What Gen Z Expect From Brands In 2026

 

If you’re looking to target this generation, then these 3 platforms – TikTok and Instagram especially are where you’ll be wanting to focus your marketing efforts. 

Gen Z have been a played a huge role in shaping online culture and language – they, along with Gen Alpha – decide what’s cool, what’s trending, how long that trend lasts and when things become ‘out of fashion’. There are some real sticking points for Gen Z, which are the things you need to be focusing on with your marketing in 2026 that can set you on the right path for success. 

 

Authenticity – Over anything else, this is a huge priority for Gen Z. Growing up with social media, filters, influencers and now the rise of AI, Gen Z experienced in real time the negative impacts that fake, staged and posed content has had on their peers – so that’s why authenticity is key. They need to believe in your brand, and the overly-polished style just doesn’t always work for them. Gen Z like to see a brand not just selling to them, but giving them a behind the scenes look, inviting them into what it’s like to work for the brand and to use the product. It’s why TikTok has really become a place for brands to grow – instead of taking things so seriously, many brands have adopted a brand voice in comment sections and bios that reflect their Gen Z consumer base, hopping onto trends that not only are entertaining, but ones that give a real authentic look into those behind the brand, humanising it and giving things a real community feel. 

 

Values – This is another priority for Gen Z – this generation will call out when they think something isn’t authentic or is being done just for the sake of looking good. You need to make your values clear from the very start – not just during awareness months or days. If you do so, make sure you’re taking meaningful action too as brand activism must be backed up for Gen Z – changing your profile photo for a short time won’t cut it. If they feel aligned with your values, and can tell it’s something you also truly believe in, then you’ll be on your way to getting them more involved with your brand and content. 

 

Relatability – This is a big one. Over the last few years, both attitudes and audiences have shifted away from content that’s flashy and more towards what they can relate to, and niche influencers who operate solely in fields that they’re interested in. Working with smaller influencers who already possess audiences similar to that of your target audience can help to grow your brand and reach more people who'll likely be inrigued by one of your products or services. Not only this, but working with people your audience already feel they relate to is much more beneficial for your brand. 

 

Sustainability – Gen Z are big on being eco-conscious so ensure this is reflected in our values and your packaging/products. It’s not just something your brand talks about – its reflected in everything you do and is a requirement for Gen Z audiences when they come to select which brands they choose. 

 

Mobile Optimisation – if your website isn’t on mobile, and if your business isn’t on social media, you’ll be missing out on a huge chunk of your audience being able to find and buy from you. Gen Z are masters at online shopping and product discovery – and with things such as Instagram’s product tagging and TikTok’s integrated shop feature, it’s easier than ever for not only information to be at their fingertips, but also the potential to buy. Optimising your website for mobile and getting yourself onto social media will put you on the right track when connecting with Gen Z. 

 

If your brand is looking for Gen Z’s interaction, then hopefully this blog will help you to understand what you need to do to target this generation effectively.