Talking to Gen Z: An International Guide

As Millennials and Gen Z rapidly become the world’s largest consumer group, brands need to master the art of multilingual, culturally sensitive marketing. These generations are not only digitally native but also more diverse than any generation before them. 

This guide explores the unique challenges of designing messaging campaigns targeted at a global Gen Z audience, from cultural differences to tone of voice, and provides actionable solutions for creating localised campaigns that resonate with this complex, exciting and unique demographic. 

Whether you’re building marketing campaigns, customer service programs, or internal communications, understanding these nuances is the secret sauce to creating messages that resonate, drive brand trust and loyalty, and ultimately do a better job of connecting with your target audience.

Gen Z at a glance

To kick us off, let’s look at some key facts and figures about the Gen Z generation.

1. Who are they?

Gen Z refers to anyone born between 1996 and 2010. There are 2.4 billion Gen Z people worldwide, and their spending power is $450 billion.

2. They are the third-largest generation in the UK’s workforce

According to 2022 data from Statista, around 4.3 million Gen Z individuals were employed in the UK, making them the largest generation to enter the workforce.

3. Gen Z is the second-most ethnically diverse generation

According to the most recent Census, Gen Z is England and Wales’s most ethnically diverse generation after Gen Alpha. The numbers show that 75% identify as white, 12% Asian, 6% black, 5% mixed, and 3% said they belong to another ethnic group.

Meanwhile, in the US, just over half of Gen Z identifies as white, with one in four identifying as Hispanic. In the US, Hispanics will eventually become the majority ethnicity since the Hispanic population is growing three times faster there than other groups. 

4. Only 26% of Gen Z identify as exclusively heterosexual.
For Gen Z, inclusion and diversity aren’t just trends; they’re core values. A significant portion of this generation identifies outside of heterosexuality, and LGBTQIA+ inclusion is one of the top three factors they consider when choosing brands to support or work for.

5. Gen Z are not big drinkers.

Gen Z is notably reducing alcohol intake compared to previous generations. A survey found that 47% of individuals aged 18 to 24 have either reduced or stopped drinking alcohol in the past six months, reflecting a shift towards healthier lifestyle choices.

6. 34% of Gen Z are religiously unaffiliated.
Gen Z is the least religious generation yet—more than a third don’t identify with any religion. They’re also less likely to attend church or describe themselves as spiritual. This generation expects workplaces to respect various beliefs, including the absence of any specific faith.

7. Gender diversity defines Gen Z.
Gen Z is challenging the gender binary. More than half of them know someone who uses gender-neutral pronouns, and 59% believe forms should offer more options than just “man” or “woman.” This generation accepts gender fluidity more than any other generation before them.

8. Gen Z is questioning traditional gender roles.
Gen Z is challenging traditional beliefs around gender roles, even in strong patriarchal countries like Bangladesh. Mostly, they champion equal rights in the workplace and at home and believe in full autonomy over women’s bodies, including reproductive rights.

However, recent research in the UK showed that 1 in 5 Gen Z males “look favourably” on social media personality Andrew Tate, who’s currently under house arrest in Romania facing human trafficking charges.

9. Gen Z has a strong global perspective.
Gen Z’s openness and inclusivity come from their global awareness. Thanks to their exposure to different cultures and perspectives through globalisation and technology, they understand that one size doesn’t fit all.

Are you thinking about planning an international campaign? Let’s examine the specific considerations for brands planning international messaging campaigns and where a local vs. global approach might be best suited. We’ll also examine some of the tools available to international companies to help them create content that resonates and engages.

Cultural norms: The power of local understanding

Gen Z may share certain universal traits—such as tech savviness and social awareness—but cultural differences significantly influence how they engage with content. Missteps in cultural sensitivity can lead to campaigns that feel out of touch or even offensive to local audiences.

Here, Hofstede’s Six Cultural Dimensions provide a useful framework for understanding cross-cultural differences:

1. Power Distance: In countries with a high power distance (e.g., Mexico and India), people expect clear hierarchical structures. Campaigns in these regions might benefit from showcasing authority and expertise. In contrast, low power distance countries like Denmark and Australia value equality, and marketing should reflect a more collaborative, informal tone.

2. Individualism vs. Collectivism: Campaigns celebrating personal achievement and individual expression resonate well in individualistic societies like the US or the UK. In contrast, collectivist cultures such as China or Brazil value community and relationships, so messaging that fosters belonging and shared values tends to perform better. This was proven out in recent McKinsey research, which showed that in Japan, Gen Z is still more likely to want to “fit in” than to be unique. 

In individualist societies like the UK and the US, self expression and authenticity is seen as more important than fitting in.

3. Masculinity vs. Femininity: Countries like Japan or Germany are more achievement-oriented and may respond better to campaigns focused on success and innovation. On the other hand, feminine cultures like Sweden or Norway value quality of life, so messages centred around well-being, sustainability, and care are more effective.

4. Uncertainty Avoidance: In regions with high uncertainty avoidance, such as Portugal or Greece, consumers prefer detailed, structured messaging with clear CTAs. Countries with low uncertainty avoidance, like Singapore or Jamaica, tend to appreciate more flexible and abstract campaigns.

5. Long-Term vs. Short-Term Orientation: Cultures with a long-term orientation, like China or South Korea, focus on future rewards and value patience, so campaigns highlighting sustainability and long-term benefits work well. Short-term oriented societies, such as the US and Kenya, are more driven by immediate gains and convenience. This is born out in research; 87% of Gen Z in China believe that doing well at school is imperative to getting a good job in later life, compared with just 56% of Australian Gen Z-ers.

6. Indulgence vs. Restraint: Gen Z in indulgent societies like Mexico or Australia might respond well to campaigns promoting freedom and fun. In more restrained cultures such as Russia or Japan, messaging that emphasises discipline and modesty is likely to be more effective.

Tone of voice: Speaking Gen Z’s language

Gen Z expects brands to communicate authentically, with a personal tone that aligns with their values. This generation prefers a conversational, informal tone, but companies and organisations must adapt their tone of voice to suit cultural contexts. 

Here are some examples:

• A study by Barclays LifeSkills found that 71% of UK workers believe Gen Z is altering the formality of language in professional settings, introducing more casual and slang expressions into workplace communication. 
• Usage of slang is not only country-specific but also region-specific; very recently published research by JD Sports showed that the term “Sigma” is most searched in Belfast, while in Bristol the top search was for “Skibidi”.

The most popular Gen Z slang terms in the UK, according to research by JD Sports.

• Research in the US showed that 98% of Gen Z uses slang, compared to 81% of the baby boomer generation
• Gen Z show a strong preference for instant messaging over longer forms of communication, even in the workplace
• Again, even at work, they’re happy using abbreviations such as “IDK” (I don’t know), “IFKYK” (if you know, you know) and “ICYMI” (in case you missed it)

However, no matter where your audience is, it’s critical to maintain a tone that reflects your brand’s authenticity. 

Authenticity is super important to Gen Z, with 88% of them saying it’s important to be oneself. This figure does alter somewhat by country though; for example in Mexico, nearly 95% of Gen Z respondents said it was important to be personally authentic, compared to 77% of Japanese respondents. 

This drive for realness stretches into image use as well; research suggests that 82% of Gen Z consumers trust a company more if it uses images of real customers rather than models in its advertising​.

Gen Z values: What drives them (and how it varies globally)

Gen Z is driven by a distinct set of values: mental health awareness, sustainability, social justice, diversity, and authenticity. However, how these values are interpreted varies by country.

• Mental health awareness: Gen Z employees in the UK face significant mental health challenges, losing an average of 54 productive days per year due to mental health struggles according to research by Vitality, the health and life insurer. This equates to about one workday per week, highlighting the importance of mental health support for this age group.
• Sustainability: Climate change is a significant concern for Gen Z, but how it’s emphasised differs. Consumers expect brands to be transparent about their green credentials in Scandinavian countries, where environmental awareness is highly advanced. In China and India, environmental concerns are growing rapidly, as shown by this advert by household FMCG brand Tata Tea. Still, there is more emphasis on innovation and technology in tackling climate change.

This advert by TaTa tea, targeting a Gen Z audience, was designed to raise awareness about the importance of saving water.

• Social justice: Globally, Gen Z is highly socially conscious. They expect brands to take a stand on issues like racial equality, gender rights, and mental health. In the US and Western Europe, brands like Nike have led the charge by aligning with movements such as Black Lives Matter, resonating deeply with this audience. However, in more conservative regions like the Middle East or Russia, it’s crucial to approach these topics carefully to avoid backlash while staying true to your brand’s values.
• Diverse and inclusive representation: Gen Z demands that brands be inclusive and represent diversity in all its forms—gender, race, sexual orientation, and beyond. In more liberal countries, progressive brands such as Absolut Vodka, Kodak, H&M and countless others have used pro-LGBTQ+ stances to significant commercial effect. However, the nuances of diversity and inclusion can vary significantly across regions, and brands must adapt accordingly to avoid missteps. For example, it’s still a criminal offence to be gay in 63 countries in the world, and of those, 12 of them (including northern Nigeria) have the death penalty available to them as a punishment.

How do you localise without damaging your global brand?

Given Gen Z’s strong preference for authenticity, keeping your brand integrity while adapting to cultural contexts is critical, especially around sensitive topics like climate change or inclusivity. 

Inclusivity and diversity are super important to Gen Z audiences.

To do this effectively, brands should strike a balance between global consistency and local relevance. This means staying true to core values while tailoring the message’s tone and approach to local markets.

For example, American brand Patagonia, known for its activist environmental stance, keeps its climate change messaging consistent globally but tailors campaigns to local contexts. In the US, where the debate around climate change is more politicised, Patagonia is bold in its advocacy, even engaging in legal action. In regions like Europe, where environmental awareness is more mainstream, the brand focuses on community-led initiatives like encouraging consumers to repair rather than replace outdoor gear. This approach lets Patagonia maintain its brand ethos while respecting local sensitivities.

Other brands do things more subtly, tweaking global campaigns so that a key creative idea can be re-used without causing offence. For example, Coca-Cola‘s “Choose Happiness” campaign succeeded globally by integrating inclusivity themes without overtly challenging local norms, allowing the message to resonate across different cultural contexts.

Localising might need to be thought of broadly when it comes to cross-cultural marketing. For example, in countries like Japan, diversity may focus more on age inclusivity rather than gender or sexuality, reflecting the local conversation on Japan’s ageing population.

And here in the UK, the use of idioms or expressions may need to be re-thought depending on the age of your target audience. Some classic British expressions are becoming less common among Gen Z; research conducted by Network Rail showed that phrases like “the heavens have opened” are at risk of extinction, with many young individuals never having used them, indicating a shift towards new slang and expressions that might resonate better in your messaging.

Attention span: Capturing the 8-second window

Research shows that Gen Z has an attention span of about 8 seconds, meaning that content must grab their interest immediately​. 

However, Gen Z is not incapable of focus—they are simply more adept at filtering out irrelevant content. To capture their attention, brands need to create short, impactful content.

As digital natives, Gen Z prefer the short, sharp, impactful video from a platform like TikTok over longer-form written content.

This has huge implications for multilingual marketing:

• Short-form video platforms like YouTube, Instagram, Snapchat and TikTok are particularly popular with Gen Z across the globe, but the tone and format of videos should reflect regional trends.
• In Latin America, Gen Z prefers emotionally engaging content, and research shows that their preferred type of content is humour-based (74%), while only 40% of them will engage with content about technology.
• Relevance and representation in advertising is still a major concern in some countries; 90% of Gen Z respondents in the Philippines, Malaysia and Thailand said they don’t feel like ads they’re shown on Twitter are representative of them.

Additionally, localisation is key in optimising mobile-first experiences, as Gen Z engages with most of their content through mobile devices. Campaigns should be mobile-friendly and designed for small screens, with localised interfaces, CTAs, and features that work seamlessly in the target language.

Social media & multichannel marketing: Be where they are

Gen Z’s reliance on social media is universal, but the platforms they use vary by region. Understanding these preferences is essential to building a successful multichannel marketing strategy.

• In the UK, over 80% of Gen Z individuals follow at least one influencer on a social media platform, highlighting the substantial impact of digital influencers on their consumer behaviours and lifestyle choices.
• In the US, TikTok and Instagram are dominant. Campaigns that feature short, relatable video content will be most effective here.
• In China, Douyin (the Chinese version of TikTok) and Weibo are the go-to platforms for Gen Z. However, campaigns need to comply with strict content regulations.
• In India, social media consumption is growing rapidly, and WhatsApp is often used for both personal communication and brand engagement.

Gen Z expects to engage with brands across multiple channels—from email and social media to customer service apps.  So it’s worth emphasising the need for consistency across different platforms. 

Gen Z is quick to notice discrepancies in messaging across Instagram, TikTok, YouTube, and websites. Localising content doesn’t mean losing consistency—it’s about maintaining a unified voice while respecting cultural (and channel) nuances.

Incorporating these aspects would make your approach even more robust, ensuring you address the specific needs, preferences, and behaviours of Gen Z across different markets.

Local regulations and privacy concerns

Different countries have specific laws regarding data protection and online content (e.g., GDPR in the EU and CCPA in the US), and while privacy is a universal concern, how it’s regulated and enforced varies worldwide.

Gen Z is hyper-aware of digital privacy, although their attitudes towards sharing their data is definitely more relaxed than generations before them. 

For example, 88% of them are willing to share data online, believing it will create a better, more personalised experience for them. This is 20% higher than for older generations.

Again though, this has slight cultural discrepancies. According to McKinsey research, Gen Z-ers in Japan and South Korea are less likely than other APAC markets (as well as Millennials before them) to be happy sharing personal data online.

Given their love of transparency and honesty, highlighting how your brand handles data security in compliance with local laws can build trust, especially with Gen Z.

Different countries have specific laws regarding data protection and online content (e.g., GDPR in the EU and CCPA in the US), and while privacy is a universal concern, how it’s regulated and enforced varies worldwide. 

Interactive and immersive content

Gen Z is the first generation to be true digital natives, so it’s no surprise that they stand out for being less inhibited, more creative and generally more free when it comes to expressing themselves. In fact, 40% said they use AR filters or lenses to express themselves online in photo or video content. 

Gen Z also loves engaging with interactive content like polls, quizzes, and augmented reality (AR) filters. They’re also said to be the generation driving more mainstream AR adoption for shopping experiences. Gen Z loves making informed choices, and AR technology is a big part of that. It lets them visualise products, try on clothes virtually, and explore options before they buy. 

In the UK, 2024 data shows that VR headset ownership is more prevalent among younger age groups including Gen Z, and the UK’s virtual reality market is experiencing significant growth. Projections estimate a compound annual growth rate (CAGR) of 14% from 2024 to 2030, reaching approximately $3.63 billion by 2030. This expansion is likely to increase accessibility and adoption among tech-savvy demographics, including Gen Z.

This type of content can create deeper engagement, but it must be localised both linguistically and culturally, for example, AR experiences must reflect local trends or interests, and polls may require adaptation to ensure relevance.

Ready to get going on an international campaign for your Gen Z audience?

Here at Comtec Translations, we specialise in helping brands connect with anyone, anywhere, through culturally tailored, sensitively and intelligently localised content. Our services ensure your marketing materials resonate with your target audience, no matter where they are.

Here are just some of the services we offer that could help you turbo-charge your Gen Z campaigns:

• Market Playbooks: Our in-depth guides help you navigate different markets’ cultural and linguistic nuances and quickly bring you up to speed with actionable data like social media habits, Top 10 influencer lists and attitudes to LGBTQ+ language. 
• Cultural Services: From adapting visual content to aligning tone of voice with local preferences, our cultural services ensure your messaging reflects the values and norms of your audience.
• Localisation consultancy: Studies show that investing in localisation can increase performance by 30%, but many businesses still overlook it. Partnering with a localisation expert from the start ensures you’re setting the foundation for successful international growth.
• Transcreation: For a campaign that really packs a punch, you might want to get a quote for something called transcreation, a mix of translation and culturally sensitive copywriting.  
• Clara—Our AI Content Generator: Clara can generate content in multiple languages without needing an English “source” version, meaning you can get reams of social media content or blog posts directly tailored to your audience’s age and location.
• Marketing localisation: From helping you check a piece of creative to adding an AI voiceover to a reel, we can handle it all. And if you’re on a budget or have a tight deadline, some of our AI tools might help your money stretch further and get to market quicker.

Get in touch

If you’re ready to take your multilingual marketing to the next level and connect with Gen Z-ers around the world, Comtec is here to help!

With our extensive experience in localisation, cultural adaptation, expert translation and AI-driven content creation, we ensure your campaigns reach global audiences and genuinely resonate with them.

Contact us today for a free consultation, and let’s discuss how we can help you build multilingual campaigns that engage Gen Z with authenticity and cultural sensitivity.