Gen Z & Gen Alpha: How to create content they can’t scroll past
Stop losing Gen Z and Gen Alpha. Learn the strategies to capture their attention, build genuine connections, and make your brand impossible to ignore.
More than products, today’s generations are buying connection and experience. However, before we delve into how to engage them, it’s essential to define who we’re referring to and why brands can’t afford to ignore them.
Born between 1997 and 2012, Generation Z grew up surrounded by screens, shaping the way they interact with the world from childhood through adolescence. Generation Alpha, born from 2013 onward, takes this digital immersion to an even deeper level.
Winning their attention isn’t easy, and earning their loyalty and emotional connection with brands is even harder. To succeed, marketers must go beyond traditional advertising and craft experiences that feel authentic, interactive, and culturally relevant. For Gen Z and Gen Alpha, it’s not just about seeing an ad, it’s about feeling a bond with the brand behind it.
The new mindset of young consumers is influencing the market in ways never seen before, and adapting to this new scenario is more than a differentiator; it’s a necessity to survive in the business world and ensure your advertising reaches them.
New generations disdain traditional advertising and marketing.
If you invest in simple, basic marketing just to sell without building a strong brand with your followers, you’re completely wrong. Unlike Millennials, they don’t distinguish between digital and physical. For them, both environments are part of the same reality. This fluidity requires brands to be present on multiple platforms and create hybrid experiences, integrating physical stores, social media, marketplaces, and the metaverse.
Another crucial factor is that these young consumers are highly informed and demanding. They seek not only quality products, but also brands that share their values. Sustainability, diversity, and transparency are fundamental aspects in their purchasing decisions. A good example of this is that young customers often prefer to buy based on the stories of micro-influencers, where they know their character and integrity, rather than based on content creators who reach thousands and aren’t selective about the brands they choose to promote. TikTok is also a great game-changer for creating this connection through UGC content. The impact of a viral video can sell out an item in a matter of hours, and brands that know how to harness this power come out ahead with TikTok Shop.
The transformations they bring about are not fleeting.
Contrary to popular belief, these changes are not just a trend, but rather a new way of buying and selling that redefines the entire future of business. The future is theirs. The impact a company leaves on the world and society has become a key competitive differentiator. Companies with well-founded and transparent positions on ESG issues, for example, leverage their reputations and build stronger relationships. Relativity is the magic word that makes your brand successful over the long term.
To get it right and reach the right persona, Adapt is by your side on this seemingly complicated journey, but with those who understand the subject, it’s one of the best, with profitable results and strong positioning for any niche.
Teodora ribeiro
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