Back before e-commerce became the norm, millennials were the generation that most businesses wanted to reach with their marketing. Millennials wanted to stand out while remaining part of an inner circle. They placed equal emphasis on individuality and community, and they wanted brands that stood for something. It seemed impossible, but many companies found ways to connect to millennials by listening to them and responding to their priorities.

However, there's always another generation growing up to replace the one before it, and now businesses must shift their focus to marketing to Gen Z – the so-called 'digital-native' generation. As a small-business owner, you may not have the time or resources for in-depth research to explore the minds of Gen Z consumers. This list of tips and tricks can help you market your brand to the next generation:

1. Experiences matter more for Gen Z

Millennials want brands that appear to share their moral and ethical values – but Gen Z wants fireworks. They're looking for brands that understand their world of trends, spectacles, digital intimacy, and instant gratification. If your business is geared towards customers whose driving motivation is 'live responsibly' or 'keep everything slow and steady', it might be time to switch gears.

2. Pop-up retail and sensory retail environments

The new generation wants more immersive shopping, so you need to make your customers feel something. Gen Z customers are tired of polished posts and flashy promises. They want real-life moments that stick – events they can be part of, not just watch.

A 2023 study by Freeman, a company that specialises in customer experience analysis, revealed that 71% of Gen Z consumers felt a stronger sense of trust towards a brand after participating in a live event, and 64% continued to feel that trust for at least a month.

They trust brands more when they've felt something in person, whether it's a pop-up store, a workshop, or a creator-led experience – the more genuine, hands-on, and co-created, the better. That's why live events aren't just a marketing tool anymore – they’re a way for brands to prove they're genuine.

3. Genuine connections take more than influencer marketing

Gen Z can spot a fake a mile away. They don't want brands that just perform – they want brands that show up, mean what they say, and make space for real connection. It's not about going viral – it's about committing to a path, listening more, and building something together with the right people, in the right places.

To earn Gen Z's trust, you need to do more than just post online. You also need to show up with the right people, for the right reasons. Traditional influencer marketing no longer works as well, and Gen-Z has grown both wary and weary of being 'sold' to. Your digital content needs to be authentic, as Gen Z searches for deeper, more genuine interactions.

4. Authenticity over perfection

This is the generation who grew up with smartphones and technology. They grasped the concept of social media and algorithms while learning to tie their shoelaces. But that doesn't mean they don't crave human connection.

What they want online is real interaction. They follow influencers who feel like friends, support brands that show real faces, and engage more with unpolished, real-life content than slick ads.

It isn't about perfection – it's about being genuine. You need to show up on TikTok, Instagram Reels, and YouTube Shorts as your full, relatable, unfiltered self. Behind-the-scenes footage, team shoutouts, user-generated content, and candid posts can go further than you think.

5. Sell an identity

Gen Z wants to be seen, understood, and included, but they also want to have fun. They're serious about who they are, but they don't take the little things seriously – they're playful about how they engage.

Invite them in. Create experiences that let them co-create with you – whether it's naming a new product, designing merch, or sharing their own stories. Make it a game, a challenge, a vibe. Let them feel like insiders, not just consumers.

6. Build your business for the next generation

Marketing to Gen Z isn't about doing a TikTok dance or using Gen Z slang. It's about understanding their mindset: they want to be entertained, engaged, and empowered, and they can't stand fakes and frauds.

With the right support, you can turn your small business into a brand that Gen Z can't help but talk about. For banking that grows with you and your customers, explore Nedbank Small Business Services and contact us to learn how we can help you build your business at every stage, from start-up to success story.