Gen Z is not a target audience. They are 3 million individuals.

Gen Z is not a target group. They are 3 million individuals.

Gen Z is not a target group. They are 3 million individuals. Stop thinking in terms of one young person. Start observing.

Two sixteen-year-olds. Same school. Same neighborhood. Totally different world.

One lives for vintage fashion and activism.
The other for gaming, memes, and money moves.

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So no: one-size-fits-all doesn't work.
Not with Gen Z. Never has.

This is Generation Z. Really.

Gen Z has grown up with choices.
With a smartphone in hand and the world on edge.

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They see everything:
climate crisis, inequality, war, cancel culture.
And they understand one thing very well: no one is going to solve it for them.

They are:

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They want to participate. To contribute to decisions. To co-create.

Scroll. Scan. Swipe.

Every day they have to process more than 3,000 stimuli.
Everything at once. Everything unfiltered.

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Attention? Maximum 8 seconds.
Then it's: next.

Too long? Away.
Not sincere? Away.
Too smooth? Away.

Do you want to stand out?

Then you need to be relevant before the second second.

What does work then?

Know people. Not your target audience.

Don't ask yourself how do I reach Gen Z?
Ask: who do I want to reach precisely?

Age ≠ life stage.
10–14 wants to belong.
16–22 wants to show themselves.

Talk to them. Work with them. Test with them.
No assumptions. Only insights.

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2. Give them a seat at the table.

Not talking about young people.
Creating with young people.

Let them think along, create, decide.
Just like the Stedelijk with the Blikopeners.
Or brands that involve young people as real co-creators.

Bonus: they will naturally become your ambassadors.
But only if you take them seriously.
And yes: also give something back.

3. Surprise or disappear.

For your message, there is only one question:
does this stand out?

Image > text.
Emotion > explanation.
Real > perfect.

Show young people who look like them.
In shapes they recognize.
In places they are already at.

Like Snelle x Interpolis.
No condescending finger.
But impact. Millions of times.

The younger does not exist.

There is no magical campaign that touches everyone.
There is focus. And courage.

Choose.
Delve deeper.
Create together.

Because those who want to reach Gen Z must first be willing to listen.