What brands get wrong about Gen Z (and how to fix it )

Gen Z has fundamentally changed how products are discovered, researched, and purchased by turning social media platforms like TikTok, Instagram, and YouTube into our go-to sources for inspiration and shopping.  The way we navigate an always-connected world is influencing how businesses, marketers, and tech companies operate.

And while some brands still underestimate our spending power, our global purchasing power is estimated to reach $12 trillion by 2030. We're not just a “trend to watch.”

New rules for loyalty

We’ve grown up with algorithms, lived through TikTok trends, and watched brands rise and fall in real time. In fact, 85 percent of Gen Z uses social media to discover new products. When we connect with a brand, we don’t just buy. We tend to advocate and stay loyal. So, when companies show up with outdated strategies, we scroll right past them. Earning our loyalty requires more than just attention. It takes cultural fluency, credibility, and a real understanding of what we care about.

Authenticity, attention, and influence

To effectively engage with Gen Z, it's important to first understand some of our core values and consumption habits. For instance, our generation demands authenticity. We look for genuine, unscripted, and unfiltered moments.

It’s why micro-influencers are taking over our feeds. They feel real and relatable. They may have smaller communities, but their followers are highly engaged. Genuine, unfiltered content comes across as way more honest and less sales-pitchy than celebrity endorsements.

When it comes to influencers, brands need to understand the impact they have on purchasing decisions. Gen Z consumers often make purchases based on influencer recommendations, with some research showing that up to 58 percent of respondents have bought products after influencer promotion. Additionally, nearly half of all consumers—and an even higher percentage of Gen Z—make purchases at least once a month due to influencer posts.

That’s why it pays to invest in behind-the-scenes moments. Partner with creators who reflect how we speak and act. Don’t be afraid to lean into storytelling that’s raw and real.

Interaction and fun matter

Static, one-way messaging doesn’t hold our attention.

To connect with Gen Z, brands need to be fun and interactive, not just show up. We respond to content that invites participation, whether it's through polls, challenges, or playful comment sections.

So, actively participate in conversations, respond to our comments, answer our questions honestly, and create interactive content that invites us to get involved. We want to feel like we’re part of the moment—not just watching from the sidelines.

One method brands can use to build that connection is to introduce interactive tools like TikTok duets, Instagram polls, or leaning into community-driven platforms. When brands create experiences that we can engage with, they become more memorable and relatable. We will probably stick around to see what’s next.

The power of authenticity

Gen Z can spot inauthenticity a mile away. Brands that sound like they came out of a board room? No thanks. We gravitate toward those that feel approachable, genuine, and unapologetically real.

Alex Cooper, with her podcast Call Her Daddy, is a perfect example. Her success didn’t come from following a traditional media playbook. It came from building trust through unfiltered, consistent, and relatable content. What started as frank discussions about sex with a reputation for bold and sometimes controversial content has morphed into a deeper exploration of topics around mental health and empowerment. It was a big, possibly career-ending shift. However, her honesty and vulnerability around mental health topics met her community's shifting focus and desire for support, authenticity, and connection.

Cooper’s$60 million Spotify deal and millions of loyal listeners prove that when you commit to a clear voice and show up authentically, people pay attention. She didn’t try to be for everyone. She knew her lane, owned it, and connected deeply with her audience.

Brands can take a similar approach, but it must be real. That means dropping the overly polished tone. Speak like a person. Have a point of view. Instead of chasing viral moments, focus on building value and inviting your audience into the conversation. People can tell when it’s genuine, and that’s what creates lasting influence.

Performative marketing tactics

Approximately 50 percent of Gen Z identifies as racial or ethnic minorities, making us the most diverse generation yet. That diversity shape show we view the world and what we expect from the brands we support. We take issues like environmental responsibility and community impact seriously. We expect brands to do the same thing.

Our commitment impacts buying decisions. For many, sustainability is a deciding factor. Approximately three-quarters of Gen Z are more likely to choose products that are environmentally friendly and ethically produced over brand-name alternatives.

So, when brands talk about being sustainable or socially conscious, we pay close attention to whether their actions align with their messaging. We look for transparency, accountability, and real results. The ones that earn our trust provide proof, whether through certifications, measurable goals, or honest reporting.

It’s easy to tell when a brand only shows up during cultural moments without consistent follow-through.

Getting Gen Z right

To build real relationships with Gen Z, brands need to move past outdated strategies and one-size-fits-all messaging. That means recognizing our diversity, staying in tune with culture, showing up authentically, and understanding the influence we hold. When brands back up their words with action and engage us on our terms, they earn trust, and that trust leads to lasting relevance.

Gen Z isn’t just another audience. We’re the new standard. If your brand wants to stay relevant, it’s not about being louder. It’s about being authentic.

If you’re still treating Gen Z like a trend, your brand’s already outdated. Let’s rethink how you show up and who you’re showing up for.