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As we speed ahead into a rapidly evolving digital future, powered by the acceleration of emerging tech like AI, NFTs and the ‘SuperApp’, organisations must recognise that Generation Z (born in the mid-1990s to the early 2010s) is a dominant force in the market. This tech-savvy and socially conscious group present unique challenges and opportunities for businesses seeking to attract and retain their loyalty. Understanding the paradoxes within their customer experience preferences will be key to unlocking their loyalty and gaining a competitive edge.

In embracing this challenge, we have done the hard work and created a comprehensive six-point A to Gen Z framework, outlining the essential changes organisations must embrace to thrive in this new era of customer engagement and expanding immersive experiences. It’s a perfect cheat-sheet for CXO’s, CMO’s or leaders in the digital and data space. Get it here.

In this feature, we’ll be outlining the strategic changes businesses need to make to better connect with this audience.

Strategic changes: a customer experience of the future

To remain relevant and competitive, organisations must begin a journey of transformation that integrates the complexities of Gen Z’s customer experience preferences. This requires strategic changes in their customer experience, marketing and data strategies.

1. Adapt your customer experience strategy

Implement an omnichannel approach. Gen Z are highly versatile in their digital engagements. A cohesive omnichannel experience is essential to meet them wherever they are and provide a consistent brand experience.

Invest in personalisation. Utilise data-driven insights to customise interactions, offers and recommendations for individual customers. Tailor-made experiences will resonate with Gen Z’s desire for uniqueness.

Cultivate brand authenticity. Be transparent, ethical and socially responsible. Authenticity will help build trust and loyalty among Gen Z customers.

2. Consider your marketing strategy

Embrace user-generated content. Encourage customers to create and share content related to your brand. This fosters a sense of community and authenticity that aligns with Gen Z’s values.

Leverage influencer marketing. Partner with influencers who align with your brand values and have genuine connections with their audiences. Influencer endorsements can enhance brand credibility.

Adopt cause marketing. Show genuine commitment to social and environmental causes that matter to Gen Z. Cause marketing initiatives can resonate deeply with this conscientious generation.

3. Review your data strategy

Harness the power of Generative AI and machine learning. Implement advanced data analytics to gain insights into customer behaviour and preferences. AI-powered recommendations will enhance the personalisation of offerings.

Ensure data privacy and security. Gen Z are acutely aware of data privacy concerns. Safeguard customer data and be transparent about data usage practices.

Looking for more insight into Gen Z and the customer experience? Listen to our podcast


In navigating the paradoxical customer experience preferences of Gen Z, organisations have an opportunity to innovate and elevate their customer interactions to a new level. By recognising and embracing the unique traits of this generation, businesses can create meaningful connections, cultivate brand loyalty and remain relevant in the dynamic landscape of the future.

To win over Gen Z, business leaders must continuously evolve their strategies through user feedback and research, adapt to changing preferences and deliver experiences that resonate with the hearts and minds of this complex and influential generation.

Kellie Hill

Do you want to know more about improving CX for Gen Z? Get in touch directly or read our A to Gen Z framework today.