As the first generation to grow up with the internet, smartphones, and social media at their fingertips, Gen Z is reshaping the consumer landscape in fundamentally different ways. Unlike millennials, who were often attracted to aspirational brands and polished marketing campaigns, Gen Z prioritises authenticity, transparency, and social responsibility when purchasing. In 2024, businesses seeking to win over Gen Z consumers must rethink their strategies, focusing on building trust and engaging with this savvy, socially-conscious demographic on a deeper, more genuine level.This article will explore why authenticity and transparency matter so much to Gen Z consumers, how businesses can align with these values, and the opportunities and challenges of catering to this generation's unique expectations.
Gen Z is often described as the "truth-seeking" generation. With access to overwhelming information, they are highly sceptical of traditional advertising and quickly spot inauthentic or disingenuous messaging. Having witnessed the rise of influencer culture, the proliferation of "fake news," and the growing privacy concerns, Gen Z has developed a keen ability to distinguish between genuinely authentic brands and those simply paying lip service to transparency.
For Gen Z, authenticity isn’t just about being real—it’s about being consistent, honest, and human in every interaction. They want to know that the brands they support are aligned with their values and that these values extend beyond just marketing slogans. In fact, 83% of Gen Zers say they prefer brands that engage with them personally and meaningfully, using relatable voices and showing vulnerability rather than relying on glossy, impersonal ad campaigns.For brands to resonate with Gen Z, they must communicate authentically and down-to-earthly. This means engaging in meaningful conversations on social media, being transparent about business practices, and owning up to mistakes when they occur. In short, brands need to be human, not just corporations.
Gen Z trusts influencers perceived as authentic and relatable over celebrities or traditional advertising. Unlike millennials, who were often influenced by aspirational figures, Gen Z gravitates toward genuine influencers, open about their struggles, and transparent with their audiences. Micro-influencers, who have smaller but more engaged followings, often impact Z purchasing more decisions because their content feels more relatable and real.For businesses looking to connect with Gen Z, partnering with authentic influencers who genuinely love and use their products can create a more meaningful impact than traditional celebrity endorsements.
Gen Z doesn’t just want to buy products—they want to understand how those products are made, where they come from, and their impact on society and the environment. Transparency in business practices is no longer nice; it’s a necessity.
Environmental and social issues are critical to Gen Z, which has grown amid global movements for climate action, social justice, and ethical consumerism. A report from McKinsey found that nearly 70% of Gen Z consumers are willing to pay more for sustainable products, and many prefer brands that actively work to reduce their carbon footprint, embrace circular economies, or commit to sustainable sourcing practices.Brands that are transparent about their sustainability efforts—reducing waste, using eco-friendly packaging, or sourcing materials ethically—gain credibility and build trust with this socially conscious generation. However, the key to earning Gen Z’s trust is not just making claims but providing verifiable proof. Greenwashing (the practice of making false or exaggerated environmental claims) is easily spotted by this sharp and socially aware demographic and can lead to a backlash.
Gen Z is also highly attuned to the social and political values of the brands they support. Racial equality, gender rights, LGBTQ+ inclusivity, and fair labour practices are just as important as environmental concerns. Gen Z expects brands to take stands on social issues, but they also expect authenticity—empty statements or token gestures are quickly called out.Transparency around corporate social responsibility (CSR) efforts is critical. Whether supporting local communities, committing to diversity and inclusion initiatives, or addressing human rights in the supply chain, Gen Z wants to see action, not just words. Brands that align with their values and demonstrate real commitment to positive change are more likely to build long-term loyalty with this generation.
With their constant connectivity and fluency in digital technologies, Gen Z expects a seamless, interactive experience across all platforms. For businesses, this means creating an online presence that is both accessible and authentic.
Social media plays a central role in how Gen Z interacts with brands. Platforms like Instagram, TikTok, and YouTube are where they discover new products, engage with influencers, and even voice their opinions about companies. Gen Z wants brands to actively participate in these conversations, whether responding to comments, sharing user-generated content, or addressing concerns in real-time.Brands that use social media to showcase their personality, connect with followers, and share behind-the-scenes looks at their operations are more likely to build meaningful relationships with Gen Z consumers. Importantly, they must avoid scripted, corporate messaging—Gen Z values authenticity and will respond to genuine and approachable brands.
Gen Z’s expectations for transparency extend to customer service. They want clear communication about product availability, delivery times, pricing, and return policies. Brands that provide transparent, no-hassle customer service—whether through live chat, social media, or self-service portals—are likelier to earn their loyalty.
As brands strive to appeal to Gen Z, there are clear opportunities and challenges they must navigate.
Loyalty through Values: Gen Z is likelier to stick with brands that align with their values, leading to long-term customer loyalty.Innovative Campaigns: Brands that use creativity, humour, and interactive content to engage with Gen Z on platforms like TikTok and Instagram can create viral campaigns that build significant brand awareness.Collaboration with Influencers: Partnering with micro-influencers who genuinely connect with their audience allows brands to reach Gen Z authentically and engagingly.
Maintaining Authenticity: While communicating values is crucial, brands must be careful not to overdo it or appear opportunistic. Gen Z can easily detect inauthentic marketing tactics, which can backfire.Transparency in Practice: Brands must follow through on their sustainability and social responsibility claims. Failing to deliver on promises can result in public backlash, damaging reputation and sales.
In 2024, winning over Gen Z requires more than just marketing savvy—a genuine commitment to authenticity and transparency. This generation is focused on values-driven purchasing decisions, and brands prioritising honesty, social responsibility, and ethical practices are poised to build lasting relationships with this powerful consumer group. As the next wave of consumers, Gen Z is setting the tone for the future of commerce, and businesses that adapt to their expectations will survive and thrive in the years to come.