Communication that doesn't understand Gen Z's values will no longer reach them. The 'true intentions' and 'reasons for being chosen' you need to understand now
'I don't know what young people these days are thinking.'
I think many people have felt that way.
However, if you lump that 'incomprehensibility' together too crudely, your messaging, product development, hiring, and education will all gradually drift off course.
Gen Z, who are beginning to have a major influence now, are not just a young generation.
They are the 'generation for whom digital was natural from the start,' having grown up amidst the internet, smartphones, social media, cashless payments, social issues, and a sense of living in unstable times.
That is precisely why the conventional premises that 'if you have name recognition, it will sell,' 'if you run ads, people will believe you,' and 'if you teach from above, it will get through' are becoming harder to apply as they are.
Conversely, if you can properly understand Gen Z's values, the forms of communication that will reach people in the coming era and the criteria for products that get chosen will become much clearer.
Personally, when I look at posts on note and social media, I feel that there is a common thread in writing that gets a high response.
Short videos that stream by on the commuter train on a Tokyo morning. Posts of a few lines opened on a smartphone at night. What makes people stop there isn't something with a high volume of information, but something that makes them feel, 'This relates to me.'
I think it is Gen Z who possesses that sense most sensitively.
In this article, using two videos and the book 'Gen Z Marketing: The New Normal That Is Changing the World' as clues, I will organize Gen Z's values, the conditions for messaging that captures hearts, how products and services are chosen, and what we can do starting today, all on a practical basis. The videos are structured with the angles of 'A Thorough Explanation of Gen Z's Values' and 'To Master the Next Era, Capture the Hearts of Gen Z!', and the book also has Gen Z marketing as its main theme.
After reading this,
I will write it not as an 'article to understand the younger generation,' but
so that you can see 'how to refine your own messaging and work for the coming era.'
The era hasn't changed; the 'conditions for reaching people' have.
Gen Z is not a 'difficult generation to deal with,' but a 'generation with strong discernment.'
When understanding Gen Z, the first thing to discard is the crude view that they are 'young people who act on whim.'
Rather, in reality, because they grew up in a world with a high volume of information, it is more accurate to see them as a generation with strong discernment that is difficult to get a reaction from if they are not convinced.
McKinsey describes Gen Z as 'true digital natives' who have been exposed to the internet and mobile environments since they were young.
At the same time, they also note that they have a tendency to judge while crossing multiple information sources and naturally moving between online and offline.
What is important here is the possibility that it is the opposite of 'shallow because they are young.'
Their speed of gathering information is fast.
They also compare.
They also look at reviews.
They check not only official sources but also the reactions of third parties and the voices of actual users.
Based on that, they judge for themselves whether it is 'acceptable or not.'
Therefore, for Gen Z, showing consistency is more powerful than pushing through.
Do what is said and what is done match?
Do the brand's claims and the actual experience on the ground match?
Do the worldview of the messaging and the product content match?
This 'lack of discrepancy' becomes the gateway to trust.
In McKinsey's analysis as well, it is stated that at the center of Gen Z is a 'search for truth.'
They value individual expression, dislike being labeled, emphasize dialogue, and their judgment is surprisingly analytical and practical. Such characteristics are cited.
This perspective applies directly not only to companies but also to individual messaging.
Even on note, words rooted in experience are more likely to get a reaction than writing that inflates one's title.
Specifics like 'I failed like this' or 'I felt a bit easier when I changed it this way' are more likely to be read than grand conclusions.
That is because Gen Z is more likely to react to 'true intentions and consistency' than to 'correct answers.'
There is also a common misunderstanding.
That is that 'Gen Z only looks at short things.'
It is true that a short entrance is advantageous.
However, that is not because their thinking is shallow. They just don't spend time on things where they don't see value at the entrance.
If it hits home, they will properly watch long text, explanatory videos, and comparison articles.
The problem is not the character count, but whether there is a reason to read it.
What reaches Gen Z is 'consistent true intentions' rather than flashy claims.
A smartphone-centric life has changed the very criteria Gen Z uses to make decisions
When talking about Gen Z, smartphones and social media are not just tools.
They are the environment that shapes how they see the world.
Therefore, if you don't work backward from 'how it will be felt on a smartphone' when designing your messaging and product experiences, you are likely to miss the mark.
According to a 2024 Pew Research Center survey, 95% of U.S. teens have access to a smartphone, 96% use the internet daily, and about half say they are 'almost constantly online.'
YouTube usage is at 90%, and TikTok, Instagram, and Snapchat also maintain high usage rates.
Of course, this is not exactly the same as Gen Z in Japan.
However, it is safe to say that the 'smartphone-first life' common to young people in developed countries is changing the tempo of their decisions and actions.
Moreover, the spread of digital payments is fueling this trend.
The OECD reports that as of 2024, 96% of people in OECD countries use digital payments.
What happens from here?
In short, it becomes a 'world where comparisons are finished in an instant.'
In the past, people would go to a store, see an advertisement, and buy something somewhat impulsively, but now they can instantly check:
• Reviews
• Comparison articles
• Short videos
• Reputation on social media
• Price
all in one place.
In other words, while it is becoming harder to win people over with just a first impression, it is becoming easier for things made with sincerity to be discovered.
What I strongly feel from my observations is that Gen Z doesn't necessarily hate 'advertising' itself, but they hate 'sloppy advertising.'
Exaggerated copy.
Claims of being 'number one' with little evidence.
Excessive hype.
These things are seen through in an instant through a smartphone screen.
Conversely, things that are clear and concise about:
• Who it is for
• In what situations it is useful
• What will change
• What will not change
are powerful.
This applies directly to note as well.
The reason readers drop off in the first 10 lines isn't because they are cold, but because there are infinite other options on their smartphones.
That is why you need to convey in your introduction that 'this text is worth spending your time on.'
Articulate the problems the reader is facing
Show what can be learned from this article
State upfront what will change after reading
Just by placing these three things at the beginning, your completion rate will change significantly.
Before writing at length, first create a 'reason to read.'
That is the fundamental rule of the smartphone era.
When Gen Z chooses products or services, they are looking at more than just price
Gen Z is a generation that also knows the atmosphere of recession and instability.
That is why they are realistic.
However, that does not mean 'anything is fine as long as it is cheap.'
Even if cost-performance is important, they will not be moved by cheapness that lacks a sense of conviction.
McKinsey cites access over ownership, personal identity expression, and an interest in ethical perspectives as characteristics of Gen Z consumption.
They also note that authenticity and a connection to one's true self strongly influence consumer behavior.
A World Economic Forum article also introduces the trend that for Gen Z, the voices of experts and actual users are highly valued when it comes to brand trust.
What we can see from this is that what Gen Z is looking for is not the 'size of the brand,' but the 'reason to believe.'
For example, when introducing a product,
saying 'It's popular,'
'It's trending,'
or 'It's recommended'
is not enough.
Instead,
・ Who it is a good fit for
・ Who it might not be suitable for
・ What makes life easier when using it
・ What to look for when choosing for the first time
is much more effective when written down.
Removing the 'salesy' feel does not mean removing the desire to sell.
It means increasing the information available for the other person to make a decision.
As a result, instead of 'buying because I was pressured,' they 'choose with conviction.'
And this 'sense of having chosen for myself' resonates well with Gen Z.
Here, I want to debunk a common mistake.
That is the idea that 'if you want to sell to the younger generation, you should use youth slang or trends.'
This is quite dangerous.
Even if you mimic their language, if the content is outdated, you will be seen through immediately.
In fact, forcing it can make you look like you are 'pretending to understand.'
What is important is not sounding like a young person, but sincerely providing the material for them to make a judgment.
Deloitte's 2025 survey also shows that Gen Z tends to value not just money, but meaning, learning, and well-being.
In other words, whether it's a product or a job, they are looking at not just the 'conditions,' but 'how that choice connects to them.'
It is an era where things are not sold because they are 'cheap,' but chosen because they are 'convincing.'
Communication that captures the hearts of Gen Z requires 'resolution' before empathy
When people talk about communication that hits home with Gen Z, 'empathy' is immediately brought up.
Of course, empathy is important.
However, what is needed even before that is resolution.
How concretely are you looking at the other person's worries and emotions? If that is weak, empathy just looks like a template.
Take the phrase 'live your own way,' for example.
It sounds nice at first glance, but it is hard to reach people with just that.
This is because Gen Z is bombarded with abstract words every day.
Social media and advertisements are overflowing with words that sound correct.
What makes them stop in that environment are words with specifics that make them think, 'That is about me right now.'
The writing I feel is strong on note always has detailed observations.
The sluggishness at 7:00 AM.
The night you don't want to mark a message as read.
The feeling of being exhausted after playing the 'good person' at work and coming home.
Writing with those kinds of sensory details reaches people regardless of generation.
But Gen Z, in particular, is sensitive to such details.
This is because, since they see a massive amount of content daily, they are less likely to react to words that are purely abstract.
As a concrete step you can take starting today, I recommend checking the following three things before you post.
Can you state in one sentence 'whose' story this is and in 'what situation'?
Does it include specifics that make the reader think it is 'relevant to them'?
Do you show not just the conclusion, but also a little bit of your hesitation, failures, and progress?
Just by including these three things, the temperature of your writing will change significantly.
In fact, McKinsey notes that Gen Z avoids labels, values individual expression, and prioritizes dialogue and practicality.
That is precisely why a tone of 'there is also this way of thinking' or 'I tried changing it this way' is easier to accept than a tone that teaches 'you should do this.'
Also, the World Economic Forum indicates that Gen Z tends to value alignment with their values and being themselves, even in companies and workplaces.
This is the same for communication.
It is not just about whether it is correct, but whether that person's values are visible that becomes important.
In other words, capturing hearts is not about pandering.
It is about showing your own perspective clearly while standing in the other person's shoes.
High-resolution observation over shallow empathy.
That, in the end, leads to the deepest empathy.
Understanding Gen Z strengthens not just content for young people, but 'all communication'
After reading this far, you might feel that 'this is a story about business for young people.'
But in reality, understanding Gen Z is not limited to measures for young people.
Rather, it teaches us the basics of all communication from here on out.
This is because Gen Z's behavior tends to become the standard for the near future.
McKinsey also indicates that the influence of Gen Z extends beyond their own generation to broader consumer behavior and relationships with brands.
Things that only a few people did in the past have now become the norm.
Comparing before buying.
Checking reviews.
Looking at a company's stance.
Gathering information through short videos.
Trusting the voices of actual users.
These behaviors are no longer exclusive to Gen Z.
Therefore, understanding Gen Z is also a way to get ahead in:
・ Writing messages that get through
・ Creating product descriptions that get chosen
・ Designing brands that are trusted
・ Engaging with young talent without misunderstandings
What I personally feel strongly here is that with the emergence of Gen Z, the world of communication has shifted from a 'competition to look good' to a 'competition to convey without misalignment.'
In the past, those who held information were strong.
But now, anyone can get information.
Therefore, those who are strong are the ones who can organize information, translate it into experiences, and provide it as material for decision-making.
It is the same on note.
Rather than those who know a lot,
for those who 'don't know what to believe,'
people who can arrange words in an order that makes sense are the ones who get read.
This is also a kind story.
You don't need flashy achievements.
You don't need a perfect career.
If you have the power to observe, verbalize, and deliver sincerely, your communication can have sufficient value.
Understanding Gen Z's values is not about pandering to young people.
It is about raising your sensitivity to the times.
And that sensitivity will surely become an increasingly great weapon for communicators and product creators alike.
The people who will be chosen from now on are those who try to 'understand' Gen Z, not 'conquer' them
When faced with Gen Z, we tend to think about 'how to conquer them.'
But that mindset itself might be a bit outdated.
This is because Gen Z is sensitive to being treated as the 'side to be conquered.'
What is needed is not a technique to capture hearts, but an attitude of trying to understand.
What kind of anxieties did they grow up with?
Why do they value authenticity and consistency?
Why are they more likely to trust personal experiences from close by than big brand names?
When you try to look at that, your communication, product descriptions, and even how you interact with people will change.
McKinsey depicts Gen Z as a generation that seeks the truth, values self-expression, and makes analytical judgments.
Pew's research shows that they live in an information environment that is almost constantly connected.
Deloitte shows that in work and life, they value not just money, but meaning, growth, and well-being.
Summarizing these, what emerges is simple.
Gen Z is looking at:
Not just 'what is said,'
'Why it is said,'
'Is it really true,'
'How does it relate to me.'
Therefore, people and brands that will be chosen from now on need to have sincerity over flashiness, evidence over assertion, and consistency over performance.
Understanding Gen Z is the very preparation for being chosen by future readers, customers, and colleagues.
・ 1. Key Points
Gen Z is not just a 'young generation,' but a generation with strong abilities to compare, see through, and make convinced choices within a digital environment. Whether in communication or products, consistency, concreteness, and true intentions are important.
・ 2. Today's small step (only one action)
Review the first three lines of your communication or product description and try changing them into a form that conveys 'whose problem it solves, what kind of problem it is, and how it helps' at a glance.
・ 3. The author's perspective (outlook on the future, hopes)
In the coming era, those who carefully understand the sensibilities of others and can deliver messages without misalignment will likely gather more trust. Getting to know Gen Z is the gateway to practicing that.
【Gen Z ①】 The new generation that will radically change the worldGen Z's values explained in depth
【Gen Z ②】 To conquer the next eraGen Z's hearts!
【Reference/External links】
※ These are English links, but on iPhone, you can display them in Japanese by selecting 'ぁあ(AA) → Translate' in Safari.
Reference: What is Gen Z? (Search terms)
・ What is Gen Z? (McKinsey / Explanatory article)
・ ‘True Gen’: Generation Z and its implications for companies (McKinsey / Survey analysis)
Reference: Gen Z and SNS usage (Search terms)
・ Teens, Social Media and Technology 2024 (Pew Research Center / Survey)
・ Teens and Internet, Device Access Fact Sheet (Pew Research Center / Fact sheet)
Reference: Gen Z and work/values (Search terms)
・ 2025 Gen Z and Millennial Survey (Deloitte / Survey)
・ Gen Z is driving change in the multigenerational workforce (World Economic Forum / Explanation)
[Hashtags for this article]
#AIUtilization
#AISideHustle
#ChatGPT
#ChatGPTSideHustle
#Gemini
#note
#OrganizingLife
#GenZ
#Marketing
#CommunicationSkills
🔰Site Map (For First-Time Visitors)
(*A summary of the order in which you can read without getting lost, in the shortest time possible)
⭐️Recommended next: Self-introduction
This is the reason why I started writing on note.
"I should have lived my life properly, so why is it so painful?"
I wrote this for those who have felt that way.
📝A final word
Thank you for reading this far.
Comments are always welcome.
A word from our readers is the greatest encouragement for us.
