Why is Gen Z, those born roughly between 1997 and 2012, reshaping the way brands approach public relations? Unlike previous generations, they are digital natives who grew up with social media, expect authenticity and are deeply engaged with social and cultural issues. When crafting PR strategies for Gen Z, brands must navigate a landscape where transparency, values and engagement matter more than ever.
Keeping it real, real and real again
Have you realised yet that one of the most important aspects of PR for Gen Z is authenticity? This generation has an acute ability to detect inauthenticity and is quick to call out brands that seem disingenuous. They value transparency and expect companies to communicate honestly rather than rely on overly polished or scripted messaging. Brands should focus on genuine storytelling, using real voices and real people rather than relying solely on celebrity endorsements or corporate jargon. Whether through social media, press releases or brand storytelling, the key is to be relatable and consistent.
Socially responsible at all times
They will also tell you that social responsibility is another crucial factor. Gen Z is highly engaged in social issues and expects brands to take meaningful stances on topics such as climate change, diversity, inclusion and ethical business practices. Simply donating to a cause or making a one-time statement is not enough—this generation wants to see long-term commitment and real action. Public relations efforts should highlight a brand’s ongoing initiatives and provide tangible proof of their contributions. Partnering with credible organisations, showcasing measurable impact and maintaining open conversations with the audience can reinforce a brand’s commitment to social change.
Always aware of what social media can achieve
Let the role of social media not be overlooked when crafting PR campaigns aimed at Gen Z. Traditional media such as press releases and TV ads have limited influence compared to platforms like TikTok, Instagram and YouTube. Gen Z consumes news and brand messaging through short-form videos, influencer collaborations and interactive content. To effectively reach them, brands should create engaging, visually appealing and easily shareable content. Leveraging influencers who align with a brand’s values can also be a powerful PR tool, as Gen Z tends to trust peer recommendations over traditional advertising. However, it is crucial to collaborate with influencers who have authentic connections with their audience rather than just selecting them based on follower count.
Keeping all line sof communication open
The interactivity and two-way communications play a key role in how brands should approach PR for Gen Z. Unlike older generations, who were accustomed to passive consumption of brand messaging, Gen Z expects to participate in conversations with brands. This means engaging with audiences through comments, polls, Q&A sessions and user-generated content. A successful PR strategy should include ways to encourage Gen Z to contribute their own voices, whether through co-creating content, sharing their experiences or giving feedback that brands actively acknowledge and implement.
Adapting to all the right trends…at the right time
Copy the cultural relevance of Gen Z-ers and you’ll discover that this is another major consideration. Gen Z moves quickly, and trends evolve at a rapid pace. Brands that want to remain relevant must stay ahead of digital conversations, memes and viral moments while ensuring their messaging aligns with current social sentiments. However, jumping on trends for the sake of visibility can backfire if not done thoughtfully. PR efforts should always feel organic rather than forced, and any engagement with cultural moments should be authentic to the brand’s identity.
Writer and psychologist Amy Cuddy said authenticity is about knowing and accessing the best parts of yourself. By prioritising authenticity, social responsibility, social media engagement, interactive communication and cultural relevance, brands can build meaningful connections with Gen Z. This generation is not just looking for products or services but for brands that align with their values and invite them into an ongoing dialogue.
Leave your predetermined mistrust of certain groups, and you’ll soon see that Gen Z has created perhaps the perfect blend of traditional values and a strident attitude towards challenging the old status quo. Are they right? We think they are.
