What are the key differences between Gen Z and millennials in marketing?

Blog 28.1.2025

Key Takeaways

  • Understanding the divide: Gen Z and millennials may share some traits, but their preferences, values, and behaviors are distinct. Gen Z seeks authenticity and transparency, while millennials value brand experiences and loyalty, making it essential for brands to adapt their strategies accordingly.

  • Digital savvy matters: Gen Z lives for short, impactful content on visual platforms like TikTok and Instagram. Millennials, on the other hand, engage with a wider range of platforms, including Facebook and Twitter, and appreciate content with depth and context.

  • Loyalty with purpose: Gen Z’s loyalty is earned through purpose-driven, interactive experiences like user-generated content and co-creation. Millennials, however, are more likely to stick with brands that provide consistent experiences and value-driven rewards.

  • Tech is key: While both generations are tech-savvy, Gen Z is at the forefront of adopting new technologies, such as augmented reality and AI personalization. Millennials are more practical, valuing technology for its functionality.

  • Adapt and engage: The secret to success lies in aligning marketing strategies with each generation’s unique needs. By leveraging technology and embracing both authenticity and engagement, brands can create meaningful connections with Gen Z and millennials, driving brand loyalty.


Understanding generational marketing

Generational marketing is the strategy of tailoring marketing efforts to different generational groups, recognising that each has unique preferences, behaviours, and values. For brands, understanding these nuances is crucial in crafting messages that resonate with their target audience. Gen Z, born between the mid-1990s and early 2010s, and millennials, born between the early 1980s and mid-1990s, represent two significant consumer groups with distinct characteristics. By understanding these differences, brands can effectively align their strategies to engage these demographics, fostering authentic connections and driving brand loyalty.

Consumer behavior differences

Consumer behaviour among Gen Z and millennials varies significantly, influencing how brands approach each group. Gen Z consumers are digital natives, having grown up in a world dominated by technology and social media. This generation is highly discerning, valuing authenticity and transparency from brands. They are more likely to support companies that take a stand on social or environmental issues.

In contrast, millennials tend to exhibit brand loyalty, often influenced by brand experiences and value-driven purchases. While both generations appreciate brand authenticity, Gen Z demands it, often scrutinising brands for genuine and ethical practices.

Digital and social media preferences

Digital platforms and social media play a crucial role in the lives of both Gen Z and millennials, yet their interactions and preferences diverge. Gen Z gravitates towards visual platforms like TikTok and Instagram, where they engage with short, impactful content. This generation is adept at curating their digital experiences, often training algorithms to reflect their interests.

Millennials, on the other hand, prefer a broader range of platforms, including Facebook and Twitter, valuing content that offers depth and context. For marketers, understanding these preferences is key to designing digital marketing strategies that resonate with each generation.

Brand engagement and loyalty

When it comes to brand engagement and loyalty, Gen Z and millennials show differing priorities. Gen Z seeks interactive and immersive brand experiences. They value community and co-creation, often participating in user-generated content campaigns or live events. Their loyalty is earned through transparent, purpose-driven branding.

Meanwhile, millennials appreciate brands that offer consistent experiences and value. Loyalty programmes and personalised marketing efforts are more effective with millennials compared to Gen Z. Both generations, however, expect brands to engage with them meaningfully, not just through transactions but through shared values and experiences.

Influence of technology

Technology is a significant driver of how both Gen Z and millennials interact with brands. Gen Z, in particular, is at the forefront of embracing new technologies, from augmented reality experiences to AI-driven personalisation. They expect brands to be technologically savvy and innovative.

Millennials, while also tech-savvy, tend to adopt new technologies more gradually, placing greater emphasis on the practicality and functionality of tech innovations. For marketers, leveraging the right technological tools and platforms is essential to capturing the attention of both these generations, whether through AI-enhanced product placement or interactive digital experiences.

So what it means?

Understanding the key differences between Gen Z and millennials in marketing is essential for brands aiming to engage these influential demographics effectively. While both generations value authenticity, their consumer behaviour, digital preferences, and brand engagement differ in significant ways.

Brands that succeed in marketing to Gen Z and millennials are those that can adapt to these differences, leveraging technology and co-creation to build genuine connections. By aligning with the values and expectations of each generation, businesses can create impactful brand experiences that resonate deeply with their audience.

Ready to make your brand Gen Z-approved? Let’s start the conversation at genz@bangeri.fi.