Gartner Research

Best Content Marketing Practices to Reach Gen Z

Published: 09 May 2019

ID: G00388745

Analyst(s): Jack Mackinnon


America’s 90.3 million Gen Z consumers boast a new perspective compared to their Millennial predecessors. To connect with this key cohort, content marketing leaders must understand Gen Z’s deeply ingrained skepticism, sophisticated online behavior and atypical path to purchase.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Appeal to Gen Z’s Desire for Transparency and Credibility
    • Recognize the Roots of Gen Z’s Inherent Mistrust
    • Allow Gen Z to Speak for Themselves
    • Differentiating Values Underscore the Need to Adopt a More Sober and Socially Responsible Tone
  • Design a Content Marketing Strategy That Aligns With Each Social Media Environment
    • Meet on Gen Z’s Turf and Play by Their Rules
  • Invite Gen Z to Explore and Create With You

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