3 ways brands can appeal to Gen Z

punk aesthetic advert for ice cream
(Image credit: Perverted Ice Cream)

By 2030, Gen Z’s purchasing power will overtake that of millennials, and brands are grappling with a drastically shifting consumer landscape. The real challenge facing brands today is that Gen Z is not a singular, cohesive demographic group when it comes to cultural tastes and trends. This generation is unified by their differences and individuality, with research showing that 91% of 18 to 25-year-olds don’t even believe there is such a thing as 'mainstream' pop culture anymore.

Instead, what connects them are overlapping ecosystems of online communities and niche subcultures around shared values and lifestyles. As a deeply purpose-driven generation, Gen Z has high expectations: when it comes to brand behaviour, purpose and personalisation are non-negotiable, while loyalty is hard-won – and can be lost in a heartbeat.


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Patrick Llewellyn
CEO, 99designs by Vista

Patrick Llewellyn is CEO of 99designs by Vista, the global creative platform that makes it easy for small businesses to work with professional freelance designers around the world. 99designs has paid out more than US$400m to its creative community to date, working across brand and logo design, packaging, web design and more.