Why Gen Z’s influence on marketing goes beyond their generation

Gen Z’s influence goes far beyond their own generation. They are reshaping the way brands approach audiences of all ages by insisting that authentic connection, cultural relevance and community-driven experiences be at the forefront of conversations. Because of this, brands must rethink how they engage, specifically when it comes to brand authenticity, personalized experiences, 360-degree omnichannel approaches and social-first strategies toward shopping. It’s imperative for marketers to understand all facets of this new audience, according to Ivone Lima Miranda, head of marketing excellence at Philips Personal Health North America. “Gen Z isn’t just influencing their peers—they’re shaping the behaviors of older generations,” said Miranda. “They want to express themselves differently, and they’re showing millennials and even boomers how to embrace self-expression in new ways.” Miranda joined Danielle Atanda, managing director of client leadership at OMD; Gillian Tozer, marketing and events director at Burberry; and John Dioso, editor of Ad Age Studio 30, for a fireside chat at Ad Age’s NextGen Marketing Summit in New York on March 4 to discuss how marketers can use insights from Gen Z’s preferences to better target all audiences Reshaping marketing to all generations “Gen Z is looking for brands that behave more like people,” said Atanda. They expect brands to engage in conversations, show personality and demonstrate genuine connection. “They want to be seen and heard” by brands that align with their values and interests, she added. Miranda agreed, noting the fundamental shift in how Gen Z engages with brands. “Gen Z is actually skeptical about traditional marketing tactics,” Miranda said. “They look to brands for authenticity to be relatable; they look for education and they also look for entertainment. Humor plays a huge role. Consumers not only want to learn, but also be entertained at the same time.” Atanda added that Gen Z’s expectations influence how brands market to all generations. “They’re pushing for deeper engagement and authenticity, which ultimately benefits all demographics,” she said. “The brands that adapt to Gen Z’s needs will create stronger, long-lasting relationships across their entire customer base.” The expectations Gen Z has for brands—authenticity, creativity, and community—are shaping marketing strategies for millennials, Gen X and beyond. According to Tozer, this influence creates a feedback loop: “We see older demographics looking at what Gen Z is doing and adopting elements of their style and digital behaviors. It’s a halo effect that reinforces why brands need to stay tapped into Gen Z’s influence.” Social-first shopping Gen Z has definitively turned to social—namely TikTok and Instagram—as their go-to search engines, said Atanda. “Social search is something that we started really seeing bubble up from a Gen Z perspective,” said Atanda, “and that’s where we’re seeing platforms like TikTok [come into play]. The platform is resonating with brands, particularly as shoppers look to those resources first before traditional recommendations.” But once data is collected from consumers, she noted, an important question remains: “How do we take those insights and [make them] work across the consumer journey?” Atanda emphasized that brands must redefine their approach to measurement to ensure they unify data sources and analyze social search behavior the same way they would traditional marketing analytics. Humor and technology: the winning formula for Gen Z engagement Miranda emphasized that Philips based its Gen Z strategy on the belief that younger consumers want content that is both educational and entertaining—which is why the brand uses humor and relatable influencer partnerships to break through. “We know humor connects generations, but for Gen Z, it’s even more powerful—it fosters an emotional connection beyond just selling products,” said Miranda. For example, the brand partnered with “Severance” star Adam Scott to create a humorous campaign for Philips Norelco grooming products that resonated with young audiences. Miranda said that one of the reasons the spots appealed to Gen Z was that the comedic actor was a real user of Philips products. “Gen Z is skeptical of traditional advertising, so when a celebrity genuinely uses and loves a product, that message carries much more weight,” said Miranda. “That’s why the Adam Scott campaign felt so real. It wasn’t forced; it was just him sharing his experience in a way that made sense.” Miranda also highlighted the successful partnership with TikTok influencer Tianna Robillard to promote the OneBlade Intimate grooming tool. “Gen Z looks for education, entertainment and authenticity all at once,” said Miranda. “Tianna’s content did exactly that—it was informative but also fun, and it felt like real advice from a friend rather than an ad.” Miranda then broke some news onstage, announcing Philips’ latest initiative, a partnership with Tinder to help Gen Z feel more confident and prepared for first dates. Research shows that Gen Z over-indexes on online dating, so their new integrated in-app content and live events will educate and engage young consumers in an authentic way. “Gen Z expects brands to be part of their real-life moments, not just sell products,” said Miranda. “This campaign aligns with their lifestyle, making self-care and personal grooming feel like a natural, relevant conversation rather than just another ad.” Turning brand storytelling into cultural moments For Burberry, experiential activations and exclusivity are key to connecting with Gen Z. Tozer shared how the brand’s Night Bar activation at Temple Bar in New York—part of the Burberry Streets initiative—blended fashion, culture and nightlife to create a buzzworthy moment that resonated with younger audiences. The week-long takeover transformed an underutilized space into an immersive Burberry environment, complete with a curated menu from Norman’s, a North London café; high-profile attendees like rapper Missy Elliott, “Stranger Things” actor Joe Keery and other nightlife scenesters; and exclusive digital content. The goal: To create an organic, highly shareable experience across TikTok and Instagram that felt authentic and culturally relevant to Gen Z. “We were hitting on something that we know that Gen Z engages with—things that they can take photos of and post to say, ‘I was there,‘” said Tozer. But beyond the physical activation, Burberry ensured that Night Bar’s cultural relevance extended past the event itself. The brand partnered with Resy for reservation management, allowing for data acquisition and deeper insights into how Gen Z interacts with luxury experiences. As brands refine their social-first, omnichannel and influencer-driven marketing strategies, one thing is clear: Gen Z’s impact will continue to grow. “The brands that succeed will be the ones that listen to Gen Z, create culturally relevant moments and evolve with them—because their impact reaches far beyond their own demographic,” said Atanda. About OMD At OMD, we create what’s next—delivering creative media solutions to drive sustainable growth for the world’s leading brands. Named the best performing global media network overall by RECMA, the highest-ranked media agency network on the Effie Effectiveness Index, and Media Network of the Year at the 2024 Cannes Festival of Media, OMD is a leader in innovation, creativity and cultural relevance. Ad Age Studio 30 Ad Age Studio 30 is the creative content arm of Ad Age. Built on the same bedrock of journalistic integrity, Ad Age Studio 30 specializes in custom and sponsored content that resonates with our audience. To partner with Ad Age Studio 30, email James Palma at jpalma@adage.com.

Why Gen Z’s influence on marketing goes beyond their generation

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