Authenticity is Key: Building Brand Trust with Gen Z Audiences

The era of Generation Z (“Gen Z”) (1997-2012) has arrived, and they have money to spend. Lots of it. But what they spend it on will depend on how you market to them. They grew up in the age of the internet, are savvy shoppers, and don’t suffer fools. So put some thought into your marketing, or you may be on the outs before you even get started.

Below are some tips and ideas gleaned from articles and Gen Z themselves to help make sure your marketing is targeted, focused, and appealing to their everyday beliefs.

Highlight the Cause

To put it simply, Gen Z cares. They are attuned to what’s going on in the world and they use their economic power to buy products and influence causes. Don’t like who a company supports, what its owner donates to, or how a country is acting on the global stage? Fine, Gen Z will instantly support products from another and will do it quite quickly.

If you’re a company thinking “‘No big deal, we have plenty of customers,” know that, per Yahoo Finance, Gen Z's spending is expected to grow to $12 trillion by 2030, which is projected to overtake baby boomer spending by 2029, they make up 25% of the global population, which is larger than Millennials, and Gen Z is estimated to contribute 17% of global consumer spending overall. That’s a lot of chai lattes.

According to Randi Braun of Something Major, “We must remember that this is the generation that grew up with events such as the climate crisis and racial injustice, as mainstream issues and part of their everyday lives. They care deeply about purpose, lived experience, and equity. The companies living those values are the ones that will market themselves most organically to Gen Z. If you can’t walk that walk, Gen Z will walk the other way.” 

Be Authentic and Unique

Older generations grew up in the era of fun flashy commercials (“Where’s the beef?) designed to sell, sell, sell. Gen Z doesn’t want the ritz and the glitz in their promotions. They’re too busy saving it for their pop music!

When marketing to Gen Z, brands should be direct, relevant, and communicate in an authentic way. “Here’s our product, we think you’ll like it, give it a try, thanks.” It’s so simple and for this generation, it works.

Another way to get their attention is to use Gen Z influencers to market to their peers. Gen Z has spent so much time on YouTube and TikTok that utilizing those online ‘stars’ to promote products around causes they all celebrate together can be a very appealing strategy.

Video Killed the Radio Star

Content may be king, but video content is the ruler of the universe. Taking the time to create entertaining, interactive, and highly visual content may be a pain up front when compared to a good old-fashioned static ad in a magazine, but will reach a wider audience, get shared amongst peer groups, and, if done right, will lead to sales.

Some brands resonate strongly with Gen Z embracing humor, authenticity, and shared values. Patagonia stands out with their commitment to environmental sustainability, while Glossier has built strong loyalty through offering a simple approach to beauty products. 

In addition, brands like Liquid Death, Duolingo, and Dunkin’ Donuts capture attention with creative content that feels relatable. Organizations like the National Park Service, Milwaukee Public Library, and Scrub Daddy have also found success by making relatable content. By creating fun, interactive videos that match Gen Z’s energy—brands can build strong connections and loyalty. 

And don’t just push, ask Gen Z what they want as well. Constantly and consistently. According to Jacquelyn Van Tuyl of JVT International, marketers should “create entertaining and interactive content. For example, polls, contests, questions, and so forth do very well with Gen Z because they like to engage and will be more interested in your marketing.” 

Creating thoughtful data-driven campaigns is the new normal for this cohort, so a lot of this shouldn’t be too surprising. But the companies that can be the most authentic, develop new ads quickly, and do so on the platforms used the most, will have the best chance to stay in Gen Z’s favor, all the way to the point of purchase.

While on the topic of marketing with authenticity, you might enjoy our past blog post that gives you an overview of DEI tools for marketers and communicators.