Connecting with the Next Generation: How to Build Brands That Matter to Gen Z and Beyond
The next generation of consumers, led by Gen Z, is rewriting the rulebook for how brands connect with audiences. Born between 1997 and 2012, this cohort represents over two billion people worldwide and wields significant purchasing power. However, reaching Gen Z – and the generations to follow – isn’t just about clever ads or trendy social media posts. It’s about authenticity, inclusivity, and aligning with their values.
For brands aiming to build loyalty with this influential audience, it’s critical to understand what drives them and how to connect in a meaningful, lasting way. Let’s explore the key principles of creating brands that matter to Gen Z and beyond.
1. Authenticity is Everything
Gen Z has grown up in an age of fake news, curated social media feeds, and influencer scandals. As a result, they have a highly tuned radar for inauthenticity and are quick to call out brands that don’t practise what they preach.
Take Glossier, for example. The beauty brand built its identity on transparency, real customer feedback, and inclusivity. By showcasing unfiltered user-generated content and embracing diverse voices, Glossier gained a loyal following that trusts and champions its authenticity.
Actionable Insight: Be real, honest, and transparent. Share your brand’s story, values, and even imperfections. Gen Z connects with brands that feel human and relatable, not polished or overly corporate.
2. Lead with Purpose
Gen Z expects brands to stand for something. They are drawn to companies that align with their social, environmental, and ethical values. Whether it’s fighting climate change, promoting mental health, or championing diversity, purpose-driven brands resonate deeply with this generation.
Consider the success of brands like Patagonia and TOMS, which embed purpose into every aspect of their business. Gen Z supports them not just for their products but for their values and the impact they create.
Actionable Insight: Identify your brand’s purpose and communicate it clearly. Ensure your actions back up your messaging – Gen Z values substance over superficial claims.
3. Create Interactive, Personalised Experiences
This is a generation that values experience over material possessions. Gen Z doesn’t just want to consume – they want to engage, participate, and co-create. Brands that invite collaboration and personalise interactions have a greater chance of standing out.
Nike’s “You Can’t Stop Us” campaign, which celebrated resilience during the pandemic, included interactive elements like customisable content and user-generated stories. By making the audience feel like part of the campaign, Nike deepened its emotional connection with Gen Z.
Actionable Insight: Incorporate interactive elements into your marketing, whether it’s through polls, challenges, or personalisation tools. Make your audience feel like an active participant in your brand’s journey.
4. Prioritise Inclusivity and Representation
Gen Z is the most diverse generation yet, and they expect brands to reflect that diversity. Authentic representation in campaigns, products, and messaging isn’t optional – it’s essential.
Fenty Beauty by Rihanna disrupted the cosmetics industry with its inclusive range of foundation shades, catering to a wide variety of skin tones. This commitment to representation struck a chord with Gen Z, turning Fenty into a cultural phenomenon.
Actionable Insight: Review your branding, campaigns, and product offerings through the lens of inclusivity. Ensure that your messaging resonates with diverse audiences and reflects their realities.
5. Embrace Sustainability
Sustainability is a top priority for Gen Z. They want to support brands that care about the environment and take tangible steps to reduce their impact. Greenwashing – or making false claims about sustainability – won’t cut it.
Brands like Allbirds, known for their eco-friendly footwear and transparent approach to sustainability, have won over Gen Z by proving their commitment to reducing their carbon footprint.
Actionable Insight: Be transparent about your sustainability efforts. Share progress and challenges, and invite your audience to join you in making a positive impact.
6. Meet Them Where They Are: Digital Natives Demand Digital-First Brands
Gen Z has never known a world without the internet, and their media habits reflect this. They spend hours on platforms like TikTok, Instagram, and YouTube, and they engage with brands in ways that feel native to those platforms.
Duolingo, the language-learning app, has mastered TikTok marketing with humorous, relatable content that feels authentic to the platform’s culture. By creating entertaining videos featuring its mascot, Duolingo turned its brand into a TikTok sensation.
Actionable Insight: Tailor your content to the platforms where your audience spends their time. Avoid repurposing content across platforms – instead, create native experiences that feel organic and relevant.
7. Transparency in Pricing and Business Practices
Gen Z values honesty, especially when it comes to where their money goes. They want to know how products are made, how businesses treat their workers, and whether a brand’s profits support causes they believe in.
Everlane, a clothing brand, embraces radical transparency by breaking down the cost of each product and explaining their pricing model. This openness has earned the trust and loyalty of Gen Z consumers.
Actionable Insight: Be upfront about your business practices, from pricing to supply chain ethics. Transparency builds trust and positions your brand as one Gen Z can feel good about supporting.
8. Champion Mental Health and Wellness
Mental health is a critical issue for Gen Z, and they appreciate brands that prioritise it. Campaigns that promote self-care, balance, and open dialogue around mental health resonate deeply with this audience.
Headspace, a meditation and mindfulness app, has become a staple for Gen Z by offering tools to support mental well-being in a relatable, accessible way. Its branding emphasises calm, positivity, and empowerment.
Actionable Insight: Look for ways to integrate wellness into your messaging or offerings. Even small initiatives, like promoting self-care or partnering with mental health organisations, can create a meaningful impact.
Final Thoughts: Building Brands That Truly Matter
Connecting with Gen Z and future generations isn’t just about staying relevant – it’s about building brands that reflect their values, inspire action, and foster authentic connections. This generation is shaping the future, and the brands that thrive will be those that truly understand and respect what matters to them.
The question is: how will your brand resonate with this powerful, values-driven audience?