Businesses need to be ready to meet the expectations of this unique generation, starting with these three key areas.

Key Insights

• Gen Z values brands that practice what they preach. Companies must demonstrate authenticity and live up to their stated principles.
• Transparency and strong values are essential. Businesses should prioritize these traits to connect with Gen Z.
• Sustainability and local impact matter. Franchises can attract Gen Z by aligning with eco-friendly practices and meaningful community partnerships.

Understanding Gen Z’s Influence

As each generation enters different life stages, marketing strategies evolve to appeal to their preferences. For businesses, this means adapting to the priorities of Generation Z—those aged 12 to 27. This group brings new values and trends that reshape how companies operate. Businesses must pay attention to Gen Z’s preferences to remain relevant and competitive.

As more Gen Zers reach adulthood, their purchasing decisions significantly influence business outcomes. Franchisors, in particular, need to consider how to adjust their practices to better serve this market segment. Here are some ways to effectively engage with Gen Z:

Prioritize Authenticity

It’s not enough for brands to say they stand for something—they must follow through with clear, transparent actions. Gen Z prefers companies with genuine values that are evident through customer feedback, marketing, and real-world behavior.

For instance, if your business promotes work-life balance and flexibility, demonstrate this on social media. Share stories or videos highlighting how your programs support employees, especially working parents. This approach resonates with Gen Z’s focus on wellness and work environments that prioritize mental and physical health. When your brand actively supports its employees, it shows you’re living up to your promises.

Stay Tech-Savvy

Gen Z has grown up with technology, making it an essential part of their lives. They value convenience, speed, and innovation, so businesses must prioritize digital development. Offering features like mobile ordering, app integration, and active social media engagement can go a long way in building trust with this tech-driven generation.

Keeping up with emerging technologies, such as artificial intelligence, can provide a competitive edge. Being adaptable to technological advancements shows you are ready to meet the needs of a generation that expects the latest innovations from the brands they support.

Reduce Risk and Build Trust

Gen Z takes a thoughtful approach to shopping. They conduct extensive research before making purchases and rarely buy on impulse. To appeal to them, businesses must provide detailed information that makes them feel confident in their buying decisions.

Personalization plays a significant role in their purchasing journey. Gen Z values websites that offer tailored recommendations in real time and are often willing to share data for this purpose. However, they remain privacy-conscious and expect rewards like discounts or better personalization in exchange for their data. Building trust around privacy and creating a seamless buying experience is essential to winning their loyalty.

Embrace Community and Sustainability

Gen Z deeply values community engagement and sustainability. They want to see brands actively contributing to the greater good—whether through eco-friendly practices, sustainable sourcing, or supporting local partnerships.

Brands that claim to value sustainability but fail to act accordingly risk alienating this discerning generation. Gen Z consumers will quickly identify inconsistencies between a company’s words and actions. Businesses should ensure that their practices genuinely align with their stated values.

At Kiddie Academy, for example, we prioritize corporate social responsibility by supporting teachers in need and organizing local fundraisers. Sharing these initiatives openly helps customers and franchisees see that our values align with theirs.

Final Thoughts

When marketing to Gen Z, you’re not just selling products or services—you’re selling your brand and its values. By understanding what matters most to this generation and adapting your practices accordingly, you can attract Gen Z customers and grow your business.