Generation Z, born between the mid-to-late 1990s and early 2010s, is emerging as one of the most influential consumer groups in the global economy. Tech-savvy, socially aware, and experience-driven, Gen Z has grown up in a world shaped by smartphones, streaming, and social change.
For leisure and hospitality businesses, understanding Gen Z’s preferences and behaviours is no longer optional—it’s essential. This generation values authenticity, individuality, and purpose more than any before, and they expect brands to keep up.
In this blog, we’ll explore the defining traits of Gen Z, uncover what influences their purchasing decisions, and show you how to adapt your marketing strategy to attract and retain this next wave of consumers.
Who Is Gen Z?
Gen Z includes anyone born roughly between 1997 and 2012, though exact dates vary slightly depending on the source. As of now, the oldest Gen Zers are in their mid-to-late twenties, entering the workforce, building purchasing power, and redefining what they want from brands and experiences.
Unlike Millennials, who experienced the rise of the internet, Gen Z was born into it. They’ve never known a world without smartphones, social media, or instant access to information.
What Makes Gen Z Different?
Digital Natives
Gen Z lives online. From YouTube tutorials and TikTok dances to product reviews on Instagram, their online world plays a central role in everything—from entertainment and social interaction to shopping.
Implication for marketers:
If your brand isn’t visible (and engaging) on digital channels, you don’t exist to Gen Z.
Values-Driven Consumers
This generation expects brands to stand for something. Gen Z cares deeply about sustainability, diversity, equality, and mental health—and they choose brands that reflect their values.
Implication for marketers: You need more than a great product—you need a purpose.
Shorter Attention Spans, but Higher Filtering Power
With endless content at their fingertips, Gen Z has developed powerful content-filtering skills. They can spot a sales pitch from a mile away and prefer snackable, authentic, and engaging content.
Implication for marketers: Get to the point quickly—and make it entertaining.
Crave Customisation and Personal Expression
Gen Z doesn’t want to be lumped into a broad demographic. They value individuality, and they expect marketing messages and brand experiences to reflect this.
Implication for marketers: Offer personalisation, not generalisation.
What Gen Z Expects from Brands
✔ Authenticity
Forget polished ads. Gen Z prefers realness—behind-the-scenes footage, genuine testimonials, and imperfect but honest content.
✔ Social Proof
They trust peers over brands. Influencer marketing, UGC (user-generated content), and online reviews matter more than traditional advertising.
✔ Inclusivity
Representation isn’t optional—it’s expected. Gen Z wants to see diverse people and inclusive messaging across your marketing and experiences.
✔ Instant Gratification
Having grown up with streaming and same-day delivery, they expect speed and convenience—whether it’s booking a ticket, replying to a message, or navigating a website.
How to Market Effectively to Gen Z
Use the Right Platforms
Gen Z lives on:
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TikTok: Bite-sized, viral content with high entertainment value.
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Instagram: Visual storytelling, especially through Reels and Stories.
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YouTube: Long-form content, reviews, tutorials, and vlogs.
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Snapchat: Direct, quick interactions and local discovery.
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Discord & Reddit: Community-based, interest-driven conversation spaces.
Tip: Tailor your message to each platform—don’t post the same thing everywhere.
Embrace Influencer Marketing
Gen Z trusts creators who feel like friends, not celebrities. Micro-influencers (with niche audiences and high engagement) often outperform mega influencers for this demographic.
Actionable Ideas:
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Partner with local influencers to showcase your venue or event.
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Run co-branded giveaways with creators.
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Encourage influencers to document the experience, not just the product.
Design Shareable Experiences
For Gen Z, if it’s not Instagrammable, it didn’t happen. They love experiences they can capture, share, and talk about online.
Leisure Business Applications:
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Create unique photo ops or selfie walls.
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Offer digital keepsakes like GIF booths or AR filters.
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Encourage guests to tag your venue with custom hashtags.
Make Booking and Browsing Seamless
User experience matters. If your website or booking system feels outdated, Gen Z will likely bounce.
Essentials:
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Mobile-optimised site
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Fast-loading pages
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One-click booking options
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Clear FAQs and transparent pricing
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Chat support or instant messaging
Champion Causes That Matter
Gen Z connects deeply with brands that take a stand. Whether it’s environmental action, mental health support, or community inclusion, backing a cause builds emotional loyalty.
Examples:
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Partner with eco-conscious organisations and share the impact.
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Offer student discounts or free mental health support sessions at your venue.
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Promote staff inclusivity and accessibility efforts.
Leverage FOMO and Exclusivity
Gen Z responds well to urgency and exclusivity. Limited-time offers, early access, and exclusive drops drive engagement.
Tactics:
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Launch a loyalty app with members-only rewards.
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Use countdowns or waitlists for new experiences.
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Offer first access to new events via email sign-up or social follow.
Encourage Co-Creation and Feedback
Invite Gen Z to help shape your brand. They love to be involved and valued.
Ways to do this:
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Run polls to decide your next event theme or menu item.
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Feature UGC on your platforms (with credit!).
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Host a competition for designing new merch, posters, or branding assets.
Real-World Example
Urban Fusion Arcade – Birmingham
Targeting Gen Z, this venue combined live DJ nights, retro gaming, and immersive neon décor. They partnered with local TikTok influencers to preview events and introduced a loyalty programme app with gamified rewards. The result? A 45% increase in visits from 18–25-year-olds in under 6 months.
What NOT to Do When Marketing to Gen Z
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Don’t try too hard to be trendy. It comes off as inauthentic.
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Don’t ignore social causes. Silence can be interpreted as indifference.
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Don’t assume they’re just like Millennials. Gen Z is more entrepreneurial, independent, and pragmatic.
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Don’t forget mobile. Everything must be optimised for phones and tablets.
Final Thoughts
Marketing to Gen Z requires more than just digital savvy—it demands emotional intelligence, cultural awareness, and authenticity. This generation can spot a gimmick faster than you can say “sponsored post”, but when they connect with a brand, their loyalty can be strong and vocal.
By understanding their world and adapting your leisure business to reflect their values, language, and expectations, you won’t just reach Gen Z—you’ll earn their respect. And in today’s brand landscape, that’s the true measure of success.
