Inside the thoughts of the generation influencing how brands will develop in the future

A subtle revolution is taking place, one that is more profound than trends but louder than hashtags. Gen Z is spearheading it, and authenticity—a virtue that cannot be compromised—is at its core.

In contrast to their predecessors, Gen Z is purchasing stories, ideals, and authenticity rather than merely goods. And if they are not receiving that from your brand? All you are is noise.

The Generation of "No BS"

Gen Z, the first generation to have grown up completely surrounded by the internet, was born between the middle of the 1990s and the beginning of the 2010s. They have had enough of corporate virtue-signaling, greenwashing, phony influencers, and well-executed advertisements.

They are drawn to brands that live up to their promises, unvarnished facts, and unadulterated stories.

Because of this, they are more inclined to follow a little skincare business that posts about its difficulties on TikTok than a multibillion-dollar beauty giant that promotes Photoshopped ads.

🎙️Slogan for Story Over

"What does your brand sell?" is not the only question Gen Z asks.
They inquire:

What do you believe in?

Who are the perpetrators?

What is your product's backstory?

This is where companies like Glossier, Patagonia, and Duolingo excel. They talk as well as sell. They remain authentic, show behind-the-scenes, meme themselves, and make errors. Being human is more important than being flawless. 

🧠 Value-Based Spending

70% of Gen Z customers strive to buy from businesses they believe to be ethical, per a McKinsey survey. For them, purchasing is a form of voting with their money.

They want to know:

Is your product environmentally friendly?

Are your employees paid fairly?

During Pride Month, are you merely being theatrical?

As long as you are truthful, it is acceptable to respond with "we are working on it." Is it greenwashing, sugarcoating, or pretense? No deal.

🧃"Relatable Brands'" Ascent

Gen Z prefers a brand to be that one friend who always understands them rather than a large, faceless organization. Consider:

The insane TikTok humor of Duolingo

Notion's open upgrades for its products

The defiant branding of Liquid Death

It is purposeful, not merely enjoyable. By being genuine and consistent, these businesses are establishing emotional equity.

💡The Implications for Brands

Gen Z is either your target audience now or will be in the near future if you are developing a brand in 2025. Here are some things to remember:

Be open and honest; share your people, your method, and even your mistakes.

Become Personal Share the story of your founder. Tell us "why." Give them access.

Stand for Something: Purpose is a trust-builder, not a fad.

Give up on perfection because Gen Z will relate to your disarray more than your neatness.

Speak Their Language: This could include using slang, memes, or simply plain conversation.