For centuries, younger generations have been dismissed as selfish and naïve – from a medieval priest condemning youth in 1274 to modern headlines labeling Gen Z as “lazy” and “entitled”. But what if these stereotypes are stopping brands from unlocking Gen Z’s full potential?

Gen Z: Misunderstood or Marketing Gold?

Gen Z’s spending power is set to hit $12 trillion by 2030, but many brands still struggle to connect with them. Why? Because marketers often view Gen Z through outdated stereotypes instead of recognizing their unique strengths. Let’s break down how brands can engage this socially aware, community-driven generation and build lasting loyalty. Mashwire’s campaign for Yeo’s National Day tapped into Gen Z’s love for creativity and community through music, AR filters, and user participation. This approach not only celebrated Singapore’s identity but also strengthened brand connection in an authentic way.

Gen Z’s playful slang – think “slay” and “pop off” – isn’t just internet jargon. It’s a way to boost each other up and turn anxiety into humor. Brands like Ryanair embrace this, using self-deprecating humor to connect with Gen Z’s love for authenticity. Another great example is Wendy’s X account, which is known for its sassy and irreverent responses, making the brand feel real and relatable.

Building Connections, Not Just Campaigns

Far from being disconnected, Gen Z builds tight-knit online communities. Platforms like Glossier thrive by fostering beauty discussions and turning product promotion into shared learning experiences. This community-first approach makes Gen Z feel seen, not sold to. Timezone’s campaign reignited arcade nostalgia while engaging new players through social media challenges, competitions, and KOL participation. By fostering friendly competition and shared experiences, the campaign successfully increased footfall, sales, and social buzz, strengthening Timezone’s relevance across generations.

Gen Z is also emotionally open, not overly sensitive. Games like We’re Not Really Strangers blew up because they encourage vulnerability and connection. Brands that tap into this emotional honesty can create campaigns that feel personal, not performative.

Gen Z thrives on community-driven brands and authentic engagement. Mashwire’s Sunshine Wholemeal Bread Campaign tapped into this with the 21 Days of ‘Heartier Taste of Better’ Movement and SMU Admissions’ campaign on student-led social media approach tapped into this by making content relatable, interactive, and engaging.

By understanding Gen Z’s complexities, brands can create meaningful interactions that spark word-of-mouth advocacy. Gen Z doesn’t just buy – they share, recommend, and rally around brands that align with their values.

What This Means for You: Strategies for Success

No matter the size of your business, Gen Z’s influence is undeniable. Here’s how different businesses can engage with this generation using AI-driven strategies:

For MNCs

For MNCs, Gen Z’s emotional openness presents an opportunity to create large-scale campaigns that still feel deeply personal. Brands like Nike and Dove have successfully leaned into authentic storytelling, addressing social issues and personal empowerment in ways that resonate. By embedding real, unfiltered narratives into marketing strategies, MNCs can foster global brand love and long-term loyalty among Gen Z consumers.

Ready to elevate your brand with authentic storytelling? Let Mashwire help you connect with Gen Z and build lasting loyalty.

For SMEs

For SMEs, agility is their biggest advantage. Unlike larger corporations, smaller brands can engage with Gen Z in a more direct and community-driven way. Through UGC, niche collaborations, and authentic brand voices, SMEs can create tight-knit digital communities where Gen Z feels seen and heard. Personal engagement – whether through social media interactions or grassroots campaigns – helps SMEs turn Gen Z customers into vocal brand advocates.

Ready to build a community-driven brand that resonates with Gen Z? Let Mashwire guide your SME in creating authentic connections and lasting advocacy.

Regardless of size, businesses that embrace Gen Z’s emotional honesty will gain more than just sales – they’ll build a loyal community. Gen Z doesn’t just buy; they share, recommend, and amplify brands that align with their values. Whether through large-scale brand storytelling or intimate community-building, businesses that foster genuine connections will thrive in the new marketing landscape.

How We Can Help

At Mashwire, we help brands cut through stereotypes and build genuine connections with Gen Z. Whether it’s crafting a bold social presence like Ryanair or fostering community conversations like Glossier, we know how to translate Gen Z culture into impactful marketing strategies.

By leveraging Mashwire’s 4sight intel, we uncover key consumer insights that shape impactful marketing strategies. By analyzing behavioral trends and shifting preferences, we craft campaigns that resonate with target audiences, drive engagement, and deliver measurable results.

Ready to connect with Gen Z in a way that actually resonates? Let Mashwire guide you. Reach out to us to start building your Gen Z marketing strategy today.