How Brands Are Winning (and Failing) with Gen Z: The Secret to Authentic Marketing

The Struggle to Capture Gen Z's Attention

If you think of Slazenger, you might recall it as a classic tennis or golf brand. But today, many see it as a bargain-bin label—or don't know it at all. Once a major sportswear name, its reputation has faded over the past 20–30 years, overshadowed by rivals like Wilson and Callaway. Now owned by Frasers Group (Mike Ashley's company), Slazenger represents a common trend: legacy brands bought cheaply and used to stock low-priced items. This model works for older consumers but fails with Gen Z, who view it as just another cheap option.

Why Gen Z Matters More Than Ever

Gen Z—born between 1997 and 2012, now aged 14–29—is becoming a powerful economic force. They're new consumers with their own income, minimal financial commitments, and high social activity. Brands target this demographic because they form lifelong connections during these years. According to Boston Consulting Group, Gen Z will account for 25% of global luxury spending by 2030, up from just 4% pre-pandemic. Capturing their loyalty early can mean decades of customer retention.

Slazenger's Bold Move: Embracing Authenticity

When TikTok creator Alexei Hamblin criticized Slazenger's outdated designs, the brand didn't ignore him—they invited him to help revamp it. Hamblin now documents the process on social media, engaging followers and giving the brand a fresh, authentic voice. This low-risk strategy signals to Gen Z that Slazenger values their input, generating publicity without feeling like a traditional ad.

The Gen Z Mindset: Jaded by Traditional Ads

Gen Z has grown up in the social media era, bombarded by ads and influencer promotions. They're skeptical of blatant cash grabs and crave authenticity. A prime example is Charli XCX's Brat album in 2024, which sparked the "Brat Summer" movement—a rejection of perfect Instagram aesthetics. Its success stemmed from genuine artistry, not manufactured marketing. However, when brands tried to jump on the trend, most failed by seeming insincere.

Winning Strategies: Humor and Dual Personalities

Brands like Wendy's and Duolingo have mastered Gen Z appeal by adopting different tones across platforms. Wendy's uses snarky humor on X (formerly Twitter), while Duolingo's TikTok features bizarre, meme-worthy content from its owl mascot. These approaches feel relatable and fun, breaking from corporate scripts. Similarly, Barbie reinvented itself through a self-aware film that addressed feminist issues, boosting doll sales by 25%.

When Targeting Gen Z Goes Wrong

Not all attempts succeed. Brands like Jaguar faced backlash for a 2024 rebrand that featured abstract visuals, vague slogans, and no cars—seeming out of touch. Missteps often occur when companies misunderstand trends or prioritize corporate guidelines over genuine engagement. Authenticity is key; without it, campaigns fall flat.