In today’s hyper-digital world, brands face an unprecedented challenge: breaking through the clutter to capture attention in an era where content is both abundant and fleeting. Nowhere is this challenge more evident than when trying to engage Gen Z—the most connected yet most selective generation. NielsenIQ projects that Gen Z will have the fastest growth in spending power, reaching an estimated $12 trillion by 2030 and overtaking baby boomer spending by 2029.
As a member of Gen Z, I can attest that while we are the most hyper-connected generation, we're also the most discerning. We are immersed in content—social media, news, entertainment—all available at our fingertips. We spend more time on our phones than any other generation, with over one in four scrolling for at least six hours, according to GWI. But being constantly connected doesn’t mean we’re easy to reach. In fact, we value authenticity, balance, and purpose in our digital experiences, making it harder for brands to connect meaningfully.
While we do spend a significant amount of time online, what we engage with has become increasingly selective. For brands hoping to cut through the noise, understanding the distinct preferences and mindset of Gen Z is crucial—but it’s not enough. To truly connect, brands must also acknowledge and support our pursuit of a more balanced and mindful digital life. This article goes on to outline how brands can break through the overwhelming deluge of digital content - let's jump in.
The Challenge for Brands
While brands understand the spending power of Gen Z mentioned above, they spend millions trying to unlock the secrets of how to engage younger audiences, yet many still miss the mark. As Nielsen IQ points out, Gen Z now makes up 25% of the global population, and while we are digitally connected, we expect brands to do more than just show up. We expect them to earn our trust through authenticity and purpose-driven initiatives.
According to the article in Vogue Business, How Gen Z Broke the Marketing Funnel,
Gen Z is grappling with the fact that their primary marketplace — social media — is also their entertainment center, social hub, learning platform, and news source, making shopping a medley of influences and mindsets.
We receive an overabundance of content from brands spanning our texts, emails, and social media feeds, and we don’t know where to look first, causing digital burnout. Digital burnout refers to a state of physical, emotional, or mental exhaustion caused by prolonged and excessive use of digital devices, platforms, or online environments.
In essence, we’re exhausted by the constant push to engage. When talking to some of my older counterparts, a natural response has been to simply put down our devices. But that is easier said than done, as we rely on them to connect with our friends, family, doctors, delivery services, and colleagues through these devices throughout the day.
Navigating Digital Burnout
For brands to thrive in this environment, it’s essential to recognize the growing need for digital balance within our generation. Gen Z is increasingly aware of the negative impact of constant digital engagement. According to McKinsey, while social platforms offer a way to connect, they also contribute to feelings of isolation, anxiety, and mental health challenges. Many of us are now actively seeking ways to unplug, creating space for more meaningful interactions both online and offline.
In a landscape described by Kimeko McCoy as 'late-stage social media,' brands are increasingly finding organic reach difficult amidst pay-to-play algorithms and the red tape of content approval processes, often leading to watered-down messaging. When so many brands are pushing to produce 'viral' content all the time, it raises the question: are they delivering real value or just adding to the noise?
Yet, we don’t expect brands to disappear. What we want is for them to offer something of real value, not just noise. Content for the sake of content won’t cut it. Brands that can shift from being ever-present to offering something thoughtful and aligned with our values will stand out. The brands that get it are the ones that respect our time, understand our need for balance, and engage with purpose.
Simplicity in a Complex World
In response to this overwhelming digital landscape, my peers are opting for simpler lives. Beyond digital burnout, there are multiple factors contributing to this trend. According to a New York Post article, Gen Z is moving to less populated states, seeking a lower cost of living and a simpler lifestyle. Just this year, data from StorageCafe revealed that Gen Z's relocation choices reflect a diverse set of priorities and aspirations, ranging from career opportunities and affordability to lifestyle preferences and community values.
This shift towards simplicity offers a critical insight for brands.
It’s not just about scaling back or producing less content—it’s about delivering purposeful content and experiences that connect with this new mindset. While digital marketing remains crucial, integrating non-digital approaches can also break through to a Gen Z audience seeking balance. From immersive offline experiences and direct mail to community events and word-of-mouth strategies, marketers can build meaningful, tactile connections that align with Gen Z’s desire for authenticity and intentional living. Brands that engage both online and offline, in harmony with Gen Z's balanced lifestyle, stand to form deeper, more lasting relationships
In my last article, I’m Not "Lazy”: Understanding Gen Z’s Approach to Work-Life Balance, I discuss the perpetuation of the Gen Z “lazy-girl” stereotype and how when you strip that down, it’s about our need for better work-life balance. Gen Z is just not willing to sacrifice personal well-being, and we are doing whatever we can to prevent burnout. In recognizing this, brands can innovate by aligning their long-term strategies with the growing trend towards simplicity and balance.
Leading with Purpose and Authenticity
One example of a brand supporting Gen Z in its movement toward a healthier relationship with technology is HMD Global, the company behind Nokia. They recently launched a new Barbie-themed phone designed to help teens and young adults digitally detox. With its classic flip design, this device allows for calls and texts but no internet or social media apps — all in iconic Barbie pink. According to CNBC, "dumb phones"—simple devices that offer limited functionality akin to early 2000s models—are seeing a resurgence. HMD reported that Flip Phone sales alone more than doubled in Europe between 2022 and 2023. Additionally, iqmetrix and Laptopmag identified it as a surprising tech trend of 2024.
Another example of a brand supporting our desire for a digital detox was in April 2024, when Heineken and fashion retailer Bodega unveiled their "Boring Phone" at Milan Fashion Week. This minimalist flip phone, lacking social media apps, maps, or even a camera, comes in Heineken’s signature green. The message behind the product is that life is too interesting for your phone to distract you. These brands have thoughtfully listened and tapped into Gen Z's growing desire for a digital detox, offering products that support their journey to building a healthier relationship with technology.
As brands strive to capture Gen Z’s attention, the lesson is clear: Purpose-driven products, services, and content that reflect the realities of our lives have a strong advantage over flashy, short-term trends. We don’t need more viral content—we need real value. Brands that can deliver this will not only capture our attention but also earn our loyalty.
Nonetheless, it's important to recognize that easily digestible, short-form content still plays a significant role in capturing our time and attention, with 61% of Gen Z preferring videos under a minute long and spending up to 48 hours per month on platforms like TikTok, according to Hootsuite.
The balance lies in delivering real value through relatable and entertaining formats. While ‘mindless’ content can pull us in, authenticity and social relevance remain crucial, as 50% of us value influencer recommendations when they reflect our values and beliefs, according to Mediatool. Brands that can seamlessly blend entertainment with purpose-driven messaging are best positioned to earn both our engagement and loyalty.
Strategic Takeaways for Brands:
Focus on Authentic Engagement: Shift from high-frequency content to thoughtful, purpose-driven messages that align with Gen Z’s values. Authenticity can trump volume.
Support Digital Well-being: Recognize the growing desire for digital detox and support healthier tech habits through campaigns or products that encourage mindful consumption.
Adapt to Simpler, Balanced Lifestyles: Align your strategies with Gen Z’s migration towards simpler living and wellness-focused lifestyles. Products and services that complement these priorities will resonate deeply.
Lead with Foresight: Stay ahead of market shifts by anticipating the needs of Gen Z. Leverage data and insights to craft strategies that evolve with this ever-changing generation.
Whether you start by testing short-form content formats or dive deeper into a holistic brand strategy that spans multiple platforms, remember that balancing quick wins with a sustainable, long-term approach is key to building lasting connections with Gen Z.
Moving Forward
Brands have a unique opportunity to support Gen Z’s journey toward a more balanced relationship with technology. By embracing authenticity, purpose, and simplicity, they can foster deeper connections and engage meaningfully with this generation. This creates a win-WIN: Gen Z gains valuable, genuine experiences while brands build lasting trust and loyalty, and business leaders could see a sustainable pathway to profitability. As the digital landscape becomes more crowded, those who respect our need for balance will emerge as trusted partners in our lives, contributing to a broader movement toward a more mindful, fulfilling future.
Kathleen McCaughey
Marketing Account Manager at Growthential
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