Generation Z—which includes children, teens, and young adults born between 1997 and 2012—is the most racially, ethnically, and sexually diverse generation in history. As this cohort matures into a unique and powerful consumer bloc, brands hoping to win over Gen Zers must understand how they grew up, what they believe in, and what makes them tick.
Companies and brands hoping to win Gen Z’s loyalty and patronage must first overcome their significant trust issues.
They don’t want to feel exploited by companies that are collecting and using their personal information.
Our Take: Gen Z is annoyed by lip service and has a strong “BS meter” for companies trying to mislead them or intentionally obfuscating information. Large brands hoping to win favor must prove they have their customers’—and society’s—best interests at heart with both words and deeds and must tread carefully when it comes to over-personalizing messaging or targeting it in ways that may be perceived as creepy or overreaching. Good practices will include communicating authentically and transparently, taking concrete steps to protect privacy, and aligning corporate mission and values with the causes and issues their customers care about.