

 Strategy 2: Personalise the Experience

One of Gen Z’s key characteristics is their desire to be recognized and respected as individuals. Brands that cater to their preferences and personalise their experiences tend to capture their attention more effectively. Gen Z is loyal to brands that offer tailored shopping experiences and appreciate promotions that speak directly to their tastes.

Additionally, it’s crucial to provide multiple platforms for Gen Z consumers to engage with your brand. Social media is where they are most likely to seek out information and share feedback.

Strategy 3: Leverage Influencers

Gen Z is heavily influenced by their peers and trusted figures. To tap into this, marketers must harness the power of influencer marketing. Gen Z is drawn to creative, user-generated content and pays close attention to reviews before making a purchase.

More marketers are shifting towards influencer marketing, as Gen Z is more likely to discover new products, read reviews, and obtain recommendations from influencers before buying on social media. Dave Evans, in his book Social Media Marketing, outlines a framework called the Social Feedback Cycle, which includes three key components: share, relate, and try. The strategies of connecting, personalising, and leveraging influencers align perfectly with this framework, increasing your chances of winning over Gen Z.

At QIU’s School of Communication, we implement these strategies to effectively engage with our Gen Z students. By connecting through a unified learning approach, personalising their educational experience, and leveraging peer influence, we ensure that no student is left behind.

As Gen Z’s purchasing power and disposable income continue to grow, mastering these strategies will help you win their hearts now and secure their loyalty for the future. Planning and executing the right approach today can lead to long-term success.

About the Author:

Prof Dr Adeline’s teaching interests are in corporate communication, advertising, and integrated marketing communications. She has taught several modules in the area of corporate communication and marketing communication. She has also been involved in developing and teaching professional development courses.