Generation Z is connected, but demands authenticity
Although Generation digital marketing Z is seen as digital natives and is present on practically all social networks, this does not mean digital marketing that they are willing to share everything all the time.
The famous “feed zero”, a trend mapped by Meta itself, shows how many young people actively use platforms such as Instagram, TikTok and YouTube , but prefer not to keep fixed content visible — prioritizing ephemeral publications, stories and more reserved profiles.
This behavior is not just about digital aesthetics, but about protection and identity.
According to recent research, more than 80% of
Brazilian Generation Z have stopped using an app due to privacy issues , and 81% avoid platforms that invade their data.
They know the risks of being mom database online all the time and, more than ever, they value brands that respect their individuality, position themselves ethically and offer truly safe experiences.
To truly connect with this audience, your startup or company needs to go beyond superficial marketing.
Below are some points that your strategy
Needs to consider if you want to engage with a critical, hyperconnected and selective generation:
Avoid generic formulas: Gen Z seeks authenticity, not ready-made slogans.
Show real testimonials and creators who actually use the product.
Create fluid digital experiences, with accessible language and updated design.
Have fast, responsive the best practices for using keywords websites that work well on mobile — mobile is the center of everything.
Have clear privacy policies and be transparent with data.
Produce useful content that educates, helps, or inspires — without fluff.
Allow personalized interactions, but without forcing exposure.
If your website doesn’t follow these guidelines, it simply won’t connect with the generation that is setting the rules for digital consumption. And what’s worse: it will lose ground to brands that understood this first.
Gen Z Has Broken the Marketing Funnel — Now What?
generation-z-kid-marketing-funnel
All of this requires a profound change in the way brands position themselves. And perhaps the biggest change lies in the very usa b2b list marketing model we’ve been using for decades — a model that, for Gen Z , simply doesn’t work anymore.
For this generation, the famous linear funnel (attraction → consideration → conversion) has become a dynamic, non-linear cycle that is highly influenced by micro-moments. Discoveries happen in the middle of the scroll. Decisions arise in spontaneous videos. Loyalty is born from communities and real experiences, not from stacked campaigns.
Instead of following a predictable journey, Gen Z is constantly navigating between inspiration, research, community, comparison, and recommendation. And what’s driving it all? Trust in the algorithm, the creators they follow, and the fluidity between platforms like TikTok, YouTube, Instagram, and Amazon.