How Tony’s Chocolonely Captures Gen Z’s Attention on TikTok

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Founded in the Netherlands with a mission to end slavery in the chocolate industry, Tony’s Chocolonely has grown into a global disruptor by aligning its values with younger generations. At the heart of this growth is its strategic, high-impact marketing, especially its ability to resonate with Gen Z.

This generation, born between 1997 and 2012, represents a growing share of global purchasing power. What makes Gen Z unique is their demand for authenticity, ethical practices, and brands that do more than sell products.

Understanding Gen Z’s values

Tony’s Chocolonely has achieved brand affinity by aligning its messaging with Gen Z’s strongest values: transparency, equity, and environmental responsibility. This is a generation that chooses brands with purpose. A 2023 survey by Edelman found that 62 percent of Gen Z consumers want brands to take a stand on social issues.

The company’s packaging design mimics popular brands to raise awareness about unethical cocoa sourcing, making every bar a form of protest. Their campaigns reflect systemic awareness, urging consumers to consider where their chocolate comes from and who might be paying the human cost behind the scenes.

Leveraging TikTok for brand awareness

Rather than producing polished, brand-first content, Tony’s Chocolonely leans into TikTok’s raw and humorous tone. Their social strategy is less about product placement and more about sparking conversation. One campaign played off common TikTok trends while overlaying messages about cocoa worker exploitation. It worked not because it was moralizing, but because it matched the rhythm and irony that TikTok users expect.

This method increases engagement and shareability. Short videos showing their uneven chocolate bars, a symbol of the unequal global supply chain, have racked up millions of views.

Ethical branding and transparency

Transparency is the foundation of the brand. From disclosing sourcing practices to advocating for legislative reform, Tony’s Chocolonely has built a marketing model based on openness. The company publishes an annual report detailing where it succeeds and where it still falls short.

Gen Z respects brands that admit imperfections and show a path toward improvement. In this way, Tony’s flips the marketing playbook. Instead of promising perfection, it markets progress, and that message resonates more with younger consumers.

Collaborations and partnerships

Tony’s collaborations amplify its values while expanding its reach. A campaign with Ben & Jerry’s fused two socially conscious brands into one limited-edition product. Another initiative featured a pop-up chocolate shop that sold replica bars of popular brands, with Tony’s ethical message embedded inside. The brand’s mix of humor, transparency, and activism makes it stand out in a media landscape often filled with scripted messaging.

As ethical consumption gains ground, Tony’s Chocolonely offers a model for how brands can build lasting loyalty among Gen Z. Its success illustrates that for this generation, credible marketing and ethical operations are one and the same.

Sources:

• Fortune: How Tony’s Chocolonely taps Gen Z marketing