From Memes to Money: How Gen Z is Redefining Marketing

By Jamie Teh, Singapore

From the “Snowflake” millennials to the “Strawberry Generation” Zs, it has almost become a rite of passage for each new generation to be branded with a quirky nickname. These labels often highlight the evolving cultural and social dynamics between age groups. For Gen Z, the neologism is in reference to a seemingly more sensitive generation who ‘bruise easily’ like strawberries. However, given that Gen Z will make up 27% of the workforce by next year, understanding how to bridge intergenerational gaps is essential.  

New kids on the Block 

In our latest Marcoms in Asia webinar hosted alongside key industry leaders, the conversation from our experts circled back to Generation Z’s entrance into the marketing and communication space. In contrast to popular sentiment, the consensus was that while generational shift might seem daunting, the way Gen Zs challenge the status quo should be seen as an advantage for the marcoms industry.

Joyce England, senior communications director and panellist, noted that managing Gen Zs is an opportunity to learn and flex one’s leadership style. She said that if anything: “humans are naturally inclined to build connections, and a shared goal and enthusiasm for success often helps smooth over differences.”

Juveria Samrin, VP and Head of Marketing at TerraPay, emphasised that generational differences might actually increase division. While Juat Muay, President at the Institute of Public Relations Singapore and panellist, said that it ultimately comes down to “love” and the “human touch,” which can triumph over any barrier—language, generational, or otherwise.

As a Gen Z at Aspectus, I haven’t struggled to connect with older colleagues, nor have they been resistant to innovating or doing things differently. If anything, there is mutual eagerness to understand and collaborate, bridging perceived divides.

Trends and transactions

As digital natives, raised by algorithms, Gen Zs are uniquely positioned to play a key role in transforming future digital marketing strategies in the Marcoms industry. As platforms like Facebook, Instagram, and Twitter emerged around the time we were born, our deep and inherent connection to these social media platforms sets us apart from previous generations.

 In relation to shifting expectations of the new Gen Z workforce, Joyce said that marketers must adopt integrated strategies to navigate today’s unpredictable consumer information intake, in order to best capture the market share and the engage audiences. Gen Z can bring a fresh perspective and innovative edge to this evolving landscape, making them indispensable in crafting the future of digital marketing.

A Final vibe check

With a penchant for innovation and a flair for digital strategies, Gen Z is not just entering the workforce; we’re collaborating with previous generations to reshape it into a vibrant, inclusive, and forward-thinking arena. This promises that the future of work is not only productive, but profoundly connected to the human experience—and I am truly excited for what’s to come.