Gen Z just doesn’t buy into the usual PR fluff. You can throw polished press releases, staged brand apologies, or a perfectly scripted ad their way, and it’ll probably get laughed at, ignored, or worse, roasted on TikTok.
This generation grew up with the internet at their fingertips and a built-in radar for anything that feels fake.
So what gives?
Let’s break down why the old-school playbook doesn’t cut it anymore and what actually gets through to the scroll-happy, hype-sniffing Gen Z crowd.
Gen Z Characteristics: What Sets Them Apart?
To understand why Gen Z resists traditional PR tactics, it’s essential to unpack the key traits that define how they think, consume information, and engage with brands. Here’s what sets them apart:
Digital Natives With Built-In BS Detectors
Gen Z is the first generation to grow up entirely in the internet age. They’ve had smartphones, social media, and constant connectivity since childhood. This digital fluency enables them to filter information incredibly quickly and remain highly attuned to inauthenticity. They can sniff out overly scripted messages, stock imagery, and corporate tone from a mile away.
If something feels off, they’ll scroll past, or worse, call it out. For financial services like Plus Advisor that aim to engage this generation, understanding these instincts is crucial—building trust often starts with communication that feels honest, accessible, and aligned with how Gen Z navigates the world.
Authenticity Is Everything
This generation values realness above all else. Whether it’s a brand, influencer, or organization, Gen Z wants to see the human side. They gravitate toward unfiltered content, behind-the-scenes looks, and honest conversations.
A heavily edited press release or perfect PR video often falls flat, while a candid TikTok explaining a mistake (and owning it) might win them over.
Socially Conscious and Values-Driven
Gen Z expects brands to take a stand. They care deeply about issues like climate change, mental health, diversity, and social justice. If a brand makes a public statement on an issue, Gen Z will check whether their actions back it up.
Performative allyship or vague “support” won’t cut it. They want receipts. And they’re not afraid to dig into a brand’s track record to get them.
Preference for Peer Voices Over Institutions
Trust for traditional institutions (media, government, big corporations) is at an all-time low among Gen Z. Instead, they place trust in peer creators, micro-influencers, and online communities. This makes influencer marketing and user-generated content far more effective than formal announcements or spokesperson quotes.
Hyper-Engaged but Easily Distracted
Yes, Gen Z consumes content constantly, but that doesn’t mean they’re tuned in. They multitask across platforms, skim content, and bounce quickly.
To grab their attention, messages need to be concise, visual, and ideally interactive. Long-winded PR statements or formal announcements are simply too slow and too static to compete.
They Expect a Two-Way Conversation
Unlike previous generations who accepted brand messaging as a one-way broadcast, Gen Z wants interaction. They expect brands to listen, respond, and engage. A traditional press release doesn’t allow for comments, questions, or memes—so why should they care?
Why Traditional PR Misses the Mark
Most traditional PR tactics were built for a pre-digital world—one where brands controlled the narrative, press releases were gospel, and glossy campaigns could shape public opinion. Meanwhile, Gen Z is actively rejecting anything that feels insincere, outdated, or out of touch. So here’s why the old PR rulebook keeps missing the mark:
1. One-Way Messaging Doesn’t Cut It Anymore
Traditional PR operates like a megaphone such as brands talk, and the public listens. But Gen Z grew up in the age of social media, where communication is instant, two-way, and ongoing.
They don’t want to be talked at. They want to be heard. A brand dropping a statement and walking away feels disengaged and dismissive.
Gen Z expects real-time interaction, accountability, and follow-through. Whether it’s in a TikTok comment section or through DMs on Instagram, they want to be part of the conversation, not just the audience.
2. Over-Polished Content Feels Scripted and Inauthentic
A well-worded press release used to be a sign of professionalism. To Gen Z, it’s a red flag. Messages that feel too polished come across as rehearsed, strategic, and ultimately fake.
This generation is fluent in the visual and tonal language of online content, from casual jump cuts on YouTube to blurry Instagram Stories.
They associate raw, off-the-cuff content with truth and hyper-produced PR content with spin. Gen Z doesn’t expect perfection; they expect honesty. If a brand stumbles but owns it with authenticity, that earns more respect than a flawless, impersonal statement ever could.
3. Traditional PR Is Too Slow for the Pace of Digital Culture
A major PR challenge today is speed. In a world where cancel culture, viral trends, and internet backlash can escalate in minutes, waiting 48 hours to issue a formal response is a recipe for disaster.
Gen Z has no patience for corporate lag. By the time a press release is drafted, edited, and approved, the damage is already done or the moment has passed.
They just want transparency in the moment, not a delayed response wrapped in legalese. Fast, direct, and human responses are the new crisis management.
4. Old PR Channels Don’t Reach Gen Z Where They Are
Sending out a press release through a wire service or hosting a press conference might reach journalists. But it won’t reach Gen Z.
Their news doesn’t come from mainstream outlets alone; it comes from creators on TikTok, commentary YouTube channels, Reddit threads, and even meme accounts.
Brands that don’t tailor their messages for these platforms or, worse, try to transplant old-school messaging into modern formats, just don’t get seen. Platform-native content, built with the nuances of each space in mind, is crucial for connecting with this generation.
5. Safe, Sterile Language Lacks Humanity
Gen Z is drawn to brands that feel human, not brands that hide behind a wall of PR-approved phrases like “we take this seriously” or “we’re committed to doing better.” These statements may be technically correct, but they feel hollow.
This generation wants to see the faces behind the brand, hear a tone that feels relatable, and understand why something happened and what’s changing. Brands that can speak plainly, show vulnerability, or even inject a little humor or self-awareness are far more likely to earn Gen Z’s trust—and forgiveness.
6. They’re Tired of the Same Old Playbook
Gen Z has grown up watching brands stumble and issue the same cookie-cutter apology or crisis response over and over again. They know the phrases by heart: “We hear you,” “We’re learning,” “We’re holding ourselves accountable.”
Without real change behind those words, they mean nothing. Gen Z doesn’t just critique the message. They check the follow-up.
Did the brand change policies? Update its practices? Include voices from affected communities? If not, it will be called PR theater.
How to Actually Reach Gen Z (Without Sounding Like You’re Trying Too Hard)
If Gen Z can spot a marketing ploy from a mile away, how do you reach them without getting eye-rolled into oblivion? It’s pretty much about showing up with clarity, personality, and purpose.
Here’s how brands and communicators can connect with Gen Z in ways that actually work:
1. Speak Human, Not “Brand”
Gen Z doesn’t want to decode your message. If your language sounds like it was churned out by a PR robot or polished beyond recognition, they’ll scroll past—or worse, screenshot it for mockery.
This generation grew up with texting, memes, creators who share everything, and brands who speak like actual people. So when they see a statement that feels more like damage control than dialogue, the red flags go up instantly.
To speak “human,” start by stripping away the corporate filter. Use clear, conversational language.
Say things plainly: “We got it wrong.” “Thanks for calling us out.” “Here’s what we’re changing.”
You don’t have to be casual to the point of sounding like a TikToker (unless that’s your brand), but you do need to sound like you’re talking to someone, not presenting a quarterly earnings report.
For example: When KFC faced a major chicken shortage in the UK, it had to shut down over half of its 900 locations: a crisis that left hungry fans frustrated and flooding social media with complaints (some even called the police!).
Instead of going the traditional PR route, KFC responded with humor and humility. They took out a full-page ad in The Sun and Metro, cheekily rearranging their logo to read “FCK.”
The bold move, crafted by their agency Mother London, came with a sincere apology and a nod to the obvious: a chicken shop without chicken is… not ideal. The ad struck the perfect balance of accountability and wit, earning praise across social media and scooping up plenty of industry awards in the process.
One lesson learned from this: let your tone carry emotion. Gen Z is attuned to tone, and they can tell when a brand is being cold, overly safe, or emotionally distant. A genuine socioemotional connection can turn passive scrollers into engaged, loyal followers.
It’s okay to sound frustrated, hopeful, confused, or even a little awkward, as long as it’s real. Humor can be powerful, too, but it should feel natural, not forced.
A brand that jokes about itself or embraces a little internet weirdness (think Duolingo or Wendy’s) often wins more hearts than one that plays it safe and sterile.
And remember, speaking human doesn’t mean being sloppy here. It’s more about being relatable to other humans. It’s also about respecting your audience enough to be honest and clear.
If you wouldn’t say it in a real conversation, don’t put it in your caption, tweet, or video script. Gen Z’s BS radar is sharp. And if you’re not speaking their language, they’ll tune you out fast.
2. Create Content, Not Announcements
Gen Z doesn’t want another press release. They want something worth watching, sharing, or saving. So, if your brand shows up with a cold, formal “announcement,” they’ll skip it without a second thought.
The key? Don’t just say something. Show it. Tell a story. Make it visual.
Turn your message into content that entertains, educates, or emotionally connects.
That could mean repackaging a product launch as a mini-vlog, creating a relatable meme series to explain a policy change, or using a trending sound to break down your new initiative in a 15-second TikTok. If it feels like something they’d already see in their feed, they’re far more likely to engage with it.
Even serious topics deserve a format that respects the platform.
For example, instead of dropping a wall of text about your sustainability goals, why not share behind-the-scenes footage of your team visiting local suppliers, or do an IG Story Q&A explaining the changes in plain language?
In short: don’t announce like it’s 2005. Not even like 2015. Create content like it’s 2025. Make it dynamic, platform-native, and people-first. Because if you don’t capture their attention in a scroll, you’ll lose the chance to share your message entirely.
3. Be Transparent (Even When It’s Uncomfortable)
Gen Z grew up watching scandals unfold in real time on Twitter, holding celebrities accountable on TikTok, and fact-checking brands with a quick Google search. They don’t expect brands to be perfect, but they do expect them to be honest.
Transparency means owning your wins and your mistakes. If your company slips up (whether it’s a misstep in representation, a faulty product, or a policy that caused backlash) don’t hide behind vague statements like “We’re committed to doing better.”
Say what went wrong, why it happened, and most importantly, what you’re doing about it. Be specific. Be real. And don’t wait until people are demanding an answer, lead with the truth.
This also applies to things you’re still figuring out. Gen Z respects progress over perfection. If you don’t have all the answers yet, it’s okay to say: “We’re learning,” or “Here’s where we are, and here’s what we’re trying to improve.” That vulnerability is what makes it human.
4. Collaborate with Real People, Not Just Influencers
Yes, Gen Z follows influencers, but not in the same way older generations followed celebrities. For them, trust doesn’t come from follower counts. It comes from authenticity.
That’s why working with a macro-influencer who reads off a script might do less for your brand than teaming up with a micro-creator who genuinely loves your product and shares it in their own voice.
The polished, over-produced sponsored post is losing power. Gen Z prefers creators who show their messy apartments, talk honestly about their struggles, and don’t pretend to have it all together.
So when brands try to insert themselves into that world with picture-perfect messaging, it often feels forced.
Instead, partner with creators who already align with your values, and let them speak on their terms. Give them creative control—and trust that their audience will respond better to something honest than something flawless.
Even better? Go beyond influencers and start collaborating with your actual customers. Feature user-generated content in your campaigns.
Invite fans to co-create. Spotlight everyday people doing cool things with your product or in your community. Gen Z loves to see themselves reflected in brand content, and they love it when companies make space for real voices, not just curated ones.
5. Lean Into Your Brand’s Personality
Whether it’s bold humor, nerdy enthusiasm, wholesome vibes, or chaotic energy, your brand needs a voice that feels alive. Why? Because Gen Z interacts with brands the same way they interact with people online.
They’ll DM you. They’ll tag you in memes. They’ll test your tone with sarcastic comments. If you respond like a human with consistency, cleverness, or even a bit of sass, they’ll pay attention.
Take a cue from brands like Duolingo, which blends snark and self-awareness in a way that fits TikTok marketing perfectly. Or Ryanair, whose chaotic sense of humor turned airplane windows and flight delays into viral content. Wendy’s nailed this one, too.
These brands aren’t afraid to sound weird, edgy, or even a little unhinged, because that’s what cuts through the noise and earns Gen Z’s respect.
Now, this doesn’t mean you need to turn your accounting software into a meme machine overnight. What matters is consistency and honesty. Your brand voice should feel like a real extension of your team and your values.
6. Be Where They Are, But Respect the Culture
If your brand isn’t on TikTok, YouTube Shorts, Instagram Reels, Discord, or even Twitch, you’re not really talking to Gen Z. Your brand needs to show up where they are. But here’s the catch: just being there isn’t enough. You have to understand the culture of each platform, or risk getting completely ignored (or worse, publicly clowned).
Each platform has its own unspoken rules, humor, pacing, and expectations. TikTok, for example, thrives on trends, self-awareness, and behind-the-scenes vibes.
If you show up with a polished ad instead of a native-feeling piece of content, Gen Z will swipe right past it. Instagram might demand a more aesthetic or curated approach, while Discord is all about community-building and genuine engagement over time.
Being platform-native also means speaking their language, not invading with brand-speak. That means knowing when to use memes, how to stitch a trending sound, or when to observe and listen before you join a conversation simply.
Wrapping Up: Rethinking PR for Gen Z
Reaching Gen Z requires a smarter, more human connection as they always crave transparency, authenticity, and content that feels real. So if your brand wants to be part of their world, start showing up like someone worth talking to. Speak their language, listen more than you pitch, and build relationships.
And if that feels like a lot to juggle, you don’t have to go it alone. Agility PR Solutions helps brands cut through the noise with data-driven insights and tools built for today’s media landscape.
From trend tracking to influencer engagement and modern media monitoring, they make it easier to communicate with real impact, especially when Gen Z is your audience.
