Stop rolling your eyes and start listening to Gen Z

29 April 2022

You might think that TikTok is annoying and roll your eyes at influencers who are selling products like hotcakes when they drop via gaming platforms, but whilst you’re eye-rolling, Gen Z are spending their pocket and part-time job money online, in the Metaverse.

This generation has always known digital. They spend twice as much time socially interacting in the metaverse than they do in real life, according to a study by Razorfish and Vice Media Group. More than half (57%) said they feel freer to express themselves in games than they do in real life, with 45% reporting that their in-game identity is a truer expression of who they really are.

So let’s stop and think about this for a moment. This is a generation born with the online world, who feel more comfortable online. Increased amounts of time are spent gaming, and Gen Z have expressed the desire to not only spend more money in metaverse stores (think putting Vans on your Avatar old-timers), but they also want to make money in this area too.

With virtual influencers on the rise, and authenticity still king, our future leaders (and spenders) are playing in an online space that we can’t ignore.

Our advice? This is currently an unregulated space, and brands need to be cautious stepping in. Stop freaking out, and watch and listen. And learn. Next time your Gen Z’er or Alpha is online, hold fire before demanding that they down tools and take note of their current Metaverse…

These platforms are open for anyone to join, and this generation is not only going to keep spending their money in this area, their spending power will grow. If you’re in a position to explore, do so, with caution.

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What This Looks Like in Practice

For example, when working with Great Southern RV, the focus wasn’t simply creating more ads. The strategy centred on positioning their caravans and motorhomes around a clear lifestyle promise – the freedom to travel and explore Australia on your terms. That clarity shaped campaigns, show promotions and social content that resonated strongly with buyers already dreaming about the road.

With St Patrick’s Technical College, the challenge wasn’t marketing activity – it was perception. By repositioning the brand to highlight the strength of vocational pathways and industry partnerships, the messaging shifted from “alternative education” to a powerful career pathway, changing how the college is seen by parents and students.

And for Succoris Psychology, the work went beyond promotion. It involved clarifying how the brand speaks to both clients and clinicians across multiple clinics, creating a structure that supports long-term growth rather than just short-term marketing activity.

In each case, the goal wasn’t simply “more marketing”. It was better-aligned marketing built on clear strategy.

The Pitstop Approach

At Pitstop Marketing, we believe marketing should be a growth engine for the business, not just a collection of activities.

That’s why we focus first on understanding the commercial goals, the audience and the positioning — and then build marketing that supports those foundations.

If you want your marketing to stop feeling like guesswork, get in touch. We want to work with businesses who want to grow.