The Gen Z Equation

Why Engagement Beats Exposure

Gen Z isn’t just the next audience. They’re the new standard. Projections show that Gen Z will make up 70% of the workforce by 2030. With that being said, it is vital businesses and marketing teams start strategizing on how to reach this new workforce, as this generation is vastly different than past audiences.

This generation has grown up in a world of infinite access — where information is abundant, but trust is scarce. They recognize AI jargon, and they scroll past ads before you even noticed that they were there. They’ve watched brands perform “authenticity” and learned to spot the difference between real and rehearsed. They’re intuitive, skeptical, and values driven.

And while they crave connection, they won’t chase it. They expect brands to meet them where they are, understand them without being told, and offer them something worth engaging with.

For them, exposure isn’t enough. What they want are experiences that feel personal, participatory, and purposeful. They don’t want to follow the spotlight; they want to be under it.

The Problem Isn’t Attention — It’s Approachability

Gen Z doesn’t have an attention problem. They have an approachability problem with brands.

They’re not impressed by volume. They’re overwhelmed by it. According to a Harris Poll, 65% of Gen Z feels bombarded by digital advertising, and 76% say they’d rather spend on experiences than material goods.

When every swipe introduces a new brand, new product, or new promise, the natural reaction is defense. They’ve learned to tune out the noise instinctively.

So, the real question for marketers isn’t “How do we reach Gen Z?”
It’s “Why would they want to engage with us in the first place?”

With that question posed, marketers need to develop a brand strategy that is not just inclusive, but an experience that is deemed worth engaging in.

Understanding Gen Z: The Why Behind the Disconnect

To understand the disconnect, we need to look at what drives their behavior:

They’re skeptical of polish. Perfect productions feel performative. They crave real stories, real people, real messiness. Brands that are willing to be vulnerable — and show how they’re learning and growing — earn trust. It’s not about presenting perfection; it’s about proving you’re committed to progress.
They value autonomy. Gen Z doesn’t want to be told what to feel or think. They want to shape their own experience, discover insights on their own terms, and decide what resonates with them. The most successful brands don’t dictate; they facilitate — building experiences that are participatory, flexible, and open to interpretation.
They seek shared purpose. They’re drawn to brands that stand for something bigger than profit. From sustainability practices to meaningful social impact, they want to know that choosing you means joining a movement that matters. If they stand with you, they want to feel like they’re making a difference too.
They crave emotional resonance. Gen Z is searching for more than facts — they’re chasing feelings. Curiosity, connection, inspiration. They respond to empathy. They connect with stories that feel human. Show them that a partnership isn’t just transactional; it’s a way for both sides to grow.

This is why traditional marketing tactics fall flat. Gen Z doesn’t want to be pitched to. They want to be welcomed, engaged, and inspired — because in their world, the brands worth following are the ones worth belonging to.

What Actually Attracts Gen Z?

Let’s move from theory to practice. Here’s what works — and why:

Co-Creation Over Consumption

Gen Z doesn’t just want to watch. They want to shape.

Actionable Idea: Host collaborative workshops, design challenges, or open forums where Gen Z can contribute — not just react.

Purpose-Driven Storytelling

They don’t just want to know what you do — they want to know why you do it.

Actionable Idea: Lead with your mission. Share real stories of impact. Add characters to your story and put your people front and center.

Digital-First, But Not Digital-Only

Gen Z lives online, but they still crave real-world moments.

Actionable Idea: Create hybrid experiences that mix digital accessibility with in-person immersion. Build in mobile-native UX and social hooks so engagement is seamless.

Approachability as Strategy

Formality feels like distance. They want a brand voice that sounds like a human, not a press release.

Actionable Idea: Drop the corporate jargon. Show up where they are — TikTok, Discord, Instagram — and speak in a way that feels natural. But don’t force it. Gen Z doesn’t expect you to be “hip with the kids,” and trying too hard is… well, as they put it, cringe.

Measuring Success Differently

When connection looks different, measurement must evolve too. Instead of tracking impressions or attendance, ask:

Did they participate?
Did they share it?
Did they come back?
Did they feel something?

New KPIs: sentiment analysis, engagement depth, repeat participation, and social amplification. Don’t follow the concrete metrics on event measuring, but rather focus on the social flow, or vibe of the environment.

The Equation That Matters

Gen Z isn’t asking for more content. They’re asking for more meaning.

The brands that will win aren’t the ones with the biggest reach — they’re the ones with the strongest resonance. Because in the Gen Z equation, engagement beats exposure every time.

And this is where Cramer thrives: building experiences that don’t just get seen but get felt. Experiences that engage the audience and interact with them. Experiences that turn audiences into communities. Experiences that last long after the scroll.