Gen Z

Generation Z, born 1997-2012, the first true digital natives, seek personalization and experiences that align with their diverse and socially conscious values. Short-form content, such as videos, GIFs and micro-stories, are particularly effective in capturing Gen Z’s gaze. Marketers targeting this cohort should leverage social media platforms, influencers and UGC to craft relatable, shareable narratives tailored to individual preferences, such as Instagram’s “We Make Today” campaign.

According to research from McKinsey, the main driver for this generation is the search for truth. Similar to millennials, stories grow legs with Gen Z when they’re able to witness the people and values behind the brand. Don’t hesitate to elevate stories that emphasize your brand’s ethos while inviting this audience of content creators to participate in molding the narrative.

Storytelling tactics: While they appreciate short-form content platforms that cater to brief attention spans, Gen Z prefers companies that know how to use each social media platform uniquely, just as they do. Customize content that you share on TikTok with the platform’s audience in mind, then do the same for Snapchat (everyday moments), LinkedIn (career-centric), Instagram (aspirational), Twitter (news) and so on. Depicting authenticity with bloopers, behind-the-scenes videos or interviews with staff can showcase brand personality. And remember, influencers still hold sway: A recent report shows 24% of Gen Z women and 16% of men are guided by influencers when it comes to purchasing decisions.

Stories make the world go round, transcending time, place, and cultural and emotional boundaries. But executing the right story in a way that creates lasting impressions means understanding the psychological depth of your target audience.

No matter which generation consumers fall into, the average person is exposed to 4,000 to 10,000 advertisements per day. Recalibrating your storytelling, adapting messaging techniques and tapping into the psychological insights of each unique generation is how marketers cut through the clutter and punch above our weight.