Experiential marketing is an opportunity for brands to strengthen relationships with their audiences — rooted in trust, emotion, and value. In our latest White Paper, Inspira's Art Director Esteban Leyva discusses what Gen Z values and how brands can build relationships with this generation.
INSPIRA: What values and themes resonate most with Gen Z when it comes to brand experiences?
ESTEBAN: Gen Z places a high value on authenticity, and they can easily detect when a brand isn’t being real. This generation doesn’t tolerate false narratives—they want to know that a brand genuinely stands for something. Transparency is equally important to them. Gen Z expects brands to be open about their ethics, sourcing, and environmental impact, as they often base their purchasing decisions on these factors.
Community also plays a significant role in their expectations. They gravitate toward brands that foster connection and inclusivity, creating spaces where everyone feels seen and valued. Sustainability is another critical theme—Gen Z holds brands accountable for eco-friendly practices and expects them to take meaningful steps toward making a positive environmental impact. Lastly, personalization is a key factor in engaging this generation. Experiences that are tailored to their preferences make them feel understood and appreciated, creating a deeper connection with the brand.
INSPIRA: How do you adapt experiential marketing to meet the unique preferences of this generation?
ESTEBAN: To connect with Gen Z, brands need to create experiences that feel engaging, dynamic, and memorable. Interactivity is a major priority—Gen Z wants to be an active participant in the experience, not just a passive observer. Customization or personalization opportunities can make a big difference in how they perceive the event.
Social media is another vital component. If an experience isn’t shareable, Gen Z might not even see it as worthwhile. Creating moments that translate well to platforms like Instagram, TikTok, or Snapchat ensures the experience lives on well beyond the event itself. Integrating digital elements, such as augmented reality or virtual reality, can also enhance their connection to the experience, as this tech-savvy generation appreciates a blend of the physical and virtual worlds.
Additionally, aligning the experience with causes that matter to Gen Z—such as social justice or climate change—can create a deeper emotional connection. However, authenticity is key here; if the alignment feels forced, it can backfire. Finally, brands should strive to surprise and delight Gen Z with bold, unexpected elements. Creativity and originality are crucial in capturing their attention and standing out in a crowded marketplace.
INSPIRA: Can you identify specific ways Gen Z engagement trends differ from previous generations?
ESTEBAN: Gen Z is uniquely digital-forward compared to previous generations. Having grown up in a world saturated with technology, they expect digital integration in all aspects of their interactions with brands. They also thrive on instant feedback, frequently engaging with brands online and looking for real-time responses that make them feel seen and valued.
Cancel culture has been significantly shaped by Gen Z, who demand accountability from brands and public figures. This means brands need to prioritize authenticity, inclusivity, and ethics more than ever before. Gen Z also demonstrates a unique multi-channel behavior—they’re constantly switching between social apps, so brands need to meet them across multiple platforms and adapt their messaging for each.
Another critical aspect is Gen Z’s embrace of meme culture and humor. They gravitate toward brands that entertain and lean into internet humor that resonates with their online language. This generation appreciates when brands use humor as a form of engagement—whether it’s through memes, witty responses, or playful social media content. By tapping into this cultural phenomenon, brands can foster relatability and build loyalty, as long as the humor feels natural and aligns with the brand’s personality.
Ultimately, connecting with Gen Z means understanding their unique preferences and behaviors and ensuring that every interaction—whether in-person or online—feels tailored, genuine, and purposeful.
INSPIRA: What’s the key takeaway for brands looking to connect with Gen Z?
ESTEBAN: Gen Z challenges brands to be better by prioritizing authenticity, transparency, and inclusivity. They value experiences that align with their beliefs, engage them meaningfully, and integrate seamlessly with their digital lives. By focusing on real connections and offering unique, personalized experiences, brands can earn their loyalty and build relationships that matter
To create real connection, be authentic with Gen Z, embrace humor as a form of engagement and build relationships that matter. Ready to connect your brand with this generation? Learn how by downloading your copy of our Shaping Experiential Marketing Trends for 2025 White Paper HERE.