How to win Gen Z's attention and retain their trust?
Look, we all know the stat by now - Gen Z supposedly has an 8-second attention span (shorter than Millennials' 12 seconds). But that's only half the story. As the first fully digital-native generation, they’re reshaping how attention is earned, how influence is built, and how decisions are made. Traditional marketing models are proving ineffective. The funnel as we know it, awareness, consideration, action, is no longer linear or reliable.
To reach Gen Z, brands must rethink their approach. This generation is social-first, video-first, and increasingly audio-oriented. Their media consumption is fragmented, fast, and mobile. They engage with content in formats they choose, on platforms they trust, at the pace they control.
When something actually matters to them, these digital natives dive deep. They're not distracted, they're selective.
For brands, this changes everything. The old marketing playbook? Pretty much obsolete.
The collapse of the linear funnel
Gen Z’s decision-making process is non-linear. You may capture their attention through a creator collaboration, lose it within a scroll, then regain it via a mention in a group chat or a spontaneous offline experience. They shift fluidly between passive awareness and action, often triggered not by brand messaging, but by trusted people in their networks.
Brands can no longer expect loyalty based on single campaigns or fixed timelines. Gen Z's influence is cumulative and trust is fragile.
The focus must shift from campaign-led communication only to building an ongoing, flexible presence across relevant touchpoints.
From transactional to relational marketing
Here's the truth: Gen Z can smell inauthenticity from a mile away. The numbers tell the story:
- 44% of Gen Z say they’ve made a purchase based on a recommendation from a creator or influencer they follow, not from an ad.
- Only 18% of Gen Z say they trust traditional advertising. They trust influencers, friends, and online communities more.
- Creators outperform brands by 2.5x when it comes to driving engagement and brand recall on social platforms.
For Gen Z, traditional transactional advertising falls short. They seek brands that communicate with them, not at them, and do so on their terms. This demands a shift toward relational marketing: establishing credibility, engaging through values, and prioritising consistency over spectacle.
This generation pays close attention to who brands associate with. Collaborations with creators are most effective when they feel authentic and aligned with shared perspectives, not merely paid endorsements.
Brands must work with people Gen Z trusts and allow those voices to lead the narrative, not just repeat it.
Relevance requires presence: Both online and offline
While Gen Z is deeply embedded in digital culture, they place high value on real-world experiences.
Offline activations, meet-ups, and culturally relevant events can be powerful tools to reinforce digital touchpoints. Being present in their world, not just through screens signals commitment and builds equity.
67% of Gen Z prefer brands that show up in both digital and offline environments. (Source: McKinsey Gen Z Trends, 2024)
To succeed, brands must invest in moments that feel tailored, respectful and human. This includes physical experiences that echo digital values: accessibility, creativity, self-expression, and dialogue.
Rethinking Brand Strategy for Gen Z
The most powerful strategy? Based on our experience working with amitious brands building product for the next generation, here is what we have learnt:
- Re-evaluate your media strategy: Prioritise formats that Gen Z consumes natively: short (and long) form video, conversational audio, and interactive social content.
- Co-create with trusted voices: Partner with creators who carry real influence in Gen Z communities, and let them lead with relevance and authenticity.
- Build trust, not reach: Favor consistency and value over visibility. Gen Z rewards transparency and coherence over polished one-off moments.
- Invest in presence, not just performance: Offline engagement when done meaningfully, complements digital strategy and builds long-term brand affinity.
Whether you're in fashion, food and beverages, tech, automotive, or entertainment: the rules have changed. For Gen Z, attention is not a static win. It’s a dynamic exchange. Brands must move beyond messaging and invest in building relationships. Ones rooted in shared values, mutual respect, and cultural relevance.
Brands that recognise this shift won't just earn momentary attention. They'll build lasting influence with the generation defining our future. We at MMBSY - A PR agency in Antwerp, Belgium, help brands move from messaging to meaningful connection with Gen Z and beyond.
Whether it’s shaping a creator strategy, building social-first content, or translating digital insights into real-world impact, we work at the intersection of influence, relevance, and trust.
Let's start the conversation about moving from messaging to meaningful connection.
