Gen Z is not just another demographic—they’re a movement reshaping markets. As the first generation of true digital natives, their massive influence is still growing. If you're in the business of designing and marketing products, understanding Gen Z is non-negotiable. 

Understanding Gen Z’s Needs

Speed is the New Flex 

For Gen Z, waiting is a no-go. They want fast, seamless experiences that let them dive right in. Take TikTok, for example—the sign-up process is quick, and you’re into the core experience in seconds. The lesson? Prioritize getting users to the heart of your product ASAP.

Snapchat: Snapchat has mastered the art of immediacy by allowing users to capture and share moments instantly. The app’s quick capture feature and disappearing messages create a sense of urgency and excitement that resonates with Gen Z’s desire for real-time experiences.

Let Them Do Them 

Gen Z loves tools that can be molded to fit their needs. Notion is a prime example, allowing users to organize their workspace however they see fit. The takeaway here is to design products that are more like blank canvases, offering open-ended possibilities rather than rigid pathways.

Roblox: Roblox has become a Gen Z favorite by offering a platform where users can create their own games and experiences. This level of customization and control empowers Gen Z to express themselves and build their own virtual worlds, catering to their desire for flexibility and creativity.

Keep It Real 💯

Gone are the days of broadcasting everything to the world. Gen Z prefers narrowcasting—think DMs, stories, and private chats. They’re all about intimate, authentic interactions. Your product should create spaces where these real moments can happen, rather than pushing polished, curated experiences.

BeReal: BeReal taps into Gen Z’s craving for authenticity by encouraging users to share unfiltered photos at random times of the day. The app’s focus on genuine, in-the-moment content has struck a chord with Gen Z, who value realness over perfection.

How to Design Products for Gen Z? 

Intuitive is the Move 

Gen Z has no patience for clunky, outdated designs. They expect products to be intuitive, with features like auto-save, auto-update, and auto-optimize as standard. These digital natives trust technology, but not necessarily the platforms that deliver it, so transparency and user-centricity are key.

Canva: Canva’s design tools are intuitive and easy to use, even for beginners. The platform’s auto-save and drag-and-drop features make it accessible to Gen Z, who expect user-friendly, efficient tools that let them create content quickly and easily.

Transparency First

Gen Z’s trust dynamics are nuanced, that’s why you have to work on your vibe. They’re skeptical of traditional institutions but have faith in the technology that empowers them. For brands, this means building transparent platforms where users feel in control.

Cash App: Cash App has gained the trust of Gen Z by prioritizing transparency and ease of use. The app’s straightforward interface and clear communication about transactions build confidence in a generation that values control and clarity in their financial dealings.

Hire Gen-Z on Your Team

If you want to resonate with Gen Z, you need them on your team. Hiring emerging talent is crucial. At Discord, the internal guilds and feature suggestions from younger employees keep the platform fresh and relevant.

Bumble: Bumble actively hires Gen Z employees to ensure their platform stays aligned with the values and behaviors of younger users. Their diverse, youthful team has been instrumental in keeping Bumble’s features and community engagement strategies fresh and relatable.

Balance Experience with Fresh Perspectives #SquadGoals

Mixing experienced professionals (aka OGs) with digital natives (aka new Gs) can create a powerful synergy. Encourage authenticity in your team’s relationships—this internal culture will translate to more authentic products and marketing efforts.

How to Market to Gen Z?

Co-Create with Gen Z

Gen Z values brands that involve them in the creation process. Figma’s community-driven approach is a great example. Figma co-creates with younger audiences by fostering a collaborative community where emerging designers can share ideas and projects. Through initiatives like Friends of Figma, they engage directly with young creatives, offering workshops, events, and resources tailored to their needs. Additionally, Figma's focus on user-friendly, accessible design tools empowers younger users to actively participate in the design process, driving innovation and creativity within the platform.

Entertain with Humour

Gen Z prefers content that entertains rather than sells. Duolingo’s TikTok thrives on humor and relatability, with unpolished, meme-driven content that resonates with Gen Z. The brand's approach proves that a personal, entertaining style outshines polished marketing, making Duolingo a favorite by connecting authentically with its audience.

Personal Over-polished Content

There’s a growing shift towards more authentic, less curated content. Gen Z is over the polished, overly produced look—what they want is real, relatable content that reflects their everyday experiences. For example. Fitbit’s marketing strategy embraces this shift by focusing on real user stories and authentic health journeys. Instead of showcasing perfectly edited images, Fitbit shares user-generated content that highlights everyday fitness struggles and successes. This approach resonates with Gen Z, who appreciate the brand's commitment to showcasing genuine experiences and real-world use of their products.

Time to get that bread!

To successfully design and market products for Gen Z, brands must understand and embrace their unique needs and preferences. Authenticity, speed, and flexibility aren’t just buzzwords; they’re the keys to unlocking this generation’s loyalty. The challenge is clear—co-create, engage authentically and stay real. The reward? A brand that truly resonates with the most influential generation yet.