The 30 30 game between Gen Z and the brands

Authored by Charan Lakkaraju, Founder & CEO, Student Tribe

A 19-year-old swipes past five ads in under 30 seconds but spends three full minutes creating a response to a brand's creative challenge. This isn't random,  it's the new normal of Gen Z engagement, where traditional marketing falls flat and authenticity reigns supreme.

Born between 1997 and 2012, Gen Z represents more than just another market segment. As digital natives who instinctively navigate between platforms, they've rewritten the rules of brand engagement. But what drives their decisions, and how do their values shape their relationships with brands?

It's the 8-Second Filter

The most relevant digital survival skill

Gen Z's 8-second attention span isn't a weakness, it's an evolved response to information overload. Facing 5,000+ ads daily, they've developed razor-sharp judgement about what deserves their attention. This selective focus makes every second of engagement more valuable and meaningful.

Here are few numbers that will sum everything up better

1. 76% of Gen Z consumers expect brands to respond to their feedback on social media
2. 82% trust a company more when they use actual customer images in their marketing
3. 45% have made purchase decisions based on influencer recommendations but only when the partnership feels genuine

Why is there a shift?

While millennials bridged the analog-digital divide, Gen Z has never known a world without smartphones. They're not just comfortable with technology but it's more like an extension of their identity. Research shows that 65% prefer visual communication over text, fundamentally changing how they express themselves and connect with brands.

On the other hand, what creates a disconnect is that when brands promise something but their data policies show another, and genZ can clearly notice that as everything is trackable and leaves a digital footprint.

Breaking the corporate conventions, attracts the Gen Z

Rather than traditional marketing, brands should focus on witty, trending content that feels native to the platform especially if their target audience is Gen Z. 

Gen Z's love authentic and sometimes chaotic energy.

1. Active listening and rapid response

2.Swift, transparent action on feedback

3.Community-driven innovation

4.Clear stance on social issues

5.Honest acknowledgment of missteps and achievements

At student tribe, we curate the best experiences for brands to engage with students both online and offline. By focusing on authentic interactions, we help brands tap into the vibrant student culture. This goes beyond mere advertising; it’s about creating memorable experiences that resonate with students’ aspirations and lifestyles.

The Importance of Community for Brands

1. Belonging Over Buying: Students want to feel part of something special. Brands that create this feeling will build loyalty.

2. Involvement Matters: Gen Z likes to be involved. Brands that let students participate, like through challenges or sharing ideas, will connect better.

3. Mixing Online and Offline: Brands should create both digital and real-life experiences. From fun social media campaigns to campus events, it’s important to tell a story that fits students’ lives.

4. Safe Spaces: Brands can create places where students feel comfortable expressing themselves and sharing ideas. Supporting social causes can also help build this community.

5. Shared Values: Brands that care about the same issues as students, like sustainability or equality, can form stronger connections. This creates a community based on shared beliefs.

Gen Z isn't merely influencing brand strategy, they're fundamentally transforming what brands mean in society. This shift demands more than surface-level adjustments; it requires a complete rethinking of brand-consumer relationships.

The brands that thrive will be those that embrace this generation's demand for authenticity, purpose, and genuine connection. The question isn't whether to adapt, but how to embed these values into every aspect of brand identity.

When brands understand that students want to feel part of something bigger, those 30 seconds can create 3,00,00,000 rupees of revenue in 30 days If you get the Gen Z Game right! 

They are more likely to engage and invest.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.