Shouting Quietly - How To Advertise To GenZ

Authenticity, chaos, and relatability beat polished ads every time, making the soft sell the only real sell.

There's a form of advertising that not many companies will be able to get a firm grasp on, and it pertains to how you should market to Gen Z. Or at least, what can help when advertising to them.

“How do you advertise in a way that makes someone feel like they stumbled upon you and also get sales from that kind of constant strategy??”

Spoiler alert: it’s not easy. Because here’s the truth, Gen Z doesn’t want to be sold to. They want to discover you. And not in the “Buy Now!” way, but in the same way you’d stumble across a cool new band on a random Spotify playlist. The hard sell almost never works here, unless you’re painfully hot or adorably wholesome, and even then, it’s usually confined to TikTok thirst traps, not your entire marketing strategy.

Here’s where most companies are missing the mark. Many will never get a firm grasp on, and it pertains to how you should market to Gen Z, or at least, what can help when advertising to them. Most companies think they’ve cracked it, but…they haven’t. It’s the elusive art, marketing to Gen Z.

It’s not just about hopping on the latest trend or sprinkling “the Gen Z slang” into your copy. Some of you are already nodding like, “Oh, I totally get how to advertise to that generation.” Do you, though? Do you really?

Because beyond the vanity metrics, likes and interactions, what’s your actual strategy? What’s bringing in the conversions: sales, revenue, actual results? Sure, the TikToks and trendy, half-chaotic videos rack up views. They might even get shared if you manage to hit the nail on the head just right. But let’s not confuse entertainment with effectiveness. Views don’t equal sales.

No, I’m not saying quit the videos. They’re still a great tool, when done right. But here’s the switch-up: Gen Z is a thrift-loving, chase-obsessed generation. They want to feel like they found you, not that you shoved yourself down their throat.

Gen Z (born ~1997–2012) now makes up about 40% of consumers, with spending power in the hundreds of billions, but they’re also deeply skeptical of corporations, authority, and the “traditional” ad playbook. Many are in their early to mid-20s, navigating work life while holding anti-corporate sentiments. They trust authenticity and relatability more than polished brand messaging.

A perfect example of getting this kind of marketing right? Scrub Daddy’s TikTok. 

Scrub Daddy is the smiling little sponge that somehow has more personality than most people, and they’ve basically turned cleaning products into content gold. Sure, they do the trendy stuff, but they’re also constantly showing off their products, responding to comments, and leaning hard into chaos, “throw corporate caution to the wind”, kind of humor. And honestly, if a sponge can make chaos work in its favor, what’s your brand’s excuse?"

Your brand needs to have a serious mindset towards this. Think: We’re here, we’re selling what we’re selling, and we’re having fun doing it. Buy, don’t buy, either way, we’ll still be vibing. That nonchalance? That’s the strategy. Because here’s the kicker: the vibe is what’s being bought. The product or service comes second.

So, figure out your brand’s vibe. Are you nostalgic? Relatable? Chaotically trendy? Or something so original you can’t even label it? These aren't just random moods, they're the exact brand values that Gen Z aligns with. Honestly, it’s probably the best way anyone could describe Gen Z. 

This matters because the brands who actually are nailing these vibe (brand values) aren't just getting lucky, they're strategically lining themselves up with this target group already cares about. Once you know your vibe, make sure your content reflects it.  

If you're missing the mark, you might have the wrong people on the creative side of things. Prioritize hiring copywriters, art directors and content creators who have the authentic voice you're missing. Audit your existing team and ask yourself, are the right people here, are we delivering the right message?

Shout quietly. Be discoverable. Serve the vibes. Let them think it was their idea to buy. Because with Gen Z, you simply cannot tell them what to do.