What is Gen-Z? Learn the meaning of Gen-Z in brand advocacy and marketing. Understand how Gen-Z works, why it matters and how it supports growth with Duel
Gen-Z refers to the demographic cohort born approximately between 1997 and 2012. As digital natives, Gen-Z individuals have grown up with smartphones, social media, and instant access to information. Their behaviour, values, and communication preferences are shaping modern marketing strategies.
Gen-Z consumers value authenticity, inclusivity, transparency, and social responsibility. They prefer visual content formats (e.g. TikTok, Instagram Reels), are highly community-oriented, and often support brands that reflect their beliefs.
To effectively engage Gen-Z, brands must prioritise purpose-driven messaging, fast-paced and interactive content, and platforms that enable direct dialogue and co-creation.
“The campaign was tailored for Gen-Z, featuring short-form videos, relatable humour, and a focus on ethical sourcing.”
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