Close Encounters With Gen Z:

As much as we don’t get Gen-Z (WTF is a rizz?), it’s not like they’re aliens. 

Just like us, they crave connection, value authenticity, and love discovering brands that get them. 

The difference? 

Their world moves faster, their attention spans are shorter, and their standards for creativity are way higher.

So, how do you build something that sticks with the generation known for swiping past the forgettable?

That’s what I asked Sam Obletz and Luke DeWilde, the marketing brains and brawn behind Claim, a viral Gen-Z shopping app.

If there’s one thing these guys know, it’s how to grab Gen Z’s attention—and turn that attention into conversions.

Here’s what they said…

1. Regular ads just aint cutting it:

Luke: “Gen Z doesn’t respond to ads or brand outreach the same way millennials do.

I think that as a result, we have to meet them where they are. 

We have to do things that are more focused on social proof, on things that their friends are doing, on things like FOMO, on having core experiences.

I think oftentimes the Gen Zers that we speak to very frequently say that, you they don’t necessarily like social, but it’s where their lives happen.

(This is BIG. Just pumping money into Meta won’t work anymore in 2025. Calling my shot now.)

2. For brand discovery, social proof is a must

Social proof is everything.

It’s all about making sure you’re getting targeted, tailored recommendations—not from influencers or algorithms, but from people you trust.

I think everything in the social world is getting sort of cozier, more intimate, and more based on interacting with people that you trust.

People are in the DMs. 

They’re in the group chats. 

They’re talking to each other about what they like and what they want.

I think as our world continues to get sort of more intimate in that way, social proof matters more and more.

The best way to get there is to be oriented as much around social proof and validation as possible. 

And there’s probably no more strong point of validation than your actual transaction history.

(That last part is what really sets Claim apart. They’re able to recommend products to users based on their previous purchases. It’s kind of a game-changer)”

3. Coupons cheapen your brand, find a side door:

Sam: “Claim is not about coupons.

It’s not a 15% new customer offer, and it’s not about affiliates. 

What we’re doing is taking the CPA you’d normally pay and giving it directly to the customer. 

The key nuance here is that the customer goes through the e-commerce flow, paying full price at checkout. 

There’s no coupon code to enter, no red ink through the price.

We’re training them to pay full price and have the full experience.

After they do make that first purchase, they get a Venmo back from Claim which is a moment of delight and another kind of user experience moment of magic.

But because it’s from Claim to the brands are insulated from any sort of discounting risk or brand dilution perception. 

We work with really proud brands that don’t discount.

(I’m of the opinion that discount is a dirty word. The thing I like about Claim is that they took the persuasion of a discount and found a way to give it a side door, that way people don’t feel you’ve cheapened your brand.)”

I hope you’re taking notes, Marketing Besties. And if you want more Marketing truth bombs, listen to the rest of my convo with Claim here!