Gen Z Trends 2026: Video Marketing Strategies for Brand
As we step into 2026, workplaces feel noticeably different, and much of that shift comes down to Gen Z. Born between 1997 and 2012, this generation brings a fresh perspective to everything from customer interactions to team dynamics. If you're marketing to them or employing them, the question is simple. Do you really understand their evolving needs and expectations? Miss the mark, and you'll lose talent and customers alike.
A few years ago, a docuseries titled The Youth Rise in Power, produced in collaboration with Freshworks, AWS Marketplace, and the London School of Economics, explored how younger generations influence business through episodes like The FOMO Reaction, The Contagion Effect, and Adapt or Die. Looking back now, those discussions prove remarkably prescient.
Gen Z, alongside millennials, is projected to make up around three-quarters of the global workforce by 2030, according to Deloitte's latest insights. Many prioritise a trifecta of money, meaning, and well-being, with growth and learning high on their list. Drawing from the latest Deloitte 2025 Gen Z and Millennial Survey, EY (Ernst & Young) generational research, and GWI (a leading audience insights platform) data, here are some key ways they continue to reshape customer experience (CX) and employee experience (EX). These trends offer practical takeaways for leaders navigating change.
Key Ways Gen Z is Reshaping CX and EX in 2026
Gen Z grew up immersed in technology, so they naturally expect intuitive tools that work effortlessly. Deloitte's 2025 survey shows widespread adoption of generative AI among this group, boosting productivity while raising concerns about job displacement and biases. As consumers, they demand seamless, personalised experiences across apps and sites, often abandoning anything clunky. They push for quick, tailored content that feels relevant right away, and on the employee side, tools that support flexible schedules and flag burnout early. The real opportunity lies in blending innovation with empathy, transparency, and training to address those anxieties.
Sustainability and ethics matter deeply too. Gen Z quickly supports or abandons brands based on values alignment, expecting organisations to lead on transparent supply chains and climate action. Research from EY (Ernst & Young) and GWI highlights this demand. They consume content that proves authenticity, scanning for genuine stories rather than empty claims, while episodes like Adapt or Die emphasised purpose-driven work that strengthens retention and creates authentic customer connections.
Well-being remains a priority post-pandemic. Deloitte notes ongoing stress and financial concerns, yet flexible hybrid models help improve productivity and reduce isolation. The Contagion Effect showed how awareness spreads quickly in connected teams, and supportive cultures with accessible resources keep engagement high. Gen Z filters content through this lens, gravitating toward brands that openly discuss mental health and balance.
Social platforms have become their primary gateway for discovery and trust. Many start product searches on TikTok or similar apps, favouring visual, genuine content over polished ads. Short-form videos and user stories drive credibility because they feel real and immediate. They scroll past anything overly salesy, rewarding brands that deliver quick value and entertainment. Overlooking this risks missing a key audience entirely.
Finally, multi-generational teams benefit from diverse viewpoints when mentorship flows both ways. Gen Z's focus on growth, purpose, and tech complements others effectively, though only a small percentage primarily aim for senior leadership. They often prioritise learning and balance instead, consuming professional content that supports continuous development rather than rigid hierarchies.
Heading deeper into 2026, stronger links between robust EX and exceptional CX will likely emerge. Organisations adapting to these expectations position themselves well for success, especially by creating video content that matches how Gen Z actually consumes media today.
Photo by Fox
Video Marketing Strategies: Your 2026 Checklist for Reaching Gen Z
These workforce shifts directly influence how Gen Z engages as consumers too. They crave authenticity, quick value, and alignment with their priorities, but remember, other audiences (like millennials and older groups) often prefer deeper, longer content on platforms such as YouTube. For brands creating video content, here’s a practical checklist to connect effectively across generations in 2026. Start small, test what resonates, and iterate based on performance. These steps can deliver quick wins in reach and trust.
Lead with short-form vertical videos on TikTok, Reels, and Shorts to grab Gen Z attention fast. Hook in the first three seconds, while repurposing clips into longer YouTube videos for broader reach.
Embrace user-generated content and real employee stories to build trust, as Gen Z favours relatable over overly polished productions. (UGC often outperforms traditional ads in engagement.)
Show real teams at work, including different generations collaborating, to reflect everyday workplaces.
Use interactive features like polls in Stories, Q&A sessions, or duet-friendly challenges on TikTok to build community. These elements encourage participation and boost visibility through the algorithm.
Tie content to genuine purpose and values. Avoid greenwashing, as inauthenticity turns audiences off quickly.
Check in with your own staff who fall into this age range for their feedback. Their insights on what feels authentic can guide your approach better than any external report.
Watch the Docuseries and Take Action
This docuseries was produced by DevilBoy Productions.
Dive deeper with the trailer for The Youth Rise in Power, offering a quick look at how younger generations shape business.
Trailer for The Youth Rise in Power, a documentary supported by AWS and Freshworks in collaboration with LSE, featuring experts and Forbes 30 under 30 entrepreneurs discussing the impact of younger generations on the future of customer and employee experience in businesses.
The complete series awaits on Vimeo, full of expert perspectives to guide your approach.
Ready to adapt your video content for 2026? Start with inspiration from the docuseries, then reach out for tailored video solutions that bring these trends to life.
Sources
Deloitte 2025 Gen Z and Millennial Survey: https://www.deloitte.com/global/en/issues/work/genz-millennial-survey.html
EY Generational Dynamics Study (via Fortune): https://fortune.com/2025/07/27/gen-z-pragmatic-generation-redefining-success-ey-survey/
GWI 12 Characteristics of Gen Z in 2025: https://www.gwi.com/blog/generation-z-characteristics
McKinsey State of the Consumer Report (boycott stats, no direct link in web results; general McKinsey insights page): https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights
