How to Build a Strategy for Targeting Millennials and Gen Z

Understanding Millennials and Gen Z

Before jumping into strategies, it’s important to understand these two groups. Millennials, born roughly between 1981 and 1996, grew up during the rise of the internet. Gen Z, on the other hand, is typically defined as those born between 1997 and 2012. Both groups are digital natives, but there are key differences in how they interact with technology, media, and brands.

Millennials are more likely to be influenced by social media influencers and value authenticity. They also care deeply about social causes. Gen Z is even more tech-savvy and has a shorter attention span, thanks to growing up with smartphones and constant content consumption. They tend to prioritize individuality and prefer visual content.

Understanding these differences will help you build a strategy that speaks to both generations effectively.

Build Relationships, Not Transactions

Both Millennials and Gen Z don’t just want a product or service—they want to feel like they are part of something bigger. This means your approach should focus on building relationships rather than just selling to them. It's all about creating a sense of belonging.

Be Authentic and Transparent

These generations can spot fake or overly polished marketing from miles away. They appreciate brands that are honest, transparent, and true to their values. Whether it's through the content you post on social media, your company’s sustainability efforts, or the way you communicate with them, make sure you're being genuine.

Engage Through Social Media

Social media is key to building these relationships. But it’s not just about posting content; it’s about engaging with followers, listening to their feedback, and participating in conversations. Millennials and Gen Z expect a two-way interaction. They want to feel like they're heard and valued, so don’t just push your products—start a dialogue.

Platforms like Instagram, TikTok, and Twitter are essential. Each platform has its unique style, so tailor your content accordingly. Instagram is great for aesthetically pleasing images, TikTok thrives on short, engaging videos, and Twitter is perfect for witty or timely updates.

Emphasize Purpose and Values

Both generations are deeply invested in social issues, but they view them differently. Millennials are more likely to support brands that take a stand on social, environmental, or political issues. They want to know that the companies they support align with their values.

Gen Z takes this even further. They expect brands to be not just advocates but also active participants in solving problems. They’re all about action over words. This means if your brand promotes sustainability or diversity, for example, they’ll expect to see measurable changes, not just marketing campaigns that talk about it.

Show, Don’t Just Tell

It’s not enough to say you care about an issue; you need to show it. This could be through your sourcing practices, partnerships with organizations, or the way your company operates behind the scenes. Millennials and Gen Z are savvy and will research to see if your actions align with your words.

Create Visual and Interactive Content

If you want to grab the attention of Millennials and Gen Z, your content needs to be visually engaging. Both generations are used to scrolling through an endless stream of images, videos, and stories. If your content doesn’t catch their eye within the first few seconds, they’ll move on.

Use Video Content

Video is one of the most effective ways to engage both groups. With platforms like TikTok and Instagram Reels, short-form video content is booming. Even YouTube is leaning into shorter videos with YouTube Shorts. The key here is to keep it short, engaging, and authentic. No one wants to sit through a long ad. Instead, create quick, value-driven videos that entertain or inform.

Interactive Experiences

Both Millennials and Gen Z are looking for interactive experiences. They want to feel involved. You could create quizzes, polls, or user-generated content campaigns. Instagram stories, for example, are a great way to engage users with polls and questions. Gen Z, in particular, loves to feel like they’re shaping the conversation.

Keep It Real with User-Generated Content

User-generated content (UGC) is a powerful tool for connecting with these generations. UGC is content that your customers create, whether it’s a photo of them using your product or a review. Both Millennials and Gen Z trust peer recommendations over traditional advertising.

Encourage customers to share their experiences with your brand. Repost their content on your social media or feature it in your marketing materials. This not only makes them feel appreciated but also shows potential customers that real people are enjoying your product.

Personalize Your Approach

Both Millennials and Gen Z expect personalization. Gone are the days of generic, one-size-fits-all marketing. These generations are used to having content tailored to their tastes, interests, and behaviors. If you’re not personalizing your messaging, you risk losing their attention.

Leverage Data

Use data to understand the preferences and behaviors of your audience. This can help you send more targeted messages, whether through email, social media ads, or your website. Personalization can be as simple as recommending products based on past purchases or tailoring content to their interests.

Be Consistent but Flexible

Millennials and Gen Z are both savvy consumers who can easily spot inconsistencies. If your brand’s messaging or tone changes drastically from one campaign to the next, it can create confusion and distrust.

However, while consistency is key, flexibility is equally important. Both generations are constantly changing, and your strategy should evolve with them. If a new trend emerges, be quick to adapt. But make sure the core of your brand remains the same.

Focus on the Experience, Not Just the Product

The experience surrounding a product is just as important as the product itself, if not more so. Millennials and Gen Z are all about experiences—whether it’s the unboxing experience, how easy it is to interact with your website, or how your customer service handles issues.

Think about how you can make the entire process from discovery to purchase feel seamless, enjoyable, and memorable. This can include offering fast shipping, an intuitive website, or engaging customer support. Creating a positive experience will keep them coming back for more.

Offer Value Beyond the Product

Both Millennials and Gen Z crave value. This doesn’t just mean offering discounts or sales—it’s about providing something that goes beyond the product. Whether it’s helpful content, expert advice, or access to exclusive events, find ways to give them more than they expect.

Millennials are likely to appreciate blog posts or how-to guides, while Gen Z might prefer behind-the-scenes content or live-streamed events. Find the types of value they crave and integrate them into your marketing.

Build Community

Creating a sense of community around your brand can be a powerful way to engage both Millennials and Gen Z. These groups love being part of something bigger than themselves, whether it’s a social cause, a hobby, or a brand. Encourage them to connect with each other, share their experiences, and contribute to the conversation.

Use Hashtags and Challenges

Hashtags and challenges are a great way to create a sense of community. On platforms like Instagram and TikTok, starting a hashtag or challenge can encourage users to engage with your brand and share their own content. This can amplify your reach and build a sense of belonging among your audience.

Measure and Adjust

Finally, always track the performance of your strategies. Analytics tools can help you measure the success of your campaigns and see what resonates with your audience. Both Millennials and Gen Z are highly dynamic, so it’s essential to constantly refine your approach.

Adjust your strategies based on data, feedback, and trends. Staying flexible and responsive will help you maintain relevance and build long-term loyalty.

Final Thoughts

Building a strategy for Millennials and Gen Z isn’t about following the latest trends or trying to be “cool.” It’s about understanding what matters to these generations—authenticity, engagement, and values. By prioritizing relationships over transactions and offering personalized, valuable experiences, you can build a loyal following that will support your brand for years to come.