Every generation leaves its mark on the business world—but few have been as disruptive as Gen Z.
Born between 1997 and 2012, this generation isn’t just reshaping culture and tech—they’re fundamentally changing how brands market, connect, and grow. For franchise businesses, understanding Gen Z isn’t optional—it’s essential.
Gen Z now represents about 25% of the U.S. population (Pew Research Center, 2025), and their influence continues to rise. They are:
Marketing to Gen Z is no longer about just visibility—it’s about credibility.
Overly polished or “salesy” messages don’t land. Gen Z craves honest, relatable, and raw. For franchises, this means showcasing real people, real stories, and real community involvement—not just copy-pasted slogans.
32% of Gen Z discover new brands through social media ads (GWI, 2025). TikTok, Instagram, and YouTube are where Gen Z lives—so franchises need to show up with short-form videos, stories, and interactive content.
Gen Z supports brands that take real stands on real issues—like sustainability, diversity, and justice. Performative efforts are easily called out. Brands that walk the talk build loyalty that lasts.
Gen Z wants to feel something. Whether it’s an in-store event, pop-up, or memorable moment—franchises that create experiences instead of just pushing products win big.
Example: Dutch Bros Coffee
Their content highlights team members, customers, and owners—sharing real stories that feel more like a conversation than a campaign.
Example: Orangetheory Fitness
They actively encourage franchisees and members to post local milestones and studio stories, then amplify them across their main brand channels.
Example: Crumbl Cookies
From flavor drops to bloopers, Crumbl uses TikTok and Reels to make cookie-making feel entertaining and authentic.
Example: The Body Shop
Globally franchised, yet values-driven. From cruelty-free products to bold activism, The Body Shop is proof that franchise brands can be mission-first and consistent across regions.
Give franchisees the flexibility to create content that speaks to their local Gen Z audience—while staying true to the brand tone.
Gen Z isn’t just another age group—they’re a mindset shift. For franchise brands, marketing to this generation means stepping away from generic strategies and toward authenticity, community, and creative storytelling.
