Marketing to Gen Z: what brands need to know

Gen Z––born between 1997 and 2012––has grown up entirely online. They’re fluent in digital culture, independent buyers, and incredibly savvy when it comes to choosing which brands they let into their lives. 

That’s not a challenge. It’s an invitation.

To decode how Gen Z shops, Klaviyo surveyed 2,000 consumers across the US, UK, Australia, and New Zealand. The results were eye-opening: This generation isn’t avoiding brand engagement; they’re embracing it. But only if it’s done right.

Gen Z has a “Goldilocks Zone” when it comes to brand communication: not too much, not too little, and never generic. 

Here’s what marketers need to know, and what they need to do next.

Selectively subscribed, deeply engaged

Gen Z doesn’t just hand out their email. They’re strategic. While older generations (like Gen X) may subscribe to 9–15 brands, most Gen Z consumers keep that number between 3 and 5. They’re curating their inbox and if you’re in, you matter.

Each subscription is a signal of trust. And trust, when earned, can turn into long-term loyalty. But the bar is high. Gen Z wants to hear from brands that bring personality, purpose, and value to the table.

The takeaway: If you’re lucky enough to get Gen Z’s email, don’t waste it. Treat that space like prime real estate—because for them, it is.

Most receptive to frequent contact

Think Gen Z is allergic to email? Think again. Nearly 1 in 5 Gen Z consumers say they engage with brand emails at work—13% higher than the average consumer.

Frequency doesn’t annoy them. Irrelevance does.

For Gen Z, regular, high-quality communication signals a brand that knows them and wants to build a relationship, not just make a sale.

The takeaway: If your emails are relevant, well-timed, and sound like a human wrote them, Gen Z won’t just read them, they’ll look forward to them. Frequency builds momentum so don’t lose it by going quiet.

Speak their language––literally

Gen Z wants texts that feel like they’re from a friend, not a corporate bot. They engage most with SMS that’s personal, playful, and human. That means using their name. That means making them smile. That means skipping the hard sell. Over 26% of Gen Z prefer puns and playful wording, 11% prefer emojis and 12% prefer GIFS- much higher than older generations.

“Hey Alex, we’ve bean thinking about your coffee cravings ☕” beats “FLASH SALE – 20% OFF” every time.

The takeaway: Humor and personalization aren’t cute extras—they’re conversion drivers. Want Gen Z to text you back? Talk to them like you know them.

Why Gen Z’s shopping behavior matters now

Gen Z doesn’t “do” channels, they move fluidly across them. They scroll, click, research, and buy across email, SMS, and social like it’s second nature. But behind that seamless behavior is intention. They’re not browsing to kill time. They’re curating experiences.

That means the pressure is on for brands to deliver something worthy of attention across every touchpoint. You don’t just need to show up, you need to matter.

The takeaway: Omnichannel isn’t optional, it’s expected. If you want to build real relationships with Gen Z, your email, SMS, and every message in between needs to work together. One brand. One voice. Everywhere they are.