Why Brands Need to Rethink How They Sell to Gen Z
​
The marketing environment is constantly evolving, and it is not just because of new platforms or technology, it is also because people are changing. Gen Z will soon take over the workforce and is completely redefining what connection, trust, and authenticity actually look like in business today. Because of this, it is imperative to know more about this demographic.
Born between the mid-1990s and early 2010s, Gen Z has grown up in a digital world where everything happens instantly. By 2030, Gen Z will make up nearly 30 percent of the U.S. workforce and influence more than 50 million jobs (Ragan). For companies, especially in engineering or manufacturing, understanding what matters to them is essential.
​
​​​​Gen Z Pay’s Attention
People like to say that Gen Z has a short attention span, but in reality, that is not always true. They are just very careful about where they give their attention.
This generation has grown up scrolling through more content in one day than most other generations see in a whole week. They can instantly tell when something is not relevant or worth their time. If your website is slow, hard to use, or looks outdated, they will move on to somewhere else that can provide them with information faster.
According to Spinutech, 75% of Gen Z’s “go-to-tech” is their phone, and having a confusing or outdated website immediately damages trust. This emphasizes how much Gen Z values efficiency. If a company respects their time by having a fast, easy-to-navigate website with clear information, they will stick around and offer loyalty.
For engineering and manufacturing brands, this means focussing on usability. A clean interface with quick load times, along with features like a chat function, shows that the company cares about the customer’s experience. When a company shows that it cares about the customer’s experience, it increases customer satisfaction and can improve loyalty.
​
​
Authenticity Matters
Gen Z’s constant exposure to social media in the digital world has made them good at spotting what is real and what is not.
This generation values authenticity, and this has been proven in studies. 70% of Gen Z say they only trust a brand after doing their own research, and about half of them will not buy it if there is not enough information or reviews available (Spinutech). This shows how much Gen Z values proof. So having a clean-looking product page is no longer enough.
To satisfy this desire for proof of authenticity, Gen Z wants to know who you are, the people behind the brand, and what you believe in.
In the manufacturing world, that could look like sharing general information about how you test your products or highlighting the people who design and build the technology.
​
​
​
Accessibility Builds Credibility
Gen Z does not like having to spend lots of time finding basic information. They like fast and useful content, so companies can use this accessibility aspect to their advantage.
If they cannot find answers fast, they will leave. But if your site makes it simple to get information or ask questions, they will stay engaged.
Features like a “Request a Quote” button or a live chat option on a website will help them find what they need quickly and create an overall better experience for users.
Accessibility shows that you understand your audience, so it is an important aspect to focus on to build credibility.​​​
Sustainability Is Non-Negotiable
Gen Z’s buying behavior is focused on values. They care more about sustainability and social impact than other generations and are not afraid to walk away from brands that do not align with those beliefs.
64% say that they will pay more for sustainability, and 25%
have already stopped buying from brands that are not
making an effort to be sustainable (Camphouse).
Knowing how important sustainability is to this generation, companies in technology or manufacturing can use this to their advantage. Some ways they can incorporate this into their business are by designing products that last longer, using recycled materials, or improving production efficiency. Promoting these aspects is a key way to draw Gen Z toward your brand.
​
​
​
Loyalty Starts Before the First Purchase
For Gen Z, loyalty starts with how they first experience your brand.
Brands that build relationships early, especially through education or community involvement, stand out. If your business aligns with it, partner with universities, speak in classrooms, or offer internships. When students connect with your brand through a positive experience, they will remember it later when they are professionals making decisions.
When future professionals recognize your brand from positive early experiences, they will more likely remember it later, benefiting you in the long run.
What This Means for Marketers
Gen Z has changed how connection works. They expect digital and personal experiences to feel seamless and authentic, forcing marketers to
Gen Z values brands that provide quick responses and are intentional about their message, creating an opportunity for companies to start building genuine relationships that create a change to make a long-term impact.
As marketers, we have to adapt as Gen Z takes over the workforce. Understanding what they value is the best way to be successful in this changing environment.
That might mean rethinking how you communicate online or
by making your brand more approachable on social media.
​
​
​
My Take
As a Gen Z myself, I think this provides an opportunity to change the direction of marketing.
Instead of focusing solely on transactions, the marketing environment needs to shift toward creating valuable, lasting connections with Gen Z.
If your brand focuses on accessibility, authenticity, and sustainability, Gen Z will advocate for you. But if you treat them like just another group to target, they will scroll right past you.
At the end of the day, selling to Gen Z is just about being genuine. If you mean what you promote and back it up, you will attract Gen Z and stand out in the digital world today.
​
References:
Caroll, J. (2025). Lead Generation Strategies for Electronic Manufacturers. Callbox Inc. https://www.callboxinc.com/lead-generation/electronic-manufacturers/
Corfman, T. (2024). 7 tips for connecting with Gen Z employees. Ragan Communications. https://www.ragan.com/7-tips-for-connecting-with-gen-z-employees/
Drenik, G. (2023). Gen-Z 101: A Marketing Guide To Connecting With The Next Generation Of Consumers. Forbes. https://www.forbes.com/sites/garydrenik/2023/07/13/gen-z-101-a-marketing-guide-to-connecting-with-the-next-generation-of-consumers/
Effective Strategies to Sell to Millennials and Gen Z. Nectar Desk. (n.d.). https://www.nectardesk.com/sell-to-millennials-and-gen-z/
Gen Z Trends 2025: What Marketers Need to Know. camphouse. (2024). https://camphouse.io/blog/gen-z-trends
Richard, A. (2024). Generation Z in the Workplace. NACE Center. https://www.naceweb.org/talent-acquisition/student-attitudes/generation-z-in-the-workplace
What is the best way to market to Marketing to Gen Z: Building Trust, Connection, and Engagement. Spinutech. (2025). https://www.spinutech.com/digital-marketing/marketing-to-gen-z-building-trust-connection-and-engagement/