GenZ’s Distinctive Voice Is Growing
A month ago, we launched a book aimed mainly for a GenZ audience of entrepreneurs and young professionals.
This cohort, born between 1990 and the early 2010s, is emerging as a powerful force in the business world. With their unique characteristics and digital native upbringing, they have a distinctive worldview. Their tastes have been shaped by the aesthetic behaviour of popstars like Taylor Swift and Harry Styles, as well as zeitgeist actors such as Timothée Chalamet. Non-binary views, gender fluidity, and the quest for purpose are second nature to this generation.
We believe there are five key megatrends currently reshaping the world of marketing and advertising.
1. Authenticity Trumps Perfection
GenZ is deeply sceptical of traditional marketing tactics, with transparency and honesty being essential in winning them over. Sustainability and individuality matter! Young consumers have flocked back to brands like Abercrombie, that have noticeably changed their promotional tune. Moving away from the chiselled, half-naked Caucasian campaigns of yesterday and opting for a more representative style of casting, with models who could be their actual customers. Indeed, their retail spaces have started to look less like nightclubs and more resemble airport lounges. Feelings are also an important part of this marketing, with Instagram reels and TikToks that evoke emotions being the frontrunners.
2. Demand For Personalization
Mainstream is out, personalised experiences are in! GenZ loves brands that reflect their values, with a mix and match of style being favoured. Combining unique vintage pieces and luxury basics has become a foundational principle of building their wardrobe. Boys and girls alike enjoy accessorising with gender-blind flare, with many guys opting for nail polish and pearl necklaces. Everything that helps individual self-expression is allowed, most notably seen in Chalamet’s Met Gala trance dance.
3. Wellbeing And Wellness
Physical and mental wellness tips are freely shared online. Alcohol consumption and cigarette consumption are at an all-time low, with vitamin supplements, drips and mushrooms left in their wake. Fitness is also important, with an increased focus on older practises like Pilates and yoga and nutritious, home-cooked meals a shared passion. Clubs are replaced by private dinners and conversations centre around self-improvement. Sex is also in decline, not only in Japan!
4. Social Media Is An Integral Part Of Life
At a recent book presentation for high school - seniors, the vast majority admitted to spending a significant amount of time on social media. TikTok and Snapchat may have become accepted sources of primary information, but books, audiobooks and podcasts continue to remain popular. Book clubs have seen a renaissance and many TikTokers review different works as the basis of their digital identity. Agencies are focusing on creating engaging and shareable content, with influencer collaborations being used to build brand loyalty.
5. Advocacy And Participation
GenZ is passionate about social causes and activism is a part of their lives. Brands must take a social stand, with the ‘greenwashing’ trend being despised by younger consumers. Companies are increasingly using activists as models and brand ambassadors, with a pretty face no longer being enough. This year’s AFS Youth Assembly in New York opened at the UN to great fanfare to celebrate World Youth Day, with a global group of people united in their quest for a better planet. Branding and advertising have become increasingly complex in recent years, but brands that resonate with GenZ will be the future.
GenZ's distinctive voice is growing louder and more influential by the day. It would be wise to pay attention.
