The complexity of early gen z
Do you know how to use physical DVDs or CDs? Do you understand how memes and online culture works? And did you grow up using MySpace or Habbo Hotel when you were younger? If you answered yes to all these questions, you’re probably part of the so-called generation ‘Early Gen Z’.
Early Gen Z, born roughly between 1997 and 2003, is a generation defined entirely by contradiction. They know what life is like without constant access to everything online and what it’s like to be bored, yet they adapted to technology so quickly that they can navigate both analog and digital worlds. But what makes them so different from other generations?
Raised online, but not raised by it
While all generations since the 1990s grew up in a world of social media, none of them experienced it like early Gen Z did. They still remember what life was like before social media, and weren’t handed an iPad or a curated YouTube Kids experience at six. They were the first generation to experience adolescence on social media, before society had any conversations about mental health or digital literacy. They grew up with Instagram, Tumblr and Vine without any kid-friendly filters, and experienced cyberbullying, online shaming, and constant exposure before adults even knew it was happening.
This fast changing online world has created two different sides for them. On one side they have a fast paced, fractured attention span that is looking for quick dopamine hits on TikTok. On the other, they’re nostalgic for slowness and sincerity, something they experienced in their early days of adolescence.
The bridge generation
The biggest reason early Gen Z stands apart from the rest of Gen Z is that they’ve lived through, and therefore understand, both sides. They inherited the internet habits, humor and skepticism of millennials, but reinterpreted it all through memes and trends so the rest of Gen Z (and even Gen-A) connects to them as well.
Early Gen Z isn’t just a generation you should pay attention to. They are the so-called bridge generation, and understand both the older and younger generations around them. They speak fluent millennial, understand boomer memes and still set the trends online. They remember when your Instagram feed was personal and in chronological order, but also know how to influence the algorithm in the performance-based world of TikTok we live in today. And that is exactly why they are a good starting point for your target audience.
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Why brands should care
If your content lands with early Gen Z, it can travel. They are the taste testers, cultural creators and bullshit detectors rolled into one. Try-hard marketing doesn’t fly with them; they need something real that they can relate to. Something that doesn’t feel like it was brainstormed in a boardroom.
Take Labubu, for example. A niche character brand that’s been around for over a decade. It exploded into mainstream awareness after BLACKPINK’s Lisa, a Gen Z icon in her own right, was spotted with one hanging from her bag. That single, unscripted moment sent Labubu from niche collectible to viral sensation.
This is how things move with early Gen Z. They don’t just follow trends, they validate them. If your brand can engage with their complexity, without trying too hard, you don’t just earn their engagement, you’ll earn their loyalty.
And yes, it’s hard to get there. But cracking the code to early Gen Z isn’t about chasing trends (although, that sometimes helps). It’s about understanding how they process culture, identity, and emotion all at once. From there, you just need to translate that into your storytelling.
the strategic sweet spot
For marketers, if the age range of your target audience is big, especially on social media, this is the generation you want to resonate with. If this generation feels like they can connect to your brand or message, you’ll also reach the generations around them.
And reaching them, means understanding them. Understand how they express themselves through culture, nostalgia and irony and your brand won’t come off as cringe. Trying too hard or being too polished will make them call you out for not being authentic. Which in turn, will make them switch their attention to another brand.
So if you’re trying to understand what’s happening now, you have to start with early Gen Z. If your brand can speak to them, honestly, fluently, and creatively, it can speak to culture at large.
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Robin Komin, Creative Strategist at For You Agency:
'Early Gen Z is the perfect target for marketers because their lifestyle overlaps with both the rest of Gen Z and later millennials. By focusing on what matters in their lives, brands can also reach millennials who’ve recently experienced similar things and younger Gen Zs who are just going through them. This generation is starting to develop spending power while remaining highly active online, making them very accessible.’
‘Although it’s tricky to predict, they also have a unique influence on creating trends. When kids do something, it’s seen as childish. When older people do it, it’s cringe or ‘made by boomers’. But when early Gen Z tries something new, it gives everyone else the green light. Kids look up to them, and the older generations just want to belong.’
WHAT'S IN IT FOR THE MARKETER?
Early Gen Z is a bridge generation fluent in both analog and digital worlds. They set trends, validate culture, and influence younger and older audiences alike. For marketers, they are key. They reject inauthentic campaigns and reward brands that feel real, relatable, and culturally aware. Understanding their humor and nostalgia allows brands to craft messages that resonate beyond just this generation. Engage early Gen Z effectively, and your content can shape broader cultural trends and earn lasting loyalty.
