These days, attention spans are measured in seconds and brand loyalty is harder than ever to secure. Generation Z represents both an extraordinary challenge and opportunity for marketers. Born between 1997 and 2012, this demographic wields $450 billion in spending power and approaches content consumption, brand relationships, and purchasing decisions in ways that defy traditional marketing approaches.
At Fenway Group, we’ve spent 25 years perfecting the art of multichannel marketing, and we’re uniquely positioned to help your brand connect with Gen Z across print, design, video, events, and promotional materials.
Let’s explore how our comprehensive services can help you capture the attention of this creative, authentic, and values-driven generation.
Gen Z Isn’t What You Think
Generation Z isn’t simply digitally native—they’re also digitally fluent. Having never known a world without smartphones and social media, they navigate between physical and digital realms with ease, expecting seamless integration across all touchpoints.
Gen Z consumers are also more complex than marketers assume. They’re pragmatic, financially cautious, and surprisingly responsive to physical marketing formats—when done right.
What makes Gen Z stand out from previous generations?
- Authenticity obsession: 81% consider authenticity extremely important when choosing brands
- Values alignment: 84% need to share values with brands they support
- Entertainment-first: They gravitate toward brands that entertain before selling
- Fluid channel movement: They don’t see separate “channels”—they see one continuous brand experience
- Creative expression: They value opportunities to co-create and participate
The most successful brands targeting Gen Z, like Duolingo with its “unhinged” owl mascot, have embraced entertainment over selling, authenticity over perfection, and community over broadcast messaging.
How Fenway Group’s Services Can Capture Gen Z Attention
Gen Z shows meaningful engagement with print when it’s done right. That’s because they gravitate towards personalization. Our print and mail services offer a welcome respite from screen fatigue:
- Bold, vibrant designs that stand out in a crowded visual landscape
- QR code integration that creates seamless bridges to digital experiences
- Eco-friendly materials demonstrating sustainability commitment
- Personalization capabilities that make each recipient feel valued
- Direct mail campaigns with tracking and analytics for measurable ROI
As Boston’s G7-certified printer, Fenway Group ensures exceptional quality and color consistency across all printed materials, making your brand’s physical presence as impactful as its digital one.
Design Services That Speak Gen Z’s Visual Language
Our design team creates visuals that capture attention in eight seconds or less—the critical window for engaging Gen Z:
- Bold typographic choices mixing modern and nostalgic elements
- Authentic photography featuring real, diverse people
- Hand-drawn or organic elements that feel human-created
- Clean layouts with ample white space for visual impact
- Cross-channel design systems ensuring consistency from print to digital
Our 25+ years of design excellence ensures your brand communicates effectively through visuals that resonate with Gen Z’s aesthetic preferences.
Video Production That Entertains First, Sells Second
With 61.6% of Gen Z regularly consuming short-form video, our video production services help you create content that captures attention and drives engagement:
- Short-form videos optimized for platforms like TikTok and Instagram
- Behind-the-scenes glimpses that create authenticity and connection
- Platform-specific adaptations of your core message
- Humor-driven content that entertains while building brand recognition
- Values-based storytelling that connects emotionally with viewers
From single-camera interviews to complex productions, our video services bring your brand story to life in formats that Gen Z actually watches.
Promotional Items That Gen Z Actually Wants
Our swag and promotional products are selected with Gen Z’s preferences and values in mind:
- Eco-conscious items like reusable water bottles and sustainable totes
- Tech accessories that enhance digital experiences
- Practical items they’ll use regularly (34% use promotional products weekly)
- Self-care and wellness products aligned with mental health values
- Instagram-worthy design they’ll want to share
As members of ASI, PPAI, and NEPPA with a premium supplier network, we deliver promotional items that make a lasting impression rather than ending up in landfills.
Event Experiences That Build Community
Our event services create immersive, shareable moments that bring your brand to life:
- Experiences over exhibitions that engage multiple senses
- Co-creation opportunities allowing for self-expression
- Photogenic installations designed for social sharing
- Digital integration through QR codes and social media moments
- Values-driven components reflecting sustainability and inclusivity
From conferences and product launches to virtual events, we create experiences that foster genuine connection with Gen Z audiences.
Creating “Phygital” Strategies That Actually Work
The most effective Gen Z marketing strategies blend physical and digital touchpoints into seamless “phygital” experiences:
- QR codes on print materials linking to exclusive digital content
- Augmented reality experiences that bring print to life
- Event-driven social media campaigns extending reach beyond attendees
- Digital-to-physical remarketing bridging online interest to offline experiences
- Analytics integration tracking the customer journey across channels
Fenway Group’s comprehensive service offering makes us the ideal partner for creating these integrated experiences, ensuring your brand message maintains coherence and impact across all touchpoints.
Case Study: The Coca-Cola “Share a Coke” Campaign
One of the most successful “phygital” campaigns targeting younger consumers was Coca-Cola’s “Share a Coke” initiative, which combined personalized physical bottles with QR code-powered digital hubs for further customization and shareable content creation.
This campaign succeeded because it:
- Created physical products worthy of social sharing
- Built digital experiences that extended the physical interaction
- Fostered personal connection through customization
- Encouraged user-generated content
- Maintained consistent brand identity across channels
At Fenway Group, we apply these same principles to create multichannel campaigns that connect with Gen Z where they are, in ways that resonate with their values and preferences.
Build Your Gen Z Marketing Strategy with Fenway Group
Ready to capture Gen Z’s attention and loyalty? Here’s how to get started with Fenway Group:
- Audit your current marketing materials through a Gen Z lens
- Identify opportunities for physical-digital integration
- Develop values-driven messaging that demonstrates authentic commitment
- Create content that entertains before selling
- Design immersive experiences that foster community and connection
With Fenway Group’s comprehensive service offering—from print and mail to design, video, events, and promotional items—we’re uniquely positioned to help your brand connect with Gen Z through integrated multichannel strategies that deliver measurable results.
Contact us today to discuss how our expertise can help you thrive in the attention economy. Let’s create something exceptional together.