Meaning Over Marketing: Gen Z’s PR Revolution

Published on Feb. 28, 2025, at 9:34 a.m.
by Ella Kate Baker.

Authentic, chronically online, sensitive, casual, satirical — these are just a few common stereotypes associated with Gen Z. While these labels capture the culture, they often overlook the generation’s deeper impact on communication and media. The reality is Gen Z has disrupted traditional communications, pushing brands to rethink engagement strategies. Whether as a consumer or communicator, Gen Z has shaped the trajectory of public relations.

This generation has distinct values and preferences compared to previous generations, and authenticity and personality are at the top of their list. Avoid polished and perfect product pitches — Gen Z wants stories, experiences and a sense of purpose behind a brand. A 2023 article in Forbes noted that brands need to resonate with Gen Z by “showcasing real stories, real people and transparent messaging.” Communicators must consider this advice when developing strategies and tactics to appeal to this generation.

“Specifically, the Gen Z consumer base has often had issues with brands seeming inauthentic,” said Caden Harris, the growth coordinator for Ketchum. “Something that has been charged pretty heavily across agencies is more creative directors, more creative-minded people being those day-to-day leads to give you more of that Gen Z voice.”

More and more brands are becoming active on social media platforms such as TikTok to engage with younger audiences. Duolingo is a prime example of this strategy. With humorous TikToks, media engagement and the beloved “Duo” the owl, its identity extends far beyond language lessons and instead, on the personal relationship it has with its audience.

“You know, 10 years ago, Duolingo wouldn’t be doing that. Their advertisements back then would be like ‘Hey, check out our offerings on how to learn French,’” said Harris. “But there has to be a story now.”

When people feel connected to a brand, they’re more likely to support it. Gen Z craves personalized relationships with companies, and brands are trying every strategy to meet that demand.

Jordan Welker, a marketing intern for Tuscaloosa Chevrolet, was initially hired to maintain the dealership’s website by uploading new vehicle photos. However, recently, she was asked to take over social media management, expanding her role to include content creation and managing Facebook, Instagram and TikTok to engage with a bigger audience.

“We’re not TikTok famous by any means, but it’s been a really interesting tool to reach out to that younger audience,” said Welker. “They may not have the specific qualifications yet to buy a vehicle, but at least we’re planting the seed of ‘if you’re looking for a vehicle in the future, let us help you out.'” Welker mentioned that Tuscaloosa Chevrolet’s values are mainly what the company wants to portray on its socials.

Given Gen Z’s stereotypes, people often question if they are employable. However, some suggest they are the most prepared generation of communicators and strategists.

Known for being digital natives and having little to no memory of the world before smartphones and the internet, Gen Z is constantly evolving and adapting to new technology. As public relations is also shaped by the streams of digital innovation, it’s no surprise that Gen Z and PR are a good pair.

“The huge advantage is that young people coming into the industry now are familiar [with] and confident in working with AI,” said Grant Deady, president of Zeno Group. “It’s moving very fast and revolutionizing our industry, and people are coming into it already with a baseline of knowledge.”

When COVID-19 struck, young professionals were either in the midst of their studies or entering the work field digitally. In a 2020 article by PR Couture, a sourcebook for fashion and lifestyle public relations, a guest speaker was boasting about Gen Z already “filling the COVID-19 related gaps on their resume” and showcasing virtual skills they’ve learned on platforms like Zoom and Microsoft Teams. Rather than viewing the pandemic as a setback, Gen Z saw it as an opportunity to further craft their skills.

“It used to be that people came into the industry mostly as generalists,” said Deady. “Now, what I have found is most of the young people starting in the industry have some type of specialty. There’s something that they’re really good at, whether it’s analytics or being able to work on social or tech platforms.”

With first starting their careers remotely, employees and students were eager to get back to engaging in person.

“We’ve got a handful of new people at Zeno that are really strong at problem-solving, and just grittiness,” said Deady. “And maybe because they came in on the back end of COVID, but they are just super ambitious. They’re looking for every opportunity they can get their hands on and really build their careers. And I love to see that. I think that’s really exciting.”

Whether as consumers shaping brand expectations or as professionals leading innovation in PR, Gen Z is proving to be a generation that values meaning over marketing. Their demand for storytelling, authenticity and purpose-driven engagement is prompting PR to place greater emphasis on the “why” behind its messaging. To put it simply, Gen Z wants humanity in public relations.