How Brands Can Earn Gen Z’s Attention
Gen Z has grown up with social media, algorithms and instant access to information. For this audience, there is little separation between entertainment, news, search and shopping. A creator recommendation can introduce a product, a TikTok can become a search result and a brand story can travel far beyond the publication that first covered it.
This creates a different challenge for brands. Reaching Gen Z is relatively easy. Earning their attention and trust takes more work.
Typically defined as people born between 1997 and 2012, Gen Z represents a growing share of the workforce and consumer market. Their influence also reaches beyond their own spending, shaping household purchases, cultural conversations and the platforms older generations use.
For PR teams, that means reconsidering what makes a story relevant, how it should be told and who should tell it.
Understand how Gen Z discovers information
Gen Z moves between TikTok, Instagram and YouTube throughout the day. These platforms are used for entertainment, but increasingly for recommendations, product research, news and advice.
A media placement may still begin with a journalist, yet the story could reach Gen Z through a creator’s reaction, a short video, a screenshot or a discussion in the comments. The original article is only one part of its journey.
PR campaigns should therefore be designed to travel. A strong headline, clear visual hook and memorable point of view make a story easier to share across different formats. If the idea needs several paragraphs of explanation before it becomes interesting, it will struggle in a fast-moving feed.
Give people something worth talking about
Gen Z is quick to recognise publicity that exists for its own sake. A brand announcement needs to offer something more than a new product, partnership or campaign launch.
That could be original research, access to an interesting person, a useful resource or a genuine response to a cultural conversation. The strongest stories give audiences something they can react to, question or use.
Before launching a campaign, ask whether the central idea would still be interesting if the brand name were removed. If the answer is no, the story probably needs more work.
This does not mean every campaign needs to chase a viral moment. A smaller story with a clear purpose can be more effective than a large stunt with little relevance to the audience.
Create content for the platform
A traditional press release remains useful for journalists, but it should not be the only asset supporting a story.
Short-form vertical video plays a major role in how Gen Z discovers information. Behind-the-scenes footage, concise expert commentary, creator-led explainers and simple visual summaries can help a campaign move naturally from earned media into social content.
The creative should feel native to the environment in which it appears. Highly polished footage can work, but content that resembles a conventional advert is easier to scroll past. Personality, pace and a strong opening matter more than a long introduction or perfect production.
This also requires planning early. Social content should be part of the PR idea from the beginning, rather than something created after the main announcement has gone live.
Work with credible voices
Influencers and creators can give a campaign direct access to established communities, but reach alone does not guarantee credibility.
Gen Z audiences can spot an awkward partnership quickly. A creator should have a genuine connection to the subject, product or community involved. Their style should also shape the content. Giving someone a tightly controlled brand script often removes the personality that made their audience trust them in the first place.
Micro and niche creators can be especially valuable because their authority tends to come from knowledge, shared interests or community involvement. The right voice can add more value than the largest follower count.
Turn brand values into evidence
Gen Z pays attention to how brands behave, particularly when they speak about sustainability, inclusion or social issues. Broad promises and purpose-led language are unlikely to carry much weight without proof.
PR can make those commitments visible through real actions, transparent reporting and informed spokespeople. Brands should be prepared to explain what they have done, what has changed and where more progress is needed.
Consistency matters here. Taking a public position during a campaign and then disappearing from the conversation can damage trust. A credible reputation is built over time.
Measure what happens after coverage
The number of media mentions only tells part of the story. Gen Z campaigns should also consider whether people watched, shared, saved or discussed the content.
Useful measures can include video completion rates, social sentiment, creator engagement, branded search activity and visits driven by earned coverage. For campaigns connected to products or services, teams should also look at whether PR influenced later consideration or conversion.
No single metric will capture the full effect. The aim is to understand whether the story created meaningful attention, not simply whether it appeared online.
Gen Z does not automatically reject advertising or branded communication. It rejects content that feels irrelevant, forced or disconnected from the way people use media.
For more insight, explore One Day Agency’s full guide to advertising to Gen Z.
