Curious About Culture: Getting to Know Gen Z

Welcome to our Curious About Culture: Gen Z Series, where we will be unpacking the attitudes, behaviors, and trends of this digitally-native generation and what they mean for brands. This series delves into more than just demographic insights, but rather the psychographic attitudes that may have started with this age cohort, but now transcend generations and age ranges. The first of our series will help define the Gen Z consumer and how we can better reach them.

Here at Beardwood&Co, we are culture-obsessed, always on the lookout for new trends and influences that shape consumer behavior. As with most brands and agencies, we have been fascinated with all things Gen Z. Personal benefit to this Millennial: having the microscope and headlines pointed elsewhere! Their influence over trends and the transformation of the marketplace has been impressive to watch. With a unique point of view on the world and a fearless demand for authenticity, Gen Z is not only making waves in the world of brands – they are turning it upside down.

Generation Z (born 1996–2010) wants to belong to everyone and no one. They are challengers of convention who defy categorization. These young consumers are leveraging their demographic size and online presence to become the driving force behind both popular culture and brand growth.

Don’t put them in a box

Gen Z is the generation of juxtaposition and blurred values, representing a vast spectrum of beliefs, actions, and brand affinities. They have a fluid identity that shifts with culture and time, yet they make those shifts with intention. They don’t like labels, and they don’t like to follow convention, which has proven challenging for brands in their pursuit of catering to Gen Z. In order to connect to this generation we must understand them as humans first, and consumers second.

This shift is affecting brands in many ways as this savvy and empowered generation has turned the tables of influence. What was once brand-led influence, has moved to consumer-led as Gen Z’s awareness of branding, marketing, and even consumption makes them sophisticated navigators of the marketing world.

Support their individuality & self expression

Gen Z values their individuality and finds joy in creatively expressing themselves. ​​Seventy-three percent of Gen Z believe they need more self-expression to live a happy, healthy life. This is why they don’t want others to define them, they want to define themselves. It’s how they show up online, when they get dressed each morning, and most importantly for brands, how they spend their money. As a result, they are seeking brands that are made for them and reflect their distinct point of view.

Brands that make space for Gen Z to express themselves can look like collaborative product lines where consumers dictate the next color, flavor, or innovation. It can also look like diversity, authenticity, and acceptance of imperfection as it does for skincare brand, Starface, Everyone has a breakout. Rather than shy away from imperfections, Starface leans into it, tapping into Gen Z’s acceptance and even celebration of our imperfections as humans. The fun star-shaped pimple patches have turned breakouts into a moment of positive self-expression (and a sharable photo opportunity).

Change is their constant

Gen Z is in a constant state of getting to know themselves. In a world shaped by a global pandemic, divisive politics, and climate dread, Gen Z has responded by being in constant flux. Shifting purchase patterns speak to their constantly changing tastes and interests. Therefore, brands need to be agile and ready to evolve, too. To remain engaged with Gen Z, you must prioritize staying ahead of their evolution.

So what can brands do to connect and empower this generation? Listen! And provide opportunities and platforms for them to be heard. A great first step in dialing into their thought process is to create a community feedback loop, which prioritizes listening to your audience and allows them to participate directly with your brand and brand community. This might take the shape of a paid panel, with regular intervals of discussion. Perhaps it’s a private group on social media, where brands can beta-test early ideas. Maybe it’s a component of an ongoing influencer program.

Sustainable period care brand, August, tapped into the Gen Z community chat app Geneva to create an “Inner Circle” group. The community platform drives conversations among users who were interested in learning more about their menstrual cycles, creates discussions around innovation topics like what members don’t like about their current period products, and offers the brand to connect one-to-one with their consumers.

By constantly gathering feedback and staying in touch with your audience, your brand can better understand their needs to learn what truly speaks to them, and identify where your brand fits into their journey.

Be unapologetic about your values

For Gen Z, values are a significant part of their identity and influence their behavior and purchase decisions. According to a recent consumer study from 5W PR, 71% of Gen Z prefer buying brands that reflect their values.

Consider which of Gen Z’s values and interests align with your brand, and be authentically fluent in those topics (e.g., sustainability, inclusivity, mental health, gender fluidity), with the actions and transparency to back it up. We know the value of tapping into a community when addressing this generation. But as mentioned above, Gen Z is savvy – they know the game, so don’t play it. If you want to show up and connect, you need to walk the walk. Gen Z can spot opportunistic marketing a mile away.

Gen Z founded brand Topicals, which not only has science-backed skincare but also mental health advocacy. The founders started Topicals with the aim to democratize access to medical-grade skincare while helping to raise awareness around the connection between mental health and skin health. They are tapping into Gen Z’s love for unfiltered and real by redefining what skincare looks like with campaigns that celebrate all types of skin – pimples and flair-ups included.

Topicals also has a strong point of view on social causes that speak to the brand’s values. From sharing a thread on how to care for skin after being tear-gassed amidst nationwide protests in 2020 to a strong statement about the decision to overturn Roe vs Wade, Topicals won’t shy away from big political statements.

Values should extend across every brand touchpoint as consumers will increasingly expect the brands they shop for to embody what they believe with authenticity and action.

If you’re interested in learning about applying these tools we’d love to help you get started with our Crunch & Collab inspiration workshop where together our smarts and your brilliant brand thinkers come together to get smart and unlock how to target this rising generation.

Stay tuned for the next installment of Curious About Culture: Gen Z, where we’ll dig deeper into Gen Z values and influence on design trends, the brands who are getting it right, and more.