Gen Z and the importance of authenticity

Online, everyone’s a critic - but for Gen Z, it’s well-earned. 

They're more than just the first generation of digital natives - they saw the rise and evolution of influencer culture (and subsequently, influencer marketing) from its initial conceptualization. In other words, they’ve witnessed scams, scandals, and reasons for federally instated laws specific to how brands make money on the internet. So, yeah, they're skeptics first and consumers second. Can you blame them? 

It takes a certain kind of brand not to turn Gen Z off and in their world, that means more than the traditional expectation - honesty equates to an impression. In other words, you have to be 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? They like 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. 

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