Why Gen Z follows people not brands—what marketers are doing wrong

When a brief comes in that opens with the words: “Make it Gen Z,” you know what is coming next: the forced internet lingo, THAT picture of teens with green hair and multicolored clothes and an obligatory conversation about this crazy generation that is so different so hard to talk to. The reality is far simpler. We don’t take our social media too seriously. We’re posting photo dumps of half-finished coffees, TikToks of funny dances and mocking ourselves. It’s everyone else that is tying themselves up in knots trying to understand us. The truth is that Gen Zers don’t want to hear from brands—they want to hear from people. People who are just like them or, perhaps, people they aspire to be. That might be a favorite microinfluencer who retains some relatability, unlike the ones that have built up millions of followers and are now ambassadors for the likes of Louis Vuitton. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here But it is just as likely to be employees at a favorite brand. The team that makes it happen and who, just like them, are working in nine-to-five jobs or even are in jobs that they want to have. Gen Zers want to hear what their life at the brand is like and how they film content. Or perhaps they are talking about an upcoming collab or more traditional campaign—getting the audience excited about it because they are. It isn’t about a brand forcing its overly “polished” content on audiences. It is building a connection between the voices behind that brand and its followers. That connection motivates Gen Zs to seek out, watch and support a brand’s more traditional content because they are invested in the person who helped to curate and produce the campaign. Like I said, Gen Zers follow people, not brands, so if you make yours about the humans that run it, you will win them over. Check out the latest Ad Age events and award programs The Ritz in London is a case in point. The luxury hotel group isn’t posting its corporate spiel on TikTok. Instead, there are videos of a chambermaid prepping guest rooms and comedian Jack Whitehall giving behind-the-scenes tours that feel authentic to the brand and make compelling viewing. It has boosted its relevance with Gen Zers, who may not be the target audience right now but who aspire to be in the years to come. Online shopping and lifestyle magazine Sheerluxe is also succeeding at drawing in its young audience by putting the team at the heart of what it does. Getting it right with Gen Z means not losing your voice, brand or identity when you try to speak to us. We know nothing is worse than your dad trying to be cool and hip; the same applies to brands. Don’t try too hard; don’t force it. Instead, take a considered approach and avoid at all costs that stereotypical Gen Z look that was supposed to be so different but has become homogenous. For Gen Zers, organic brand content is where it’s at. Brands should step back and take a look at what is around them. Gen Z audiences want a sneak peek at products that didn’t make the cut or a millennial boss just being a vibe. We love some in-depth behind-the-scenes that spills tea. And it is this kind of insight that has the potential to blow up. Before you know it, that product that didn’t make the cut has gone viral—the people want what they want. Social media is more relaxed now, and brands need to chill out, too. It is about meme culture, it is about humor and it is about breaking all the traditional rules. Healthy cereal brand Surreal is leading the way here with its “out of the box” OOH and print campaigns filled with meme humor and social media language. Its billboards, written in Word art and Comic Sans, were literally mocked up on PowerPoint. It is carefree and playful—the advertising equivalent of an Instagram dump. Brands, the fourth wall isn’t a thing on social media, so you need to speak to us, not at us. Not that stylized brand content is dead, far from it. Gen Z also wants to enjoy a cool aesthetic that is visually pleasing, think Hailey Bieber’s skincare brand, Rhode, which has highly produced photography. Also, Tinder’s It Starts with a Swipe campaign, which has a vibey ‘70s throwback feel and pops with color. Marketers have tried so hard to put Gen Z in a box that the opposite has happened. So, please, let’s stop over GenZ-ing everything, because that TikTok you dashed off in 10 minutes where your team is raiding the snack cupboard at 3 p.m. will probably be the one that goes viral.

Why Gen Z follows people not brands—what marketers are doing wrong

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