If you’ve ever sent an email campaign targeted at Gen Z and got a lukewarm (or nonexistent) response, you’re not alone. Gen Z—the group born roughly between 1997 and 2012—is known for its digital savvy and fast-moving preferences, and email just doesn’t seem to have the same appeal to them as it does to older generations. While email remains a staple for business communication and reaches millennials, Gen X, and boomers well, it’s not where Gen Z is hanging out.
So, if you’re a brand looking to connect with this energetic, tech-forward generation, it might be time to rethink your communication strategy. Here’s why Gen Z prefers other communication methods over email and what you can do to meet them where they’re at.
1. The Appeal of Instant Messaging and Social Media: Where Gen Z Spends Their Time
Gen Z has grown up in a world of instant gratification—fast-paced communication that’s seamless, visual, and interactive. Instead of checking their inbox, they’re scrolling through TikTok, Instagram, Snapchat, and even using messaging platforms like WhatsApp and iMessage for quick, real-time interaction. To them, emails are slow, formal, and often cluttered with spam. Why sift through an inbox when they can swipe through stories or answer messages in seconds?
This generation values the speed and engagement that social media provides. While emails can sit in the inbox unread for days, a push notification on Instagram or Snapchat is responded to almost instantly. The allure of these platforms is clear: they’re quick, they’re visual, and they keep conversations dynamic.
Pro Tip for Brands:
If you’re targeting Gen Z, explore marketing strategies on platforms like Instagram, TikTok, and Snapchat. Engage with them where they’re already active, and consider using DM marketing for more personalized messages. Instead of sending newsletters, create short, engaging stories or quick updates that keep up with their pace.
2. The Need for Visual and Interactive Content
Gen Z is the first generation to be truly “mobile native,” and they expect engaging, visually appealing content. Emails, with their text-heavy structure, often fail to deliver the instant, immersive experience Gen Z prefers. For them, communication isn’t just about reading—it’s about watching, interacting, and responding in real time.
Platforms like TikTok and Instagram cater perfectly to this preference, with quick video snippets, interactive polls, and live-streaming options. Gen Z wants to interact with brands through multimedia content, not lengthy email messages. And if a brand manages to create an experience—like a story, a funny reel, or a live Q&A—they’re more likely to stay engaged.
Pro Tip for Brands:
Ditch the wordy emails and invest in video content! Make your messages fun, visual, and interactive, whether it’s a TikTok challenge, an Instagram poll, or a Snapchat filter. Gen Z wants to be part of the conversation, so invite them to interact rather than just passively consume.
3. The Expectation for Personalization and Authenticity
Gen Z craves authenticity. They’re quick to spot generic marketing ploys, and an email with a one-size-fits-all message won’t cut it. They’re also looking for brands that align with their values, whether it’s social justice, sustainability, or inclusivity. Email campaigns often feel too impersonal and mass-produced for their tastes, while social media and direct messaging allow for a more personalized, genuine touch.
Brands like Nike, Glossier, and even smaller startups have found success by building authentic relationships with Gen Z on social media, where they can showcase values and connect directly. When Gen Z feels they’re getting a message that’s crafted specifically for them (and not blasted out to a million others), they’re more likely to engage and stay loyal.
Pro Tip for Brands:
Use social media to build personal connections. Don’t just sell products—tell stories, support causes, and interact with comments. The more your brand feels like a “real” person, the more Gen Z will feel a genuine connection with it.
4. The Rise of Messaging Apps for Direct, Personal Interaction
Messaging apps like WhatsApp, iMessage, and Facebook Messenger are where Gen Z feels most at home. These platforms are inherently personal and invite a direct, immediate response. While older generations might reserve messaging apps for family and friends, Gen Z is comfortable engaging with brands here as well, as long as the communication feels conversational and relevant.
Unlike emails, which can be missed or ignored, a message ping from WhatsApp is more likely to get attention. Plus, messaging apps allow brands to communicate in a relaxed tone, which is more appealing to Gen Z than the formalities of email. And with the popularity of “chat commerce” on the rise, brands have new ways to share promotions, updates, or personalized recommendations through these channels.
Pro Tip for Brands:
Consider using chatbots or live agents on messaging apps to create more personalized communication experiences. Test out WhatsApp or Facebook Messenger for updates, exclusive offers, and even customer service interactions—just keep it casual and friendly!
5. Short-Form Content Reigns Supreme
Gen Z has a notoriously short attention span—around 8 seconds, to be exact! They’re used to scrolling quickly and consuming bite-sized content that delivers the message in seconds. Emails, with paragraphs of text, aren’t exactly designed for quick consumption, while platforms like Instagram Stories and TikTok are built for it.
When brands create short-form content, like a 15-second TikTok or an Instagram Reel, they’re not only catering to Gen Z’s attention span but also tapping into the generation’s preference for quick, entertaining messaging. Email newsletters? Too long. A quick video or meme on Instagram? Just right.
Pro Tip for Brands:
When in doubt, go short! Create quick, snappy content that gets straight to the point. Think short-form videos, bite-sized stories, and one-liners that can be consumed in seconds. If you have something more detailed to share, hook them with a short teaser and lead them to a more in-depth platform.
Adapting to Gen Z’s Preferences
It’s clear that brands hoping to connect with Gen Z need to go beyond traditional email campaigns. They need to speak Gen Z’s language, which means focusing on platforms that are visual, fast, and interactive. By meeting them where they’re already engaged—on social media, messaging apps, and short-form video platforms—brands can create meaningful connections and build loyalty in a way that feels authentic.
Gen Z isn’t abandoning email completely—it’s just not their go-to for brand communication. So if you want to get on their radar, embrace the fast-paced, digital-first world they live in and give them something they’ll actually want to engage with.
Ready to Shift Gears?
If you’re marketing to Gen Z, it’s time to rethink your communication game. Explore social platforms, get creative with messaging apps, and focus on content that’s quick, interactive, and tailored to their preferences. Gen Z is waiting to engage with brands that meet them where they’re at—are you ready to join the conversation?
Tell us! How is your brand reaching Gen Z, and what’s working for you?
Chris Barnard has spent over 15 years delivering exceptional revenue growth for ambitious businesses in the UK, Europe and North America through his marketing technology business, FeedbackFans.com and as an independent business consultant.
By his mid-20’s he was running digital departments for FTSE100 companies in London, eventually leading to a very successful period in digital customer acquisiton for a well-known brand in his early 30’s generating nine-figure revenues with seven-figure budgets. He now puts his experience, knowledge and ideas into good use, supporting challenger brands and forward thinking businesses to outperform in their sectors, whilst disrupting and improving the marketing, technology and development sectors that FeedbackFans.com inhabits.
Feedback Fans provides a unique next-generation managed technology and marketing platform that delivers outstanding and out-sized results for businesses in sectors such as finance, retail, leisure, and professional services.
With our unparalleled expertise in creating cutting-edge solutions and environments, we empower our clients and users to thrive and outperform in the digital age.
Chris Barnard is Managing Director of FeedbackFans.com and producer of the Bear Business Vodcast
