Generation Z, or individuals born in the late 90s and after 2000, is increasingly influencing how brands design their communication. It is the first generation that has operated in the digital age since childhood, having constant internet access, media, and technology. At the same time, it is a new group whose attitudes, expectations, and way of thinking differ significantly from previous generations of consumers.

On the one hand, Gen Z navigates the online world with ease; on the other, they actively use urban spaces for meetings, work, study, and leisure. This combination of the digital and physical worlds profoundly impacts content consumption and how brands should design their communication presence. As a group, Gen Z redefines consumer trends and actively influences mass culture, shaping it through authenticity, new media, and social engagement.

What characterizes Generation Z as a content consumer

Representatives of Gen Z are often referred to as digital natives. Its members grew up in an environment where digital media was natural, and short video formats, quick access to information, and multichannel communication became everyday norms. The internet and social media have shaped their habits, as well as their expectations of brands and communication. Generation Z is a group that spends a significant portion of its time on social media, especially on Instagram, TikTok, and YouTube.

At the same time, their attitudes are strongly rooted in values. Social awareness, concern for mental health, environmental protection, and sustainable development hold real significance for young people. This influences both purchasing decisions and how a brand's image is perceived. Young consumers are driven not only by price but also by authenticity and the opportunity to participate in real experiences. Products, services, and communications that ignore these aspects lose credibility in the eyes of young consumers.

Gen Z prefers short-form content – as many as 61% choose videos shorter than 60 seconds (according to the "State of Video" report by analytics firm TwentyThree, now part of Vidyard). They consume content primarily via smartphone, with the most popular mobile platforms being TikTok, YouTube, and Instagram, and marginal viewing of traditional TV. They value authenticity, visual communication (memes, GIFs, infographics), and interactivity in content, such as quizzes, surveys, and live streams. More than two-thirds expect engaging, interactive forms of communication that allow for real participation in authentic experiences.

The mindset of Generation Z cannot be ignored – their approach to the world, values, and expectations of companies and brands directly influence consumer choices and marketing effectiveness. Marketing aimed at this group should utilize short, visual forms such as memes, GIFs, and infographics, and also focus on authentic experiences and social media presence to build relationships with young consumers.

The city as a natural environment for content consumption

For Gen Z, the city is not merely a transit space. This generation's lifestyle involves actively using public spaces – from public transport and shopping centers to meeting places and workplaces. Professional life increasingly intertwines with private life here, and flexible work arrangements and hours are becoming standard, which also influences the younger generation's expectations of the job market in the context of urban lifestyles.

In Warsaw, there is a growing demand for products and services from brands involved in local ecological and social initiatives. Brands are increasingly focusing on collaborating with local creators and organizing events that integrate offline with digital, responding to the needs of young consumers.

In this context, content consumption in the city occurs fragmentarily but regularly. Young people pay attention to messages that are aesthetic, legible, and embedded in the local context. Advertisements operating in urban spaces do not directly compete with online feeds but complement them, building brand awareness naturally.

Authenticity and relationships instead of one-way communication

One of the key differences between Gen Z and older audience groups is their approach to brand relationships. For this generation, not only the product itself matters, but also what the brand represents. Authenticity, consistency, and genuine engagement are more important than marketing declarations.

Gen Z actively engages with content that aligns with their values and sense of purpose. They do not treat relationship building as an add-on to communication, but as its foundation. Brands must be aware that young consumers quickly verify inconsistencies – both online and offline. It is here that the city becomes a testing ground for brand credibility.

The role of context, time, and technology

Gen Z is accustomed to communication tailored to the situation. Content that does not address current needs or ignores context is disregarded. Timeliness, location, and message format have a significant impact on reception. Real-time communication allows brands to react to changing circumstances and build greater engagement.

Digital out-of-home (DOOH) advertising is perceived by Gen Z as a second screen – as many as 52% of this group pay attention to advertisements on these media.

Modern technologies, including artificial intelligence and advanced data analytics, enable a better understanding of young users' behaviors. Utilizing these tools and better tailoring messages to Gen Z can provide a competitive advantage, allowing brands to stand out in the market. This allows for differentiated communication while maintaining brand consistency. In practice, this means a new approach to planning brand presence in the city.

Work, values, and expectations of the younger generation

For Generation Z, work is not the sole determinant of identity. They want to work in environments that support personal development, diversity, and flexibility. A sense of purpose is crucial for them – they expect their work, as well as the products and brands they choose, to have a real impact on the world. A significant portion of Gen Z believes that brands should play an active role, and they are also willing to pay more for products that have a positive environmental impact.

This directly translates into expectations for communication and culture shaping. Advertisements that ignore cultural context, social engagement, or the lifestyles of young people lose relevance. Conversely, brands that can combine creativity with real values and actively participate in shaping culture gain a competitive advantage.

Generation Z and consumer decisions in the city

Young consumers are increasingly making purchasing decisions based on experiences, not just price or promotions. Fast food, fashion, and technology are evaluated not only through the lens of the product but also by how the brand communicates in public spaces.

The city becomes the first point of contact with a brand, which can lead to further online interaction. Consistency of communication across various media has a huge impact on brand perception and recall.

Gen Z is more willing to engage with brands that offer interactive and immersive experiences, such as augmented reality or storytelling. Contemporary marketing aimed at Generation Z should utilize modern tools and strategies to build authentic relationships and increase young consumer engagement. It is also worth noting that Generation Z is more interested in promotions that offer tangible value than in general advertising slogans.

Why understanding Generation Z is crucial for brands

Understanding this generation cannot be reduced to a single channel or format. Gen Z operates multidimensionally, connecting the online world with the offline, digital media with urban spaces. Their expectations of brands are high but clearly defined: consistency, authenticity, purpose, and contextual relevance.

Brands that can meet these needs build not only reach but also lasting relationships and higher audience engagement.

Conclusions for brands planning communication for Gen Z

Gen Z is a generation that is changing the rules of the game in marketing and communication. Their attitudes, values, and content consumption habits make the city a key element of communication strategy. Not as a backdrop for communication, but as an active medium that connects offline and digital experiences.

For brands, this means thinking about communication holistically – considering the diversity of groups, consistency of message, and the real needs of young consumers. Those who can harness this potential gain not only attention but also the long-term loyalty of the new generation.