Trying to reach Gen Z and Alpha in 2025? You won’t get far unless you start listening to the digital-first generation. If you don’t know what “sigma” means, or you’ve never heard of BeReal, you’re still in luck. I’m a digital native myself, and today, I’m sharing everything you need to know to keep your edge with Gen Z and Alpha. Understanding Gen Z and Alpha isn’t just part of my job; it’s second nature. 
 

Gen Z and Alpha expect brands to meet them where they are, engage authentically, and reflect their values. Flashy ads won’t cut it—relevance requires intention, originality, and community. For marketers, staying “cool” in their eyes means moving past what’s traditional and stepping into their world and earning their trust.

If you’ve ever accurately explained the difference between an in-feed post and a story to a relative, this post may not be for you. If you recognized Seal in this year’s Mountain Dew Super Bowl ad, it’s not too late for you. Here’s how to stay cool and connected with the most discerning audiences yet.

Meet them where they are (which is everywhere and nowhere)

First, you need to stop thinking of “social media” as a handful of platforms. Gen Z and Alpha hop between apps like TikTok, Discord, BeReal, and even emerging niche platforms, exploring wherever they find novelty and connection. Think about it: the looming TikTok ban led to RedNote gaining nearly 3 million US users in a single day. Being present on these platforms isn’t optional; it’s essential.

A few options:

• Follow Trend-Focused Creators & Newsletters: Subscribe to sources like The Verge, TechCrunch, Glossy, or influencers who break down app trends.
• Engage with Gen Z & Alpha Directly: Join online communities like Discord servers, Reddit threads, and ask younger relatives what they’re using.
• Use Trend-Tracking Tools: Follow App Store charts and Google Trends to see which apps are gaining traction.
  Test Apps Firsthand: Download trending apps early, even if it’s just to explore their features.
• Stay Active on Short-Form & Social Platforms: You can learn a lot about emerging apps and digital behaviors from TikTok, Instagram Reels, and YouTube Shorts.

Instead of plastering your logo everywhere, find ways to embed your brand into their ecosystem. Think custom AR filters, collaborative campaigns with creators they actually trust, or even gamified experiences that feel less like marketing and more like play.
 

Fenty Beauty nailed this with their limited-time “Fenty Beauty + Skin Experience” on Roblox, turning beauty fans into co-creators. Players could design their own custom lip glosses, picking everything from the bottle design to shade names, and compete for a spot on the leaderboard.

Rihanna, the Founder and CEO of Fenty, picked a winning gloss to bring to life IRL. The activation also featured exclusive UGC (like a virtual beanie that doubled as a real-life keychain), mini-games, and a virtual Sephora where players could showcase and vote on fan-made glosses. Instead of forcing the brand into the space, Fenty made it fun, interactive, and something players wanted to be part of. Like I said, the best brand experiences blend seamlessly into digital culture.

Keep It Snackable

This demographic grew up swiping past boring content faster than you can say “algorithm.” That means your content needs to hit hard and fast. These audiences are wired for micro-content consumption, and they demand substance packed into seconds.

So, how do you keep up? Make it quick, engaging, and impossible to ignore.

• Keep videos under 30 seconds: Attention spans are short, and endless scrolling means long-winded content gets left in the dust.
• Start strong: You have three seconds to hook them. Lead with a bold statement, unexpected visual, or attention-grabbing text to stop the scroll.
• Go heavy on bold visuals: Bright colors, fast cuts, and dynamic text overlays keep eyes locked in.
• Use on-screen captions: Most people scroll with sound off, so captions aren’t optional.
• Tap into humor and trends: Whether it’s a viral sound, a meme, or a relatable moment, tying into what’s trending makes your content feel current and clickable.
• Make it interactive: Polls, “pause and screenshot” challenges, “choose your own adventure” content—anything that encourages engagement keeps them from swiping away.

Know Yourself and Know Your Market

Gen Z and Alpha aren’t interested in cookie-cutter brands. They want weird, bold, and surprising brands. To stand out, you need to know what makes your brand truly unique and how to connect it to their world.

Take a page from Hailey Bieber’s Rhode: she recognized her assets—popularity, influence, and a clear brand identity—and leaned into them unapologetically. By crafting brand values like simplicity, affordability, and authenticity, she carved a niche in the saturated beauty market. “I developed my brand's values that separate me from others,” she said, and Rhode's playful partnerships, like its Krispy Kreme collab, turned heads.

Experiment with surrealist humor, unexpected partnerships, and unconventional formats. Think LOEWE’s iPhone-shot TikToks or Jacquemus’ experiential approach. 

If it makes them say, “Wait, what just happened?” you’re on the right track. 

On that note-If you dare, look at how Nutter Butter used TikTok to create an interactive (or in my opinion, unhinged and terrifying) mystery that has garnered over 10M views for some of its posts. Strategies like Duolingo and Nutter Butter’s have an intentional strangeness that won’t work for all brands. By embracing an offbeat and absurd approach, they’ve become leading brands in Gen Z’s online community.

Values over everything

For Gen Z and Alpha, values aren’t just nice-to-have—they're non-negotiable. This generation donates the highest proportion of their income (5%) to charity compared to other generations, and they prioritize authenticity, diversity, and social responsibility in the brands they support. 

If a brand boasts “inclusivity” but fails to follow-through with genuine commitment and a detailed plan of action, don’t assume that the truth won’t eventually come out. They notice everything: performative allyship, greenwashing, and lack of inclusivity will get called out instantly.

So, be transparent and honest. Share your journey, imperfections and all. Show how your brand is making a real impact, whether it’s through sustainability efforts, charitable initiatives, or community support. Study brands like Patagonia, whose social responsibility efforts consistently resonate with value-driven consumers. Learn from the brands currently donating to fire relief organizations, supporting those affected by the Los Angeles wildfires. 

Build Communities and Make Them Part of Your Story

Forget one-off ads. These audiences crave connection. They gravitate toward brands that foster genuine communities where they feel seen and heard. This means creating spaces where your audience can interact not only with your brand but also with one another.
 

Platforms like TikTok are ripe for brands to share the spotlight, making their audiences feel like collaborators rather than passive consumers. The instant ramen company immi created a second TikTok account, where the team walks around New York in a ramen costume interviewing strangers. The answers to their big life questions are often inspirational, supporting their mission of “Ramen that makes you feel good.” There are many more ways of creating and connecting in the digital realm:

• Discord Servers: Think of these as online group chats. Users can hop into topic-based channels to chat via text, voice, or video in real time, making it easy to connect, share ideas, and get instant updates. For example, Midjourney AI has a popular Discord where people generate AI art, swap tips, and show off their creations.
• Exclusive Forums: These are invite-only or private spaces where people deep-dive into specific topics, ask questions, and build real connections outside of mainstream social media. They’re great for more focused, thoughtful conversations. If you want to keep up with Gen Z trends, r/GenZ on Reddit is a goldmine—users break down cultural shifts, share memes, and talk about what actually matters to them.
• Virtual Events: Online meetups, webinars, and interactive livestreams that bring people together no matter where they are. In Horizon Worlds on Meta Quest, you can jump into live concerts, business panels, and even casual hangouts in immersive virtual spaces.

Winning over Gen Z and Alpha isn’t about chasing every new trend, it’s about showing up in ways that matter. If you’re not a digital native, it’s easy to get caught up in the cycle, always scrambling to hop on the next big thing. But that’s not what Gen Z and Alpha really care about. What’s behind the trends is far more important: they want brands that feel real, creative, and worth engaging with. They can spot inauthenticity from a mile away, so the brands that stand out are the ones that lean into originality, community, and transparency. 

Most importantly, have fun with it. Some of the best campaigns happen when brands stop playing it safe, embrace weird ideas, and let a little chaos in. 

Thank you for reading. Have any questions? Share in the comments below!