In an ever-changing advertising landscape, Gen Z stands as a formidable force, wielding influence that is captivating brands that want to understand this consumer group’s preferences.

As a proud Gen Zer working in the advertising industry, I straddle two worlds: one that appreciates the craftsmanship and objectives of a well-executed campaign, and another that yearns for authenticity and relatability as a consumer. Within this split lies the essence of Gen Z's unique relationship with advertising—a relationship characterized by a quest for genuine connections and meaningful experiences with an understanding of the role of marketing.

Influencers have emerged as central figures in Gen Z's consumer journey, offering a bridge between a brand and its audience. What distinguishes an influencer's appeal is not just reach, but their ability to resonate on a personal level. Gen Zers gravitate toward influencers who exude authenticity, sharing real experiences rather than scripted endorsements. 

Yet we are not blind to the commercial underpinnings of influencer partnerships. Gen Zers acknowledge the fine line between genuine content and sponsored posts, demanding transparency and sincerity from those they choose to follow. Here are three tips for brands on how to be both authentic and effective when marketing to our generation.

Show the faces behind the brand

In the age of mass production and corporate giants, Gen Z seeks solace in the stories of individuals behind the brand. Whether it's a celebrity-endorsed label or a grassroots startup, the presence of a relatable persona fosters a deeper connection with consumers. This human-centric approach to marketing resonates profoundly with Gen Zers who value authenticity over glossy façades.

By amplifying the voices of a company's founders and creators, brands can cultivate a sense of community and belonging among Gen Z consumers, fostering loyalty that transcends transactional relationships. We want to see the faces behind the brand.

It also inspires us to know a company’s history. Understanding the passion behind why a founder launched a company or the reason a creator or celebrity stands behind it gives us a look at the brand’s heart and soul. Some of the brands that do this well include Rare Beauty (Selena Gomez) and Lemme (Kourtney Kardashian Barker). 

Show the brand’s heart and soul

For Gen Z, authenticity extends beyond marketing narratives to encompass every facet of a brand's identity. We crave transparency and seek to uncover the reality behind the polished veneer. From the origins to the ethos of a product, Gen Z delves deeper, demanding substance over style.

A brand's story, values and ethical practices wield greater influence than aesthetics or branding. Gen Z consumers are discerning; they seek authenticity not only in what they buy but also in the principles the product or service aligns with. Is your brand environmentally responsible? Do you embrace diversity, philanthropy, human rights and community? Brands that showcase their values in a positive and productive way include Patagonia, Whole Foods, Pacifica Beauty, Bombas and Toms.

Tell us the truth

Older generations often consider Gen Z to be monolithic but there are different types of Gen Zers. I, for example, like to think of myself as a “geriatric” Gen Zer, straddling the fine line between two generations: millennial and Gen Z. 

I was born in the late ’90s and grew up in the early 2000s—old enough to understand and have experienced life before the digital-first world but young enough to embrace the evolution of technology that grew up alongside Gen Zers my age. My opinions and headspace might skew millennial at times—such as social media preferences and style trends (Instagram vs TikTok, hair parted to the side vs. down the middle, dress-up vs. trendy streetwear).

Younger Gen Zers might not know a world without a touchscreen cellphone, without Wi-Fi accessibility in all parts of the house. Their minds might think digital first while mine might go experiential first. I grew up being told not everything you see online is true, while younger Gen Zers considered the internet the source of truth for everything.

Whatever the differences, we share the desire to be told the truth, of wanting something real from others and wanting to understand the reality behind what is being sold to them.

Gen Z's relationship with advertising is nuanced, characterized by a dual desire for innovation and authenticity. As advertisers, understanding and embracing this duality is paramount to success in engaging this influential demographic. By prioritizing transparency, fostering genuine connections and embodying authenticity at every consumer touchpoint, brands can forge lasting bonds with Gen Z consumers, navigating the ever-evolving landscape of modern advertising with purpose and integrity.