For brands trying to tap into the Gen Z market, a genuine connection is everything. Raised on digital platforms, hyper-aware of marketing tactics, and drawn to authenticity over aspiration, Gen Z is changing how brands talk, act, and build community. Some companies are still catching up. Others, like Dutch Bros Coffee, have already figured it out – by staying true to its values.
Cracking the Gen Z Code
Now the largest generation globally, the Gen Z market has incredible and ever-increasing spending power. But the marketing playbook for previous generations isn’t landing like it used to. Gen Z is looking for more than products. According to a survey conducted by market research agency Alter Agents, approximately 68% of Gen Z shoppers view their purchases as reflections of their personality, values, and beliefs.
A few brands have made headlines for tapping into this mindset. Some embraced quirky collaborations and meme culture. Others leaned all the way into their brand mascots to make noise on social media platforms like TikTok. And Dutch Bros? It’s quietly built a loyal following among Gen Z – not by chasing trends, but by living its values out loud.
The Dutch Bros Difference
Founded in Oregon in 1992, Dutch Bros is a drive-thru coffee company with a devoted following. It’s also one of the fastest-growing quick-service beverage brands in the U.S., recently passing the 1,000-store mark. But to its core Gen Z customers, it’s not just a place to grab a cold brew or energy drink; it’s an experience.
Dutch Bros “Wanna Go To Dutch” TV spot, produced by The Infinite Agency
“What’s really amazing about Dutch Bros is that our brand naturally lends itself to connecting with Gen Z because what we do and who we are authentically resonate,” said Tana Davila, Chief Marketing Officer at Dutch Bros. “When you roll through a Dutch Bros shop, you’re met with the heart of our brand, smiling broistas who want to engage. The average age for a broista is around 20, so they understand and connect with their peers to make the Dutch Bros experience what it is.”
That peer-to-peer connection is central to the brand’s success. The upbeat music, personalized recommendations, and energetic interactions don’t just feel Gen Z; they are Gen Z. With a workforce and core customer base that mirror each other in age and outlook, the vibe feels less like a transaction and more like a hangout.
Real Vibes All Around
Dutch Bros builds connections with Gen Z beyond the drive-thru window, too. Its social media presence is playful. Its drink menu is colorful and customizable, a canvas for creativity and self-expression. But more than anything, the brand resonates because it feels human.
Dutch Bros’ most recent TV spot leaned into the emotional connection that Gen Z craves, this time, through the lens of man’s best friend. The ad, which features customers bringing their dogs through the drive-thru, doesn’t push products or promotions. Instead, it celebrates the everyday joy of the Dutch Bros experience.
Gen Z can spot inauthenticity from a mile away. But Dutch Bros isn’t trying to be something it’s not. “At the end of the day, we know a large subset of our core customers are Gen Z or younger, so being able to meet them where they’re at is a big focus for us,” said Davila.
Building a Brand for Gen Z
What can other brands learn from Dutch Bros? That connecting with Gen Z isn’t about flashy stunts or chasing the algorithm. It’s about creating environments—both physical and digital—that build emotional connections.
Dutch Bros doesn’t overthink the formula. It leads with energy. It hires with heart. And it’s built a brand around belonging.
For Gen Z, that’s more than enough.
