Gen Z’s Love-Hate Relationship with Social Media

As a Millennial child, I remember when bad things happened in the world. Most of the time, it was my parents telling me in their words and in their own way. Today is very different. Now, it’s the youngest generation that is often seeing and hearing about these things first—on social media.  

As the first generation to grow up with social media, Gen Z is aware of the impact it has on their lives. And it’s not all good. In fact, according to our 2023 study: Gen Z Unraveled, many Gen Zers admit they’re addicted to social media and that it negatively impacts their mental health. But that doesn’t mean they want it to go away. It’s how they connect with friends, meet new ones and stay entertained. So, what’s the answer? What can marketers do to help turn this social-fueled anxiety into something more positive? Here are four things:  

Be a welcomed distraction  
We all need a moment to get away from the crazy and Gen Z is no exception. But while many use social media for entertainment and connection, over 40% of Gen Zers use it as their main source of news. War, protests, shootings, environmental disasters—these kids and young adults see and know about everything. And it’s one reason why they’re the generation least optimistic about their future and the future of the country.  

Brands that want to connect with this generation can break through the chaos and clutter, but it takes more than simply pushing product on them. Brands need to give them something to smile about, a reason to laugh. One great example is Liquid Death. The brand that sells water burst on the scene just before the pandemic and has been going strong ever since. Their unique sense of humor and absurdity, targeted heavily to a Gen Z audience, has given this new generation something to laugh about. And it’s working. Liquid Death is now a $1.6 billion company.  

Inspire them  
If there’s one thing we know about Gen Z it’s that they want to learn, explore and figure out who they are. In the past three years, they’ve traveled more than any other generation. So, as marketers, it’s important to appeal to their wants and desires in an authentic way. And social media is just the place to inspire them to get out, learn new things and discover themselves. The brands that understand how to appeal to Gen Z in ways that matter to them will be the ones to win their trust and dollars.  

When Apple encouraged the world to capture experiences on their iPhone with #ShotOnIphone, Gen Z was not necessarily the primary target, but it resonated with a group that captures and shares their life more than any other generation. And okay, yes, that was Apple. Another example is Visit Iceland. Their social is full of fun, clever content, including a horse creating out-of-office messages for you while you’re enjoying all Iceland has to offer. It’s just the kind of outrageous marketing that Gen Z likes. And since they’re the generation most likely to get out and explore, it’s one reason Iceland is on their list of places to visit.  

Partner with influencers they trust  
The influencer market has exploded to $21 billion, more than tripling since 2019, and Gen Z is a big reason for its growth in recent years (source). In fact, they are the most likely generation to buy a product if an influencer designed or uses it. When CeraVe chose to partner with actor Michael Cera earlier this year, they turned to influencers to help seed the campaign, which included a cheeky viral rumor targeted largely to a Gen Z and Millennial audience. Not only did sales increase 25%, but they gained a youthful following, making it a go-to skincare brand among this younger demo.  

To promote Wahl’s Manscaper body groomer to a younger male demographic, our company, Hoffman York, sent care packages designed to look like suitcases to Gen Z male influencers, inviting them to visit the Nether Region, a fictitious place guys can explore safely thanks to the product’s safe-touch blade and wrap-around guard. Nearly all who received the packages shared it on social media, helping to increase sales during the pivotal spring break time period.  

Do something good  
If you really want to get into Gen Z’s good graces, stand for something they care about.   

Compared to other generations, Gen Z is more likely to buy brands that donate to causes they care about (21%) and follow sustainable practices (24%). Social media is the perfect place to share what you’re doing as a brand—and in a compelling way. You can even tie what you’re doing to change the world into product sales.  

Tom’s Shoes and Bombas are great examples of brands that do this well. For every pair of shoes or socks purchased, they donate a pair to those in need. Social content showing the impact of these donations is part of the appeal. Patagonia is another brand that has long been popular among older generations and is carrying this over to Gen Z for the same reasons. By supporting environmental efforts and using a portion of their profits to make a difference.  

Conclusion 
Social media is a place of connection, escape and yes, a source of frustration for a generation coming into its own. The negative news we all see is hitting social feeds fast and furious. And while this is contributing to negative feelings about the world and their future, the good news is Gen Z wants to hear from brands that get them and have something to offer. And more than anything, can give them something to genuinely laugh or smile about.