Authenticity + Gen Z are the most common buzzword duo.
Let’s put real meaning to it.
Here are my top 3 ways to be authentic in marketing to Gen Z.
1. Put your money where your mouth is.
It’s better to be less [ some adjective] than dishonest.
Gen Z’s will always sniff and call your bullshit out.
Example: Coach — a luxury brand that made claims about ecology and then was found out to destroy unsold bags and got ✨destroyed✨ by Gen Zs on TikTok.
Talk less, do more.
2. Take a stick out of your ̷b̷u̷t̷t̷ brandbook.
Be less serious.
Gen Z humour is weird. There is a lot of (auto)irony and showing an unfiltered you (google: photo dump). Brands that are taking themselves too seriously and care about looks over value are not the vibe.
Be more humorous. Be ok with not perfect visuals.
3. Go in for a niche. Be distinct.
Don’t be a brand for everyone.
Gen Zs are used to be deep into fandoms and niche communities. There is no “universal” Gen Z influencer that is liked and known by everyone. Have your brand stand out with something.
Being general is boring and feels like you want everybody to like you — which is impossible and well… inauthentic.
To sum it up:
How to be authentic for Gen Z:
- Put your money where your mouth is.
- Be okay with imperfections.
- Embrace the niche.