Gen Z and corecore—how brands can reach an increasingly pessimistic generation

For a generation that’s been staring into the abyss of the internet their whole lives, there’s a certain inevitability about the emergence of the #corecore aesthetic. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here Described as a Gen Z art movement, #corecore is a slow-burn trend on TikTok that features unrelated video clips stitched together to create intense, disorienting posts designed to jolt you out of your doom-scrolling stupor. It’s a visual representation of some of our more contemplative feelings, typically featuring climate crisis footage, poignant film clips, random viral memes and sad orchestral music. This meta-trend shows just how aware Gen Z is of the vacuity of the digital world and the absurdity of many social media experiences. Working in a field that likely contributes to this trend, the ad industry needs to understand its implications. Creating ads that provide a respite from all this noise, and thereby show some respect for our public, is a challenge we should attempt to tackle. Many #corecore videos are born out of Gen Z’s desire to shake itself out of a mind-numbing, media-saturated environment. Ultimately, this points to the need for communication that breaks from modern advertising, which has moved beyond simply promoting products and services into a hyperreal realm where simulations and symbols replace reality. In many cases the media we consume is designed to distract, disorient and impact self-worth. @thevoicesofman Fleas in a jar. #motivation #mentalhealth #corecore #nichecore #thematrix #entrepreneur ♬ Verbatim - Mother Mother Advertising, along with various other forms of media, has contributed to this effect by creating idealized representations of products, experiences and lifestyles. Paying influencers for supposedly authentic reviews and touching up products and people in post-production are examples of our increasingly distorted reality. A lot of this is hard to avoid when advertising a product or service, and some of these methods have succeeded tremendously. But we must consider their implications for our audience and the relationship we intend to build with them. The #corecore trend suggests we’re on the precipice of something very interesting for our industry and it should prompt us to consider how we can advertise to a population that is becoming increasingly uninterested and pessimistic. Communication that is driven by respect and positive values will not only stand out from the noise, but it’s also a step toward establishing better relationships with the audience. Here are some approaches that will help advertisers navigate the challenges of the modern media landscape while building more meaningful and lasting connections with their audience: Nurture brand loyalty and advocacy In today’s age of media overload, effective advertising strategies of course must cut through the noise and connect with consumers on a deeper level. One way to do this is to focus on creating genuine engagement rather than interrupting consumers’ media consumption with fleeting distractions. Brands are increasingly prioritizing the development of long-lasting connections with their audience. This involves fostering sustained engagement, nurturing continuous interactions and valuing repeat customers over quick attention-grabbing moments. The goal is to cultivate lasting brand loyalty and advocacy, an approach exemplified by the success of campaigns such as REI’s “Opt Outside.” Check out the latest Ad Age events and award programs Ensure authenticity in influencer marketing Marketers should be careful when it comes to working with influencers and celebrities. While the undeniable allure of well-known spokespeople—especially influential figures with substantial followings—is the go-to shortcut for many brands, let’s caution against forming partnerships solely for the sake of celebrity endorsement. These tie-ups often result in forced and incongruous collaborations that yield contrived campaign concepts lacking in authenticity. Don’t rely on ‘going viral’ Project strategies need to shift away from making virality the main objective of a campaign. Relying solely on the notion of “going viral” can be counterproductive. The virality of content is highly unpredictable and often beyond a brand’s control. Even when a campaign does achieve viral status, its actual value can be challenging to quantify accurately. Instead, advertisers are encouraged to focus on more measurable and sustainable metrics of success. Be transparent Observing media best practices is essential in the era of media overload. This entails greater transparency, such as disclosing when a photo has been retouched or avoiding excessive editing of models. It also involves being upfront about the use of AI in creating images or videos and making it clear when influencer posts are branded content. Encouraging genuine reviews and fostering an environment where consumers can make informed choices is pivotal in enhancing media literacy and improving the overall quality of media consumption. With the #corecore trend, the advertising industry finds itself at a crossroads. As paid media saturates our daily lives, unless it is designed with consideration for the needs of the viewer, it threatens to further erode genuine human experiences. This trend is part of the backlash against the barrage of top-down messaging that has made the individual feel “less than.” Our industry is regarded by its detractors as a shallow and corrupting force. If we disrespect the consumers we’re targeting, we’re proving our critics right. See our Year in Review stories here

Gen Z and corecore—how brands can reach an increasingly pessimistic generation

Featured Stories