Lazy, impatient, sceptical, entitled and socially inept. That is how the media often portrays Gen Z. It is a picture that tars an entire generation with the same brush. And if it is accurate after all, that is good news for brands rather than bad. A critical generation sees straight through marketing bullshit. Brands that take that criticism seriously bring out the best in themselves. Our research reveals five core needs that brands can respond to. Here you will read what they are, and why you should actively ask Gen Z for critical feedback.
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A healthy dose of criticism and scepticism is the best medicine for marketing bullshit
Gen Z often gets a bad press. According to the media, Gen Z is:
- Lazy: convenience is at the heart of everything this generation does and asks for.
- Impatient: solutions must be available instantly, at the touch of a button.
- Sceptical: benefits are only believed once they are demonstrable and proven.
- Entitled: rewards are not a bonus but the bare minimum for this generation.
- Socially inept: away from the screen, Gen Z does not know how to handle human contact.
But is this picture accurate? Let’s be honest: it is unfair to tar an entire generation with the same brush. Age is just a number. The truth is far more nuanced. To understand Gen Z, you always need to understand the context in which their needs and behaviour develop.
And even if Gen Z does have all these traits, I don’t see that as a negative. These traits make Gen Z a critical consumer who sees straight through marketing bullshit. It takes friction to create a shine. Their criticism and scepticism help brands, products and services (re)discover the best in themselves and bring it to the surface.
Five core needs for brands to respond to
Okay, Gen Z is critical, but of what exactly? Our research reveals five core needs:
- Clarity: be transparent and unambiguous in what you do, say and promise. Avoid vague promises and unclear terms and conditions.
- Development: show ambition and embrace innovation. If you stand still, you fall behind.
- Ownership: tackle problems such as environmental issues and the social acceptance of minorities at the source. Make sure Gen Z feels good about the choices they make.
- Authenticity: be outspoken and consistent about what the brand stands for. Communicate with Gen Z, not as Gen Z. Stay true to the brand’s heritage and identity.
- Pragmatism: offer ultimate convenience. For Gen Z, that means personalisation: make sure Gen Z feels understood and recognised.
Future-proof your brand with Gen Z
The organisation I have seen respond best to these core needs dared to openly question its own reason for existing. That courage spurred them into action and led them to ask Gen Z for critical feedback. Do you have the nerve to do the same? Future-proof your brand and grow explosively with Gen Z!
