Gen Z, born roughly between 1997 and 2012, is the first generation to grow up fully immersed in the digital world. They don’t know a reality without smartphones, social platforms, or instant access to global information. This shapes not only how they consume media but also how they perceive themselves, brands, and culture.

Unlike Millennials, who were marked by optimism, idealism, and a desire to curate perfect lives online, Gen Z is more pragmatic, ironic, and sceptical.

They are the masters of memes, fluent in layered internet humour, and adept at calling out inauthenticity. They are also socially conscious, with heightened awareness of climate change, inequality, and social justice. But they express these concerns differently, often through sharp satire, irreverence, and collective online commentary.

At the heart of this is a cultural shift: brands can no longer sell a polished aspirational image. Instead, they must embrace imperfection, vulnerability, and sometimes even ridicule to resonate with this audience.

The rise of “cringe culture”

To understand Gen Z engagement, we need to make sense of “cringe culture.”

Cringe is more than embarrassment—it’s the visceral reaction to inauthenticity, try-hard behaviour, or outdated attempts at being “cool.” A brand using stale memes, forced slang, or heavy-handed virtue signaling risks being instantly called out as “cringe.”

Cringe culture is both ruthless and playful. For Gen Z, it’s a way of enforcing authenticity online. By collectively mocking what feels artificial, they preserve the ironic, self-aware tone of their digital spaces. Brands have learned this the hard way: a campaign designed in a boardroom without an ear to the rhythm of internet humor is bound to flop.

But interestingly, some brands have turned cringe on its head—embracing it deliberately. Instead of pretending to be perfect, they lean into absurdity, self-deprecation, and irony, creating engagement through entertainment rather than traditional persuasion.

1. From Polished to Playful

Traditional advertising was built on control: clear messaging, consistent brand image, and polished production. Gen Z engagement flips this. Raw, lo-fi content often performs better than slick ads. TikTok in particular rewards spontaneity, humor, and participation in trends rather than over-produced spots.

Duolingo’s owl mascot is the perfect case study. Initially designed as a simple, friendly app icon, the green owl has been reimagined on TikTok as a chaotic, unhinged character who flirts, dances, and jokes about stalking users who neglect their lessons. This exaggerated personality is intentionally absurd—borderline “cringe”—but it works because it shows Duolingo doesn’t take itself too seriously. By playing into the platform’s chaotic humor, Duolingo has built a cult-like following, far beyond the utility of its app.

2. Embracing Irony and Self-Awareness

Brands like Ryanair have taken a similar approach. Known in Europe for its budget flights and minimal service, Ryanair leaned into its “unloved” image and turned it into entertainment. Its TikTok account uses snarky filters, meme references, and self-deprecating humour to joke about cramped seats or strict baggage rules. Instead of defending its shortcomings, Ryanair amplifies them in ways that feel brutally honest but also funny. For Gen Z, this transparency and irony builds trust—paradoxically by not pretending to be better than it is.

Other brands worldwide mirror this playbook. Wendy’s in the US became famous for its savage Twitter roasts. Chinese brand HeyTea plays with whimsical product launches and pop culture collaborations that border on parody. In India, Zomato (a food delivery service) adopts a meme-heavy tone, blending Bollywood references with absurd humor. These brands thrive because they don’t speak at Gen Z—they play with them in their own language.

3. Influencers as Translators

Influence also looks different for Gen Z. Whereas Millennials were drawn to aspirational Instagram influencers, Gen Z prefers creators who feel like peers—relatable, messy, and authentic. Micro-influencers, niche meme accounts, and TikTok personalities often outperform celebrities for this audience.

For example, Gymshark built its global fitness brand by cultivating partnerships with up-and-coming fitness creators who posted unpolished, real-life workout content. Likewise, beauty brand Glossier initially grew by empowering everyday consumers to share their own routines and looks, rather than relying on glossy campaigns.

These influencers act as cultural translators—showing brands how to participate in Gen Z spaces without crossing into try-hard territory.

4. Design for Participation

Another hallmark of Gen Z engagement is participatory design. This generation doesn’t just want to consume; they want to remix, comment, and co-create. Brands that open up space for participation thrive.

Nike’s SNKRS app uses drops and scavenger-hunt-like releases to gamify engagement. Roblox collaborations (with brands like Gucci, Vans, and Chipotle) allow Gen Z to interact with products in virtual spaces, not just physical ones. Even more traditional sectors are adopting this: banks like Monzo and Revolut have tapped into bold, playful design and community-driven product feedback, positioning themselves as part of a lifestyle rather than a dry financial service.

5. Values Through Action, Not Preaching

Finally, Gen Z is highly values-driven—but wary of tokenism. A brand that loudly declares support for sustainability without concrete action will be dismissed as performative. Patagonia, for instance, wins credibility not through campaigns but through tangible commitments, like its “Don’t Buy This Jacket” ads urging customers to consume less, or its decision to redirect profits to environmental causes.

For Gen Z, credibility is earned by what brands do, not what they say.

Global examples

While the principles are consistent, execution varies worldwide:

• North America: Fast-food chains (Wendy’s, Taco Bell) and consumer apps (Duolingo) dominate with meme-heavy, ironic humour.
• Europe: Brands like Ryanair and Burger King Germany lean into self-deprecation, while luxury fashion houses experiment with digital drops and ironic campaigns.
• Asia: In China, Gen Z consumers embrace “cute-chaos” aesthetics—brands like HeyTea and Bilibili thrive by blending playfulness with cultural references. In Japan, mascots remain powerful, but brands give them surreal, ironic twists to match Gen Z sensibilities.
• Latin America: Food and beverage brands often tie memes with community and cultural pride—like Rappi’s irreverent local humour in its ads.

The flip side of engagement is misfire. Brands that misjudge tone or co-opt trends too late risk being branded as cringe in the worst way—out-of-touch. Pepsi’s infamous Kendall Jenner protest ad is a textbook example, attempting to co-opt social justice aesthetics without substance. Similarly, brands that overuse slang (“lit,” “yeet,” “vibes”) in inauthentic ways often face ridicule.

The danger isn’t just embarrassment. In a world where Gen Z can instantly mock and spread missteps, a brand’s reputation can be damaged overnight. The safer bet? Embrace humility, admit flaws, and let Gen Z shape the conversation.

The Gen Z Engagement Playbook

Engaging Gen Z means rewriting the brand rulebook. Where previous generations prized polish, aspiration, and control, Gen Z rewards playfulness, irony, and authenticity. Cringe culture keeps brands accountable—forcing them to shed artificiality and meet consumers in a space of humor, honesty, and participation.

Duolingo’s unhinged owl, Ryanair’s self-deprecating TikToks, Wendy’s savage Twitter voice, and countless others show that success comes not from trying to be cool but from leaning into imperfection, chaos, and self-awareness.

In the end, the brands that win with Gen Z are not those that avoid cringe, but those that embrace it—owning their quirks, making fun of themselves, and inviting consumers to laugh along.

5 Rules for Brands

Rule 1: Don’t Be Cool, Be Real

Gen Z can smell inauthenticity instantly. Forced slang, polished perfection, or late attempts to jump on trends get labeled “cringe.” The only way forward is self-awareness.

What to Do:

• Show vulnerability and imperfection.
• Use humor to acknowledge flaws instead of covering them up.
• Speak with, not at, your audience.

Case Study: Ryanair … The airline has leaned into its reputation for cheap, no-frills service by turning its TikTok into a meme factory. Instead of hiding its cramped seats or strict baggage rules, Ryanair jokes about them with self-deprecating filters and snarky captions. The irony feels honest—and Gen Z rewards it with millions of likes.

Rule 2: Lean Into Cringe (On Purpose)

Cringe culture is Gen Z’s way of policing authenticity. But when brands deliberately embrace absurdity, they flip cringe into comedy.

What to Do:

• Create characters, mascots, or exaggerated personas that play into chaos.
• Experiment with unhinged humor, layered irony, or memes that parody yourself.
• Don’t be afraid to look ridiculous—done right, it builds love.

Case Study: Duolingo … The once-simple green owl has become an internet sensation on TikTok, transformed into a chaotic mascot who dances, flirts, and stalks users. It’s over-the-top, intentionally absurd, and exactly what works in Gen Z’s meme-driven ecosystem. The owl is no longer just a logo—it’s a cultural character.

Rule 3: Trade Aspirations for Participation

Millennials were sold polished aspirational lifestyles. Gen Z wants participation: the ability to remix, co-create, and shape the brand conversation.

What to Do:

• Design campaigns that invite user-generated content.
• Use gamified drops, challenges, or Easter eggs.
• Allow your brand to live inside platforms like Roblox, Fortnite, or TikTok.

Case Study: Nike & Roblox … Nike created “Nikeland” on Roblox, where users can dress avatars in virtual sneakers and play branded games. This isn’t passive advertising—it’s active play, where the brand becomes part of the culture Gen Z builds for itself.

Rule 4: Let Influencers Translate, Not Sell

Gen Z trusts people more than polished ads—but they want influencers who feel like peers, not celebrities.

What to Do:

• Work with micro-influencers and creators in niche communities.
• Give influencers creative freedom rather than scripted messaging.
• Build long-term relationships instead of one-off endorsements.

Case Study: Gymshark … The fitness brand exploded by partnering with micro-influencers and everyday fitness enthusiasts on Instagram and TikTok. Instead of glossy campaigns, it leaned on relatable creators posting raw workout content. The result? A global brand that feels grassroots.

Rule 5: Show Values Through Action, Not Preaching

Gen Z is socially conscious—but deeply cynical about performative marketing. They want proof, not promises.

What to Do:

• Back up values with tangible commitments.
• Be transparent about both progress and shortcomings.
• Build activism into your brand DNA—not just campaigns.

Case Study: Patagonia … Rather than talking endlessly about sustainability, Patagonia acts. From its “Don’t Buy This Jacket” campaign to donating profits to environmental causes, it earns Gen Z trust by showing—not telling—what it stands for.

Letting go

Engaging Gen Z means relinquishing control. Brands that try to dominate the narrative risk being ridiculed. Brands that invite chaos, embrace irony, and co-create culture with Gen Z win loyalty.

The lesson: don’t fear cringe, own it. In the eyes of Gen Z, the brands that last will be those that are self-aware enough to laugh at themselves and bold enough to play in the unpredictable spaces where culture is made.