Marketing to Gen Z Kiwis: What’s Trending in 2025?
To connect with NZ’s Gen Z, brands need more than memes and TikToks. Discover what really works with young Kiwi consumers in 2025.
- Digital Sphere
Introduction
If you’re not marketing to Gen Z, you’re already behind. In New Zealand, Gen Z (roughly born between 1997–2012) represents over 15% of the population and an even larger share of online engagement and digital spending.
But this generation doesn’t respond to traditional advertising. They’re digitally native, hyper-aware, culturally diverse, and deeply value-driven — and they expect the same from the brands they support.
Let’s explore how Kiwi businesses can connect authentically with Gen Z in 2025, with real-world insights and local relevance baked in.
Who Are Gen Z Kiwis?
Gen Z in Aotearoa are:
- Highly mobile and digital-first (Snapchat, TikTok, BeReal > Facebook)
- Culturally diverse, with growing Te Reo Māori fluency and Pacific Island influence
- Activism-minded, supporting sustainability, inclusivity, and transparency
- Skeptical of brands — they want proof, not promises
They grew up during climate change awareness, COVID-19 lockdowns, and TikTok revolutions. That shaped how they shop, scroll, and speak.
“If your brand doesn’t support a cause or stand for something, Gen Z will scroll past you faster than you can say ‘limited-time offer’.”
What Gen Z Expects from Brands
- Authenticity
No polished stock photos. They want real people, real tone, real values. Show the messy behind-the-scenes, not just the shiny surface. - Purpose Over Product
Gen Z supports brands that stand for something — whether it’s zero-waste packaging, Māori language inclusion, or supporting mental health. - Community > Followers
It’s not about numbers — it’s about interaction, connection, and feedback loops. They want to engage, not just consume. - Quick Formats
Short-form video is non-negotiable. Think Reels, TikToks, Snap stories. If it takes more than 10 seconds to explain, you’ve lost them.
2025 Marketing Trends That Resonate with Gen Z in NZ
1. TikTok-First Strategies
It’s where most Gen Z Kiwis spend their time.
What works:
- Day-in-the-life vlogs (featuring real Kiwi youth)
- Reaction trends using local sound bites
- Mini-series storytelling (3-part brand story arcs)
Hashtag to watch: #KiwiGenZLife
2. Purpose-Driven Campaigns
Whether it’s planting a tree per purchase or collaborating with rangatahi organisations, Gen Z wants to buy from brands doing good.
Tip: Don’t greenwash — prove your impact with receipts, case studies, or real community work.
3. Influencer Micro-Campaigns
Macro influencers? Meh.
Gen Z loves micro-influencers (NZ-based, under 10K followers) because they feel genuine, relatable, and trustworthy.
Local Examples:
- A uni student doing thrift hauls in Wellington
- Māori content creators educating on Te Reo + skincare
4. Interactive Storytelling
Run polls, “choose your own product” quizzes, or “comment to unlock” campaigns. Gen Z doesn’t just watch — they want to co-create.
5. Gamified Experiences
Simple games or challenges linked to rewards work brilliantly. Think QR scavenger hunts in local malls or AR filters on Instagram with NZ landscapes.
Tips for NZ Marketers Targeting Gen Z
1. Speak the Right Language: Use Kiwi slang, cultural references, and subtle Te Reo — but don’t fake it.
Gen Z can spot “boomer energy” from a kilometre away.
2. Invest in Visual Identity: Your vibe is your brand. Gen Z connects more with mood and tone than features and specs. A strong visual aesthetic (pastels, retro, minimalist) = connection.
3. Be Timely and Responsive: Stay on top of what’s trending today, not last month. Gen Z’s content world moves fast — and they expect your brand to move with it.
4. Optimise Everything for Mobile: If your website or landing page takes longer than 3 seconds to load or doesn’t look good on mobile, you’ve lost the sale.
Real-World Example (Fictional Case Study)
Client: “Naked Soda Co.” – a vegan fizzy drink brand
Challenge: Reach Gen Z Kiwis in Wellington and Dunedin
Strategy:
- TikTok challenge: “Show us your zero-waste picnic with #NakedOnTheGrass”
- Collab with Gen Z content creators at Otago Uni
- Spotify playlist drops with the vibe of each flavour
- Monthly video episodes featuring fans
Result:
- TikTok views: 120K+
- 4K new Insta followers in 2 weeks
- 60% of orders now come from 18–24-year-olds
Conclusion
Gen Z isn’t the future — they’re already here, already spending, and already shaping New Zealand’s consumer landscape. To win them over, Kiwi brands must stop talking at them and start creating with them.
Think: values, visuals, voices, and virality — all filtered through the lens of what it means to be a young Kiwi in 2025.
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