Gen Z is quickly becoming one of the most influential consumer groups because of its spending power.

With their digital savviness and discerning taste, they represent a golden opportunity to secure long-term loyalty. Yet, many brands miss the mark when trying too hard to appeal to this generation. They often use over-the-top slang and sheer marketing gimmicks.

Gen Zers have grown up in an era of information overload, so they are adept at spotting inauthentic attempts. To truly engage Gen Z, brands must move beyond superficial strategies and understand what speaks to them.

What Gen Z Thinks About Brands That Try Too Hard

When brands use copy that starts with “Hey bestie…” or “Slay your day,” Gen Z is acutely aware of the brand trying to fit into their world. Overusing their language to seem relatable can often come across as disingenuous. 

Rather than feeling flattered, many Gen Zers find these efforts cringeworthy. They have seen the environment saturated with digital content and know immediately when a brand attempts to connect with them. Yet, to them, it feels forced. Strategies that only meet them halfway often lead to distrust and undermine a brand’s credibility.

However, brands often have difficulty connecting with this generation in general. This is because Gen Z adults have the lowest average trust compared to Gen Xers and Baby Boomers. According to Statista’s research, a survey found that only 11% of Gen Zers trust brands, while the average came to 20% of all U.S. adults.

What truly matters to younger populations is honesty. Of the younger people who do place trust, they prefer brands that stay true to their core identity. In a marketplace where loyalty is hard to come by, aligning with Gen Z’s expectations can make all the difference in maintaining relevance and building lasting relationships.

5 Copywriting Strategies That Align With Gen Z

When communicating your marketing messages with Gen Z, tone down the slang and obvious marketing tactics. With this generation, the copywriting process is more straightforward to achieve. Connect with this audience and align your messages by implementing the following copywriting strategies. 

1. Be authentic

Gen Z is more trusting of brands that prioritize authenticity in their marketing messages. This generation values genuine connections and can quickly detect when a brand is insincere. However, authenticity goes beyond using the right words. Instead, it is about being more relatable than anything.

Younger people would prefer to follow brands that share real stories, showcase real people, and have the courage to show their imperfections. One effective way to enhance this is by partnering with influencers. Influencers often have a closer connection with their followers, and many see their recommendations as honest. In fact, 37% of Gen Z consumers trust influencers over direct brand messages.

Consider collaborating with content creators who align with your brand values. Doing so will amplify your message more effectively.

2. Tell the truth

With a disposable income of $360 billion, Gen Z is a powerful economic force. Brands that recognize the importance of transparency can greatly benefit from this vast spending power. 

For Gen Z, truthfulness is a must. They have grown up in an era of digital manipulation, making them sensitive to deceit. As a result, they expect brands to be upfront in all their communications.

Being truthful means admitting mistakes instead of trying to hide them. Otherwise, they will eventually discover the truth through social media and Google. When brands are sincere in their interactions, this generation is more likely to stay loyal, helping you build stronger connections long-term.

Zoomers are a bright and intelligent group that is more informed than ever. When brands commit to telling the truth, they differentiate themselves in a crowded marketplace.

3. Get straight to the point

Gen Z having short attention spans is a common stereotype. The trope is not entirely accurate — they can spend a significant amount of time watching or reading content that interests them — they actively lose interest after a mere 3 seconds in ad copy. Therefore, brands must get their message across instantly to capture these consumers’ attention.

To achieve this, you must eliminate the fluff and be direct in your copy. This generation appreciates content that respects their time and delivers value upfront. Using bullet points, headlines and short paragraphs is key to making your content more digestible and engaging.

Remember, the goal is to make your message stick in those critical first few seconds. Write copy in snackable sizes and convey your value proposition without delay.

4. Prove your worth to them

Gen Z shows zero interest in reading when a company claims they have made a difference. Instead, they want to see and feel the impact through compelling narratives. This generation responds more positively to brands that implement empathy and compassion. 

Rather than listing achievements or boasting about social responsibility efforts, Gen Zers want to connect with real stories. This is where you must focus on sharing stories that provide a mix of human experiences. 

Tell narratives about how your products or services have positively impacted individuals and communities. Use case studies and real-life examples. This approach guarantees to show the human side of your brand, creating an emotional connection with this audience.

5. Use their language, but do it gracefully

Connecting with Gen Z through their language can be a powerful strategy but requires a delicate touch. Some advertisers attempt to tap into Gen Z’s culture using slang and internet trends, only to get it halfway right. 

Brands aiming to be savvy must take the time to learn how Gen Z speaks on the internet. If you sprinkle in the latest slang or memes, you must understand the context behind these trends. Study the types of content Zoomers share and become familiar with how they speak to each other online. 

When done right, your brand can appear more relatable and in tune with your audience’s world. The key is to integrate it naturally instead of forcefully.

Conclusion

Gen Z may seem tough to reach, but it is truly simple. In reality, all they want is for brands to be human. A brand that is caring will go a long way in earning their loyalty and trust.