As the first fully digital-native generation, Gen Z’s expectations are high when it comes to digital experiences and brand interactions. Their priorities and values drive new trends in marketing, and connecting with them requires fresh approaches, creative content, and an understanding of what resonates on a personal level.
Here’s a guide for copywriters who want to master the art of writing copy for this tech-savvy, socially conscious, and trend-setting group, with tips from our white label copwriting team.
What Does Gen Z Care About?
Gen Z grew up amidst rapid technological advancements and significant global challenges, including the 2008 financial crisis and the COVID-19 Pandemic. They value authenticity, diversity, sustainability, and social responsibility. For Gen Z, a brand’s ethics, environmental practices, and inclusivity are as important as the products they offer.
Brands that embrace transparency and promote positive societal impact have a greater chance of capturing their attention. This generation expects more than just products and services; they want brands that align with their values.
Short, Direct, Engaging
Gen Z’s attention span is notably short, likely a product of growing up in a world of instant gratification. They prefer concise, impactful messaging that quickly delivers value.
Avoid complex language; get to the point with clarity and purpose.
Aim to be engaging but succinct, using punchy headlines, straightforward language, and even memes or emojis where appropriate. Micro-content, like Instagram Stories, Twitter threads, and TikTok captions, can be highly effective mediums for connecting with them.
Authentic, Transparent
Gen Z has a well-developed ability to spot insincere marketing. They value authenticity and tend to distrust overly polished, salesy language. Copy that feels genuine and transparent is key to building trust. Avoid exaggerated claims; instead share real stories, genuine testimonials, or user-generated content. Embrace an honest approach – let them know what your brand stands for, even if that means acknowledging imperfections.
Social Causes
Social responsibility is central to Gen Z’s decision-making. They support brands that engage with and contribute to causes they care about, such as climate change, social justice, and mental health awareness.
Write copy that conveys your brand’s commitment to relevant social causes, but be careful not to appear performative. Rather than making grand statements, focus on concrete actions your brand is taking and highlight partnerships with credible organizations.
It will never really be possible to distil copywriting targeted towards a particular generation into a few tips. However, we’ve done our best in this blog. If your team needs some more help targeting your messaging towards this upcoming consumer group, let our white label copywriting team help you.
