Gen Z Marketing Examples That Prove the Old Rules No Longer Work

Today you will find Gen Z marketing examples everywhere, but not all of them work. They are all trying to target Gen Z but most are still using the old recipe. In this article we will discover how you can stand out of the crowed.  

The habits of Australians born between 1996 and 2010 are reshaping the marketplace. They make up nearly one in five Australians today, and their influence on shopping culture is outpacing their actual spending power. 

Millennials built loyalty around lifestyle alignment and experience, while Gen X valued functionality and price. Gen Z’s lens is identity. They expect brands to reflect who they are, what they believe in, and how they want to be seen. Social feeds, not store catalogues or television, guide these choices. A product that gains traction among their peers is far more persuasive than any polished advertisement. 

For marketers and small business owners, this shift holds both challenge and opportunity. Traditional funnels are giving way to journeys shaped by community, values, and digital discovery. This article explores how those journeys unfold, with data, local insights, and clear marketing examples that reveal what resonates and what falls flat.  

Why Gen Z Thinks Differently from Gen Y & X 

The way Gen Z approaches buying has been shaped by the world they grew up in. They never knew a time without smartphones or the internet. Social media was part of their teenage years, not something they had to learn as adults. At the same time, they have faced constant reminders of uncertainty. Climate change warnings, the COVID-19 pandemic, rising housing costs, and a job market that feels less stable than it did for older generations. These pressures have made them cautious with money yet highly deliberate about what their purchases represent. 

To see the contrast clearly, it helps to compare generations side by side: 

While Gen X shopped for practicality and Millennials sought experiences that matched their lifestyle, Gen Z goes deeper. Their purchases are tied to identity and ethics. A pair of shoes or a beauty is a statement about what they value and the communities they want to belong to. This explains why they place such weight on transparency and sustainability when deciding where to spend. 

Identity, authenticity, and purpose are not afterthoughts for this generation. They are the starting points. A brand that ignores climate concerns or diversity in its messaging feels irrelevant, no matter how strong the product might be. On the other hand, when a business takes a genuine stand, Gen Z is quick to notice and reward that commitment with loyalty, even if their overall brand loyalty is low. 

These mindsets set the foundation for how Gen Z discovers new products. Their attention does not move along the traditional advertising channels. It flows through platforms that double as entertainment, social circles, and news sources. Understanding those pathways is essential to reaching them where they spend their time. 

How Gen Z Discovers, Researches, and Shops

For Australians under 30, TikTok and Instagram are the new shopping mall. Social platforms are no longer just for connection. They are where Gen Z finds trends, checks what is worth buying, and decides what fits their lifestyle. 

Short-form video is the driver. A single TikTok haul, or Instagram Reel can spark thousands of purchases. Algorithms push content, but trust comes from peers. Micro-influencers, classmates, and friend recommendations carry more weight than celebrity endorsements because they feel authentic and relatable. 

Once a product catches their eye, Gen Z follows a clear path of spotting it in a short video, looking for unfiltered reviews on TikTok or YouTube, scanning hashtags for social proof, and checking the brand’s values on issues like sustainability or inclusion before buying. Trust anchors every step. 

Momentum is easily lost through clunky checkouts, hidden fees, or fake-looking claims. But when the experience is smooth, Gen Z blends online and offline shopping seamlessly. They buy in-store for the social element, online for convenience, and increasingly through social commerce where shoppable posts and live shopping events make transactions instant. 

From discovery to checkout, Gen Z expects brands to be authentic, fast, and values-driven. Those that meet these expectations earn loyalty in a crowded market. 

Gen Z Marketing Examples 

The best way to see how Gen Z thinks is to look at the campaigns that already caught their attention. Some of the most effective Gen Z marketing examples in recent years show how values, authenticity, and the right platforms turn a marketing push into cultural momentum. 

Gen Z Marketing Example #1 – Nike | #MagicBoots  

Nike Football launched its Future Lab collection with the #MagicBoots TikTok challenge, inviting young players to showcase trick shots, freestyle skills, and playful stunts in Nike boots. The campaign blurred the line between entertainment and advertising, with user-generated videos feeling like sports highlights rather than ads. The result was massive engagement and brand lift, proving that when brands hand Gen Z the creative reins, products become part of the culture. 

@nike

Sometimes Kevin just has to assist De Bruyne #MagicBoots 🤩

♬ “WOAH!” – Cashino

Gen Z Marketing Example #2 – Marc Jacobs | Making Luxury Weird for TikTok 

Marc Jacobs proved that luxury can resonate with Gen Z by handing creative control to quirky TikTok creators instead of relying on glossy campaigns. One viral moment came when creator Nara Smith “baked” a Marc Jacobs tote bag out of dough, a playful twist that earned over 17 million views and nearly US$1 million in media impact value. By leaning into meme culture and humour, Marc Jacobs grew its TikTok to 442,000 followers with engagement rates around 9.7%. The brand’s success shows that when creators are free to play, fashion becomes culture instead of advertising. 

@marcjacobs

The Tote Bag, made from scratch by @Nara Smith

♬ original sound – marcjacobs

Gen Z Marketing Example #3 – White Fox | Turning Shoppers into Ambassadors 

Sydney-based fashion label White Fox mastered the art of peer-to-peer marketing. With bold influencer collaborations, TikTok-driven content, and the White Fox University ambassador program, they turned customers into advocates. The result was a staggering growth of 2.6 million Instagram followers and 1.1 million on TikTok, making their logo hoodies and party dresses must-have items for Gen Z. 

@whitefox

WHICH ONE ARE YOU? 🍸 Shop the party approved it girl collection online now babes #whitefox #newyearsoutfit #clubbingoutfit #partyvibes #citynights

♬ original sound – White Fox Boutique – White Fox Boutique

Your Takeaway from these Gen Z Marketing Examples

The brands that thrive will be those that treat Gen Z as collaborators, not just customers. That means auditing your social presence and making sure platforms like TikTok and Instagram are not just active but optimised for discovery and engagement. It means building trust with consistent, authentic content and being transparent about values, pricing, and practices. 

Experimentation should be part of the mix. These Gen Z marketing examples showcase interactive experiences that can turn passive viewers into active buyers. Partnering with micro-influencers in relevant local niches offers cost-effective credibility. Streamlining the omnichannel journey, connecting social, online, and in-store, reduces friction and strengthens loyalty. 

Gen Z is redefining what it means to shop. Their expectations around speed, authenticity, and values will only continue to influence the wider market. Businesses that adapt now will gain an edge while others scramble to catch up. If you are ready to explore how these insights can translate into a strategy for your brand, book a free consultation with us today and start building your Gen Z marketing playbook.