Gen Z Gives a Damn and Your Brand Better Too
Forget Profit-First: How Authentic Brand Missions Are Reshaping the Market
Richard Branson said it best: "The brands that will thrive in the coming years are the ones that have a purpose beyond profit." For Gen Z (born 1997-2012), this isn’t just advice—it’s a mantra. To them, a brand’s purpose isn’t a tagline or an empty promise—it’s a core value that drives meaningful action and social change. These digital natives are rewriting the rules of engagement, and brands need to keep up or risk being left behind.
Why Purpose Isn’t Just A Buzzword Anymore
Let's cut the crap: Gen Z isn’t falling for surface-level greenwashing or performative activism. They’re savvy and skeptical, and they hold brands accountable. In fact, 64% of Gen Z are willing to pay more for a brand with a genuine commitment to purpose (Edelman 2022 Trust Barometer). And they’re not afraid to walk away—55% have dropped brands that don’t align with their values (Razorfish, 2023).
We’re seeing a significant shift in consumer expectations, with Gen Z leading the charge. This generation prioritizes values like sustainability, social justice, and ethical consumption. While millennials also favored corporate social responsibility, Gen Z demands more—they expect brands to solve real-world issues actively. Millennials may appreciate when brands align with their beliefs, but Gen Z requires action.
Gen Z vs. Millennials: Same Game, New Rules
Millennials walked so Gen Z could run. While millennials were content with corporate social responsibility, Gen Z demanded action. They're not just conscious consumers but digital activists ready to cancel immediately. Gen Z uses platforms like TikTok and Instagram to amplify causes and spread awareness, often making purchase decisions based on what they see online. Unlike millennials, who prioritize personal wellness and lifestyle, Gen Z is laser-focused on collective action and societal impact.
This shift in priorities means brands must engage Gen Z on their preferred platforms while maintaining authenticity. They use social media not just for entertainment but also as a tool to find brands that align with their values. According to a report by Fast Company, 70% of Gen Z users use Instagram and TikTok as search engines for brand discovery.
Connecting with Gen Z: The Marketer’s Playbook
To capture the attention and loyalty of Gen Z, marketers need to rethink how they approach branding. Here are key strategies to build trust and engagement with this generation:
Authenticity or Bust: Fake it 'til you make it? Not with Gen Z. Gen Z quickly spots performative activism, and brands that fail to back up their promises will lose credibility. Authenticity is crucial. Brands like the RealReal, a leader in secondhand luxury, get it right by walking the sustainability talk, not just preaching it.
Micro-Influencers: Your New Best Friends: Forget celebrity endorsements. Social shopping is a growing trend among Gen Z, with peer recommendations often carrying more weight than traditional advertising. Jewelry brand Mejuri is killing it with micro-influencers. They have embraced this trend by partnering with micro-influencers who speak Gen Z's language of authenticity.
Inclusivity Isn't Optional: Inclusivity is non-negotiable for Gen Z, and brands that lead in this space earn their trust and dollars. Fenty Beauty is a perfect example. Founded by Rihanna, the brand set a new standard for inclusivity in the beauty industry with its wide range of foundation shades for all skin tones. This commitment to diversity isn’t just performative—it’s integral to Fenty’s DNA, making it a trailblazer that resonates with a generation demanding that brands not only talk the talk but walk the walk. Fenty Beauty didn't just expand the makeup shade range; they blew it wide open. That's the level of inclusivity Gen Z expects.
Digital or Die: Do you even exist if you’re not on TikTok? To connect with Gen Z, you must meet them where they are—online. Gen Z uses social media as its search engine, so your brand should appear better there.
Purpose Pays
Here's the tea: 62% of Gen Z believe brands must act in society's best interest, not just their own (Razorfish). It's not about jumping on the bandwagon but driving it. Brands that authentically embed purpose into their DNA won't just survive—they'll thrive.
The key takeaway for marketers is that Gen Z doesn’t just want to purchase products—they want to invest in brands that mirror their values. To capture this generation’s attention and loyalty, your brand must integrate purpose at every level of your operations and messaging.
By authentically integrating purpose, brands will resonate with Gen Z and drive sustainable growth in an increasingly values-driven marketplace.
About Goodstory: Crafting Narratives That Drive Brand Growth
At Goodstory, we don’t just develop strategies—we create compelling narratives that elevate your brand and connect with your audience on a deeper level. In a world where consumers, especially Gen Z, expect brands to have a clear purpose beyond profit, we help uncover and articulate the mission that sets you apart. Our expertise lies in shaping unique, purpose-driven campaigns that fuel growth and cultural relevance, much like brands such as The RealReal, Mejuri, and Fenty Beauty have captured the hearts of Gen Z by making a real impact.
Is your brand searching for a fresh perspective or unsure how to align your story with the values of today’s socially conscious consumers? Goodstory is here to guide you in transforming your brand’s purpose into a narrative that resonates across every platform. Whether you're looking to inspire loyal customers or create memorable brand moments, we’ll help you build a lasting impact and grow your brand with integrity and purpose.