Understanding your customers is a lot like learning a new language. If you are still whispering sweet nothings to millennials, then now is the time for a gear change because Gen Z has arrived. That would be the generation born between the mid-1990s to the early years of the 2010s. They are tech-savvy and socially conscious and will swipe left into next week on any businesses failing to live up to their expectations.
For brands trying to create loyalty among these new digital natives, the stakes are high, but the reward is even more. If you’re still struggling to figure out what the Gen Z customer really wants, let’s break it down—without the corporate speak, slang, and even clichés.
Authenticity Is Everything
Gen Z has a radar for all things fake. Growing up in a world of perfectly curated feeds, overly polished ads, and influencer-heavy marketing, they’ve developed a sixth sense for spotting inauthenticity. They’re just not here for the smoke and mirrors. To earn loyalty, brands need to show up real, honest, and unapologetically human. Ditch the airbrushed perfection-transparency and imperfections, real stories uncontrived, are what make for actual connection with this generation.
That means cutting the marketing fluff. No more stock photos of people who have perfect smiles while staring at salads and say hello to content that is raw and relatable to the normal average Joe. Give behind-the-scenes views of your business—the messy parts, those moments that just didn’t go right, the bloopers and the people behind the products. Show them your process, struggles, and small wins. Mess up? Own it. Publicly. Gen Z appreciates when businesses admit they’re not perfect and show a will to improve.
UGC is another goldmine. When real customers share photos, videos, or reviews about your products, it builds trust far more effectively than any glossy campaign ever could. Encourage your audience to create and share content—whether through competitions, shoutouts, or even incentives. UGC not only gives your customers a voice but also tells Gen Z, “Hey, we see you, and you actually matter to us in a big way.”
Finally, speak their language, but don’t try too hard. You needn’t pepper every social media post with “slay” or “no cap” unless it matches your brand’s voice or tone. Be authentic—be true to yourself and respect theirs.
Seamless and Speedy Technology
The thing about Gen Z is that smartphones, streaming services, and same-day deliveries are the standard they grew up with. Therefore, instant gratification from them is not a selling point; it’s actually ground zero. Any website taking too long to load, has an awkward user experience or has broken links will send them somewhere else in a second. Speed, simplicity, and functionality should be fundamental in all touchpoints where business interactions with Gen Z’s take place.
Start with mobile optimization. Three-quarters of Gen Z shoppers use their smartphones to make purchases, and they want this experience to be as seamless as possible. If your website isn’t responsive, you are already losing customers before they get a chance to browse. Test your mobile website rigorously—no half-measures here.
Velocity matters too. Whether it involves page load times, payment processing, or replies to customer queries, there’s no waiting game for Gen Z. A slow checkout or confusing navigation? That’s a one-way ticket to losing them. The process needs to flow seamlessly right from sign-ups down to confirming orders.
Meanwhile, secure yet frictionless verification is essential too. Tools like online SMS verification service provide a convenient login for users, making their accounts more secure but frictionless. The speedy code sent straight to their phone means fewer forgotten passwords, less hassle, and ease everywhere.
And lastly, automate as much as possible while keeping the human touch. AI chatbots are great for basic, straightforward queries; however, when complexity arises, human intervention makes all the difference. Gen Z values efficiency but appreciates a real person when needed.
Social Responsibility
For Gen Z, it’s not just about products but the principles. They seek brands that stand for something more significant than just a profit. Social justice, sustainability, and inclusivity are non-negotiables. This generation deeply feels the pulse of the world’s issues and votes with their wallets.
That doesn’t mean your business has to save the world overnight. What really matters is sincerity. Start with values that align with your brand, then take active steps toward them. Maybe you’re reducing plastic waste, working with ethical suppliers, or supporting a local charity. Share your progress transparently—Gen Z loves to see businesses doing rather than just saying they do.
If sustainability is your focus, share details—what materials you use, how your products are made, and how you’re reducing your impact. Be specific: “We’re using 100% recycled materials in our packaging” carries more weight than “We care about the planet.”
Diversity and inclusivity also matter. Gen Z expects brands to reflect the real world—through marketing campaigns, product ranges, and workplace culture. Use a diverse cast in your ads, partner with underrepresented creators, and actively create opportunities for all—not just the select few.
Avoid performative activism at all costs. Taking a stand means your actions must match your words. A business that boasts diversity in ads but lacks it in leadership? That’s a red flag Gen Z will call out almost instantly.
Community Over Commerce
Gen Z isn’t looking for just another brand to follow—they’re looking for connection. For them, shopping is as much about belonging as buying. Businesses that create meaningful communities will earn their loyalty rather than those that don’t.
Social media is the ideal tool for this, but it’s not just about posting product photos. Engage, reply to comments, and spark conversations. Platforms like Instagram and TikTok thrive on creativity—join the moment without forcing it.
Consider building spaces beyond social media too. Online forums, Discord communities, or loyalty programs can foster deeper relationships. Whether it’s exclusive drops, polls, or behind-the-scenes access, customers want to feel included.
Events—virtual or physical—are powerful for connection. Host workshops, live Q&As, or pop-ups that bring customers together. Give them experiences to remember—not just products to buy.
Personalized Experiences
Gen Z doesn’t want to feel like another faceless customer in a database. They expect brands to know their needs, habits, and preferences. Personalization is now the baseline—product recommendations, tailored emails, or customized pages should make them feel seen.
Think of it like this: a generic ad says, “We want your money.” A personalized message says, “We know you. Here’s something just for you.” Use data responsibly and transparently—Gen Z values privacy and control.
Why This Matters More Than Ever
Gen Z isn’t a niche. They’re set to become 40% of global consumers in the coming years. It’s worth winning them over, because when their expectations are met, the loyalty of Gen Z doesn’t just stop at repeat purchases; they become vocal advocates, sharing your brand with their networks.
Here’s the challenge: Gen Z doesn’t give attention freely; you have to work for it, and work smart. They will tune out quickly anything that feels inauthentic, outdated, or out of touch. Those who will win are those who will prioritize authenticity, seamless efficiency, social responsibility, and genuine connection, turning passing interest into lifelong relationships. Those that don’t? They’ll disappear in the scroll.
Start small, start today. Align your message with your values. Make tech seamless. Show customers they’re part of something bigger. Listen and adapt, and you won’t just win Gen Z’s business—you’ll earn their loyalty.
And loyalty? That’s what it is all about to this generation.
