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Gen Z, Millennials, Boomers, the often-forgotten Gen X, and now the emerging Generation Alpha—like them or not, age cohorts are here to stay.
While Gen Z tends to get a bad rap, I've built my entire practice around working with them. They’re my favorite group, and supporting them in therapy has been incredibly rewarding.
I’ll share how and why I chose to work with Gen Z clients. And I’ll share the marketing strategies I use to attract Gen Z clients year-round.
Finally, I’ll share the details of how my experience working with them differs from working with other age groups.
In 2017, I landed what I thought was my dream job—working as a counselor at a college counseling center.
I loved my college experience, and being in an environment that emphasized constant learning and growth, this felt like the perfect fit.
So over two years, I assessed and worked with hundreds of college students. This experience not only honed my clinical skills (as I had to work with a diverse range of clients, typical of community health settings), but it also made me fall in love with this population.
I love that my Gen Z clients are insightful, eager to grow, and unafraid to challenge me.
They push boundaries, call me out, and are genuinely committed to their healing journey.
I’ve found them to be the first generation that actively seeks out therapy with determination, striving to improve not only for themselves but for future generations.
They don’t bury their heads in the sand when faced with issues—they confront them head-on. Of course, this is a generalization, and I can’t speak for all of Gen Z, but this has been my experience.
During my time at the college counseling center, I became EMDR trained and developed a deep interest in trauma, particularly in how childhood trauma manifests in young adults.
This naturally led me to focus on helping Gen Z and Millennials heal their childhood trauma so they can manage their anxiety, love themselves, and feel secure in their relationships.
When I transitioned to private practice, I was very clear about who I wanted to work with, where my expertise lay, and where my passion converged.
Marketing to Gen Z has been an ongoing learning process—one that I've researched extensively, sought coaching for, and continue to refine.
Effective marketing starts with understanding where your ideal clients are.
This was a challenge for me because, well, where is Gen Z? They’re everywhere and yet hard to pin down.
For example, if you're marketing to postpartum clients, you might focus on OBGYN offices.
But where do you find Gen Z? Sure, they go to the OBGYN, but do they ask about counselors there? I didn’t think so.
Gen Z is definitely on social media—Instagram, TikTok, and YouTube are big platforms for them.
Many therapists have successfully tapped into these avenues. I maintain an Instagram and YouTube page where I’m active at times.
But my inconsistency has meant I haven’t received any referrals through Instagram.
One of my more effective strategies has been reconnecting with my roots—I build relationships with college counseling centers and referral coordinators.
I know these centers often have waitlists, so I introduce myself, offer workshops or talks to their counselors, and work on establishing a strong rapport. This is still a work in progress, but it’s an avenue I’m excited about.
Another focus has been my website and SEO. Gen Z relies heavily on Google for everything, including finding therapists.
I recently overhauled my website to specifically cater to Gen Z and Millennials dealing with childhood trauma. I now use language that resonates with them and shows relatable examples.
I even got feedback from Gen Z individuals in my life to fine-tune the content further. SEO is a long-term strategy, but it’s essential for showing up in search results.
My biggest referral source, however, is word-of-mouth.
For Gen Z, this is crucial because therapy is no longer a taboo topic. They talk openly about their therapists, what they’re learning, how tough sessions can be, and even share funny moments.
Word-of-mouth referrals are invaluable.
To generate them, I focus on doing exceptional work with my current clients and providing substantial value. This naturally leads to more referrals.
Often overlooked, this approach is vital, especially when working with Gen Z.
A common concern I hear as a private pay therapist is that college students and young adults can’t afford private therapy.
While this might seem true, I’ve been pleasantly surprised.
You don’t need a ton of referrals—most therapists can only see 15-20 clients a week max. And when people see the value in what you offer, they’re often willing to make sacrifices.
Some clients ask their parents to help, while others cut back on non-essentials like frequent Starbucks runs or getting their nails done.
Using Thrizer has also been a game-changer for my practice.
Thrizer helps my clients navigate their out-of-network benefits, often revealing coverage they didn’t know they had.
It removes the guesswork and hassle of dealing with insurance, leaving my clients pleasantly surprised at how much they can be reimbursed for therapy.
Working with Gen Z fills my soul. I call them my "soul clients" because our sessions are often fun, enlightening, and full of laughter.
My husband sometimes hears me laughing from the other side of the house and jokes that it sounds more like a hangout than a therapy session. I’m constantly inspired by their willingness to be vulnerable, put in the hard work, and tirelessly challenge old narratives and patterns.
It’s also been a learning curve for me to keep up with their lingo and cultural references.
For instance, I once mentioned Mister Rogers in a session and was met with a blank stare. How could they not know Mister Rogers? He was an icon!
I often find myself asking for clarification on things they say or reference, which keeps me young—though I recently tried rocking the Gen Z sock trend and my husband vetoed it.
What works best with Gen Z, compared to other age groups, is authenticity.
They can spot a phony from a mile away. In my experience, they don’t want a therapist who just smiles and nods; they want someone real, someone they can feel safe and comfortable with, which in turn helps them be real and vulnerable.
They also appreciate a therapist who not only validates their feelings but gently challenges them and confronts them on their issues.
Another interesting aspect of working with Gen Z is their knowledge base.
Many come to me with a general understanding of trauma, often having done extensive research on TikTok and Instagram.
This is a great starting point because I can use terms like “emotional neglect” or “complex PTSD,” and they already know what I’m talking about.
They’re eager to learn more and appreciate deep dives into topics like the nervous system.
Working with Gen Z has been an incredible journey for me as a therapist.
This generation, often misunderstood, has shown a remarkable eagerness to engage in therapy. They confront their issues head-on and break cycles of trauma for future generations.
Authentic connection and online presence are the best ways I’ve found to connect with my them.
Gen Z clients believe in mental health and are ready to do the work. If you want to work with Gen Z clients, start by…
IF my Gen Z clients have taught me anything, it’s that working with them is incredibly rewarding. I hope you get to experience it, too.
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This blog post is provided for informational purposes only and is not intended as legal, business, medical, or insurance advice. Laws relating to health insurance and coverage are complex, and their application can vary widely depending on individual circumstances and state laws. Similarly, decisions regarding mental health care should be made with the guidance of qualified health care providers. We strongly recommend consulting with a qualified attorney or legal advisor, insurance representative, and/or medical professional to discuss your specific situation and how the laws apply to you or your situation.
