The Gen Z brief is broken

Marketers often fall into the trap of applying a “Gen Z vibe” to every campaign. They do this regardless of the actual target audience. This prevalent misunderstanding treats “Gen Z” as a catch-all for anything cool, fresh, and online. Consequently, it leads to ineffective and often cringeworthy results. Not everyone online is 19. Furthermore, digital fluency no longer equals generational identity.

The Illusion of Universal Youth

You’ve likely heard it in every strategy session, creative pitch, and brand launch: “We want this to have a totally Gen Z vibe.” This instruction arises even if the product is an investment app for folks in their late 30s or an energy drink aimed at hardcore Millennial gym enthusiasts. Nowadays, marketers frequently use “Gen Z” as the go-to term for anything cool, fresh, and online. However, people often misinterpret it.

Here’s the thing: Not everyone is part of Gen Z. Also, not everything that Gen X loves is just for them. Marketers keep crafting briefs, tone of voice, and campaign ideas based on a basic, stereotypical view of this generation. This approach often ends up pushing the real audience away.

The Overused Shortcut: What We Think Gen Z Wants

The fascination with Gen Z definitely comes from a good place. They are the first true digital natives. They truly shape the culture around here. They demand the real deal. They jump into action fast and aren’t afraid to call out the “BS.”

However, marketers have turned that into a pretty basic creative formula:

Go for wild editing!
Talk in memes!
Skip the polish!
Throw in subtitles, add emojis, and use lowercase fonts!
Include a catchy tune from 2011 for some good old nostalgia!

So, what’s the outcome? Everything starts to feel like a chill, lo-fi TikTok ad. This occurs even if the buyer is a 42-year-old professional with three kids and a mortgage.

Who Are We Actually Talking To?

Here’s the real kicker: Millennials, Gen X, and even older generations actually consume and enjoy many “Gen Z-style” commercials. Digital culture no longer divides strictly by age. Your cool aunt reposts TikTok videos. Your employer uses terminology from Black Twitter. Importantly, your 35-year-old client needs short-form, real video content and narratives that don’t sound like a pitch deck.

Therefore, the question isn’t merely, “How do we communicate with Gen Z?” Rather, it’s about, “Are we confusing digital fluency with generational identity?”

The Danger of Lazy Generational Targeting

Our fixation with Gen Z has produced some harmful byproducts:

Your approach becomes “washed”: The 18-25 age group dominates your messaging, even if your actual consumer is 30 and over.
Missing your intended audience: Efforts aimed at creating a “Gen Z vibe” fail to provide the complexity older viewers require.
Cringeworthy content: Overdone attempts to sound youthful might come off as fake, artificial, or out of touch.
Substituting genuine segmentation: Using generational clichés instead of true segmentation (based on demographics, actions, and values) means we ignore complexity.

Marketing to Gen Z is becoming a default strategy. This happens not because it’s smart, but because it seems hip and secure. Ironically, members of Gen Z can detect performative targeting from a distance.

The Nigerian Angle: We’re All Being “Gen Z’d”

In Nigeria, this uncertainty is much worse. With a young population and rapidly changing social trends, marketers often believe that everything online equates to Gen Z.

But, ask yourself:

Does your TikTok promotion target 19-year-olds or 30-year-old TikTok users?
Are you speaking to young culture, or simply replicating youth forms without cultural fluency?
Is your “Gen Z” brief merely a placeholder for “make it pop?”

Local brands frequently fall into the trap of targeting “young people.” They do this by replicating youth content styles while ignoring crucial factors. These include cultural context, buying power, and digital habits. Some even overlook that Gen Z in Nigeria often shares phones with family members. This demographic is wary of data consumption and may not engage with high-budget ad trends seen in worldwide campaigns.

So, What’s the Fix?

To move beyond the broken Gen Z brief, brands have to step up their game and keep it real.

Create audience profiles focusing on values instead of just vibes. Don’t worry about age. Instead, think about what they believe, what drives them, and their routines. Do they create stuff or just use it? Are they into status or just being themselves?
Check how different age groups use digital platforms. A 33-year-old and a 21-year-old might both scroll through Instagram Reels. However, they will vibe differently with the tone and messaging.
Consider Gen Z as a cultural reflection, not just a direct target. Instead of saying “Make it Gen Z,” try asking, “What trends and behaviors are shaping online culture, and who’s behind them?”
Bring in your actual audience for some input. Let people share their own thoughts. A Gen Z intern probably knows more than 10 mood boards off the top of their head. Similarly, a Millennial rocking an iPhone 14 and dealing with anxiety can offer valuable insights.