In today’s evolving marketing landscape, understanding the preferences and values of Generation Z has become crucial for brands aiming to stay relevant and competitive. Born between 1997 and 2012, Gen Z is now emerging as a significant consumer force, bringing with them a unique set of expectations and priorities that are reshaping the marketing world.
Our team at The Harbinger Group includes young professionals who are part of this dynamic generation. Account Executive Avery Resendiz, Marketing and PR Intern Olivia Sowacke, and Graphic Design Intern Shakari Lewis came together to share the top five things they look for in marketing prior to supporting a company.
- Authenticity and relatability
Gen Z values authenticity and relatability highly in the companies they support. A survey by EY highlighted that 92% of Gen Z respondents consider being true to oneself as very or extremely important, underscoring authenticity as their most significant value.
Incorporating humor into marketing strategies effectively resonates with Gen Z, a group that appreciates authenticity and enjoys engaging relatable content. Brands that skillfully weave humor into their interactions often enhance their appeal to this demographic. Examples of companies that excel in this approach include:
- Wendy’s
Wendy’s is known for engaging in playful roasts with competitors and witty exchanges with followers on X (formerly Twitter), which has led to increased engagement and interactions.
- Duolingo
Duolingo is another example of a brand that has won over Gen Z with its humor. The language learning app is known for using its infamous owl mascot to create content for TikTok. By participating in trends and interacting with playful behavior in the comments, Duolingo sees high user engagement on the social platform.
These brands have successfully tapped into Gen Z’s desire for authentic, relatable, and humorous content, moving beyond traditional marketing to create engaging personas that resonate with their young audience.
2. Diversity in representation
Another important factor Gen Z looks at before supporting a company is whether representation and diversity is a top priority. Gen Z consumers pay attention to things like product shade variety, range of clothing sizes offered, employee demographics, models being used and more. It’s important to Gen Z that everyone feels represented and like there is a product or service for everyone.
Fenty Beauty by Rihanna is a great example of a company that has strived to create inclusive makeup products for a diverse range of skin tones.
The makeup brand currently offers its foundation in 50 different shades, demonstrating a commitment to serving a wide variety of customers. This approach sets an example for other beauty companies aiming to be more inclusive in their product offerings.
Youthforia Beauty faced a recent scandal due to its lack of diversity in product offerings. The company’s first product drop received significant backlash, prompting the brand to promise future expansion of its foundation’s range of shades offered, which temporarily eased public criticism.
However, controversy reignited when they released a new foundation shade intended for darker skin tones. Influencers who tried the product were shocked, describing it as “Black Face Paint.” Many considered the shade reminiscent of blackface, arguing that it didn’t accurately represent real human skin or incorporate appropriate undertones.
This incident suggested that Youthforia Beauty had failed to properly consider or consult individuals with darker skin tones during product development, reinforcing initial criticisms about the brand’s lack of inclusivity and highlighting ongoing issues in the beauty industry
“Diversity is important to me especially for makeup brands or hair care products because not everyone has the same skin tone or hair type.I like seeing different people selling the product because it makes me feel like, ‘Okay, I can use this too, since it works for her and she looks like me.” said Shakari Lewis, Graphic Design Intern at The Harbinger Group.
3. Standing up for beliefs and values
According to World Metrics, 59% of Gen Z believe that brands should take a stand on social issues. While some companies are seemingly afraid to speak on worldwide issues due to backlash and cancel culture, others have done a great job. For example, Bobbie, a baby formula brand, recently took a stance on promoting its belief in paid parental leave for all Americans. They launched a campaign that included a petition for working parents to sign, urging the federal government to provide paid parental leave.
“I respect when a brand sticks up for what they believe in, even if I don’t necessarily agree with their viewpoint. I think it can be hard sometimes to speak up due the backlash you can get online when someone doesn’t agree with you, but overall a brand staying authentic is so important to gaining my support,” said Avery Resendiz, Account Executive at The Harbinger Group.
4. Engagement with customers
Gen Z values feeling recognized by the brands they actively support.
“It’s really important to me when brands interact with my comments on social media, either by liking them or replying. This kind of engagement makes me feel seen and appreciated as a customer,” said Lewis.
To actively engage with your audience, it’s as simple as:
- Liking comments left on your posts
- Responding to messages or comments
- Personalizing interactions
- Posting user-generated content
- Addressing customer concerns promptly
5. Personality in branding
Gen Z consumers are drawn to brands with distinct personalities that resonate with their values and aesthetics. A strong brand personality helps create an emotional connection and fosters brand loyalty. Examples of brands that have done a great job executing this are:
- Poppi, a prebiotic soda brand, exemplifies how a well-defined personality can captivate Gen Z consumers. Their retro-inspired and playful aesthetic sets them apart in a crowded beverage market. This unique branding approach:
- Creates instant visual recognition
- Appeals to nostalgia and health-consciousness
- Attracts a specific segment of Gen Z who identify with this style
“Poppi gives you that retro, girly feeling. It’s a big thing because I’m more inclined to buy from them than from a brand that feels boring or [that is] just trying to sell me a product, ” said Olivia Sowacke, Marketing and PR Intern at The Harbinger Group.
- Crest’s Bright Color Packaging
Crest, a well-established oral care brand, demonstrates how even traditional companies can refresh their image to appeal to Gen Z consumers. Their Deep Clean product line showcases this approach:
- Bold, bright colored packaging that stands out on shelves
- Modern design elements that feel fresh and contemporary
- Clear, straightforward messaging that resonates with Gen Z’s desire for transparency
As we’ve explored through the insights of our Gen Z team members at The Harbinger Group, marketing to Generation Z requires a nuanced and thoughtful approach. The five key factors we’ve discussed – authenticity, diversity, values, engagement, and brand personality – are not just trends but fundamental expectations that Gen Z holds for the brands they choose to support. Learn more about how our team can help you connect to your target audience by contacting us today.