Cracking the Gen Z Code

Born between 1997and 2012, Gen Z areknown as the real‘digital natives’ of theworld. They are also called theiGeneration or the Centennials,constituting about 30% of theglobal population. Making upabout 64 million of Pakistan’spopulation, this demographicis a catalyst for transformationand a challenger of norms inmore ways than one. Fiercelyauthentic, audaciously ambitiousand too self-aware for theirown good, this generation hasthe globe spinning aroundtheir infinitely scrolling fingers.Shaped by the world they grewup in, they are the planet’s mostpowerful consumers today andhence one of the key targetaudiences for marketers.

Globally, brands andmarketers are facing thechallenge of cracking the GenZ code of communication. Whatmakes it ‘lit’ for them? Is it the‘drippy’ celeb who ‘slays’ in yourad that makes them ‘low-key’interested? Or are they ‘hyped’about the ‘G.O.A.T’ you havesigned up as your influencer?And no, it is definitely not allthe neon colours and ‘sus’ raptunes you hope to ‘delulu-rously’enthuse them with. You are yetto learn the ‘sigma’ moves thatmake them bop.

So what does it take to ‘hitdifferent’, give them the ‘feels’and make your brand a partof their ‘fam’? To decrypt thisgeneration’s blueprint, it isimportant to understand theevolution of Pakistan’s medialandscape and the rise ofinternet-based social platforms.From the early years of privatetelevision channels to this ageof ‘Netflix and chill’, the last20 years have seen massivemovements in conventional anddigital media. Between 2002 and2008, private electronic mediaproliferated in an unprecedentedway, further boosted by theintroduction of Cable TelevisionNetworking in 2004. The latenineties and early 2000’s, sawthe rise of FM radio as theairwaves became a cacophonyof accented voices from RJswith a cult following playing amishmash of western and localtunes, making radio the newcool. Pakistan soon becamethe seventh-largest internetuser population in the world.From dial-ups to broadband tohigh-speed 3Gs and 4Gs onthe now 188.9 million cellularmobile connections…. contentconsumption 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, thereare 71.7 million active socialmedia users in Pakistan – thesame number as local YouTubeusers. Meta overall stands at61.8 million users and TikTok’smassive following includes 54.38million Gen Z-ers.

Messaging apps have setnew trends, with WhatsAppas the go-to platform for quickchats, while platforms likeDiscord are popular for beingmore accessible, storagefriendly, interactive and ‘vibe-y.’Gaming is also surging aheadwith approximately 50.9 milliongamers expected by 2026.Platforms like Spotify andYouTube have now replacedtraditional FM radio, andstreaming platforms like Netflix,Prime Video and Pakistaniapps like Tapmad are preferredfor their flexibility and ondemand content. New formsof content include podcastsand audio content makingtheir mark. Meme culture nowshapes much of their discourseas it increasingly becomesa way of expressing theirunconventionality. To capturethese agents of change on a mission to disrupt theworld, here is what brandsneed to be mindful about intheir marketing.

These zealous creatures swear overthe currency of authenticityand to succeed, the globalcreator media has to delivertransparency and be responsiveand genuine to its followersacross diverse platforms. Localexamples such as Irfan Junejo,Moroo and global giants like MrBeast have carved a huge nicheby staying true to their ethosand roots.

Bespoke algorithms and tailored contentare the way to Gen Z’s heartand feeds – and are the orderof the day for brands seeking toattract them.

Given their shortattention span, Gen Z is quickto scroll past content that failsto engage them immediately.Platforms that work for them arethose that are big on visual andreal-time engagement, as wellas snackable under 60-secondcontent – hence the popularity ofTikTok and Instagram Reels thatrevolve around local slang, popculture, humour and the dailychallenges of young people.

Gen Z experience brands ‘atevery moment’ as they moveseamlessly through their largelydigital and selectively physicalworlds. Most of what they buyrelies on online research andrecommendations from their‘squad’, influencers and usergenerated content (UGC), ratherthan traditional advertisements.Authenticity and relatabilityare key. They quickly spotand dismiss anything toooverly ‘boujee’ and insincere.However, this generation alsolikes to indulge in authenticphysical shopping experiencesleading to blended shoppinghabits. Purchasing is all aboutconvenience and access,making mobile app-basedservices important.

This is perhaps one of Gen Z’s mostprized characteristics. Theymore often than not choosebrands that have a strong storyor purpose. According to aMcKinsey study, 73% of Gen Z says they prefer to buy from companies theyconsider ethical, and nine out of 10 believe companies have a responsibility to address environmental and social issues.

This is paramount. Social mediagratification and badges ofhonour are essential to athriving lifestyle and mindset.Gen Z’s deep immersion in selfas well as social validation isboth fascinating and disturbing,as it can lead to increasedaspirational buying. In fact,this constant quest for socialvalidation leads to seriousquestions about their mentalhealth on a global scale.
Gen Z thrives in a digitalecosystem. They live their livesin a flood of constant information;they are high on convenience andtreat technology as an enabler.

The biggest hack to stayingrelevant with Gen Z is to tapinto their digital-first preferencesand evolve with their changingpreferences. After all, mostbrands are looking to be ‘skibbidiriz’ and not ‘skibbidi ohios’ in thisrace 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.