Make experiences that require them to slow down
With our lives moving so fast, the things that stick are the ones that slow us down.
Gen Z wants to slow down to counter their constant digital overstimulation—whether they pick up an analog hobby like bedazzling, start a birdwatching club, or master the art of “nothing-maxxing.” They want content and experiences that will stretch time and get them out of the endless scroll.
Brands need to be as intentional with how they show up as Gen Z is with their time.
Bring back joy of ‘stumbling upon’
For previous youth generations, exploration and discovery was self-directed: ripping out magazines for outfit inspo or swapping CDs with college dormmates to listen to a new-to-you band.
Gen Z’s world is curated by algorithm, and the randomness of finding something you love on your own has slipped away. Yes, the algorithm is shaped by their likes and interests but it’s also informed by their insecurities—and they are looking for off-ramps. Novelty lies in discovering something on their own, to curate cool for themselves.
The approach of “surprise and delight” can no longer be superficial, fleeting moments but rather need to evolve into experiences where Gen Z can discover another side of themselves, and be a moment of exploration.
Co-creation is the new authenticity
When we started Sunnie, the room was filled with mostly Millennials, Gen Xers, and a few Gen Zers. We quickly realized that we needed Gen Z to be both our inner and outer voices. We created a Sunnie Advisory Board filled with Gen Z trailblazers to help us both conceptualize Sunnie and bring the brand to life. They advise us on strategy, creative feedback, and telling us when we need to pivot.
We learned that Gen Z doesn’t want to be treated as an audience, they need to be treated as co-creators. In our research, 87% said they want a role in the creative process with brands. That’s a staggering shift from traditional marketing assumptions.
For this generation, collaboration isn’t a campaign mechanic. They expect to have the opportunity to shape the culture they’re being asked to join.
In a world where life feels overprogrammed, optimized to be frictionless, and where the battle for Gen Z’s attention is constant, the brands that will break through are the ones that create space to be human, play in the spontaneity, and allow Gen Z to feel all their senses in ways that respect their time and attention.
The brands that will build the future with Gen Z will be the ones that respect their attention, reminding them how to be human, and adding some friction back in the best ways.
