Millennials (particularly the Elder Millennials/Xennials) are the last generation to remember life before the ubiquity of the internet, and this has shaped how they respond to brands and advertising. Meaningful storytelling combined with thoughtful but polished creative still holds their attention, but particularly when connected to purpose.
Gen Z, by contrast, has never known a world without social feeds and a universe of information in their pockets. In turn, they’ve rejected some of the old school advertising norms of glossily aloof perfection - they want messy, authentic, cultural fluency, and to be seen by brands in real time.
Where they show up online and what they consume
Although they may have started in the world of forums and MySpace, Millennials built and thrived on Facebook and Instagram. Long-form and curated content such as podcasts, blogs, and emails hold strong appeal, especially when it comes to making purchase decisions.
Meanwhile, Gen Z have found their natural home on platforms like Snapchat and TikTok where content can be ephemeral but quick and raw. And, in a sign that even digital platform trends are cyclical, they’re moving back to closed community centred platforms and forums like Discord where shared interests strengthen bonds.
That isn’t to say there isn’t crossover of platforms, but this is more likely Millennials joining platforms like TikTok or Discord which have strong curatable niches with platforms like Facebook and Snapchat staying in their generational lanes. With this in mind, if you market to Millennials and Gen Z, it’s important to recognise the roles different platforms play in their digital worlds and how you can tailor your content to each platform and audience.
... Gen Z have found their natural home on platforms like Snapchat and TikTok where content can be ephemeral but quick and raw. And, in a sign that even digital platform trends are cyclical, they’re moving back to closed community centred platforms and forums like Discord where shared interests strengthen bonds.
Selina Conroy, Social Media and Content Manager
How they’re buying
One of the main jokes made by Gen Z about Millennials is that they will differentiate between activities they’ll do on the phone and which are strictly laptop or big screen. Serious purchases (don’t forget Millennials are 29-44 years old which is a prime serious purchase life stage!) are a serious activity that, for older Millennials in particular, really is a laptop activity. They’ll start their research on their phone and make impulse or smaller purchases there but their journey may well end on the big screen.
Influencers and creators
For Millennials and Gen-Z alike, there are no greater tastemakers than influencers. From the million-follower mega-influencers to the close-knit feel of a nano-influencer’s community, Millennials look to their favourites for tips and inspiration. Whether it’s fashion tips, interior design, or makeup content, influencers are the experts that Millennials listen to.
Gen-Z are also ardent followers of influencers, but they lean more heavily towards micro and nano creators, preferring the peer recommendations of enthusiasts rather than the celebrity-like air of professional influencers.
It’s important that you use creators strategically, though. Adding a respected or popular name to your marketing just for reach’s sake isn’t going to resonate in the way a genuine, carefully curated collaboration would.
If you’re trying to reach both audiences, then your strategy needs to cater to the shared preferences of both generations. Think:
Community-led brand strategy
A human tone of voice
Speed and cultural responsiveness
Personalisation and relevance
A frictionless mobile experience
Be transparent
From your pricing to your policies, these audiences want to know that a brand is aligned with their personal values. Be truthful about what you’re doing well and where you’re falling short - honesty will go a long way with potential customers, even if there’s areas you need to work on.
Final thoughts
The brands that are successful with Millennials and Gen-Z are the brands that understand the importance of the nuances between the two generations. It’s not just a case of ‘Millennials + Gen-Z = young people’ - there’s distinct differences that your strategies need to home in on.
Any lip-service or bandwagon-jumping will be noticed and called out very quickly, and your brand reputation will pay the price. Success in these markets is about being adaptive, culturally fluent, and human. Meet your customers where they are, demonstrate genuine understanding of their experiences and cultures, and show that you’re genuinely committed to backing up the values you promote.
Marketing-savvy generations demand a lot from brands, but the rewards can be huge for those that fully commit. Give Millennials and Gen-Z real, strong reasons to trust your brand, and as long as you maintain those values, you’ll have loyal customers for years to come.
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