grass

Gen Z Marketing: Go touch grass

Gen Z are looking beyond the screen. Mail gives brands a tangible way to connect with them in the real world. Read below to find out more.

 

Gen Z – The Digital Native Real-world Reset 

Gen Z may be digital natives, but they’re embracing physical experiences too. From buying vinyl and crafting to local shopping and live events, real-world connection matters.

And that includes how brands communicate. In 2026, 40% of consumers that feel valued by brands sending them mail are Gen Z, up from 16% in 2021.
 

group of young people

Gen Z is shifting culture

Gen Z want a better balance between digital and real-world experiences. And with Gen Z and Millennials set to account for 39% of UK retail spending by 2030, understanding that shift matters.

Here’s what the numbers tell us:
 

99%
of Gen Z consumers skip ads when given the option.
63%
use ad blockers to actively avoid online advertising.
48%
value face-to-face interaction when shopping in 2026, compared with one third in 2021.
1 in 4
CD buyers are Gen Z, alongside 23% of vinyl record shoppers.
40%
of consumers that feel valued by brands that send them mail in 2026 are Gen Z, up from 16% in 2021.
85%
of addressed mail is engaged with by Gen Z on average.
50%
more likely than the average adult, Gen Z spend time with mail.
141
seconds of attention is driven by mail on average.

 

Cheat sheet download

Gen Z is shifting from screen time to real time. Get the key stats and insights on why mail is cutting through.

Your Gen Z cheat sheet

How to appeal to Gen Z

 

Case studies

Dash brochure
Direct mail Food and Drink
Programmatic mail bought refreshing results
125% sales increase
57% return rate
subway brochure
Customer retention Partially addressed mail Retail
Subway’s cutting edge mailing produced tasty results
5.4% redemption rate
+200% average weekly sign up
Monica Vinader feature image 1040x900
Customer retention Direct mail Retail
A glossy postcard broke through the digital noise
Maximised ROI and protected brand equity
Simplified messaging improved cut-through.
IKEA Brochure
Customer retention Direct mail Retail
IKEA drove customers back to store with this playful mailing
4.5:1 ROI
14,000 voucher redemptions in 3 weeks
Absolut Vodka brochure
Customer acquisition Direct mail Food and Drink
Mail was an ‘Absolut’ hit amongst young professionals.
70% increase in sales
Benefit brochure
Customer acquisition Direct mail Retail
Benefit's programmatic mail campaign uplifted results
37% uplift in sales
£40+ average customer value

Quotes on Gen Z

For Gen Z it is about the story, not the specific product. They don’t want the whole loaf handed to them. Brands that spark curiosity and narrative buy-in will create deeper, longer-lasting connections.

McCann
The Truth about Youth, 2025

In a world where people are overwhelmed by digital messages, physical communications stand out precisely because they’re different. They interrupt routine and are much harder to ignore

Richard Shotton
Richard Shotton
Behavioural Scientist