Copy That Clicks: Talking to Gen Z
As Gen Z—the cohort born between 1997 and 2012—begins to storm into the workforce and take their place as a major consumer demographic, brands are faced with a unique challenge: how do we speak to a group that grew up in a world of memes, emojis and TikTok dances? Below, we’ll dive into a few of the copy trends that are turning Gen Z heads today.
They’re coming. They’re here!
Gen Z. They’re the first digitally native generation, coming of age in a world transformed by the Internet. Raised online, they’re fluent in social media trends and can sniff out manipulative marketing a mile away.
They may be young, but they’re proving to be an unusually discerning customer base, choosing connection over commercialism and values over veneer.
Let’s explore some of the key qualities your copy needs now.
Authenticity
Transparency is trendy.
More than any prior generation, Gen Z is making career and purchasing decisions based on their values. As a result, brands are being forced to take a long look in the mirror to figure out what they stand for, and how best to communicate their message.
Nowadays, it’s better to be authentic than perfect. It’s an ideal opportunity to own your unique brand narrative—even if you’re still working it out. Whether it's being up-front about company practices or taking ownership of mistakes, honesty is key. It’s worth noting that Gen Z is also adept at recognising tokenism—so businesses need to walk the walk as well as talking the talk.
Bottom line: Gen Z expects to see your values front and centre in your content.
Diversity
Gen Z isn’t just hoping for diversity and inclusion. They’re demanding it. They expect to see a genuine reflection of society in your messaging, hiring and representation. This means inclusive language is a non-negotiable for today’s top brands, and you can expect to be called out if you fall short.
Accessibility is also front and centre. From your website’s design to your social media content, everything needs to be inclusive and accessible for everyone.
Bottom line: If you’re not actively taking steps to ensure your copy is inclusive and accessible, get moving. You’re already behind.
Chill
Forget stiff, corporate copy that reads like it was pulled from a textbook. Gen Z is more down-to-earth than that. If it makes sense for your brand, don’t hesitate to use a tone that sounds more like a chat over a pint than a conference presentation. Relatability, honesty and a dash of (sometimes surreal) humour can go a long way.
Dynamic, interactive content that opens up a two-way dialogue is also powerful. Gen Z expects to be part of the conversation—think active comment sections, brand challenges, feedback loops, collabs and user-generated content (UGC).
But as brands enter into these real-time conversations, it’s becoming even more crucial to have a consistent tone of voice. Though it might seem counterintuitive, a well-defined tone is the key to mastering the world of “chill” communication.
Bottom line: The brands making an impact with young people are the ones that sound like real people, but make sure you’re consistent.
Brevity
Attention spans across the board are getting shorter. Gen Z’s focus is measured in swipes, not paragraphs, so copy needs to capture interest instantly. Get to the point—quick. Every word should earn its place.
But keeping it brief doesn’t mean ditching substance. Layer your content: grab your audience with a strong top line but give them the option to dig deeper if they’re intrigued.
Scan-able copy is best, with punchy headlines, concise calls to action and compact text blocks that creatively deliver your message.
Bottom line: Quality copy has never been more valuable. By selecting every word for power, meaning and nuance, you can say more while writing less.
Creativity
Jargon begone.
It’s time to ditch the old ways. Think of the copy on a classic recruitment page. You can picture it now, can’t you? It’s that typical “great culture, fun place to work” stuff that reads like it was cut and pasted from a 1998 job ad. But if you want to court Gen Z candidates, you need to bring a bit more personality. Tell a story. Share behind-the-scenes moments. Let your team’s quirks shine. And above all, make your copy feel authentic. Gen Z wants to know who you really are.
We live in a world of visuals, with the most incredible videos and animations competing for attention. But while visual culture appears to be dominating the creative landscape—copy still plays an almighty role. Visuals attract, impress and delight—but its words that convert. When you combine excellence in visuals and copy, with assets that complement each other, you’ll leave a lasting impression.
Bottom line: The world is your oyster, as long as you’ve got personality.
The bottom bottom line.
At the end of the day, Gen Z isn’t just another consumer group. They’re a generation reshaping the way we think about copy, marketing and brand identity. The brands set to thrive are the ones who understand how to meet Gen Z where they are: online, in real-time, with copy that’s original, bold and compassionate as they are.
Want to know more about how you can shape your content, copy and identity to make your mark? Studio East is here to chat.
