Cracking The Gen Z Code – 7 Essential Tips for Building Trust and Connection With This Generation

1. Trust: The Cornerstone of Modern Brand Marketing and Communications

One of the most prominent themes in engaging with Gen Z is the paramount importance of trust, which must be earned. Edelman’s Trust Barometer Report reveals that an overwhelming 79% of Gen Z values trust in the brands they choose, more so than any other generation. This shift highlights a new era of consumer expectations, with Gen Z wielding considerable influence over others. Whether it's consumer, corporate, or employer brands, trust is non-negotiable. Sushant Dash of Tata Starbucks (where 72% of loyalty members are Gen Z) underscores that trust is built through consistent, authentic actions and a willingness to learn from feedback. The foundation of external trust starts internally, with employees genuinely aligning with brand values. Interestingly, Gen Z trusts businesses more than other institutions like media, government, and NGOs, making it crucial for brands to invest in building and leveraging this trust.

2. Action Earns Trust, Trust Earns Action

Brands can't just broadcast messages and expect to be trusted. Gen Z, known for being vocal, opinionated, and driven, demands real, ongoing engagement. They seek more than just transactions; they want brands that resonate with their reality, helping them express themselves and build like-minded communities. Content should be a conversation starter, not an endpoint. Meaningful and authentic interactions are essential for building trust, leading to attention, purchases, and brand advocacy—tangible benefits that significantly impact business.

3. Authenticity Over Appearances – Get Real or Die Trying

Edelman’s Power of Gen Z report shows that 70% of Gen Z are actively involved in social or political causes. In India, societal issues, environmental concerns, animal rights, and war take precedence over politics. Brands must authentically integrate social causes into their culture, avoiding superficial purpose-washing. Anushka Rathod cautions against aligning with social issues superficially, as Gen Z will call it out. Silence is no longer golden; Gen Z expects brands to take a stand on social issues with authenticity, courage, and strategic intent. Brands should listen to their audience, choose causes that resonate with their values, and engage in initiatives aligned with their business objectives.

4. Understanding Gen Z’s Diversity

Marketers must understand the diversity within Gen Z. Sushant Dash points out that Gen Z in India is not a monolith; their preferences and behaviors vary widely. Brands need to adopt a holistic, human-centric approach, understanding their dreams, ambitions, and core values. Edelman’s Gen Z Lab brings this generation directly to the table with brand decision-makers. Brands that do this effectively will earn not only attention but also a lasting place in the hearts and minds of consumers.

5. Brands as Culture Creators

Sir John Hegarty described a brand as the most valuable real estate in the world—a corner of someone’s mind. To capture the minds of this unique and restless generation, marketers must put culture at the heart of their strategy and creativity. Being 'always interesting' is crucial. By creating and contributing to cultural narratives, brands can establish a deeper, more impactful presence in their audience's lives.

6. Trust at Work

Gen Z is reshaping the workplace. Edelman’s Trust Barometer Special Report shows that 80% of Gen Z expect to shape the future through their work, significantly impacting modern work dynamics. Sushant Dash notes that with an average employee age of 23 at Starbucks India, meeting Gen Z’s expectations for flexibility, creative freedom, and equal opportunities is vital. Brands must also balance the diverse expectations of all employee cohorts. One-size-fits-all solutions are inadequate; brands need to explore innovative ways to engage employees and maintain a strong, cohesive presence.

7. Digital Natives, But Expertise is Trusted

As digital natives, Gen Z primarily relies on peers and social media for information, favoring unfiltered, authentic insights. Anushka Rathod highlights the influence of platforms like YouTube and Amazon reviews. While reviews can be faked, brands must build partnerships with trusted experts such as scientists, nutritionists, beauty experts, and environmentalists. With the average Indian spending about four hours a day on social media, brands must establish a strong presence where their audience is most active.

Conclusion

To resonate with Gen Z in today's polarized and culturally tense environment, brands must prioritize trust, act authentically, put culture at the heart of marketing, and engage meaningfully both externally and internally. As a CMO of a global pharma company aptly put it, “If I don’t factor Gen Z into my business now, I don’t have a business for tomorrow.”

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Surabhi Jayaramaiah

Political Campaign Analyst | Marketing Specialist | Strategist | Branding | Content Creator | Psephologist

Wisdom lies in thinking. The Spearhead of thinking is rationalism. - Periyar E. V. Ramasamy