For every generation, there’s a counter-generation.
From Millennials to Gen Z: How Brands Need to Keep Up
For years, brands have been focused on cracking the Millennial. A generation so pragmatic it marked a true transition from Gen-X. I’d know—I’m part of the bridge generation, the Xennials. For the past decade, we’ve watched and lived through this shift, paving the way as the torch passed from Gen-X to Millennials.
To Gen-X, Millennials came across as entitled, always challenging authority and tearing down carefully built systems. Gen-Xers couldn’t understand why Millennials dismissed the struggles they’d faced to advance human rights, equality, and freedom.
For Millennials, Gen-X represented a repressive past, burdened by unnecessary complexity, inequality, and outdated norms. As a generation raised in the age of information, Millennials looked forward, not back. They built their own structures and created new ways of thinking. In time, it became clear they weren’t just breaking rules for the sake of it—they were building a new foundation.
Look at business. Many Millennials rose quickly into top executive roles at Fortune 50 companies, hired not for decades of experience but for their ability to think fast, innovate, and challenge the status quo. And they proved that fresh thinking could deliver. Millennials redefined work-life balance, reshaped industries, and disrupted norms that had stood for generations.
Entertainment is a perfect example. Millennials transformed music, television, and film into something unrecognizable compared to the Gen-X era. They questioned everything—education, transportation, even the way we connect and communicate. We now live in a world largely shaped by them, with Gen-X methods fading into history. The only major arena they haven’t reinvented? Politics.
Now comes Gen Z—the largest and most diverse generation in U.S. history. Often called “Culture Creators,” they’re digital natives, socially conscious, and unwilling to accept business as usual. They expect brands to be transparent, authentic, and aligned with causes they care about. And with their spending power, they’re impossible to ignore.
By 2019, Gen Z made up 32% of the global population (surpassing Millennials at 31.5%). They control billions in spending—$29 to $143 billion of it directly. They gorge on information, make fast, informed decisions, and hold brands accountable in ways no generation has before.
For brands, the message is clear: Millennials reshaped the world we live in today, but Gen Z is rewriting the rules for tomorrow. If you’re not building strategies to connect with them now, you’re already behind.
“In the past, brands might have considered playing it safe for fear of alienating some of its customer base,” Calise told Business Insider. “But in today’s social and political climate, it’s arguably riskier not to take a risk – even if it’s a calculated one – when it comes to brands taking stands.”
From Bobby Calise, vice president of Ybrands, “Generation Zs reveal their 100 favorite brands“, Business Insider, Sep 16th, 2018
It’s also the generation of Amazon, where shopping comes with the expectation of immediacy. Gen Z doesn’t need an app to compare prices at a store—they already assume the online option will be cheaper and available right away. Waiting longer than two days for delivery? Not happening. Speed and alignment are non-negotiable.
Gen Z also grew up with influencers and YouTube, while Millennials experienced the rise of digital video and the mobile economy. For this generation, influencers aren’t celebrities—they’re peers. Where word-of-mouth among friends once mattered most, now the “world of influence” holds that role.
A great example is EOS. By aligning with influencers who reflect Gen Z’s values, EOS disrupted the beauty aisle and built a powerful connection with young consumers. Instead of relying solely on influencers, they integrated them into broader campaigns, and the results reshaped the category.
At the same time, Gen Z still has a soft spot for nostalgic brands from the Gen-X era. Take Pillsbury Toaster Strudel—a classic reimagined with options like the Toaster Scramble, a protein-packed breakfast solution. This generation wants more than flashy flavors like “Flaming Hot” or “Extreme Lime.” They want brands to evolve in ways that feel fresh, creative, and relevant.
When it comes to tech, Microsoft still earns respect as an innovator, but Apple dominates—94% of teens own an iPhone. The Millennial love for Android as a mark of rebellion and technical know-how seems to have faded, at least in the U.S.
Entertainment tells a similar story. During the Millennial era, many feared TV was on its way out. That wasn’t true—what disappeared was the concept of “cable.” For Gen Z, traditional television barely registers: only 2% reportedly adopt cable, just 3% say they watch traditional TV, and 62% watch Netflix on other devices. TV didn’t vanish—it evolved.
And while Millennials skipped over politics, Gen Z has made it a core issue. From gun control to climate change, they’ve become social warriors who track where brands, leaders, and parties stand. Politics now ranks as the second most significant concern for this generation, and as they age into voting power, they’ll reshape the political landscape.
As one 19-year-old explained:
“The biggest hurdle for my generation will be the environment and the polarization of political parties currently. By environment, I mean my generation will be confronted with figuring out how to do their part to make positive changes in protecting the environment and science in general. In terms of polarized political parties, my generation will have to navigate a world that is trying to be black and white, but really has so much gray area.”
From the article “Gen Zs never watch TV, are stressed about Snapchat, and are concerned that technology has ruined their mental health — here’s what it’s REALLY like to be a teen in 2018“, Rachel Premack, Business Insider, Jun. 29, 2018
