Gen Z and the importance of authenticity
Gen Z has a special superpower: we are human BS detectors. Invisibility would have been cooler, but whatever. Consider it a necessary adaptation to the evolution of social media.
We’ve been trained on a steady stream of curated news feeds, filter-obliterated selfies, and influencers selling makeup brushes that fall off the bone with a look. Authenticity is the cornerstone of our consumer behavior, and coming of age in the online era makes us especially equipped to identify it.
By now, brands know that. What they don’t know is how to appeal to it - at least, not effectively. Our unique consumer behaviors pair congruously with our generational identity. To get our buy, you have to get us first.
Masters of the side-eye
Online, everyone’s a critic - but for Gen Z, it’s well-earned.
We are more than just the first generation of digital natives - we saw the rise and evolution of influencer culture (and subsequently, influencer marketing) from its initial conceptualization. In other words, we’ve seen some things - scams, scandals, and reasons for federally instated laws specific to how brands make money on the internet. So, yeah, we are skeptics first and consumers second. Can you blame us?
Our walls are thick, and our internal ad-blockers are sensitive; it takes a certain kind of brand not to set them off. An honest one. And in Gen Z’s world, that means more than the traditional expectation - honesty for us equates to an impression of that special kind of humanness that can’t be faked. In other words, you should be giving real.
Example: The Ordinary is a skincare brand that won’t sell you snake oil - celebrated for their minimalist approach to skincare, this brand wants to empower consumers to make informed decisions about their skin health.
“It’s really hard to know what’s actually sustainable these days with ‘green-washing,“[but] Girlfriend Collective actually gives a breakdown on their website saying how many bottles were used per article of clothing and is very transparent about their overall process in [clothing production] as well as shipping [and beyond]. I think they also promote natural bodies by including models from size XXS-5XL and not photoshopping [images]... you can see stretch marks, acne, and wrinkles. This is refreshing.”
21-year-old cis-female part-timer from California
Don’t Neglect The Talking Stage
Romancing Gen Z is all in the approach - what’s your go-to line? We like our brands to be self-aware, in-the-know on cultural moments, and, yeah, even a little snarky sometimes. In other words, the work of selling us on your brand is mostly done with your social media account and community engagement. These should be multipurpose channels to not only communicate the personality of your brand but also operate as an open line for feedback.
Example: Nike brings out heavy hitters on social to inspire their community, Wendy’s corporate account is the IT girl of Twitter, and Duolingo isn’t afraid to freak you out. These brands have each found unique ways to engage their audience authentically,
Integrate social responsibility into your brand identity
At XYZ company, we believe in championing diversity, equity, and inclusion. We make it our responsibility to blah blah blah - you’ve lost our interest.
Coming to you as a friend? Your take on social responsibility is simply too generic to have the impact you're looking for. Yes, that DEI statement is important. But, while being sincere is appreciated, it has no traction in longevity if your values are not integrated into your brand identity. Taking a stance is different than creating a mission. Ask yourself - what unique position does my brand or product have to improve upon this issue Gen Z cares about?
Example: Think Parade, Telfar, Savage X Fenty - all brands that have products firmly grounded in a larger mission for inclusivity. Whether it’s making inclusive undergarments or accessible luxury items, these brands do more than just say the right things - their values are integrated into their brand identity.
“[I steer clear of] any brand that’s been outed for being racist (Glossier, Drunk Elephant, Jeffree Star Cosmetics). Or, really, brands that claim to be inclusive and care for minority groups but say or do things that are the complete opposite of their ‘beliefs.’”
College student, 19, North Carolina