Digital natives, interested in ethical considerations, heavily supporting sustainability, easily rejecting generic content. If this description brought Gen Zers to mind, then you’re probably in the right direction, focusing on them. But what works best for summer campaigns when it comes to Gen Z?
How to create high-impact Gen Z ads this Summer
In the digital landscape, things change fast. And, when it comes to Gen Z, trends shift even more rapidly. In this article, we’ll look at the trends that are working this summer, and at what attracts this generation’s attention. Let’s have a look at what you should be taking into account when it comes to Gen Z ads:
The rise of ‘slow living’ activities
Gen Z is shifting towards a ‘slower living’ lifestyle, with individuals embracing activities like baking, gardening, and crafting. A growing part of this generation demands a calmer, slower-paced lifestyle. But how do you reflect that in your ads?
Your team needs to lean towards creating experiences that don’t feel intrusive. Gen Z ads need to feel as though they are a natural part of their digital experience. To succeed in that, your team needs to have well-informed targeting. Deploy your display ads in relevant environments, where they will look like a natural continuation of content. Make sure the ad creatives are nonintrusive, too, with videos autoplaying without sound, so that they don’t startle or drive your audience away.
If applicable to your industry and brand, make sure to include any sustainability initiatives or relative brand identity characteristics to your gen Z ad campaign. Show authenticity and true commitment, be transparent in your communication with your audience, and you’ll be on your way towards creating a great customer experience
The comeback of Niche Online Communities
While the main social media platforms such as Instagram and TikTok are still driving the most engagement from Gen Z, there’s also a resurgence of platforms such as Tumblr, which had been popular with past generations. This shift indicates that Gen Z is going for a more authentic, less intrusive experience.
Which brings us back to the importance of non-intrusive advertising. Gen Z’s shift doesn’t mean you shouldn’t deploy display ads - it means you need to make them part of a whole experience. Instead of focusing only on the specifics of your display advertising, make sure to also connect it well to the Gen Z customer journey. Bring as much value as you can into your brand’s communication with this audience, and remember to steer clear of exaggerations and overpromising: when it comes to Gen Z, honesty is the best policy.
The Emergence of Pinterest-Driven Shopping
Tumblr isn’t the only platform to be seeing a comeback. Pinterest usage among Gen Zers is also on the rise again. According to Pinterest, Gen Z is currently 42% of the platform’s audience. What’s more, Gen Zers who use Pinterest weekly are 1.3 times more likely to shop online, again according to Pinterest.
How do you get your Gen Z ads in line with the Pinterest board aesthetics? Look into specific aesthetics that currently appeal to Gen Z based on their Pinterest behavior. Align your CTA visuals with ‘pinning’ or ‘saving’ functions. You can also tweak your targeting based on trending topics like summer travel planning, summer essentials, festival style guides, and slow-living hobbies.
Examples of Impactful Summer Gen Z Campaigns
Following the main trends is going to elevate your advertising campaigns. But what do good Gen Z ads look like in action? Here are some great examples of impactful Gen Z ads:
Coca-Cola's "Enjoy the Moment" Campaign
Coca-Cola’s new campaign is focused on Gen Zers, aligning to their needs by encouraging them to live in the moment. Consisting of various ads with Gen Z in the epicenter, the main focus is how to leave worries, problems, and the past or the future behind them to focus on enjoying the present.
With this campaign, Coca-Cola aligns with Gen Z’s need to disconnect and be present, bringing their brand identity closer to this generation
PacSun's Pinterest Partnership
Although not a 2025 campaign, PacSun’s strategy is a perfect example of connecting to platforms that are now making a comeback, in order to better connect with Gen Z
For their 2024 Fall campaign, ‘Better in Baggy’, PacSun combined the power of Gen Z influencers with the rising trend of returning to Pinterest to create an impactful strategy that brings the company closer to their Gen Z audience. PacSun harnessed the power of Gen Z trends by partnering with Pinterest to create interactive store window displays. PacSun successfully connected to Gen Z by establishing their presence in the channels their audience was most present in, creating Gen Z ad campaigns with true impact.
