Marketing to Gen Z: Authenticity, Influencers & TikTok Strategy

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Marketing to Gen Z: Authenticity, Influencers & TikTok Strategy

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In this episode of The Marketer’s Cookbook, hosts Lionel Heng and Joshua Goh welcome back Aaron Khoo, former Head of Video at SGAG to discuss how to connect with Gen Z.

We explore why Gen Z values authenticity and purpose over traditional ads. Aaron explains how to use vertical video and Vox Pops to reach them without being "cringe". We also dive into how their unique outlook is changing both marketing and office culture.

Tune in to learn:

Defining Gen Z: What makes them different from Millennials and Gen X.
Values First: Why they choose brands based on sustainability and ethics instead of a hard sell.
Office Shifts: How their focus on purpose is reshaping management and work culture.
Real Content: Why unfiltered, authentic videos work better than high production ads.
Influencer Tips: How to find creators who actually fit your brand instead of just chasing big numbers.
Top Platforms: Why TikTok and Instagram are the best places to find your audience.

Whether you run a small business or a major brand, this episode shows you how to build a strategy that Gen Z will respect.

Listen now and start reaching Gen Z today!

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