Snapchat Offers Insights for Brands to Engage Effectively with Gen Z

Snapchat, in collaboration with BBDO NY, has released a comprehensive report highlighting how brands can better resonate with Gen Z audiences. With feedback from 6,000 Gen Z users aged 13 to 27 across the U.S., U.K., Canada, France, Germany, and Australia, the report uncovers key elements that younger audiences seek in brand messaging and engagement.

The Disconnect Between Brands and Gen Z

The report reveals that many brands struggle to genuinely connect with Gen Z. According to Snapchat:

“Everyone wants a piece of Gen Z. But brands seem to be getting it wrong when it comes to connecting with them, likely because they’ve flattened the most diverse generation into cliches. And Gen Z feels it – 76% of global Gen Zers say they actively avoid ads.”

With Gen Z being one of the most diverse and digitally savvy generations, typical marketing strategies often fall flat due to oversimplified and stereotype-driven narratives.

Social Advocacy Over Status Symbol

One of the major takeaways from the report is that Gen Z prioritizes social causes over flaunting wealth or social status. The findings show:

• 70% of global Gen Zers assign higher status to individuals who advocate for global causes.

• 59% assign less status to those who show off wealth on social media.

This indicates that socially responsible messaging is likely to create a stronger connection with Gen Z than aspirational luxury-focused campaigns.

Shared Values Drive Purchasing Decisions

Snapchat's second key insight reveals how value alignment influences buying behavior:

• 60% of Gen Zers say they only purchase from brands whose values align with their own.

• Gen Z consumers are willing to spend more on products from value-driven brands.

This trend signals a shift toward conscious consumerism among younger audiences. Brands that stand for environmental, social, or ethical causes gain more loyalty from Gen Z buyers.

Regional Differences in Value Systems

While the underlying themes are consistent across countries, the report also points out that Gen Z prioritizes different values depending on the region. This localization of values means that a one-size-fits-all global strategy may not work. Brands must tailor messaging to regional mindsets to build trust and relevance.

Emphasis on Hard Work and Financial Independence

Contrary to popular belief that Gen Z seeks quick success or shortcuts, Snapchat’s research suggests otherwise:

• 69% value individuals who work hard and have multiple income streams.

• 38% have started caring more about discipline over the past year.

This signals that Gen Z respects resilience, hustle culture, and authentic success stories—offering brands a new storytelling avenue beyond just aesthetics.

Opportunities for Legacy Brands

Legacy brands are not out of touch—if they adapt.

Snapchat notes that:

• Almost 50% of global Gen Zers are open to legacy brands being part of cultural moments.

• 65% prefer brand content created by creators (influencers or digital content creators).

Legacy brands can maintain relevance by embracing authentic communication, tapping into viral trends, and partnering with credible creators Gen Z trusts.

Conclusion: Building Meaningful Connections with Gen Z

Snapchat’s latest research report provides a data-driven roadmap for brands to build authentic, lasting connections with Gen Z. By focusing on social advocacy, aligning with Gen Z’s values, respecting regional differences, emphasizing effort and discipline, and using relatable creators to share messages, brands can thrive with this powerful consumer group.

As Gen Z continues to influence market trends and consumer expectations, adapting to their preferences isn’t just smart—it’s essential for long-term brand success.