The brands winning with Gen Z are the ones brave enough to let that listening transform everything they do. e.l.f. Beaury, Bath & Body Works, and Chipotle connected with Gen Z and then transformed their entire approach to customer experience to meet them where they are. E.l.f. Beauty is cracking the Gen Z and customer experience code by deploying TikTok partnerships and viral slogans like “e.l.f.ing Amazing.” The slogan reflects the name: e.l.f. Beauty, where CEO Tarang Amin makes relating to Gen Z consumers and employees a top priority. That means the cosmetics company uses its massive social media fan base (7.5 million followers on Instagram and 2.4 million on TikTok) and insights from employees to figure out what the younger demographic wants. E.l.f. also focuses on being inclusive and encourages employee equity, both important to Gen Z. The results: a Gen Z fan base known as “e.l.f.ies” – and a recent ranking as the No. 1 cosmetics brand among female teens in a survey. With three quarters of employees being in their 20s and 30s, Amin says e.l.f. has never done a focus group “because our team, they are our community.” As it reaches out to Gen Z, e.l.f. is reflecting broader trends and a growing body of research into what the younger set is seeking in customer experience. In addition to e.l.f, another Gen Z favorite is Bath & Body Works. The brand is reimagining its store spaces with Gen Z in mind, emphasizing bright colors and interactive displays that can be shared on social media, along with a highly personalized shopping experiences. Bath & Body Works is also focusing on values important to the younger set, such as sustainability through refill stations and eco-friendly packaging. Chipotle has mounted an impressive comeback after food safety scares in its past. The key: Young people, especially Gen Z. “Chipotle is winning with Gen Z because Chipotle has the right offering [a healthier fast food option], at the right price point and they tend to reach Gen Z where they live — on social,” according to Jason Goldberg, Chief Commerce Strategy Officer at Publicis. The chain’s omnichannel marketing strategy has shown up all over social media, with influencer marketing initiatives including the Chipotle Creator Class challenge that provided perks to leading social influencers, and a partnership with TikTokkers Alexis Frost and Keith Lee to promote digital ordering. On Snapchat, Chipotle also targeted Gen Z consumers with a Snapchat Lens and lineup of Lifestyle Bowls, available through the digital menu and designed to promote wellness.