Targeting Generation Z: Print Campaigns That Speak to Digital Natives

There’s a belief in the business world that Generation Z (born roughly between 1997 and 2012) want everything online.

While they’re definitely digital natives, research shows they have a surprisingly positive relationship with physical media. In fact, many young consumers say they enjoy the tactile experience of leafing through a brochure or magazine, and they often trust messages delivered in print more than a flashy pop-up.

So, when it comes to Gen Z marketing strategies, it’s worth exploring how print can stand out in a crowded online space.

Let’s look at some facts about Gen Z’s fascination with physical media, how brands can connect authentically, and why targeted print campaigns might just give you a competitive edge in a predominantly digital world.

Gen Z’s Surprising Print Affection

It might be easy to assume Gen Z only pay attention to social media ads and influencers, but that assumption overlooks the data. A 2021 study by RRD revealed that around 57% of Gen Z respondents enjoy direct mail from brands they already like, seeing it as more personal than digital ads. Another survey by MNI Targeted Media found younger consumers still read physical magazines, especially when the content speaks directly to their interests.

The lesson here is this: Gen Z are not as exclusively online as we might think. They appreciate the tangible, lasting feel of a printed item and often trust its contents more because it doesn’t vanish with a click.  Generation Z marketing strategies need to include print.

Why Tangibility Wins Hearts

Gen Z are used to endless scrolling, which can mean they skim through digital ads without a second thought. Physical pieces like leaflets, postcards, or brochures break through this digital fatigue. When someone picks up a printed piece, they engage with it in a more focussed way.

Print also appeals to Gen Z’s desire for authenticity. This generation are skilled at spotting gimmicks. They value deeper connections, and printed materials can offer exactly that. With paper stock choices, creative print finishes, and well-thought-out design, print campaigns spark an emotional response, all good reasons why Generation Z marketing strategies should include print.

At NEXUScpp, we often chat with clients about the power of tangible materials in grabbing the attention of digital-savvy (and sometimes weary) readers. And we use our Print Wisdom® to help clients with choosing layouts, textures, and formats that reflect a brand’s personality, creating something Gen Z want to hold onto.

Building Authentic Connections

Gen Z expect brands to show genuine care, not just push a sales pitch. This means your print strategy should focus on delivering meaningful information and building trust. A magazine or brochure that highlights a community, social responsibility, or behind-the-scenes content can resonate strongly.

Real-life examples can help you stand out, so if you run a small business, featuring real customers or community members in your printed pieces, can make them relatable. Likewise, including calls to action that move readers between print and digital (like QR codes linking to videos or interviews) creates a holistic experience.

Gen Z respond to brands that are open, honest, and human. Blending print with interactive online elements shows you’re in tune with how they like to explore content.

Crafting Effective Print Campaigns for Gen Z

So, how do you shape print campaigns that speak directly to Gen Z? What should Generation Z marketing strategies look like?

1. Put purpose first
   You can’t just talk about yourself. Tell your readers why your product or service makes a difference. Gen Z want to know what you stand for. Your printed materials should highlight that purpose, whether it’s sustainability, supporting local initiatives, or bringing creative flair to everyday problems.
2. Champion sustainable choices
   Many Gen Z consumers feel passionate about the environment. Print’s eco-friendly paper stocks and vegetable-based inks show you’re listening to their values. It’s not about bragging, but about being open about your methods. Part of our Print Wisdom® is talking through different sustainable print options with our clients, from recycled papers to carbon-balanced printing, so they can choose  what aligns with their ethos.
3. Keep it visually bold
   Gen Z are highly visual, so design matters more than ever. Use eye-catching colours and layouts that spark curiosity. Printed materials don’t need to be traditional or stuffy. Keep an eye on design trends.
4. Offer multichannel engagement
   Print doesn’t exist in a vacuum. Drive people to a specific landing page or social feed by including personalised URLs or scannable QR codes. Once they’re online, continue the conversation through videos, feedback forms, or behind-the-scenes peeks. This loop keeps your brand at the forefront without bombarding your audience.

The Gen Z Takeaway

While Gen Z are glued to their phones like the rest of us, they’re surprisingly receptive to printed materials – possibly because for them it’s a novelty in an age of notifications and digital clutter.

There’s a gap between what some brands assume about Gen Z and what they actually do. By meeting them in the physical world, you create a moment of focus and authenticity that might not happen through another sponsored reel or email newsletter.

If you’re aiming to break the digital wall and speak directly to the hearts (and hands) of this generation, NEXUScpp is ready to share our Print Wisdom® with you, so get in touch. We’ve seen how a well-planned print concept can spark interest and loyalty, especially among younger consumers who are looking for real connections.