We’ve all heard the buzz about Gen Z—but who are they, really? More importantly, what do they want from brands?

As someone who’s been observing and researching consumer behavior for years, I can tell you this: Gen Z isn’t just another demographic. They’re reshaping how we think about brand identity, authenticity, and engagement.

Born between 1997 and 2012, this generation grew up with smartphones, social justice movements, and TikTok trends. They’re hyper-aware, digitally native, and values-driven. And if you think you can market to them the way brands used to target Millennials—think again.

Let’s break down what Gen Z really expects—and how brands can evolve to keep up.

1. Authenticity Isn’t Optional—It’s Expected

Gen Z can sniff out fake brand messaging a mile away. They don’t want glossy, picture-perfect ads. They want real stories, diverse voices, and unfiltered truths.

❝ Gen Z doesn’t just buy products—they buy into values. ❞

What that means for you:

• Ditch the overly polished campaigns.
• Be transparent about who you are, what you stand for, and what you’re working on.
• Partner with creators who actually use your product—not just influencers with numbers.

2. Purpose-Driven Brands Win

This generation deeply cares about the environment, inclusivity, mental health, and ethics. They’re not shy about calling out brands that don’t walk the talk.

In fact, 73% of Gen Z consumers say they’re willing to pay more for sustainable products (source: First Insight).

What that means for you:

• Your sustainability page shouldn’t be hidden in the footer—it should be part of your brand story.
• Support causes with action, not just Instagram posts.
• Show your impact. Numbers + storytelling = trust.

3. Digital-First, But Not Digital-Only

Gen Z lives online—but they crave interactive and personalized experiences. Social media isn’t just for entertainment, it’s where they shop, review, and influence.

TikTok trends, Instagram Reels, and YouTube Shorts often drive real-world purchases within days.

What that means for you:

• Stay ahead of social trends—but don’t blindly follow them.
• Create content that’s made for the platform (short, snackable, visually strong).
• Use AI-powered sentiment analysis to keep track of what’s resonating.

4. Community Over Consumers

Gen Z doesn’t want to just buy from you. They want to be part of a community that aligns with their identity. They want to co-create, comment, vote, and be heard.

They’re not a passive audience—they’re collaborators.

What that means for you:

• Run polls, AMAs, and user-generated content campaigns.
• Create Discord or Telegram communities for brand insiders.
• Feature your customers in your stories.

5. Information-Driven, But Emotionally Tuned

This is a generation that Googles everything but makes decisions based on how your brand makes them feel.

They’re curious. They research. They scroll. But at the end of the day, their gut feeling—shaped by your visuals, tone, ethics, and vibe—matters most.

What that means for you:

• Back up your claims with data and proof.
• Keep your messaging emotionally intelligent—use warmth, humor, and empathy.
• Build long-term trust, not just one-time sales.

So, What’s Next?

Brands that resonate with Gen Z:

• Speak like humans.
• Stand for something.
• Stay agile and authentic.

If you’re trying to understand Gen Z and how to connect with them through your marketing, products, or insights—you’re not alone. It’s a new world, and we’re helping businesses decode it every day.

Want to truly understand what Gen Z thinks and feels?
We help brands tap into real opinions through targeted surveys—so you’re not just guessing, you’re listening.
Let’s uncover the insights together: bids@nimble-insights.com