Gen Z - A generation of brand lovers

Upcoming generations have always challenged brands. Time and time again, their expectations have disrupted the status quo, showing the way for brand innovation.

Back in 2010, millennials introduced brands to the digital world. They demanded reciprocal relationships from the brands they liked. Leveraged the power of social media. Millennials exchanged experiences, reactions, emotions and buzz as currency.

In this environment, brands like Apple, Nike, Google and Amazon pivoted.  Ditching cliquiness and outbound marketing, becoming instead production houses of relatable content. Other brands, such as Abercombie & Fitch, failed to adapt and faded into oblivion.

Today, the expectations placed on brands are higher than ever.

Allow us to introduce Gen Z.

Gen Z reaches maturity with rising inequality, the climate crisis, and rapid globalization. They demand intimacy from the brands they love. They don't want corporations to save the day, that's cringe, but they do want a distraction from the pain. 

To their peril, some brands have positioned themselves as the tonic of societal ills. The saviours. Need I remind you of Kendal Jenner’s Pepsi Ad or Bella Hadid’s big yikes CK campaign with Lil Miquela?

Instead, smart brands walk hand in hand with Gen Z’s obsessions.

Shein, for instance, is Gen Z’s favorite fashion brand. Why? The Chinese giant sources inspiration from the youth and pop culture. They communicate through Tik Tok and master micro-influencer collabs. When it comes to designing clothing, they don't ask high fashion, they ask the cool girl next door. Shein taps into Gen Z’s obsession with labeling their tastes. The fast-fashion brand commodifies fashion trends and subcultures. 

The result? Shein is now the fastest-growing e-commerce company in the world.

And the irony is that, from a value standpoint, the retailer shouldn't be a Gen Z favourite! At their worst - they’re unsustainable, exploitative and inauthentic. 

It's hard to pinpoint where brands should pivot to seduce Gen Z. But there is mounting evidence to pave the way. Our best bet is to:

• Produce high quality & quantity of content. Short format.
• Become partners in crime, not in virtue. Virtue signaling is cringe (and lazy marketing). Instead, try and understand obsessions, trends, and subcultures.
• Create genuine moments, whether it’s through influencers or your brand. Gen Z wants to see behind-the-scenes, not glossy covers.
• Use humor to show the humanity and the imperfections behind your brand.