If you think Gen Z is a generation solely about TikTok, buying Labubus and (somehow) developing shorter attention spans, then you’re missing the bigger picture. We’re looking at 20% of the U.S. population that is demanding transparency, fixated on deep values and using social media to make authenticity cool again. And their influence isn’t just cultural. Forbes reported that Gen Z is on track to become the largest and most powerful consumer generation in history. It's time we look beyond the stereotypes and dig into the real and honest impact of this generation.
Do you remember when Instagram was heavy-saturated filters, vignettes and inside joke captions? I am talking 2010-2014 here, when we were only starting to see the rise of influencers with curated masterpieces that made up their profile. These spaces were still unmistakably your very own and posting a photo or two only took a few seconds, no overthinking, just casual sharing about your night out. While we're not seeing every photo filtered through a vignette or constantly updated on VSCO anymore, there's a new kind of raw, relatable content taking its place. Think: phones propped up on windowsills, unpolished car reviews filmed in parking lots and the strong undercurrent of social consciousness.
Let’s not overcomplicate the simplicity of peeling back the curtain.
The big gap in assumption about Gen Z is that they are glued to their phones, but the reality is they’re consuming in a way none of us have before and they’ve been doing it since they were old enough to hold a device. As the first generation to grow up with constant internet access, their world has always been a never-ending cycle of inspiration, discovery, connection and big headlines. The part we need to recognize is that, amidst the constant clutter, they’ve mastered the art of spotting fluff and BS. Even more impressive? They’re not afraid to call it out.
Gen Z has stepped up, not just in how they create in real time, but in what they stand for. They’re blending authenticity with activism and expecting corporations to do the same. It’s not just about bringing back the "good ol’ days;" it’s about reimagining them in a way that reflects today’s values and what they envision for their future.
Authenticity is the backbone of Gen-Z and should be a beacon to all brands trying to make their mark right now. What does that look like in practice? Vogue Business reported that 55% of Gen-Z’ers found brands ‘more cool’ for their exclusive content like BTS, tutorials and more.
For a group that's often misunderstood, they're out here actively seeking brands that make them feel seen, heard and part of a community. It’s time to toss out the overly polished ads and perfectly curated feeds. The intense craving for transparency isn’t just a blip in the timeline; it’s a cultural shift we’ve been living through for far too long.
Authenticity is currency.
Hiding behind a façade isn’t just ineffective, it’s a liability.
If you need help crafting an authentic brand that will resonate with Gen Z, give us a shout. Our team of experts can develop your brand’s identity, story and content strategy to help you stand out.
