Young, digital, ad-weary: Why small and medium-sized businesses need to rethink their approach for Gen Z.

Traditional advertising barely reaches young audiences anymore, especially Generation Z. To remain relevant, businesses must take new approaches: with genuine content, mobile-friendly experiences, and a clear stance.
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Authenticity as a guiding principle:
Many small and medium-sized enterprises struggle to reach young audiences with conventional marketing methods. Members of Generation Z, as “digital natives,” have grown up with social media, quickly filter content, and spot insincere advertising immediately. What worked in the past often falls flat today. Young people value authenticity, a clear stance, and communication on equal footing. Glossy campaigns and generic slogans quickly appear untrustworthy. Instead, what works are honest insights, real people, and content that tells a story.
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Deutsche Bahn on TikTok as a practical example:
A successful communication strategy can be seen with Deutsche Bahn. Their humorous, self-ironic presence on TikTok perfectly resonates with Gen Z. Rather than relying on PR clichés, the social media team uses spontaneous videos, current trends, and direct interaction with the community. The content feels approachable, authentic, and conveys brand values in a way that fits both the platform and the audience—with great success. This example demonstrates that even large, established companies can gain sympathy and reach among young audiences through authentic communication and platform understanding.
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Why UX, load times, and dark mode are now standards:
Content alone is not enough—the way it is presented is crucial. Generation Z consumes content almost exclusively on mobile and expects user-centered design: clearly structured, intuitive, fast-loading, and visually adaptable—including dark mode. Overloaded pages, long text blocks, and outdated desktop thinking are off-putting and quickly drive users away.
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Assessment by amce studios:

“One of the key expectations Gen Z has from any web or app experience lies on the surface: everything they need should be right where they expect it to be. Having grown up with digital interfaces, they’ve developed a strict expectation for some UX and UI conventions and rules — and if those aren’t met within seconds, they’re gone. While meeting such expectations, the experience should still feel interesting and engaging to meet the generation’s short attention span and demand for unique experiences. Features like gamification of the user flow—Duolingo being a great example—or the use of smooth animations and micro-interactions can elevate the experience. These touches not only make the interface more enjoyable but also help keep users engaged for at least a few more seconds.”
— Praskovia Zaroslova, Senior Art Director, amce studios

Small and medium-sized businesses in particular have strong potential to reach young audiences—provided they leverage their strengths. Their closeness to the community, flexibility, and authentic stories offer an ideal foundation for credible, contemporary communication. Understanding Generation Z’s digital habits is key: content is consumed on mobile, intuitive design and fast load times are expected, and visual and verbal authenticity is essential. Businesses that take these requirements seriously and design their digital presence accordingly can not only capture attention but also establish themselves as relevant brands in the daily lives of the next generation—with manageable resources.

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