In Bangladesh, Generation Z constitutes a significant portion of the population, with estimates suggesting around 37 million individuals born between 1997 and 2012. This makes up approximately 22% of the country’s population, highlighting the importance of this demographic as a target audience. The gender distribution within Gen Z is fairly balanced, with a slight tilt toward males, around 52% male and 48% female, according to recent census data. This generation is tech-savvy and highly connected, with over 90% owning a smartphone and active on social media platforms like Facebook, Instagram, and TikTok. Given these numbers, Gen Z represents a substantial and influential audience for brands to target, underscoring the need for campaigns that align with their unique values and communication styles.

Gen Z Expectations from Brands

Gen Z is driven by values that represent a shift from traditional consumer behavior. They prioritize authenticity, inclusivity, and sustainability, and are quick to align with brands that echo these principles. Unlike previous generations, Gen Z prefers experiences over products and is drawn to brands that promote social causes, environmental responsibility, and cultural diversity. They engage heavily in digital spaces, especially on platforms like TikTok, Instagram, and YouTube, where short, interactive, and visually engaging content thrives. Language is crucial for connecting with Gen Z—they favor a casual, relatable tone and respond well to humor, memes, and culturally relevant references. Brands should avoid forced slang, as Gen Z is adept at recognizing inauthentic attempts to sound “cool.” They also value transparency and straightforward messaging over traditional polished ads, preferring real stories and behind-the-scenes content that humanizes brands. Understanding these preferences and creating content that resonates with Gen Z’s mindset is essential for building brand loyalty and fostering long-term customer engagement.

Authenticity

Gen Z highly values authenticity. They are quick to see through overly polished campaigns or inauthentic brand messages. This generation wants brands to “walk the talk” and show who they are behind the scenes. Transparency, real stories, and unfiltered content resonate with them, as they want to know the values and faces behind the brands they support.

Sustainability

Gen Z is deeply concerned about environmental and social issues. Over 70% are willing to pay more for brands that demonstrate a genuine commitment to sustainability. They look for brands that not only talk about sustainable practices but back it up with real, impactful actions. Brands that merely add green elements without committing to eco-friendly changes risk losing credibility with this generation.

Digital Fluency

As digital natives, Gen Z expects seamless online experiences. They prefer brands that are accessible across platforms and engage them through innovative digital tools like augmented reality (AR), artificial intelligence (AI), and interactive content. A user-friendly digital experience is non-negotiable for this audience, and brands that invest in tech-driven customer experiences often win their favor.

Speaking in Their Language

To connect with Gen Z, brands need to speak in a tone that feels relatable and inclusive. Forced attempts to sound “cool” or trendy often backfire, as Gen Z expects genuine, respectful communication. Successful brands find a balance between cultural relevance and authenticity, using humor, casual language, and inclusivity to connect meaningfully with Gen Z.

Learning from Success and Failure: Bangladeshi Brand Campaigns

One successful campaign that resonated deeply with Gen Z was Grameenphone’s Shwapno Jabe Bari. This campaign tapped into the aspirations and dreams of everyday Bangladeshis, showing how Grameenphone’s network could help make these dreams a reality. With an emotionally driven storyline and an authentic portrayal of the brand’s impact on real lives, Shwapno Jabe Bari demonstrated how Grameenphone empowered people to achieve personal and professional goals. This campaign succeeded because it went beyond promoting products and truly connected with Gen Z’s values, showing how technology can support their ambitions. Rather than focusing solely on Grameenphone’s services, the campaign resonated by addressing the audience’s deeper desires, creating a sense of genuine support and inspiration.

Another Bangladeshi brand, Bkash, has effectively connected with Gen Z by using a conversational tone and straightforward messaging in its campaigns. Bkash focuses on scenarios that are familiar and relatable to Gen Z, using influencers who speak directly to this demographic without appearing overly trendy or forced. Their approach is rooted in transparency, and by presenting their services in a simple and inclusive way, Bkash has built strong connections with young users, fostering brand loyalty and trust.

A recent example of a campaign that missed the mark was Banglalink’s #DanceChallenge on TikTok. Aiming to engage the youth through a dance challenge, Banglalink launched this campaign long after the initial trend’s peak. This delay made the campaign feel forced and disconnected from the current interests of Gen Z, who had already moved on to newer trends. The campaign’s timing showed a lack of cultural awareness, which is crucial in trend-based marketing. Banglalink’s approach seemed more focused on the brand’s desire to appear trendy rather than genuinely connecting with the Gen Z audience, ultimately losing authenticity and relevance.

At AD65, we understand the core of Gen Z’s expectations and how to speak their language. Our team specializes in crafting campaigns that resonate with Gen Z by focusing on authenticity, sustainability, trend awareness, and digital innovation. Our expertise lies in helping brands connect with Gen Z on their terms, ensuring every campaign aligns with their values and

preferences. By bringing a deep cultural understanding and innovative strategies, AD65 enables brands to stay relevant and relatable in a rapidly evolving market.

We believe that to truly connect with Gen Z, brands need more than just creative visuals—they need a strategy that respects Gen Z’s voice and prioritizes meaningful engagement. AD65’s approach combines agility, cultural insights, and digital proficiency, ensuring that our clients’ messages speak to Gen Z in a way that feels genuine and powerful. Partner with AD65 to bridge the generational gap and build a lasting relationship with the next wave of consumers.