Does generational marketing actually work?

Is there a formula for attracting Gen Z consumers through packaging design – or are all attempts doomed to fail?

In this edition of the Brief, we debunk the stereotypes and use real-world packaging campaigns to evaluate the dos and don’ts of marketing to this generation of shoppers, from social responsibility claims to designing for social media.

Researchers have already sought out ways to target packaging to particular age demographics. Results suggest that children between the ages of five and eleven are drawn to on-pack characters, especially those from existing intellectual properties, and that eleven-to-eighteen-year-olds are more likely to purchase vape pods in brightly-coloured boxes featuring cartoon mascots.

But what about broader generational cohorts? When Marks helped Starbucks redesign its fruit drink bottles last year, it sought to capture the ‘confident and authentic’ spirit of Generation Z, with a ‘lifestyle embracing individuality, community and experimentation.’ Are these accurate depictions of this age bracket, or are they stereotypes?

Can a packaging design narrow down an entire generation’s interests to abstract patterns, hand-drawn lettering and a ‘whimsical style’? Is there a checklist of visuals to help graphic designers appeal to this audience, or is the reality more complicated?

Who are Gen Z, really?

According to NielsenIQ, Gen Z currently comprises 25% of the global population – and right now, it spans the approximate age range of 14 to 29 years old. This disparity will inevitably lead to differences, and the ‘Spend Z’ reportrightly clarifies that consumer preferences will vary between countries, cultures and economic backgrounds. Generally, though, NielsenIQ characterizes this generation as ‘digitally native’ and in search of personalized experiences that fit their specific life stage.

Research published in the International Journal of Graphic Design indicates that a demographic raised on ‘high-volume digital media’ appreciates minimalism and simplicity; neutral colours, white space, clear typography, and organized layouts. Stylistic Design takes a different view, recommending vibrant colours and ‘dynamic’ typography in multiple fonts, sizes, and shades. Other sources, from the University of Greater Manchester to EcoPackables, recommend different combinations of these opposing ideas.

Keeping up with this demographic’s visual tastes is arguably more difficult than ever. Like other generations before it, Gen Z sorts itself into ever more niche subcultures, or ‘aesthetics’. In our digital world, these can shift in and out of fashion at a rapid speed, so overreliance on a fleeting trend may come at a cost – especially if that trend does not align with the brand’s core values.

Citing the statistic that 87% of consumers base their spending decisions on social media, Smurfit Westrock previously helped Poppin Candy redesign its postal boxes to stand out on TikTok. Instead of pandering to generational stereotypes, the partners focused on video-friendly branding: emphasizing Poppin Candy’s signature colours, improving the logo’s legibility, and streamlining the unboxing experience with a pizza-style box design.

To the credit of Marks and its fruit drink bottle, there is a consensus that this generation values authenticity. As outlinedby thought leader Peter Fisk, the rise of ‘cringe’ culture – a result of this cohort’s upbringing under constant online scrutiny in a lightning-fast trend cycle – will come back to bite companies that take clumsy shots at relatability.

“As marketers, we need to stop treating Gen Z like a monolith that speaks in TikTok captions,” argues Michico Oranga, CEO and chairman of Lime Digital Asia. “This generation is incredibly diverse, culturally aware, and can spot performative marketing from a mile away.”

His point of reference is the misuse of slang from the Black and LGBTQ+ communities. Publicize co-founder and partner Craig Corbett also told Forbes that 13.7% of Gen Z do not resonate with the use of LGBTQ+ issues in advertising campaigns – not because they don’t care about the cause, but because they consider the mention superficial or exploitative.

Perhaps this is unsurprising when 17% of Gen Z identify as LGBTQ+ across twenty-six countries, and there is reportedly a 16% increase in support for the community between so-called Baby Boomers (born between 1946-1964) and Gen Z. Arguably, the likelihood that consumers will take direct offence to blunders is higher than ever; yet even jokes at the brand’s expense can cause reputational harm.

An infamous example is the Lettuce, Guacamole, Bacon and Tomato (LGBT) sandwich from Marks & Spencer. While the box design clearly referenced the LGBTQ+ pride flag, the label did not indicate that proceeds would benefit the community at all, and some considered it tone-deaf to make light of the LGBT acronym during Pride Month.

Not only was the retailer accused of ‘rainbow-washing’ – i.e., using LGBTQ+ iconography to appeal to progressive audiences, yet failing to underpin it with meaningful action – but it became the subject of ridicule across social media, with jokes ranging from “M&S threw the first artisanal sandwich at Stonewall” to “Hey, Mum and Dad, I’ve got something to tell you… I’m guacamole.”

NielsenIQ goes on to identify a growing interest in health, hygiene and ethics among Gen Z, especially when multiple claims are ‘stacked’ together. Apparently, 40% of consumers in this age range are drawn to sustainability in their spending decisions – and they are theoretically willing to pay extra for these benefits, McKinsey finds.

Yet this doesn’t always translate into action. The Economist reports that Gen Z is less likely to pay a premium in practice, attributing the pattern to the economic impacts of recession, COVID-related disruption, and less work experience to build up savings. So, too, does it point out that this demographic shows a willingness to boycott products, brands, even entire countries that do not align with their socio-political beliefs – but the lure of instant gratification may tempt them to go against these morals.

So what do they want?

Social media is changing the marketing landscape for packaging. As social media manager Savannah Adrian puts it, “First impressions used to be made in store. Now? They’re made on a doorstep — or on a For You Page.”

‘Unboxing’ videos have gained major traction. The Guinness World Records highlights that the most-watched example has been viewed over 700 million times, and the term ‘unboxing’ is reportedly searched over 60 million times every month on YouTube.

In these videos, creators film themselves unboxing and reviewing products. Consumers often use this content to inform spending decisions, with 62% of viewers seeking out unboxing videos when they plan to buy a product – and while multiple demographics have adopted this practice, 60% of under-30-year-olds say they would return to a brand after a positive unboxing experience.

“For Gen Z, opening a package isn’t a mindless step before enjoying the product,” Adrian continues. “It’s the moment. The reveal. The mood.”

For this reason, McKinsey makes the case for the ‘untapped potential’ of frustration-free packaging. Smurfit Westrock underlines the value of visual and auditory packaging elements, from crinkling paper to a satisfying opening motion, and goes on to explain that unboxing content “makes viewers feel as if they’re part of uncovering a new product and discovering its features first-hand, rather than purely through promotional efforts like adverts.”

Who does Gen Z want to see this kind of content from? Fisk and Corbett argue that social media influencers hold more sway than traditional celebrity endorsements. While this age group is undoubtedly interested in pop culture, it is ‘more sceptical of the blatant forms of marketing practices’ and is more likely to trust the more ‘natural’ style of influencer advertisements.

To name a recent example, Chupa Chups promoted its ‘easier-to-open’ lollipop wrapper with the Chupa Chups Impossible campaign, which challenged various influencers, including the popular YouTuber Hydraulic Press Channel, to crack open a lollipop coated with carbon and aramid fiber, silicone carbide, and liquid rubber.

Brands should not overstate the value of these partnerships, though, as influencer fatigue is on the rise. Social media users are growing weary of the conventional phrases, cadence, and gestures used by content creators, especially on TikTok, and consumers are becoming increasingly literate in the telltale signs of an advertisement.

The Growth Distillery observes that brands are falling short when their collaborations feel transactional and inauthentic, reporting that 34% of Gen Z consumers won’t support a company that overuses influencer marketing.

Instead, this demographic is taking cues from its own community. Belmont Packaging characterizes a successful design as an experience, and a shareable one. Word-of-mouth advertising is a valuable workaround for a generation suspicious of overt marketing, with 39% of online shoppers thought to have shared an image of unique or branded packaging on their social media accounts.

Perhaps Chupa Chups sought to achieve this by encouraging its audience to open its new wrapper as quickly as possible and share the video under the #ChupaSpeedChallenge hashtag. Unfortunately, viral trends are difficult to manufacture. At the time of writing, the hashtag is used in fewer than 100 posts on Instagram (many of them irrelevant to the topic), two on TikTok, and just one on X.

Corbett points out the value of advertising campaigns that go beyond the screen and host digital or live events. One such example is the brand collaboration campaign between Hellmann’s Brazil and the National Basketball Association, in which eight mayonnaise flavours underwent bottle redesigns to correspond with basketball teams from the Los Angeles Lakers to the Boston Celtics.

Not only did the bottles themselves tap into a specific demographic’s interests – 60% of NBA fans are believed to be 18-39 years old, and Amazon sales for Hellmann’s mayonnaise apparently rose by 227% during the NBA Finals activations – but Unilever hosted a series of immersive brand events involving celebrity DJ gigs, live game broadcasts, and opportunities to sample the mayonnaise range in person. This reportedly led to an 88% increase in brand affinity with Hellmann’s among attendees.

Obviously, not every company is a multinational powerhouse with the income or connections to host such major events. The point is that, like most consumers, Gen Z is drawn to brands that understand their interests, needs and values. At the same time, it is better than ever at seeing through – and more than willing to ridicule – misguided attempts to win their favour.

If companies can use their packaging to successfully replicate Gen Z’s ironic, self-deprecating humour or participate in a timely social media trend – “play with them in their own language”, as Fisk phrases it – they might gain notoriety online. However, not everything needs to be designed for virality. Understanding the factors that drive this generation’s spending decisions and avoiding the practices that break their trust are the first steps towards reaching this target audience.

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