Born between 1997 and 2012, Gen Z are known as the real ‘digital natives’ of the world. They are also called the iGeneration or the Centennials, constituting about 30% of the global population. Making up about 64 million of Pakistan’s population, this demographic is a catalyst for transformation and a challenger of norms in more ways than one. Fiercely authentic, audaciously ambitious and too self-aware for their own good, this generation has the globe spinning around their infinitely scrolling fingers. Shaped by the world they grew up in, they are the planet’s most powerful consumers today and hence one of the key target audiences for marketers.

Globally, brands and marketers are facing the challenge of cracking the Gen Z code of communication. What makes it ‘lit’ for them? Is it the ‘drippy’ celeb who ‘slays’ in your ad that makes them ‘low-key’ interested? Or are they ‘hyped’ about the ‘G.O.A.T’ you have signed up as your influencer? And no, it is definitely not all the neon colours and ‘sus’ rap tunes you hope to ‘delulu-rously’ enthuse them with. You are yet to learn the ‘sigma’ moves that make them bop.

So what does it take to ‘hit different’, give them the ‘feels’ and make your brand a part of their ‘fam’? To decrypt this generation’s blueprint, it is important to understand the evolution of Pakistan’s media landscape and the rise of internet-based social platforms. From the early years of private television channels to this age of ‘Netflix and chill’, the last 20 years have seen massive movements in conventional and digital media. Between 2002 and 2008, private electronic media proliferated in an unprecedented way, further boosted by the introduction of Cable Television Networking in 2004. The late nineties and early 2000’s, saw the rise of FM radio as the airwaves became a cacophony of accented voices from RJs with a cult following playing a mishmash of western and local tunes, making radio the new cool. Pakistan soon became the seventh-largest internet user population in the world. From dial-ups to broadband to high-speed 3Gs and 4Gs on the now 188.9 million cellular mobile connections…. content consumption patterns changed forever.

Today, Gen Z is lapping up the digital explosion, assimilating the symphonies of clicks, pings and alerts, and effortlessly embracing the orchestra of emojis, double taps and swipes.

Currently, there are 71.7 million active social media users in Pakistan – the same number as local YouTube users. Meta overall stands at 61.8 million users and TikTok’s massive following includes 54.38 million Gen Z-ers.

Messaging apps have set new trends, with WhatsApp as the go-to platform for quick chats, while platforms like Discord are popular for being more accessible, storage friendly, interactive and ‘vibe-y.’ Gaming is also surging ahead with approximately 50.9 million gamers expected by 2026. Platforms like Spotify and YouTube have now replaced traditional FM radio, and streaming platforms like Netflix, Prime Video and Pakistani apps like Tapmad are preferred for their flexibility and on demand content. New forms of content include podcasts and audio content making their mark. Meme culture now shapes much of their discourse as it increasingly becomes a way of expressing their unconventionality. To capture these agents of change on a mission to disrupt the world, here is what brands need to be mindful about in their marketing.

These zealous creatures swear over the currency of authenticity and to succeed, the global creator media has to deliver transparency and be responsive and genuine to its followers across diverse platforms. Local examples such as Irfan Junejo, Moroo and global giants like Mr Beast have carved a huge niche by staying true to their ethos and roots.

Bespoke algorithms and tailored content are the way to Gen Z’s heart and feeds – and are the order of the day for brands seeking to attract them.

Given their short attention span, Gen Z is quick to scroll past content that fails to engage them immediately. Platforms that work for them are those that are big on visual and real-time engagement, as well as snackable under 60-second content – hence the popularity of TikTok and Instagram Reels that revolve around local slang, pop culture, humour and the daily challenges of young people.

Gen Z experience brands ‘at every moment’ as they move seamlessly through their largely digital and selectively physical worlds. Most of what they buy relies on online research and recommendations from their ‘squad’, influencers and user generated content (UGC), rather than traditional advertisements. Authenticity and relatability are key. They quickly spot and dismiss anything too overly ‘boujee’ and insincere. However, this generation also likes to indulge in authentic physical shopping experiences leading to blended shopping habits. Purchasing is all about convenience and access, making mobile app-based services important.

This is perhaps one of Gen Z’s most prized characteristics. They more often than not choose brands that have a strong story or purpose. According to a McKinsey study, 73% of Gen Z says they prefer to buy from companies they consider ethical, and nine out of 10 believe companies have a responsibility to address environmental and social issues.

This is paramount. Social media gratification and badges of honour are essential to a thriving lifestyle and mindset. Gen Z’s deep immersion in self as well as social validation is both fascinating and disturbing, as it can lead to increased aspirational buying. In fact, this constant quest for social validation leads to serious questions about their mental health on a global scale.
Gen Z thrives in a digital ecosystem. They live their lives in a flood of constant information; they are high on convenience and treat technology as an enabler.

The biggest hack to staying relevant with Gen Z is to tap into their digital-first preferences and evolve with their changing preferences. After all, most brands are looking to be ‘skibbidi riz’ and not ‘skibbidi ohios’ in this race to win them over.

Sources: Data Reportal 2024 reports for Pakistan via We Are Social and Meltwater and Mckinsey’s featured insights of Asia-Pacific region by 2025.

Faiza Musawer is Managing Director, IO Digital.