7 Ways Small Businesses Can Start Marketing to Gen Z

As if small businesses didn’t have enough to worry about, especially when it comes to marketing, now we have to worry about Gen Z. Because one of the biggest challenges as of late has been figuring out how to connect with Gen Z—those born between 1997 and 2012. This generation has grown up with tech and has unique values and behaviors that make how they buy different than previous generations. Basically, how to market to Gen Z is something we absolutely need to figure out if we want our business to survive.

In this blog post, we’ll dive into:

What makes Gen Z tick
How Gen Z engages with brands
Practical tips for marketing to Gen Z

Understanding Marketing to Gen Z

Gen Z are digital natives. They are the first generation to be raised with smartphones and are uniquely accustomed to instant access to information. So naturally, they’ve come to value (and expect) speed and efficiency.

But unfortunately for small businesses everywhere, despite their tech-savvy nature, Gen Z is also highly skeptical of traditional advertising. They have a keen ability to detect inauthenticity and are quick to dismiss brands that don't align with their values. Gen Z places a high value on social responsibility. They are more likely to support brands that promote diversity, equity, and inclusion and that take a stand on social issues.

So what can we do with this information? Here are 7 ways we think that small businesses can start marketing to Gen Z more effectively.

1. Soft Selling > Hard Launches

Listen—we will be the first to encourage you to plan a launch for your next new product or promotion , but Gen Z hates traditional sales tactics. Growing up with tons of information, they spot and ignore an ad a mile away. So if you want to catch their attention, your content needs to offer value—whether it’s entertaining, educational, or inspiring.

Basically, skip the hard sell and focus on building community and engagement. Use storytelling, user-generated content (read: stuff your happy customers and/or partners create), and influencer partnerships to grab attention without being too salesy. Show them what it’s like to work with you/have your product, instead of telling them why they need it.

2. Transparency and Sharing Your Values is a Non-negotiable.

We touched on this right at the beginning, but let us repeat: Gen Z wants transparency and authenticity from brands. They care about the values and practices behind products and expect honesty about business operations. They’re quick to call out brands that don’t deliver and will switch to those that do.

For small businesses, this means being transparent and clear about your brand’s story, mission, and positive impacts. By being upfront about challenges and how you're tackling them, you’ll build trust and grow a deeper connection with Gen Z.

For bonus points, you may also want to align your brand with causes that matter to them, like sustainability, social justice, or mental health. Showing a commitment to your own social responsibility is going to make your brand more appealing when marketing to Gen Z (as long as it’s authentic).

3. Instagram Can’t Be Your Only Platform

While Instagram remains a popular platform for Gen Z (and pretty much everyone), Gen Z is active all over the internet (and expects you to be too). For small businesses, this means adopting a multi-platform strategy and getting really freaking good at repurposing your content, or else you’ll be leaving money on the table.

For example, Gen Z is the fastest-growing cohort on Pinterest, and currently makes up 42% of their 500 million monthly users. That’s huge potential.

4. Mobile-optimized is the new standard

When it comes to marketing to Gen-Z, gone are the days when being mobile-friendly was enough. Now, you need to prioritize mobile in all your online interactions. With more people browsing on their phones, your site needs to look great and work great on mobile devices. This means fast load times, easy navigation, and content that’s designed for smaller screens. The good news is, this is all good for your SEO too.

5. Video Content

You probably already know this (and may have even shuddered a little bit), but video content wears the crown for marketing to Gen Z. Platforms like TikTok, YouTube, and Instagram Reels make short videos a big part of the online world, whether we like it or not. If you want to capture attention, show your products in action, give behind-the-scenes looks or day-in-the-life content, or simply show up face-to-camera and tell stories that highlight your brand values.

The good news here? Perfect video content is a turn-off.

In fact, depending on your brand, changing out of your PJs and brushing your hair might not even be required.

Live streaming is another great way to connect with Gen Z (again—it comes down to the fact that they want to feel connected to the real people behind the brand). As a small business, you can host live Q&As, product launches, or virtual events to create both the immediacy and interaction that Gen Z can’t get enough of.

6. They Want to Talk to You, So You Need to Talk To Them

Piggybacking off our last point, when marketing to Gen Z we need to understand that they spend a lot of time on social media, not just scrolling but actively sharing, commenting, and creating their own content. Businesses that tap into this participatory culture will connect better with Gen Z. This means as small businesses, we need to be present and active on social media. Don’t just post content and disappear (or post and ghost)—engage with your followers, respond to their questions, and participate in the conversations happening around your brand and in your industry.

The second part of this is having a unique brand voice that remains consistent no matter how many people are on your team writing the content. When marketing to Gen Z, they appreciate humor, wit, and a touch of irreverence, as long as it feels authentic. Brands that can inject personality into their content are more likely to stand out and foster loyalty. If you need a little help with this, you can learn more about how Enji can help you create a unique brand voice here.

7. You Need to Have a Good Product

Hear us out on this one. Gen Z is driving the "dupe culture," because they seem to prioritize the quality and functionality of the product over the brand name. This trend is kind of a double-edged sword for businesses; it provides an opportunity for smaller brands to compete, but it also means that we can’t really rest on our laurels for one second in today’s market.

This doesn’t mean you need to create a cheaper version of a popular product. Instead, highlight the unique features and benefits that set your products apart. Use customer testimonials and reviews to build credibility and showcase how people benefit from what you’re selling (scroll back up to how Gen Z wants to be a part of the conversation, and you’ll see how this can be a win-win.

Marketing to Gen Z is a Bit Harder, so It’s Even More Important to Use Tools to Help

Marketing to Gen Z may be challenging, but it also presents a stellar opportunity for small businesses to innovate and connect with a generation that values what they have to offer. After all, large corporations are hardly willing to promote their values (hint: because it’s usually just profit), which means you have a huge competitive edge that you should absolutely be using.

With that said, Marketing to Gen Z can be tough, so you need to be more efficient and organized than ever before. Lucky for you, we’ve created Enji to be your all-in-one marketing tool. If you’re ready to finally create a solid marketing strategy, be more consistent in your content creation, and start tracking metrics so you know what works, sign up for your free trial here!

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