Understanding Gen Z: What Brands Need to Know from the Frontlines of Media & Culture

At 829 Studios, we’re always looking ahead. As Gen Z begins to shape both the workforce and the consumer landscape, understanding their values and behavior isn’t just important, it’s essential. That’s why our team recently joined the Mixing Board Live 2023 panel, where voices from SBS Comms, Day One Agency, and Mixing Board explored what makes Gen Z tick, from how they consume media and engage with brands to how they reimagine the future of work.

Here are the biggest takeaways brands and marketers should keep top of mind when engaging this discerning and dynamic generation.

TikTok ≠ Gen Z Monolith

While TikTok is often synonymous with Gen Z, it doesn’t define them. Many Gen Zers use the platform critically as a news discovery tool, not just entertainment. They fact-check content, read the comments for additional context, and cross-reference other sources before forming opinions. This behavior signals an appetite for transparency, nuance, and context, all key ingredients in any brand’s storytelling strategy.

They’re Not All About Short Attention Spans

Despite the memes, Gen Z is not allergic to long-form content. They grew up during the rise of podcasting and crave deep dives into topics that matter to them. Marketers should balance snackable content with thought leadership and immersive experiences that allow Gen Z to go down the rabbit hole.

They Don’t Trust Easily, and That’s a Good Thing

Gen Zers are super sleuths when it comes to news. They don’t take headlines or institutions at face value. Brands that rely on tired messaging or assume credibility based on legacy status will get called out. Those that provide clear context, cite sources, and foster real dialogue will earn lasting trust.

Purpose Matters, But So Does Proof

This generation wants to support brands that align with their values, but they’re wary of performative activism. Brands must go beyond hashtags and headlines and show how they’re making real change, from employee treatment and sustainability efforts to equitable representation.

Gen Z Understands Comms Strategy

Thanks to media literacy and creators like @mollybmccarthy, Gen Z understands the PR machine. They’ll dissect a statement, decode a narrative, and call out brand spin in real-time. Authenticity isn’t a buzzword for this generation, it’s a non-negotiable.

Crisis Comms Requires Speed and Accountability

Gen Z doesn’t wait for corporate response timelines. When a crisis hits, they expect swift, transparent communication. The brands that rise to that challenge often come out stronger. Delays, deflection, and silence only erode trust.

They’re Redefining the Workplace

Raised in an era of hybrid work, economic uncertainty, and digital fluency, Gen Z approaches the workplace with different expectations. They value clarity in communication, flexibility in execution, and purpose in their roles. Organizations that embrace these values are already seeing dividends in recruitment and retention.

Final Thought: Complexity Is the Point

Gen Z defies easy categorization. Yes, some are “Brat Girl Summer” disciples and Slack-channel lurkers. But others are leading teams, launching businesses, and creating nuanced, community-first digital cultures. The future is already here, and they’re building it in real time.

At 829, we help brands understand how to connect with emerging audiences in meaningful, strategic ways. If you’re looking to align your marketing with Gen Z’s mindset and media habits, we’d love to help.