Understanding the nuances of each up-and-coming generation is crucial for marketers aiming to stay ahead of the curve. Generation Z—the cohort born between 1997–2012—is the new frontier, with distinct traits that require a thoughtful approach to digital marketing strategy. Marketers targeting Gen Z audiences know the challenge: this generation is characterized by their social media expertise, resistance to traditional ads, and craving for authenticity above all else.Â
In a marketing landscape obsessed with youth culture, Gen Z is the undisputed star of the show. This generation is digitally native and wields significant influence on purchasing decisions both now and in the future. So, how can marketers crack the code and connect with these audiences authentically? Enter Quora.
Understanding Gen Z: Audience trends & values
Gen Z stands at the forefront of a changing world, marked by their distinctive values and characteristics that are reshaping industries and social norms. They are innately tech-savvy, not just using technology effortlessly but also demanding seamless digital experiences that integrate smoothly into their daily lives. Authenticity is at the core of their values; they gravitate toward transparent and genuine marketing, rejecting the inauthentic and embracing the real. Their socially conscious mindset drives them to champion ethical and environmentally friendly brands, reflecting their commitment to making a positive impact on the world. Moreover, as visual content lovers, Gen Z engages more naturally with videos and images, favoring platforms and communications that speak in the vibrant visual language they prefer.
Below we’ll explore their values in more depth, as well as how brands should shape their Gen Z marketing strategies accordingly.
1. Social and environmental responsibility
Trend: Generation Z is passionate about the planet’s future and social equality. They are advocates for sustainability, ethical production, and brands that take a stand on social issues.
58.5%
of Gen Z users on Quora would pay more for an eco-friendly product
40.6%
say they always try to recycle
40.2%
are interested in environmental issues
This socially conscious generation’s dedication to environmental causes extends beyond personal actions. They also demand similar accountability from the brands they support. A majority of Gen Z users on Quora want brands to be socially responsible and adhere to sustainable practices.
Brand roles according to Gen Z users on Quora
Action points for Gen Z marketing strategy:
Promote sustainability
Highlight your brand’s eco-friendly practices and products.
Support social causes
Align your brand with relevant social causes and demonstrate genuine commitment through actions, not just words.
Be transparent
Be open about your business practices and strive for ethical operations.
2. Technological integration
Trend: This generation is tech-native, with a strong inclination towards mobile devices, AR, and AI. They expect a seamless digital experience and are quick to adopt new technologies.
48%
of Gen Z users on Quora are mobile dependent
44%
say they like to be the first to try new things
86%
used AI tools in the last month
47%
more likely to buy new tech products as soon as they are available
Gen Z users are harnessing the power of artificial intelligence (AI) for an array of purposes, showcasing their innovative spirit and tech-savvy mindset. From leveraging AI to streamline daily tasks and assist with coding, to exploring AI-powered tools for learning new languages and for travel and fashion recommendations, their utilization of AI spans diverse domains.
Reasons for using AI tools (Gen Z users on Quora)
Action points for Gen Z marketing strategy:
Take a mobile-first approach
Ensure all content and campaigns are optimized for mobile devices.
Innovate with tech
Incorporate AR, VR, and AI into your marketing strategies to create immersive experiences.
Utilize personalization
Use data to personalize the customer experience, from product recommendations to tailored content.
3. Entrepreneurship and flexibility
Trend: Gen Z shows a strong entrepreneurial streak and is attracted to flexible career paths, indicative of a broader shift toward the gig economy.
According to a survey by the Workforce Institute, 53% of Gen Z respondents found being their own boss beneficial. This indicates a desire for independence and the opportunity to pursue their own ventures. Moreover, 55% appreciate the flexibility of the schedule offered by the gig economy. This aligns with their desire to have control over their work-life balance and the ability to adapt their work to their personal commitments.
Action points for Gen Z marketing strategy:
Highlight flexibility
Showcase how your products or services can facilitate a flexible lifestyle.
Engage with aspirations
Create content that inspires and informs about entrepreneurship and self-improvement.
Collaborate with young entrepreneurs
Partner with young influencers who embody the entrepreneurial spirit.
4. Mental health awareness
Trend: There is a growing openness about mental health in this generation, and they value emotional well-being and brands that support it. 44% of Gen Z users on Quora feel comfortable talking about their mental health. They are also more likely to follow mental health influencers on social media compared to older generations.
Followers of mental health influencers on social media
Action points for Gen Z marketing strategy:
Promote well-being
Offer products or services that support mental health and wellness.
Create supportive content
Provide helpful resources that address mental health concerns.
Practice empathy
Ensure your marketing campaigns are sensitive and considerate of mental health issues.
5. Diversity and global outlook
Trend: This cohort is the most diverse yet, with a strong sense of global citizenship and an expectation for inclusivity and representation.
23%
of Gen Z users on Quora expect brand ads to promote diversity and inclusivity
38%
want brand ads to be relevant to their identity
Action points for Gen Z marketing strategy:
Embrace diversity
Ensure your marketing campaigns reflect a diverse range of people and lifestyles.
Use inclusive messaging
Use language and imagery that is inclusive and respectful of all audiences.
Take a global perspective
Craft campaigns that acknowledge and celebrate cultural differences.
6. Interactive and immersive content
Trend: Gen Z enjoys co-creating content and engaging with brands through interactive media and immersive experiences.
Quora’s Gen Z community is passionately engaged with emerging technologies, consistently leading the way in both adoption and utilization. Their fascination with emerging technologies, particularly Augmented Reality (AR) and Virtual Reality (VR), is evident. A significant portion of this dynamic demographic is actively considering incorporating VR products into their lives within the next year
54%
of Gen Z users on Quora say they are excited about AR & VR
56%
are likely to purchase a VR product in the next 12 months
Action points for Gen Z marketing strategy:
Encourage participation
Create campaigns that invite user interaction and co-creation.
Invest in interactive tech
Use interactive technology like AR and VR to engage users in novel ways.
Gamify experiences
Incorporate game mechanics into your marketing to increase engagement and fun.
7. Gaming and entertainment
Trend: Gaming is a significant part of their entertainment, with esports and interactive platforms being particularly popular.
35%
of Gen Z users on Quora are gamers
28%
are interested in sports
Gen Z users on Quora also delight in leisurely pursuits such as indulging in music and binging the latest TV series. However, their interest extends beyond mere leisure, they demonstrate a robust purchase intent when it comes to entertainment. A significant portion of this demographic invests in premium services for TV, music streaming, and hobbies like reading.
In the last month:
40%
paid for a subscription to a movie or TV streaming service
36%
purchased a subscription to a music streaming service
22%
paid for music downloads
14%
purchased an e-book
Action points for Gen Z marketing strategy:
Engage through gaming
Explore advertising within gaming environments or esports sponsorships.
Interactive storytelling
Utilize narrative-driven content that resonates with the gaming community.
Connect where your audience
Be present on platforms where gaming native conversations are happening, like Twitch or Discord.
By aligning marketing strategies with the values and trends of Gen Z, brands can create meaningful connections that resonate with these influential demographic groups. The key is to be authentic, flexible, and tech-forward in your approach.
Unlock the power of gaming on Quora
Gamers on Quora are everywhere. They’re constantly asking questions, actively sharing opinions, and are always on the lookout for the next highly anticipated game to play. Taking the opportunity to connect with gamers on Quora will help your brand reach high scores. Check out the Quora US Gaming Audience page to learn more about reaching this passionate community of players.
How to market to Gen Z on Quora
Quora is a popular platform among younger generations, surpassing many other social platforms in this demographic representation.
Percentage of users that are Gen Z
There is a discernible trend in media consumption habits across different generations. Genn Z users on Quora exhibit a notable usage of mobile devices and a heightened engagement with social media compared to their older counterparts.Â
Daily time spent online on media across generationsÂ
This presents an opportunity for brands to capitalize on increased online presence and interaction with this demographic through targeted advertising strategies.
Why Quora is uniquely positioned to win Gen Z
- Information hub: This generation uses the internet as their primary knowledge source. Quora, with its focus on in-depth answers and discussions, aligns perfectly with this search for credible information.
- Diverse perspectives: Gen Z values open dialogue and multiple viewpoints. Quora provides a forum for this, giving them access to a wide range of opinions beyond their immediate social circles.
- Trust in expertise: With heightened skepticism towards advertising, these generations turn to platforms where real people demonstrate expertise. Quora’s emphasis on quality answers fosters trust in brands that offer genuine value.
Gen Z marketing strategy on Quora
As Gen Z becomes an increasingly influential demographic, marketers are honing in on platforms where this generation spends much of their time—like Quora—looking for advice, insights, and community.Â
To effectively engage with this audience, here are some essential tips for advertising to Gen Z on Quora:
Find your niche
Quora thrives on specific topics. Identify areas where your brand’s expertise naturally intersects with the interests of your target audience.
Tap into 'Why?' and 'How?' questions:
Gen Z wants to understand how things work and why things matter. Focus on questions that seek explanations, comparisons, or dive into motivations.
Be the solution, not the salesperson
Offer insightful answers that address pain points and answer questions without being overly promotional. Position your brand as a helpful resource.
Quality, always
Proofread meticulously. Back up answers with links to credible sources. This builds your brand’s reputation as knowledgeable and trustworthy.
Interact and engage
Actively participate in the community by answering questions and contributing to discussions, which can build trust and rapport.
Focus on value
Provide useful information or solutions to problems, emphasizing how your product or service can genuinely benefit them.
Try Quora Ads
Our ad offerings allow you to connect with a highly engaged audience at all stages of the funnel. Prioritize interests and questions, keeping ad copy focused on problem-solving rather than pure promotion.
Tactical tips for reaching Gen Z
Write long-form answers
Gen Z users appreciate detail. Don’t be afraid to write extended answers demonstrating in-depth knowledge. Include relevant links, examples, and visuals to boost engagement.
Tell a story
Facts are great, but stories stick. Illustrate your answers with anecdotes, case studies, or even hypothetical scenarios that resonate with younger audiences.
Leverage visuals
Use eye-catching images and videos, as Gen Z prefers dynamic and engaging visual content.
Optimize for search
Use relevant keywords in both questions you ask and your answers to increase visibility within Quora and via external search engines.
Use "People Also Ask"
This Quora feature shows related queries to your topic. Target a few of these questions strategically within your answers to expand your reach.
Collaborate with micro-influencers
Identify Quora users with followers in your niche. Invite them to contribute answers for your Space or brand questions, widening your exposure.
Successful Gen Z Quora marketing examples
Tech Companies: Brands like Salesforce explain complex tech concepts, or compare products in response to user questions build credibility.
Lifestyle Brands: Offering advice on style, hobbies, or life skills aligns brands with young consumers seeking guidance as they define their personalities. Tanishq effectively used Promoted Answers to convey their message.
Mission-Driven Brands: Quora is a great place to highlight a brand’s social impact and values, resonating with socially conscious younger generations.
Writing from a Quora Business Profile
Grammarly: Grammarly consistently offers detailed writing advice on Quora, building their reputation as an authority on grammar – a key concern for students and young professionals
Duolingo: Their Quora presence is full of answers debunking myths about learning a new language, reflecting the brand’s fun approach and appealing to those exploring the world.
Make Quora a part of your Gen Z marketing strategy
While Quora isn’t the sole key to understanding Generation Z, it’s an effective tool when used with purpose. Emphasizing knowledge and authentic engagement, brands can build strong ties with this influential group. Quora offers a real chance to connect with future trendsetters—when approached with care, brands can learn from and resonate with Gen Z on this platform.
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