Traditional life stages don’t apply to Gen Zers anymore. We’re navigating an entirely different reality where financial independence feels almost out of reach. It’s not about waiting for the next milestone—such as buying a house or having kids—because the economy, housing and job market have made those things seem more like dreams than goals. Most of us are still living at home, worrying about student loans or just figuring out how to get by.

In the U.K., the average age of first-time home buyers has gone up to an all-time high of 34, and fertility rates for women in their 20s are at their lowest ever. In the U.S., 1 in 3 adults aged 18 to 34 live with at least one of their parents. More than half of Gen Z adults say they don't make enough money to live the life they want due to the high cost of living, according to a recent survey.

What’s frustrating is how brands keep marketing to us like we’re in the same position our parents were at our age. We’re not following the typical life cycle: university, job, marriage, house. Our lives are much more fluid, and we’re thinking about our future in more complex, non-linear ways. Brands need to recognize this shift.

Life-stage marketing has to adapt. It’s not enough to target us by age. We’re a generation defined by the unique set of circumstances we face. We want brands that acknowledge our struggles and offer solutions to the challenges we’re dealing with—financial security, work-life balance and opportunities for personal growth—rather than just pushing products that don’t match where we’re at in life.

Financial influencers on TikTok and YouTube have become a huge resource for the vast swathes of Gen Zers seeking advice on personal finance. Financial brands gaining traction with Gen Z include Mint, YNAB (You Need a Budget) and PocketGuard because they offer practical solutions, including digital budgeting tools and apps for tracking expenses. Even Klarna—a buy now, pay later service—resonates with Gen Z because it acknowledges our financial constraints while empowering us to be able to afford items we value. 

As the future looks increasingly complicated, we find refuge in humor—especially the absurd and unhinged. Brands that deliver humor with an edge stand out.

Take Duolingo, for instance. Its chaotic and wildly entertaining social media presence, particularly on TikTok, has made it a hit among Gen Z. The brand’s mascot, the Duolingo owl, stars in surreal, meme-driven scenarios and regularly interacts with trending memes or pop culture. Its social media replies are consistently funny, adding to its charm. Even the app itself is playful—if you stop using it for a while, the owl icon changes to a sadder version, nudging users to return—and fits perfectly with its quirky branding.

Also read: How Duolingo’s marketing shaped pop culture 

Another standout is Surreal, a protein cereal brand that’s all about being funny, bold and refreshingly relatable. With Gen Zers leading its marketing efforts, the brand has carved out a prominent niche on platforms such as LinkedIn, where its humorous and unconventional approach is turning heads.

Oatly takes a similar self-aware approach by mocking branding itself, resonating with a generation skeptical of over-polished corporate speak. Its humor connects with Gen Z’s eco-conscious mindset, positioning Oatly as both relatable and purpose-driven. 

Humor aside, Gen Zers place a strong emphasis on mental health, self-care and wellness. Dove has been leading in this area with its Dove Self-Esteem Project, which aims to build body confidence and challenge toxic beauty standards.

Gen Z's understanding of success and achievement is drastically different. Many of us feel like we are not progressing as quickly as previous generations did. Instead of traditional markers such as home ownership or climbing the corporate ladder, we’re finding alternative ways to define success, such as creative expression, personal growth or career satisfaction.

Brands that show they understand this will start making more meaningful connections with us as we go through our lives.