Why Gen Z Marketing Needs New Visuals

Elisa Solea
Oct 7
2 min read

Understanding the Visual Shift Shaping the Next Generation of Consumers

In a digital world defined by scrolling, swiping, and snapping, one thing is clear: visuals matter more than ever especially when it comes to marketing to Gen Z.

Born between the mid-1990s and early 2010s, Gen Z is the first truly digital-native generation. They’ve grown up immersed in high-speed internet, smartphones, TikTok, memes, and YouTube tutorials. As a result, their expectations for visual content are not just different—they're revolutionary.

1. Gen Z Thinks in Images, Not Text

Forget the long-form copy and static brochures. Gen Z communicates through GIFs, emojis, short videos, and memes. Their visual literacy is sky-high, and brands must meet them at that level. If your creative assets don’t “speak their language” visually, you’ve already lost their attention.

According to a study by Adobe, 65% of Gen Z say they rely more on visuals to communicate than previous generations.

2. Polished Is Out. Raw Is In.

Forget overly filtered perfection. Gen Z craves authenticity over aesthetics. That means real faces, unfiltered behind-the-scenes content, and user-generated visuals resonate more than polished stock images.

Slick product photos? Nice.
A behind-the-scenes iPhone video of the team building the product? Way better.

3. TikTok and Reels Changed the Game

With the rise of short-form video, attention spans have shortened and so has tolerance for boring content. Visuals now need to capture attention within the first 3 seconds. That means bold hooks, dynamic editing, vibrant colors, and fast pacing.

Use motion graphics and text overlays to convey messages quickly
Design for vertical viewing smartphones are the Gen Z canvas

4. Visuals Must Speak Culture

Gen Z is culturally aware, inclusive, and politically engaged. Visuals that reflect diversity, inclusion, and purpose aren’t just nice they’re expected. Your visuals should feel human, relatable, and socially tuned in.

5. They’re Watching You… Silently

A large percentage of Gen Z consumes content on mute. So, if your video or reel relies on sound alone, you're missing the mark.

Subtitles are a must
Use visual storytelling techniques that don’t depend on audio

6. Visuals Are Part of the Brand, Not Just the Ad

To Gen Z, your entire aesthetic is your brand. Fonts, color palettes, filter choices, even how you respond to comments it all matters.

Ask yourself:

Do your visuals align with your brand voice and values?
Do they feel native to the platforms where Gen Z lives?

The Takeaway for Brands and Agencies:

If you want to resonate with Gen Z, you must reimagine your visuals entirely. That means dropping outdated templates and embracing a creative strategy that is: