The Non-Negotiables for Gen Z Marketing
- FourthWall
- Feb 19
- 4 min read
Updated: Jul 23
Marketing to Gen Z isn’t just about catchy slogans or viral TikToks. It’s about aligning with their values - and sustainability and inclusivity are at the heart of what they care about. Gen Z demands more from brands; they expect businesses to take actionable steps towards creating a better, fairer, and more sustainable world. For brands looking to connect with this socially conscious audience, sustainability and inclusivity aren’t optional; they’re non-negotiables.
Sustainability: Taking a Leadership Role
Growing up in a world where environmental issues dominate headlines, Gen Z are hyper-aware of the impact their choices have on the planet - this consciousness extends to the brands they support.
Gen Z are looking for brands to take a leadership role in sustainability: 56% of Gen Zers believe that businesses should take responsibility for environmental issues, and 72% believe that companies should be held accountable for their environmental impact.*
For marketers, this means integrating sustainability into every aspect of a campaign, from production to execution. Gen Z sees through greenwashing and demands genuine, transparent efforts. Brands that can demonstrate a real commitment to sustainability will earn not just attention but loyalty.
Inclusivity: More Than a Buzzword
Inclusivity isn’t just about representation, it’s about accessibility, equity, and creating spaces where everyone feels welcome. According to the most recent Census (with the exception of Gen Alpha), Gen Z was the most ethnically diverse generation in England and Wales*, and they expect brands to reflect this reality. From campaigns that feature people of different abilities, races, and genders to activations that prioritise accessibility, inclusivity must be embedded in every touchpoint.
An inclusive campaign goes beyond representation. It’s about ensuring everyone can participate. Are your events accessible to wheelchair users? Do your digital experiences include captions or visual descriptions? These considerations speak volumes to a generation that values equity and fairness.
How FourthWall Leads in Sustainability and Inclusivity
At FourthWall, we understand that sustainability and inclusivity aren’t just boxes to tick; they’re the foundation of effective Gen Z marketing. Here’s how we’re leading the way:
1. Accessible Designs for All Audiences
Inclusivity starts with accessibility. We’re committed to creating experiences that leave no one out, and ensure we are constantly assessing the accessibility of our activations during both the design and production phases.
During the design phase of our Deloitte Milkround 2024 activation, we prioritised accessibility and inclusivity. The activation was thoughtfully designed to ensure wheelchair access, featuring a ramp and a pulley system to adjust the screen height for optimal viewing. Captions were incorporated into the video experience, and additional adjustments were made to create a welcoming and comfortable environment for neurodiverse audiences.
These important decisions not only meet the expectations of Gen Z but also reinforces our commitment to equity and inclusion.
2. Collaboration with Experts
We believe in learning from the best. Our partnership with organisations like isla (a sustainability-focused events body) helps us stay at the forefront of green initiatives. By setting tangible goals, such as achieving Net Zero by 2028, we’re holding ourselves accountable to the high standards that Gen Z expects.
3. Sustainable Solutions
At FourthWall, we only offer sustainable solutions to our clients, ensuring that graphics are printed on recyclable material and all construction is using sustainably sourced materials. Our campaigns are built with disassembly and reuse in mind, ensuring minimal waste after the event, and onward life is taken into account. For the Deloitte activation, we designed and constructed interactive 'Cloud Boxes' with sustainability at the forefront. The main structure was crafted primarily from regenerative materials, specifically timber, which is widely recognised as one of the most sustainable building materials available.
4. Event Impact Tracking
To enhance transparency, we track each campaign’s environmental impact so our clients gain insights into the sustainability footprint of their activations.
Partnering with isla and utilising their TRACE offering has enabled us to report these metrics and refine our sustainability strategies for each activation, providing accountability and demonstrating tangible progress toward Net Zero.
5. Building Inclusivity into the Brand Story
We collaborate with clients to ensure inclusivity is woven into every campaign narrative, not just the logistics. This might include spotlighting diverse role models in their messaging or using outreach tactics that ensure underrepresented groups are engaged.
For our work with graduate recruitment campaigns, we’ve crafted strategies that intentionally target diverse student demographics, aligning brands with the values of equity and representation.
The Overall Message
Investing in sustainability and inclusivity isn’t just the right thing to do; it’s also good for business. Brands that prioritise these values see stronger engagement, increased loyalty, and a competitive edge in a crowded market. Gen Z’s preferences are clear: they’ll choose brands that align with their principles over those that don’t. By making sustainability and inclusivity core to your marketing strategy, you’re not just future-proofing your brand; you’re building meaningful connections that last.
Ready to Create Impactful Campaigns?
At FourthWall, we specialise in creating sustainable, inclusive activations that resonate with Gen Z. From concept to execution, we’ll help you craft campaigns that reflect your brand’s values while meeting the high expectations of today’s socially conscious audience.
Let’s engage, inspire, and connect with future top talent together. Get in touch to learn how FourthWall can bring your vision to life.