Gen Z doesn’t care you exist — until you speak their language

Across industries, marketing strategies are shifting to carefully cater to the biggest emerging consumer cohort—Gen Z. Unlike their predecessors, they’re living in an era shaped by the internet, smartphones, quick commerce, AI, and everything in between. Naturally, their buying patterns, product discovery paths, and decision-making are driven by these emerging trends and technologies.

Given Gen Z is the largest market to date and their spending is projected to hit $2 trillion by 2035, as per a BCG report. Brands that don’t adapt now are leaving serious money on the table. That’s why businesses need to cast a wider net across platforms where this generation lives and breathes.

Plus, they need a well-structured study to understand the nuances of their purchase behavior, decide which segments of Gen Z they’re aiming at, and identify which demographics are clicking best. It’s this level of specificity in approach that will help brands stand out from the rest and eventually make their way into Gen Z’s shortlist.

Reaching Gen Z through the right news channel

News is still a powerful tool to build brand credibility and recall. But are Gen Zs even interested in news?

Fact is, they are. They just consume it differently.

Unlike millennials and boomers, Gen Z prefers digital-first platforms—news apps, online publications, and social media over print or TV. Hence, most traditional outlets have moved online and are building strong paid subscriber bases.

Bite-sized updates, visual explainers, and headline snippets grab their attention. But they also look for context and commentary that help them make sense of what’s happening.

That’s why thought leadership works. Gen Z values expert takes, especially from brand leaders who can break things down clearly and credibly.

Many clients use a mix of short-form content to pique interest and long-form pieces to build authority. This kind of visibility supports broader marketing goals. It builds relevance and positions the brand as a voice worth listening to

Choosing social media and creator-led marketing

Social media is inseparable from Gen Z’s daily life, and it’s where they discover products, too. Online creators are among the most effective ways to reach Gen Z. One of our customers who primarily targets this group runs most of their PR through influencer marketing, and it’s working.

This generation places more trust in creators who feel real and relatable over traditional celebrity endorsements. Of course, it depends on the brand and product category, but for most Gen Z-focused businesses, creator-led marketing is proving to be a high-impact channel.

A great example of creator-led marketing done right is boAt. While the brand has roped in cricketers and Bollywood stars, it hasn’t stopped there. BoAt has consistently teamed up with fitness enthusiasts, music artists, gaming influencers, and everyday content creators across platforms. This diverse influencer network keeps the brand in constant conversation and has played a big role in taking boAt’s visibility and appeal across the country.

Along with the segment of Gen Z that’s deeply conscious and prioritizes authenticity before making a purchase, there’s a group that thrives on cultural momentum. They’re drawn to products that spark buzz and offer a sense of belonging to a larger trend. Both mindsets coexist, and brands that can speak to both sides stand to win big.

Two of the most recent and relatable examples are the buzz around Stanley cups and Labubu dolls. The Labubu doll frenzy began when a K-pop star posted a photo with it, and her fans instantly took notice. Soon, the internet was full of unboxing videos, and the blind-box packaging only added to the curiosity. The mystery, the rarity, the sense of “what if I don’t get one?”—it all triggered that classic FOMO. And just like that, everyone wanted one.

Targeting the right cohort matters

In today’s saturated market, brands mostly can’t afford to speak to everyone. The ones that stand out are those with a clear sense of who they’re talking to and how.

Having a strategic plan that zeroes in on a specific cohort helps brands cut through the noise. It’s about deeply understanding what a segment wants, how they think, and what they aspire to, and then building products, messaging, and experiences that strike the right chord.

Zudio is a great example of this. Unlike many others, Zudio knew exactly who they were speaking to: the Gen Z living in tier 2 and 3 cities—young people with aspirational tastes who want trendy options at an affordable price.

Zudio nailed this gap in the market and built a billion-dollar business around it. Even when the e-commerce wave was in full swing, they went the classic offline shopping mode, targeted a unique cohort, and gained an edge.

Experiment with brand messaging

In India, while English content works, a large chunk of Gen Z connects more deeply with regional languages. Speaking their local tongue through cultural cues, slang, and familiar storytelling can go a long way in building a real connection. When brands sound like someone from their own circle, they are more likely to listen.

Another smart addition to this strategy is weaving in Gen Z lingo. Slang, emojis, and a tone that reflects their digital-first language can help brands fit right into their world. Swiggy and Zomato have mastered this.

Their app notifications are funny, relatable, and often go viral. The use of witty “Hinglish” makes their messaging feel personal and fun, like it’s coming from a friend rather than a brand.

Indian Gen Z cares deeply about what happens behind the scenes. From sourcing and labor practices to sustainability and ethics, they expect brands to be upfront. When something goes wrong, they’re not looking for spin—they want accountability and clear communication.

Minimalist is a great example. At a time when most skincare brands buried their ingredient lists, Minimalist did the opposite. They put everything front and center, clean, clear, and confident. That transparency made them a favorite among Gen Z, and it played a big role in their rise.

At the end of the day, marketing to Gen Z is about understanding what drives them, their values, their digital habits, their love for authenticity, and their need to belong. Whether it’s through sharp cohort targeting, honest communication, or speaking their language, brands that genuinely listen and adapt will find a loyal audience. All that matters is showing up the right way, at the right time, for the right people.

- Priyan DC, founder and CEO of Star Squared PR