By: Becca Cohen
As students studying communications at Penn State, we’re not just studying Gen Z, we are Gen Z. We live the same habits, scroll the same feeds, and engage with brands just like the audiences we’re trying to reach. That gives us a unique advantage, especially at Happy Valley Comm, where we see firsthand what captures attention and what feels out of touch. As 2026 approaches, the trends shaping how our generation connects with brands are becoming clearer, and it’s on us to turn that understanding into creative, authentic work that resonates.
Mobile First
One major takeaway is that everything must be mobile-first. For Gen Z, phones are extensions of who we are; we interact, shop, and consume nearly everything on them. That means every design, video, and campaign needs to look right on a screen that fits in someone’s hand. Is the message clear after a few seconds of scrolling? Does it load quickly? Is it formatted vertically? Asking these questions early ensures our campaigns meet people where they are. Mobile optimization isn’t optional, it’s essential.
Authenticity
Another key shift is the demand for authenticity over perfection. Our generation can spot
performative marketing instantly, and we tend to tune it out. The brands that stand out feel human, honest in their storytelling, and consistent in their actions. At HVC, that means being transparent with clients, presenting ideas with honesty, and letting creativity show naturally. Whether it’s a campaign pitch or a design concept, we’ve found that authenticity builds trust faster than polish ever could.
Technology
Finally, technology and culture are evolving together in how Gen Z experiences brands. Social platforms are now where we discover, research, and even shop. Meaning every post can spark real action. At the same time, personalization and AI tools are raising expectations. We want content that feels tailored but still genuine. For us as communicators, that means using data and tech to enhance storytelling, not replace it.
As we move into 2026, these aren’t just trends, they’re a call to action. Gen Z isn’t only the audience we’re speaking to; we’re the ones shaping the future of communication through creativity, technology, and authenticity.
Happy Valley Comm 