How Gen Z’s digital communities are shaping the future of brand marketing

A scrolling cascade of celebrity look-alike contests, mouth-taping hacks, Rhode glazing milk and voice training coaches. Welcome to Gen Z’s third space. It’s random yet familiar, chaotic yet curated. It’s a digital world where relationships are built in comment sections and communities thrive on shared memes. Third spaces aren’t driven by passive scrolling. They are living, breathing ecosystems where users engage, create and influence culture in real time. The evolution of third spaces Sociologist Ray Oldenburg first coined “third spaces” in “The Great Good Place” (1989), defining them as informal gathering places outside of home and work. Hallmarks of traditional third spaces include: Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here Once limited to physical hangout spots such as coffee shops and bars, third spaces have now evolved into the digital realm. What used to be an IRL conversation over coffee now unfolds in a Reddit thread. Casual bar talk has transformed into Twitch live streams. Run clubs and yoga studios coexist with Discord channels, niche Twitter communities and Substack comment sections. For Gen Z, digital third spaces aren’t just about connection—they’re a way of life. We are the first generation to “grow up” online. Unlike physical spaces, online communities break barriers to entry, creating an accessible, always-on environment where participation is democratized. And brands? They need to learn how to show up the right way. How brands can integrate into Gen Z’s third space If brands want to capture Gen Z’s attention, they must do more than just show up on social media—they need to embed themselves into the culture of these spaces. This means moving beyond passive engagement and actively participating in ways that feel native, personal and driven by values. Some of the strongest strategies are personalization and hybrid marketing. Powerful examples include: But it’s not just about discovery. Third spaces are driving commerce. Social media has become the No. 1 product discovery channel for Gen Z. Platforms such as Instagram, TikTok and YouTube are not only used for entertainment and connection but also as a research hub and direct paths to purchase—proving that community-driven spaces are just as effective in influencing buying decisions as they are in creating connections. This proves that third spaces aren’t just places for engagement—they are highly valuable commerce channels. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today Third spaces thrive on authentic, two-way interactions. Brands that recognize this will win. Creators are the key to unlocking Gen Z trust With Gen Z’s “brain rot” attention span and ad skepticism at an all-time high, brands face an uphill battle breaking through the digital noise. The solution? Creators. Gen Z sees through overly polished, corporate-speak marketing. The brands that partner with authentic, aligned creators will build lasting loyalty and cultural relevance—not just one-off transactions. The future of the digital third space So, what’s next? The evolution of third spaces will continue blending digital and physical interactions, creating new frontiers for brand engagement: Gen Z Career Forum Get practical advice on launching your career and excelling in the industry Register today Hyper-personalized micro-communities Hybrid digital-IRL experiences Creator-led social commerce Whoever wins the third space wins Gen Z’s loyalty—today, tomorrow and for years to come. Super Bowl ad review The best and worst commercials from the Big Game Click here

How Gen Z’s digital communities are shaping the future of brand marketing

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