Branding for Generation Z
Mickey Wilson is a speaker on branding and is the CEO, founder and creative force behind Firestarter, a brand consultancy known for fusing ingenuity with psychology to fuel stand-out B2B brands.
Micky has kindly shared with us a recent article she has written on “Branding for Gen Z” where she explains who Gen Z are, what makes them different and branding principles that work for them.
Branding for Gen Z – Where purpose meets pragmatism
Gen Z were the ‘next big thing’ for so long that many of us forgot to notice when they stepped into the spotlight. But now they’re right up on centre stage and they’re not passing the mic over any time soon. Born between 1997 and 2012, Generation Z already make up over a fifth of the UK population.
From pocket-money to purchasing power
Gen Z aren’t saving for trainers anymore – they’re shaping entire markets, particularly in fashion, tech and food. By 2030, they’re set to control a staggering £9.5 trillion (NielsenQ/Investopedia). And by 2040? Their income is predicted to hit £59 trillion (Bank of America Institute). So it’s high time we really got to know them.
Who is Gen Z?
Aged between 12 and 28, they’re the first true digital natives. Raised on smartphones, influencers, emojis, and memes – they’ve never known a world without them. In their lifetime, technology has changed everything – from dating apps to driverless cars. Deepfakes to drone warfare.
But they’re also a generation shaped by crises – climate change, cost-of-living struggles, political polarisation, a global pandemic.
As a result, Gen Z are diverse and outspoken. They’re also intensely values-driven. Around 70% of Gen Z Brits agree climate change is among the biggest threats facing the world (YouGov) – and growing numbers expect brands to take real action. But beneath the surface, lies a contradiction – because when it comes to buying decisions, price and quality still win out over values alignment.
So Gen Z are both purpose-led and pragmatic. Which makes them complicated… and unpredictable. A conundrum for brands.
What makes Gen Z different?
Authenticity radars built in as standard –They’re not looking for perfection. They’re looking for honesty. If you make mistakes, they want you to own them. They respect progress more than spin.
Identity is fluid, not fixed –They’re less tied to rigid, traditional labels. Gender, careers, culture are all up for redefinition – they remix, reframe and refuse to be boxed in.
Belonging beats broadcasting – They’re drawn to tribes, collabs and movements. If they can connect, they’ll stay. If they can’t, they’ll move on.
Short attention, deep curiosity- You’ve got five seconds to earn their interest. Capture it, and they’ll happily dig far deeper. Miss it and they’re gone.
Digital-first, not digital-only – They might discover you in a TikTok scroll, but many GenZ still complete the purchase in store. YouGov data shows offline shopping remains central to their habits, even when discovery is online.
The Gen Z Challenge
Gen Z is a generation of paradoxes. They seem to have more choices than any generation in history. But more choice doesn’t always mean more freedom – it often leads to FOMO, decision fatigue and endless scrolling.
The irony is they don’t even get to see the full spectrum of choices available to them. Algorithms filter their feeds, shopping, news and entertainment. The second they show a preference, the walls close in – funnelling them into echo chambers and polarised camps where alternatives vanish.
This leaves brands walking a tightrope. One moment you’re trending. The next? You’re invisible.
So when brands are made or broken by algorithms as much as by art, what’s the answer? Don’t try to be all things to all people. Be distinctive enough that people instantly know if you’re for them – or not. That clarity doesn’t just help your brand. It helps Gen Z too, to make decisions easier in a world that’s overloaded and overwhelming.
Branding principles that work for Gen Z
Plump for transparency over polish – Candid behind-the-scenes content beats airbrushed campaigns. Why it matters: Gen Z rewards honesty and progress, not perfection. How to do it: Show the process, admit mistakes, share your learning curve.
Live your values – Sustainability, diversity, ethics – as standard, not add-ons. Why it matters: Young Brits want brands to make a real difference to the world we’re living in. How to do it: Actively stand up for the things you stand for – sustainable supply chains, inclusive hiring, visible commitments.
Co-create with them – Invite Gen Z to design, collaborate and contribute. Ownership fuels advocacy. Why it matters: They’re not passive consumers – they want to help steer the brands they buy from.How to do it: Run collab drops, invite user-generated content (UGC), create communities where their input genuinely counts.
Make it snackable – Short, visual, engaging. If your content drags, it disappears in the scroll. Why it matters: You’ve got five seconds to hook them – but when you do, they want to dive in deep. How to do it: Lead with bold, scannable content. Add layers of depth for those who want more.
Empower individuality – Celebrate self-expression – even if it splinters your audience. Why it matters: Identity is fluid, not fixed. Gen Z gravitates to brands that give them freedom to experiment. How to do it: Offer choice, customisation, personalisation. Let them remix your brand into their own story.
Make it real (literally) Despite being the most online generation, 74% say real-life experiences matter more than digital (Vogue Business). Why it matters: Online content sparks interest, but offline is where trust is tested.
How to do it: Create memorable offline experiences – from pop-ups and events to thoughtful packaging and service. Make sure what they see online matches what they feel in real life.
What Gen Z really need
Gen Z is the ultimate stress test for brands. They’re contradictory, demanding and restless. But they’re also set to become the most influential generation on the planet – at one of the most difficult times in history. What they need are allies, communities – and, yes, even brands – that listen, understand and walk alongside them as they build the future.
For more information on Mickey on her speaking work can be found on her webpage or you can contact us on enquiries@scampspeakers.co.uk