How to Use Authenticity to Appeal to Generation Z Consumers

Generation Z consumers currently account for about 27% of the population, which makes them the largest generation in American history; it also is responsible for $44 billion in global consumer spending.

It shouldn’t come as a shock that Gen Z consumer trends are a hot topic. Every brand looks for ways to capture the attention of this formidable economic force.

The best way to do that?

Appeal to their values. 

Gen Zers—individuals born between 1997 and 2012 —have grown up in a world that places limitless information at their fingertips.

They know how to do in-depth research, especially when it comes to choosing which brands to support.

Purpose-Driven Generation Z Consumers

According to a BBMG and GlobeScan study, Generation Z consumers are three times more likely to say the purpose of business is to “serve communities and society.”

They are twice as likely to care about issues of equality than any other generation.

On top of that, they’re more inclined to believe corporations are working in society’s best interests only if the companies show it through their actions.

But that same study found that Generation Z consumers have a hard time believing businesses are acting in the best interest of society.

So how can marketers show Gen Z what their companies care about?


One word: authenticity.

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