{"id":63494,"date":"2025-03-16T11:24:37","date_gmt":"2025-03-16T15:24:37","guid":{"rendered":"https:\/\/digital.hec.ca\/?p=63494"},"modified":"2025-03-16T11:24:55","modified_gmt":"2025-03-16T15:24:55","slug":"digital-marketing-for-gen-z-what-works-and-what-doesnt","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/digital-marketing-for-gen-z-what-works-and-what-doesnt\/","title":{"rendered":"Digital Marketing for Gen Z: What Works and What Doesn’t"},"content":{"rendered":"\n

Generation Z<\/a> are born between 1996 and 2010, where they are born in an era of advanced digital technology. They heavily rely on social media, short-form content, and influencer marketing for brand discovery. This is why digital marketing for Gen Z\u00a0plays a crucial role in shaping their consumer behaviour.<\/p>\n\n\n\n


Understanding Gen Z’s behaviour:<\/strong><\/p>\n\n\n\n

\u201c95% of 16-21-year-olds had used a mobile phone for their daily digital activity\u201d \u2013 Statista<\/a>. <\/p>\n\n\n\n

\"Gen<\/figure>\n\n\n\n

As digital natives, Gen Z rely heavily on the internet for information, connectivity and entertainment. With an abundance of information online, they prefer short-form content<\/a> that is easier to consume on small screens. This makes them more engaged and less overwhelmed. To capture their attention effectively, an integral part of digital marketing for Gen Z is the engagement of short-form videos and social media.<\/p>\n\n\n\n

One notable characteristic of Gen Z is that they value authenticity and transparency. Instead of relying on traditional advertising, Gen Z rely heavily on peer recommendations and user-generated content for brand discovery and their purchase decisions. To craft effective digital marketing Gen Z strategies, brands need to resonate with and truly understand their preferences. <\/p>\n\n\n\n

What Actually Works<\/h2>\n\n\n\n