Need to know Gen Z? Here's what they want in a brand
Gen Z isn't just window shopping when it comes to brands – we’re pressing our face up against the glass with scary laser-vision eyes. We’re scoping out what we love and what we hate. And afterward, we’re calling over our friends to talk about you.
That is to say, our generation is not passive consumers - we’re vocal and engaged. And with our total buying power coming in at $450 billion globally, we have money to spend. But brands don’t really get us yet; after a few years of missing the mark on marketing, only 8 percent of Gen Zers are confident in most brands' understanding of our generation.
Let’s face it; y’all have some catching up to do. The reason? There's a disconnect between what you think we want and what we actually want. Here are some insights to help bridge that gap.
Embrace reinvention
Our generation is deeply invested in collective progress, whether that be politically, economically, or within our own communities. Let’s zoom out from the specifics - yes, sustainability, diversity, and inclusion are all vitally important to us. But, above all, we are champions of change. Thus, Gen Z is ready to dismantle any status quo that doesn’t serve us.
“I think Gen Z is doing an amazing job of pushing back against systems that have been in place for decades that have been the norm for Boomers, Gen X, and even millennials. I think the pandemic really showed us that capitalism, professionalism, etc, are not a viable option for the health and safety of humans. Many Gen Zers prioritize their mental health over anything, and they are, we are, not afraid to challenge these systems.”
-21-year-old cis-female, California
For brands, this means taking a vested interest in what shape reinvention takes for you. No one wants you to throw away the integrity of your brand to appeal to a select generation - but the brands that survive these oversaturated waters have a fierce commitment to innovation. Keep your brand limber enough to shift with the culture (do some yoga, warm up those joints).
Innovation isn't just about flashy new products – it's about reimagining the entire brand experience. From immersive digital experiences to innovative business models, Gen Z wants brands to think outside the box; 63% prioritize innovation over stability.
Tune your influencer game
Screen Time stats don’t lie - Gen Z is almost never offline. Our generation of digital natives averages a total of 10.6 hours a day engaging with online content and prefers to do the majority of our shopping while scrolling. But for us, it's not just about passive consumption – We are highly active and engaged online. Or at least, we want to be. That’s where the influencers come in - Gen Z’s best frenemie.
Though Influencer marketing is a ubiquitous part of the digital marketing landscape, our attitudes toward them are actually quite nuanced.
“I don’t follow many influencers because I like my timeline to be filled with only things that inspire me. Like for example, I want to open Instagram and see posts that make my day better or bring me joy, or inspire me to do something, not posts that make me feel bad about myself or like I have to buy stuff that I don’t need. I feel like these days (especially here in Brazil), many influencers are all about consumerism, so I prefer to follow artists that inspire me and influencers who make content that I find interesting or helpful.”
-23-year-old female college graduate, Ohio
Now, don’t take that as an “I hate you” - Gen Z doesn’t necessarily want to run brands off social media. But we want you to show up in our feeds in ways that serve us and our interests; your ads shouldn’t feel like a disruption in our normal scroll. And your brand partnerships should make sense - be discerning, be specific. Gen Z doesn’t respond well to a one-size-fits-all mentality (we’ll probably protest you for it), so tap influencers distinctly aligned with your brand.
“What makes me want to engage with an influencer is them feeling real. I don’t want to just follow someone because they’re pretty, or can sing, or take nice pictures. I like influencers who engage with their audiences in a way that doesn’t feel forced! Replying to comments, liking them, being interested in a conversation, etc. Also, [I like] influencers who are genuinely good people who, for example, donate to good charities, care about social justice and women empowerment, LGBTQ+ [individuals], and more. I prefer influencers who can make people laugh but know when to keep it serious and use their platforms to influence people to do better.”
-23-year-old bisexual female college graduate, Chicago
Social Responsibility
Money talks - and Gen Z is going to use our coin to tell brands exactly what’s been on our minds. Did you know that, when it comes to social responsibility, 78% of us would call your bluff? Considering that 86% are driven to purchase by shared values, that number doesn’t bode well for brands hoping to attract our interest.
The thing is, we are serious about making a positive impact on the world - 75%of Gen Z are committed to leaving it a better place than they found it. Hence, the reason why we want brands to step it up is that this sense of purpose and social responsibility not only shapes our expectations but also our purchasing decisions. We know our purchase has power, and we intend to use it to drive positive change and responsible consumption.
“[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
“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, California