Need to know Gen Z? Here's what they want in a brand

Gen Z isn't just window shopping for brands – they’re pressing their faces up against the glass with scary laser-vision eyes. They’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, Gen Z are not passive consumers - they’re vocal and engaged. And with their total buying power coming in at $450 billion globally, they have money to spend. But brands don’t really get them 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; brands have some catching up to do. The reason? There's a disconnect between what you think we want and what Gen Z wants. Here are some insights to help bridge that gap. 

Embrace reinvention

Gen Z is deeply invested in collective progress, whether it's politically, economically, or within their communities. Let’s zoom out from the specifics - yes, sustainability, diversity, and inclusion are all vitally important to them. But, above all, they are champions of change. Thus, Gen Z is ready to dismantle any status quo that doesn’t serve them. 

“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 rarely offline. Their generation of digital natives averages a total of 10.6 hours a day engaging with online content and prefers to do the majority of their shopping while scrolling.

Though Influencer marketing is a ubiquitous part of the digital marketing landscape, Gen Z's attitudes toward them are 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 they want you to show up in our feeds in ways that serve them and their interests; your ads shouldn’t feel like a disruption in their 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 uses their dollar to tell brands exactly what’s been on their minds. Did you know that, when it comes to social responsibility, 78% of Gen Zers 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 interest. 

The thing is, they 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 they want brands to step it up is that this sense of purpose and social responsibility not only shapes their expectations but also their purchasing decisions. They know their purchase has power, and they 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