Personalization has become the cornerstone of every marketing strategy aiming to capture the attention of Generation Z, also known as Gen Z or Centennials. A recent Statista report reveals that 85% of companies worldwide are already adapting their marketing strategies to connect with this generation, transforming the way brands communicate, sell, and foster loyalty.
Below, we explain the reasons behind this trend, how it impacts the global market, and what Centennials expect from brands seeking to earn their loyalty.
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Why is Generation Z key to marketing strategies?
Generation Z, composed of individuals born between 1997 and 2012, represents the first fully digital generation. This means they have been familiar with the internet, social media, and mobile devices from an early age, giving them access to a vast array of products and content just a click away.
This hyperconnected profile has reshaped the way brands design their marketing strategies, as they:
- Are demanding consumers: they expect personalized and authentic experiences.
- Have a strong sense of identity and values: they support brands aligned with social causes, diversity, and sustainability.
- Consume ephemeral and visual content, such as on TikTok, Instagram Reels, or YouTube Shorts.
According to Statista, 85% of companies globally plan to adjust or optimize their marketing specifically for Gen Z. This figure underscores the urgency with which brands are redesigning their strategies to stay competitive.
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What are brands looking for when personalizing marketing for Gen Z?
Companies understand that marketing personalization is no longer optional. Centennials deeply value when a brand speaks their language, knows their tastes and preferences, and offers them relevant experiences.
The main goals of personalization include:
- Increasing emotional connection with Gen Z.
- Boosting loyalty through content tailored to their interests.
- Improving conversion using micro-segmentation strategies on social media and advertising.
- Innovating in formats like short videos, memes, gamification, or augmented reality experiences.
Moreover, 73% of companies believe that adopting artificial intelligence (AI) will be crucial in transforming personalization and marketing strategies.
How does artificial intelligence influence marketing strategies for Centennials?
AI in marketing enables the analysis of large volumes of data in real-time to:
- Anticipate user preferences.
- Personalize offers, content, and messages based on digital behavior.
- Optimize advertising campaigns on platforms where Generation Z is most active.
Additionally, the integration of personalized chatbots, product recommendations based on purchase history, and AI-generated content are part of the ecosystem that brands are building to win over Centennials.
Which sectors are leading in personalization for Gen Z?
According to Statista’s report, the sectors investing the most in personalization targeted at Generation Z are:
- Retail and ecommerce: using AI to recommend products and experiences.
- Fashion and beauty: with strategies based on TikTok trends and collaborations with Gen Z influencers.
- Technology and entertainment: personalizing content in streaming and gaming platforms.
- Education and fintech: creating immersive digital experiences tailored to youth language and culture.
In countries like India, Mexico, and Brazil, personalizing experiences for Gen Z is a strategic priority for companies, where over 70% of consumers prefer brands that offer personalization.
What do Centennials expect from brands in 2025?
The expectations of Generation Z toward brands are clear: they want authentic, fast, and personalized interactions. According to Statista’s findings:
- 65% of Gen Z spends more when personalization is evident in the brand’s offer or communication.
- If a brand does not offer real-time personalization, 40% of consumers look for alternatives or switch brands.
- They value ads with high-quality visuals, fun content, and personalized messages tailored to their interests.
What challenges do brands face in personalizing marketing for Generation Z?
While brands are investing in personalized marketing strategies, they face challenges such as:
- Lack of adequate technology: 37% of marketers cite insufficient tools as a barrier.
- Data privacy concerns: worries about the responsible use of personal information impact consumer trust.
- High costs: implementing AI-based personalization systems requires significant investments.
Despite these challenges, companies that commit to ethical, data-driven personalization will have better opportunities to become favorites among Gen Z.
Personalization is the key to winning over Gen Z
Personalization is not a passing trend; it is the new standard in marketing. Brands aiming to captivate Generation Z must not only adapt their messages but create experiences that reflect their values, aspirations, and lifestyles.
Backed by data from Statista, companies have a clear roadmap: invest in technology, respect data privacy, and prioritize authenticity. This approach will not only attract Gen Z but also foster their loyalty in a market overwhelmed with options.
