
The Ultimate Guide to Gen Z Advertising: Reaching the Next Generation
If you’ve ever tried to market to Gen Z and found yourself asking, “Why isn’t this working? It had emojis and a TikTok dance,” take a deep breath. You’re not alone. Gen Z advertising isn’t about tossing a few hashtags into the ether and hoping you go viral. It’s about understanding a generation that grew up online, isn’t afraid to call brands out, and can detect when something is inauthentic faster than your sassy nephew, Jeffrey, can say, “Delulu.”
At ON Advertising, we’re all about this challenge. With a blend of creativity, innovation, and a touch of Gen Z-inspired irreverence, we help brands effectively connect with this savvy, socially conscious audience. So strap in, this is your no-cap guide to Gen Z advertising, packed with real tips, big vibes, and maybe even a spicy meme or two. Let us know if you need help translating that.

1. Emphasize Authenticity and Transparency
Gen Z doesn’t crave perfection. They crave real. Like fr fr, or “for real, for real” as in, this is happening, like for real, and I’m going to say it a second time just so you understand how real it is. This mindset translates into ditching overly polished commercials and gorgeous models that don’t even look like people in favor of genuine, relatable content. Think behind-the-scenes peeks, user-generated content, and brand voices that sound genuine rather than basic or mid-tier.
In Gen Z advertising, it’s not about being flawless; it’s about being honest. If your product is good, let the people know. If you made a mistake, own it. Remember when a major skincare brand publicly apologized for an ad misstep? They gained more Gen Z fans because of it. That’s the power of transparency. At ON Advertising, we help brands craft messaging that’s not just authentic, it’s authentically you.
2. Prioritize Inclusivity and Social Responsibility
Gen Z is the most diverse generation yet, and they want the brands they support to reflect that. They’re looking for inclusion, not as a buzzword but as a baseline. Your Gen Z advertising strategy should highlight real voices, different perspectives, and a commitment to social justice.
We’re not talking about lazily posting a single rainbow logo in June. Gen Z wants to see sustained efforts in supporting causes, hiring diverse teams, and showing up year-round. Brands that consistently take a stand on issues like climate change, racial equality, and mental health will win hearts and loyalty. At ON Advertising, we guide clients to do just that, in a way that’s true to their mission. In fact, we are the largest minority-owned, full-service agency in the Southwest.
3. Mobile-First Design is Non-Negotiable in Gen Z Advertising
Let’s be real. If your ad isn’t optimized for mobile, it’s already been swiped past. Gen Z lives on their phones. Whether they’re doomscrolling through tears at puppy rescue TikToks or sharing videos with their gym friends at brunch, mobile is the portal to their world.
Effective Gen Z advertising means quick load times, vertical video formats, thumb-stopping visuals, and interfaces that are more intuitive than your grandma’s enormous, large font tablet. At ON Advertising, our creative team makes sure that every ad we build is created for mobile-first interaction, because that’s where Gen Z lives, laughs, and likes.
4. Data Privacy and Personalized Experiences (With Caution)
Yes, Gen Z likes personalized content. No, they don’t want to feel like you’re watching them through their webcam. There’s a fine line between helpful and creepy. (Ever get targeted ads so specific you feel like you’re in the middle of a Black Mirror episode?)
Great Gen Z advertising strikes that balance. Be clear about how you use data, offer opt-ins, and don’t overstep. Personalization should feel like a friend remembering your birthday, not a stranger knowing your shoe size. At ON Advertising, we create tailored experiences with transparency built in, so trust is always part of the equation.
5. Highlight the “Why”
Here’s the thing about Gen Z: they care. A lot. About climate, equity, mental health, you name it. They don’t just want to know what your product does. They want to know why you do what you do.
This is where storytelling comes in. Every piece of Gen Z advertising should connect your brand’s purpose to their passions. Think less “Buy this smoothie!” and more “Here’s how we source ingredients sustainably to reduce our environmental impact.” ON Advertising understands how to uncover and communicate your brand purpose, aligning your “why” with what Gen Z is looking for.
6. Be Agile and Adaptable
What’s trending today could be cringe tomorrow. If you’ve ever shared a month-old meme and gotten roasted by your sassy nephew, Jeffrey, at a family dinner, you already understand this. Gen Z advertising demands speed and flexibility. Algorithms shift, slang evolves, and you need a team that can ride the wave without wiping out.

At ON Advertising, our creative culture thrives on experimentation. We A/B test, monitor social trends like hawks, and aren’t afraid to pivot when a strategy stops working. If Gen Z teaches us anything, it’s that staying still is the surest way to fall behind. If Curtis Mayfield taught us anything, it’s to move on up towards your destination.
Gen Z advertising isn’t just about speaking to a generation. It’s about listening to them, learning from them, and showing up authentically; that fr fr, fr fr authentic. At ON Advertising, we blend data, creativity, and purpose-driven storytelling to help brands do just that. So, whether you’re launching a new campaign or revamping an old one, remember: with Gen Z, you’re not just advertising, you’re starting a conversation. Perhaps you’ll get a follow-back.
ON Advertising is the Largest Minority-Owned, Full-Service Advertising Agency in the Southwest
We are the largest minority-owned full-service agency in the Southwest and we did not get there by accident. Contact us today to learn more about our services and how we can help your business grow to the next level.
Our brand strategists work synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs.
Our team of thinkers, creatives, and researchers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!