Look, we know what you’re thinking: “Oh great, another guide to ‘talking like the youths.’”
But this isn’t a slang dictionary. (Well, I will have that below).
It’s not a cheat sheet for using “cap” correctly (spoiler: you probably won’t — no cap). This is a no-BS guide to actually connecting with Gen Z in a way that feels human, real, and, dare we say, relatable.
If you’re looking for tactics to slide past Gen Z’s finely-tuned marketing defense systems, you’re in for a rude awakening. It’s not about “becoming a meme.” It’s about respecting the audience, understanding what makes them tick, and creating authentic content that resonates with them. Let’s see how to do that.
Step 1: Stop trying (to be cool)
Sorry, oldheads (that’s a word they use too, by the way): There’s nothing more “cringe” than a brand being a “try-hard.” Gen Z doesn’t want you to “get them.” They want you to be yourself. Show up, honestly. If you’re a quirky local coffee shop, lean into your quirkiness. If you’re a corporate juggernaut, own it — just don’t invent a fake personality you don’t have.
Take Oatly, for example. This oat milk brand knows it’s not sexy and leans in hard. Their ads are the equivalent of your weird cousin who knows they’re awkward but makes it hilarious. One billboard literally says, “It’s like milk, but made for humans.” They often use negative customer reviews for marketing purposes. “This tastes like shit! Plant-based drinks don’t taste anything like cow’s milk,” was once proudly featured on their packaging and online platforms.
Contrast that with brands that insert “on fleek” or “yeet” into their marketing materials for millennials. Those feel like a dad at the skatepark saying, “How do you do, fellow kids?” Gen Z, who have been privy to those sneaky tactics their entire lives, sees right through it. Authenticity beats imitation every time.
Step 2: Master the art of subtlety
As I said, Gen Z has been fluent in internet-speak since they could walk and can sniff out disingenuous content faster than you can say “sus.” Great Gen Z content is layered. It winks at the audience without screaming, “LOOK AT ME, I’M TRENDY!” Think clever memes, tongue-in-cheek captions, or TikToks that speak to them, not at them.
If you want to create layered content, think of content that requires a second look to “get it.” A clever nod to pop culture or an inside joke your audience will understand can go a long way. Subtlety, however, also means knowing when not to speak. Sometimes, silence or restraint in your messaging says more than a loud campaign ever could.
Step 3: Show proof, not puff
This gen is skeptical as heck. Thanks to growing up in the Wild West of online misinformation, they don’t take anything at face value. If you want to build trust, back it up. Use stats, testimonials, or transparent storytelling. Don’t tell them your product is “the best” — show them why.
Consider Patagonia. They don’t have to say, “We care about the planet.” They demonstrate it by repairing customers’ jackets for free, using recycled materials, and donating a significant portion of their profits to environmental causes. These actions reinforce their claims without a shred of puffery.
If you’re launching a new product, share behind-the-scenes content about its development. Show real users testing it, highlight raw feedback, and share the process openly. Don’t gloss over imperfections — embrace them.
Step 4: Speak human (But not Millennial Corporate Human™)
There’s a fine line between sounding human and sounding like an algorithm trying to sound human.
Gen Z craves authenticity, but they’re not here for the “Hey fam, check out this fire sale 🔥🔥🔥!” stuff. Write like you’re texting a (cool, not overly excitable) friend. Keep it casual, concise, and slightly irreverent.
Think about how Duolingo approaches social media. Their TikTok presence feels like it’s run by a mischievous intern who’s in on the joke. The company leans into chaotic humor — dancing, memes, and running gags with their sassy owl mascot. But beneath the antics, their content consistently reinforces the brand’s mission: making language learning accessible and fun.
Avoid over-sanitized corporate speak. Phrases like “we’re passionate about innovation” are empty calories. Say what you mean in a way that feels real.
Step 5: Be unseriously serious
Here’s the paradox of Gen Z: they’re meme-forward, self-deprecating, and unafraid to laugh at the absurdity of life — but also deeply invested in serious causes like climate change, social justice, and mental health. The savviest brands can walk this line: make them laugh without dismissing the things they care about.
Example: Ben & Jerry’s. Their social media pairs lighthearted puns with hard-hitting posts about systemic injustice. It’s a balancing act that works because their activism isn’t performative — it’s deeply rooted in their brand values.
If your brand is tackling serious issues, don’t entirely avoid humor. A well-placed GIF or playful caption can make heavy topics more approachable. But make sure you’re striking the right tone for the subject matter.
Step 6: Personalize everything
Gen Z grew up in an era of algorithmic recommendations and hyper-customized digital experiences. Generic messages won’t cut it. They expect content that feels tailor-made.
Spotify’s annual “Wrapped” campaign is a masterclass in personalization. Spotify transforms data into shareable, individual stories by highlighting each user’s unique listening habits. People proudly post the highlights on their social feeds, turning users into brand ambassadors.
If you’re creating email campaigns, segment your audience into micro-groups based on interests, behavior, or location. For social media, lean into interactive tools like polls or Q&A features to make your audience feel heard.
Step 7: User-Generated Content > Your content (Yes, you read that right)
If you think your brand’s polished, high-budget, professionally shot ads are essential in your marketing strategy, think again. Gen Z doesn’t care about your overproduced content — they care about realness. More specifically, they care about real people using your product in their lives.
User-generated content is a trust signal. Gen Z grew up immersed in more advertising than any generation before them, and they’ve learned to tune it out. When Gen Z sees real customers interacting with your product — without the corporate spin — it feels more genuine, relatable, and authentic.
Instead of asking Gen Z for feedback, ask them to create something. For example, if you’re selling a fashion brand, ask them to show how they style your pieces. If you’re in the beauty space, invite them to post their own “get ready with me” videos using your product (that’s what “GRWM” stands for, if you’ve been wondering). Gen Z loves showing off their creativity, and when you invite them to showcase their style, you give them the platform to shine.
Step 8: Use humor that’s deadpan and unapologetic
If you want Gen Z to care, you have to make them laugh, but not in a way that feels like you’re trying to get a cheap chuckle. They don’t want your corny dad jokes or whatever crusty meme is trending on the socials. You need humor that’s dry, sarcastic, and unapologetically irreverent. Think of it like making fun of the world but doing it in a way that makes people feel seen. Gen Z has a sharp sense of humor, so match that energy.
How to do it:
- Be a little self-deprecating. Gen Z loves a brand that doesn’t take itself too seriously.
- Don’t be afraid to push boundaries (but don’t cross into offensive territory).
- Use absurdity. Make jokes that no one saw coming but still land.
Example
Instead of: “You’ll love how easy our product is to use!”
Try: “This is so easy, even your grandma could use it. No, seriously. She’s got this.”
Tip: Sarcasm is a tool, not a weapon. Use it lightly so it doesn’t read as bitter or forced.
Step 9: Follow these brands (and take notes)
- Glossier: Minimalist beauty designed for #Shelfies. They said, “Let’s make makeup chill,” and Gen Z said, “Bet.”
- Fenty Beauty: Dropping makeup and shade with every product launch. Rihanna’s content game is as sharp as her eyeliner.
- Champion: Went from “dad mowing the lawn” to “that cool kid on TikTok.” And somehow, it works.
- Gymshark: Gym wear for people who lift heavy and love a good thirst trap.
- Kin Euphorics: Non-alcoholic drinks for Gen Z’s “sober curious” era. They’re selling social vibes without the headache — literally.
- Tushy: Turning bidets into the butt of every joke and somehow making you want one.
- BeReal: Social media’s answer to Gen Z’s “no filter” manifesto.
- Lemonade: Insurance for renters and homeowners, as well as auto, pet, and life coverage a Tinder-style interface. It’s so easy and friendly that you almost forget you’re dealing with insurance.
- The Farmer’s Dog: Gourmet dog food for pups who live better than most humans. Gen Z’s fur babies are thriving.
- Selina: Travel and coworking spaces that feel like you’re in an indie movie montage. Who needs home when you have this?
- Who Gives a Crap: Toilet paper that wipes away guilt — because it’s eco-friendly and hilarious. This brand makes poop talk cool, and Gen Z is here for it.
Takeaways: Writing for Gen Z is a vibe, not a template
So, how do you write for them without tripping over yourself? Here’s the TL;DR:
- Ditch the gimmicks. If you’re not authentic, they’ll know.
- Stop trying to go viral. Focus on creating content worth sharing.
- Kill all AI-feeling fluff. Be human, be real.
- Layer your messages. Subtlety is sexy.
- Don’t overproduce. Gen Z values user-generated content over polished ads.
The brands that win with Gen Z aren’t the loudest or trendiest. They’re the ones that feel like they get it without trying too hard.
Ready to vibe with them? Cool. Just don’t say “vibe check.”
Slang decoder: Words you’ll probably misuse anyway ❣️
Cap / No cap: To lie / Not lying.
Oldheads: Older people, often perceived as out of touch. Perhaps you?
Cringe: Something embarrassing or awkward.
Try-hard: Someone who tries too hard to impress.
On fleek: Perfect or flawless.
Yeet: Exclamation of excitement or to throw something.
Sus: Suspicious or suspect.
Vibe: A mood, feeling, or aesthetic.
Vibe check: A test to see if someone’s energy aligns with the group.
Meme-forward: Focused on creating or engaging with memes.
