In today’s hyper-connected world, winning over Gen Z isn’t about massive marketing budgets—it’s about authenticity, creativity, and understanding. Here are three game-changing strategies that will transform your customer engagement without emptying your wallet.
Strategy 1: Embrace Radical Vulnerability
Gen Z doesn’t want polished corporate speak—they want real. Take a page from the Toronto Transit Commission’s playbook: acknowledge your mistakes openly. When they discovered their brand was perceived as a “50-year-old with life experience,” they didn’t hide—they leaned in. By being transparent about challenges and showing genuine effort to improve, you build trust faster than any expensive ad campaign.
Strategy 2: Leverage Micro-Influencers and Trend Hijacking
Forget expensive celebrity endorsements. The magic is in micro-influencers who speak directly to your audience. The TTC partnered with local influencer Moose Bandanco for just $10,000 and reached over 400,000 viewers. Pro tip: Find creators just on the cusp of breaking through—they’re hungry, affordable, and have highly engaged audiences.
Strategy 3: Create Community-Driven Content
Gen Z doesn’t want to be talked at—they want to be part of the conversation. Develop content that feels like an inside joke, not a marketing pitch. The TTC’s “demure trend” video garnered 300,000 views with an 85% positive sentiment by speaking the language of their audience.
Your entire social media strategy can be run by a small, nimble team. The TTC proved you don’t need a massive department—just passionate, trend-savvy professionals who understand digital culture.
It’s not about how much you spend, but how authentically you connect. Are you ready to revolutionize your approach?
This blog post is based on the CXPS Summit session featuring expert speaker, Nancy Ortenberg of Toronto Transit Commission (TTC).
