You might be reading this with a bit of confusion. 

As a Gen Z myself, it feels as though we’ve just taken over from Millennials. We’ve barely had time to establish our trends and spending habits, yet here we are—faced with the question: Is Gen Z already old news?

The short answer? Yes and no.

As the generation that grew up with the internet, social media, and instant access to information, we’ve been the primary target of countless marketing campaigns. Our economic power is undeniable, contributing to 40% of global spending, and we’re on track to soon becoming the highest-spending generation. Yet, despite this growing influence, marketeers already seem to be shifting their attention.

At the start of this year, I joined the marketing industry as a Copywriter at Seen Presents, an independent, brand experience agency. When I started, the focus was clear—Gen Z was the demographic to reach. The agency prioritised investing in young talent, like myself, who could offer fresh insights and creativity. After all, if we’re creating experiences for Gen Z, shouldn’t we have Gen Z voices influencing those ideas? 

But in just nine months, I’ve noticed a shift. Brands that were once laser-focused on Gen Z are now turning their attention to Generation Alpha—the kids born after 2010. You might be thinking, “Some of them are still in primary school. Why market to them now?”

It’s a valid question. While Gen Alpha aren’t making major purchasing decisions yet, they’re growing up with technology integrated into every aspect of their lives, and they’re already influencing family spending decisions. Platforms like Roblox, TikTok, and YouTube are shaping how they interact with the world, moulding their preferences, tastes, and even brand loyalties. It may seem premature to target them in wider marketing campaigns, but their influence is undeniable with 87% of Millennial parents claiming Gen A influence the products they purchase.

That said, most campaigns are still targeting Gen Z, but at times I even find myself out of touch with my own generation. Often my team will discuss the latest ‘Gen Z trends’ but I’ve never heard of them. How is it possible that I don’t know what Roblox is, I don’t own a Stanley cup, and I’ve never used the word ‘Rizz’?

Though far from a boomer, I find myself grappling with the conflicting expectations of my generation. This summer alone, within just 2 short months many in my demographic went from embracing our ‘brat era’ to becoming ‘mindful and demure’—a swift move from heavy partying to a laid-back, healthy lifestyle. It can be hard to keep up!

With algorithms curating personalised social media feeds, it’s no wonder we’re not all absorbing the same trends and tricks. So why do marketing campaigns often fail to recognise this?

Brands tend to take a blanket approach when marketing to Gen Z, and at times they miss the mark. Jumping on the latest trends is not nearly enough anymore – its crucial to listen to consumers as individuals and understand there is more depth to their purchasing decisions. Refy, the global beauty brand, has mastered this art, taking a personalised approach by treating its customers as a "community". In recognising that beauty isn’t one-size-fits-all, they’ve taken the same approach to their marketing strategy. From showcasing products on diverse models, curating practical content for consumers including video tutorials on how to use their products, to their pop-up café during Paris Fashion Week and hosting exclusive community trips - they are, time and time again, flexing their approach to meet consumers desires and in turn redefine the rules of how beauty brands show up.

So, is Gen Z old news? Definitely not. We may not be experiencing a generational shift just yet, but there has been an adjustment in how brands need to communicate with consumers. Brands should no longer zoom in on a single group to win them over – the real key to success is not letting age dictate your marketing strategy but instead fostering authenticity, diversity, and adaptability throughout your campaigns.

The brands that stand the test of time will acknowledge the nuances and distinct values of their consumers, and will stop chasing the younger, shinier demographic.

Take it from me – a fellow Gen Z!

By Salomé Tucker, Copywriter in Marketing, Seen Presents