Gen Z expects brands to be relevant, transparent, and culturally in tune. So much so, that the most effective Gen Z marketing strategies prioritize community-led experiences, creator partnerships roothed in authenticity and value-driven storytelling.
Here are five brands from CommerceNext’s community of retail leaders that are winning with Gen Z – including Glossier, e.l.f. Beauty, Aerie, Rhode and Nike. With Gen Z’s global spending power projected to reach $12 trillion by 2030, here’s how you can embrace modern retail strategy to appeal to the new customer.
1. Glossier’s Community as Content Co-Creators
Glossier’s Gen Z brand marketing succeeds because it was built around community from day one.
Rather than positioning itself as the authority, Glossier treats customers as co-creators. Feedback loops shape product development. Social content elevates real users alongside campaigns. Transparency and community are non-negotiable. Gen Z Panelists at the 2025 CommerceNext Growth Show shared that when they purchase from a brand, they want to feel “part of something larger than just buying a specific product.”
Glossier practices this by consistently reposting UGC across its Instagram feed and Stories, spotlighting real customers using products in their everyday routines. Instead of overly polished, studio-only imagery, the brand integrates customer selfies, tutorials and reviews into its content mix. That visibility signals that the community isn’t an afterthought, but part of the brand narrative.
2. e.l.f. Beauty’s Playbook for Moving at the Speed of Culture
e.l.f. Beauty shows how a brand can move with the speed of culture without compromising its core positioning.
The brand consistently creates culturally relevant, TikTok-native content that leans into humor, music and internet trends. From viral original songs to creator-led challenges, e.l.f. shows up in a way that feels participatory rather than performative. The tone is playful, self-aware and fast-moving—but still unmistakably e.l.f.
This balance is critical. Gen Z panelists at the CommerceNext Growth Show noted that when brands try too hard to use slang or mimic Gen Z behavior, “it doesn’t feel real.” e.l.f. avoids this by staying rooted in its core positioning: accessible, high-performance beauty at an affordable price = even if chasing a trend.
3. Aerie’s Long-Term Commitment to Authenticity
Aerie demonstrates how value-driven Gen Z marketing strategies require long-term commitment.
At the center of that strategy is its long-running no-retouching policy, which removes digital alteration from imagery. What started as a decision around creative has become embedded across brand positioning, merchandising and store environments, reinforcing consistency in how the brand shows up. That commitment continues to evolve: Aerie recently took a stand against AI-generated marketing, partnering with Pamela Anderson in an unretouched campaign that doubled down on authenticity in an increasingly artificial landscape. The brand reinforces this through diverse casting that reflects a wide range of body types, sizes and abilities.
Gen Z is highly attuned to performative marketing and insincere brand moves; consumers reward brands that lead with conviction rather than react to trends.
4. Rhode’s Strong Narrative Control Fuels Growth
Rhode’s approach to marketing to Gen Z centers on tight narrative control and a strong founder presence.
Hailey Bieber acts as the brand’s cultural engine. Her personal image and online presence fuel brand buzz, turning product launches into moments that feel organic rather than manufactured.
Product drops feel like cultural events because storytelling remains focused and cohesive. Scarcity is used strategically but not excessively. Social content blends behind-the-scenes access with aspirational visuals, creating intimacy at scale. Rhode also designs products with shareability in mind, such as its viral phone case designed to hold the brand’s lip treatments, turning a simple accessory into a recognizable social media moment.
Rather than relying solely on outside influencers, Rhode builds a distinct brand world that creators want to be part of.
5. Nike’s Community-Led Approach to Building Brand Connection
Nike builds its Gen Z strategy around participation, extending beyond content into active engagement. Through platforms like Nike Run Club and Nike Training Club, the brand turns fitness into an ongoing, shared experience where users can track progress, join challenges and stay connected to a broader community. Instead of centering the product, Nike embeds it within daily routines, making it part of how people train, compete and improve over time.
This ecosystem approach extends beyond apps. Local activations, youth programs and community-based initiatives create multiple entry points for engagement, meeting consumers where they are and giving them ways to actively participate. Rather than marketing to Gen Z as a single audience, Nike builds systems that bring people in, keep them engaged and reinforce long-term connection to the brand.
What the Best Gen Z Marketing Strategies Share
Across these brands:
- Community > campaigns
- Participation > broadcasting
- Consistency > virality
- Trust > reach
Gen Z marketing succeeds when brands stop chasing trends and start building relationships. At the CommerceNext Growth Show, conversations focus less on “how to go viral” and more on “how to sustain long-term relevance with younger consumers.” Because with Gen Z, loyalty isn’t automatic. It’s earned.
Want more Gen Z retail insights? Join us at the CommerceNext Growth Show, June 23–24 in NYC.
