So, you think your brand’s got it all figured out? Not so fast. Gen Z isn’t just scrolling—they’re dissecting, critiquing, and holding brands accountable. For them, a brand is more than just a logo or a catchy tagline—it’s a vibe, an identity, a reflection of values that matter. If your brand doesn’t show up authentically, with purpose, and with a bit of personality, Gen Z won’t hesitate to hit the unfollow button.
Here’s a quick hypothetical conversation between two Gen Zers, Meera and Jas, to show just how tough they are on brands: Yes real GenZers made this G.O.A.T convo.
Meera: Yo, did you see that ad from [XXYY BEEP Brand]? So cringe.
Jas: Ugh, yeah. They keep trying to be ‘woke’ but you can tell it's all fake. Like, I don't see them actually doing anything real for the environment or whatever.
Meera: Exactly. And what's with the perfect models and shiny pics? Give me real people or get lost.
Jas: Right? And they keep bombarding me with ads. Like, stop stalking me online. Privacy, ever heard of it?
Meera: Facts. Plus, all they do is push products. No story, no vibe. Just feels like a money grab.
Jas: And those influencers? So random.
Meera: For real. It’s like they don’t even know us. They could at least make it fun or give us something to do.
Jas: Yeah. If brands actually listened instead of talking to us, they’d get it.
In a world where authenticity is the ultimate currency, brands have to show up with transparency, purpose, and personality. If you can keep up with that, then you’re on the right track to speaking Gen Z’s language. But fair warning: Gen Z has the highest BS radar in the game. Here’s how to genuinely connect with them and build loyalty that actually sticks.
1. Authenticity is Everything
Gen Z has grown up with information at their fingertips, so they’re incredibly savvy when it comes to spotting anything inauthentic. They don’t want polished, corporate-speak; they want brands that feel like people—real, raw, and genuine. Our campaign for Dabur’s Charcoal range is a great example of this. We focused on unfiltered stories, real consumers, and relatable moments. The campaign resonated because it didn’t feel like marketing—it felt like an honest conversation.
How to Connect: Drop the overly polished ads and staged content. Instead, show the raw side—behind-the-scenes moments, the human voices, and even the mistakes. Gen Z is more likely to trust brands that show the imperfect side of the process.
Pro Tip for Marketers: Authenticity isn’t just a trend; it’s a necessity. Invest in content that feels real, and you’ll build loyalty that lasts.
2. Purpose-Driven Marketing Matters
Gen Z wants brands that stand for something real. They’re all about social justice, environmental action, diversity, and inclusion. But here’s the catch—they can sniff out performative activism in a heartbeat. Gen Z isn’t interested in brands that talk the talk without walking the walk.
How to Connect: Make purpose central to your brand. Showcase authentic initiatives that align with values Gen Z cares about, like sustainability and social impact.
Pro Tip for Marketers: Don’t just slap a cause on your packaging or throw a hashtag on social media. Gen Z respects brands that act with integrity, not brands that jump on the latest social trend. Actions speak louder than words, and in this case, they’re a powerful loyalty driver.
3. Leverage User-Generated Content
Trust is everything for Gen Z, and nothing builds trust like hearing from real people. They look to their peers, not paid influencers or brand campaigns, to decide what’s worth their attention. For our Dabur Charcoal Campaign, we leaned into user-generated content, showcasing real people’s experiences and creating a community that felt inclusive and relatable.
How to Connect: Invite your audience to co-create your brand story. Encourage them to share their experiences and amplify their voices on your platforms.
Pro Tip for Marketers: UGC isn’t just content; it’s social proof. Gen Z loves to see themselves in the brands they support, so let your audience be part of the narrative. It builds community, and it builds trust.
4. Embrace Humor and Interactive Experiences
Gen Z values entertainment and creativity in their brand interactions. They want more than static ads—they want brands that entertain, make them laugh, and give them something to do. They’re more likely to engage with brands that bring humor, creativity, and a sense of playfulness to their marketing.
How to Connect: Lean into humor, memes, and interactive content like polls, quizzes, and AR filters. Create playful experiences that feel less like marketing and more like fun.
Pro Tip for Marketers: Experiment with TikTok challenges or Instagram filters that invite Gen Z to participate. By giving them interactive tools, you’re creating memorable brand experiences that deepen engagement.
5. Respect Privacy
Although they’re online 24/7, Gen Z is highly cautious about privacy. They’ve seen data breaches, and they’re hyper-aware of their digital footprint. Brands that come across as too intrusive or careless with data risk losing their trust.
How to Connect: Be clear and upfront about your data practices. Respect their privacy by allowing them control over their information and avoid overly invasive tracking.
Pro Tip for Marketers: Transparency builds trust. Gen Z is loyal to brands that respect their boundaries, so prioritize data ethics and make sure they know you’re committed to keeping their information secure.
Conclusion
Marketing to Gen Z is all about respecting their values, listening to their voices, and meeting them on their terms. This generation wants brands to be real, socially responsible, and genuinely engaging. By embracing authenticity, standing for something meaningful, and involving them in your story, CMOs can build connections that resonate far beyond a single campaign. Gen Z’s expectations are reshaping the future of brand loyalty. Understand what makes them tick, and you’ll find your brand resonating with a generation that’s redefining the rules of engagement.
Pro Tip for CMOs: If you want to be part of Gen Z’s world, make them feel like they’re part of yours.
