So you want to sell to Gen Z? Yeah, so does everyone else. You can read list after list online and they will all say something to the effect of “gen z like internet” followed by “use internet to reach gen z.”
Obviously, it’s all terribly wise.
Yet, there is some truth to it. Gen Z does respond to trends, influencers, and internet culture… but they are also the first ones to spot that all those things are trying to take their money.
We have to be smarter than this.
And it’s not because we’re trying to trick them, but instead because we’re trying to level with them. They already know all the so-called “tricks.” They were raised with the internet and have been exposed to content from an early age. As expected, this has altered their expectations of media, advertising, and the world at large. They are politically active, experience-motivated, and at times, quite distrustful and suspicious. It’s no wonder that “sus” has become a favorite slang term of theirs.
So how do we approach them? Sure, it’s easy to say they’re “unreachable” or “too young,” but that dismisses them – which is something they don’t appreciate. We can do better. Let’s start with the aesthetics.
Remixed Aesthetics
A word that Gen Z loves. There seems to be a new aesthetic popping up every other day, leaving the last one in the dust as quickly as it had arrived. Clear Girl. Cottagecore. Mob Wife. Coastal Grandma. (Really?) These are just a few examples. And there is a tremendous pressure now to find an aesthetic and commit to it… Before the next one comes. It’s Instagrammable and consumable. It’s cheap and disposable. Gone are the days of staple pieces and timeless style.
Or is it?
More and more, we are seeing Gen Z developing a thrifty nature. They are growing more comfortable with recycling old pieces into new ideas. A remix, if you will. This modern take on a classic may be the direction many of us need to look. When “coquette” became a primary aesthetic, we started seeing bows, frilly shirts, baby doll pink, and light florals coming back into fashion – with some styles drawing inspo from nearly two centuries ago. Repackaged and rebranded as a “new aesthetic,” yet its traditionally femme influence has been around for years. Gen Z likes to inject their personality into things, even if it’s a classic.
Forced Authenticity
We’ve heard for years that everyone is looking for “authenticity” in stories, which is still true! However, the approach has shifted. We’ve now seen an influx of forced authenticity, most prevalent among influencers who are just. like. us.
That irony is neither lost on me nor our Gen Z brethren. They can detect when an influencer or brand is “fake.” In fact, this could be considered a primary cause for the growing distrust toward advertisers and celebrities alike. Like I said, they know the “tricks” and they certainly know when a brand is just trying to be quirky and relatable.
This doesn’t leave us with much room. Do we lean in full sales’ mode or do we keep pushing out authentic stories? There may be a third option in the form of a brand’s self-awareness. Not just knowing who the brand is, but also acknowledging that is, in fact, a business with sales goals and employees. They don’t want just authentic storytelling. They want accountable storytelling.
An Uncertain Future
Young people are typically not the most financially stable, but Gen Z has faced a yo-yo’ing economy with an uncertain future for most of their lives. They have gotten used to unpredictability. But they have also settled for small pleasures. They aren’t taking big trips or purchasing homes… Instead, they are buying little treats. A matcha here and there. A new lipstick. A trinket. They like to accumulate little things. Of course, they would like to make the larger purchases, but it’s not real for them at the moment and they know it.
This uncertain future has also made many distrustful of technological shifts, particularly surrounding AI. Many use it, but fear it will render their skillset or degree useless. Thus, many Gen Z’ers aren’t particularly receptive to AI-generated advertisements. While some simply view it as “cheap,” many also view it as a personal attack or affront to their future. They are an anxious generation and will behave as such.
Concluding Thoughts
Gen Z is complicated. They are simultaneously the most connected and disconnected generation, meaning that what works for one may not work for the other. Instead of appealing to trends, Gen Z appears to be asking we appeal to their base human instincts, needs, and emotions. The sales pitch is lost on them and everyone has already tried to relate, but without pure motive. For long-lasting timeless marketing, look not to what makes Gen Z different, but to what makes them the same. Relatability means nothing without genuine understanding.
