Generation Z (those born roughly between 1997 and 2012) is currently the most dynamic consumer group with ever-increasing purchasing power, making them the most attractive audience for any brand.
However, there is a unique characteristic when it comes to Gen Z as consumers. Unlike previous generations, Gen Z’s main purchasing criterion isn’t product quality or price, but what the brand represents and how socially and environmentally conscious it is.
Based on these values, Gen Z is not satisfied with vague statements — they want to see how a brand actually positions itself on critical social issues. Their expectations fall under three key pillars that define their relationship with brands.
- Authentic social responsibility, not “greenwashing”
Gen Z has grown up in an era where the effects of climate change, inequality, and social crises are intense and visible daily. Especially concerning climate change, this generation can more easily tell when a company takes action because it aligns with its philosophy and when it’s just following the latest trend, which leads to accusations of greenwashing. If you want to learn more about greenwashing and some of the most well-known examples, you can read the article below.
Thus, consumers expect brands to take an active stance on major issues (environment, equality, social justice) and to prove their commitment through actions that deliver results. One example of a brand demonstrating social responsibility is transparency in product sourcing and production processes.
- Inclusion and diversity
Gen Z has learned to live in a multicultural, open, and constantly connected world. That’s why they demand that brands showcase real diversity in their communication, using imagery and storytelling that reflect different cultures, genders, body types, and social identities.
Inclusion shouldn’t be limited to external messaging; it should also be reflected in the company’s internal operations by creating equal opportunities for all and a truly inclusive work environment.
Hypocrisy is detected immediately, as Gen Z are digital natives and quickly discover whether a company is “performing” or genuinely upholding the values it promotes.
- Social media transparency
Gen Z gets informed, shops, and connects with brands through social media. That’s why they expect content from brands to have three key features:
- Transparency: Real content, behind-the-scenes, showcasing team members and creating an authentic image of the business.
- Interaction: Content with questions, polls, aiming to spark dialogue with the audience.
- Humor & relatability: Brands that speak the “language of the internet” in a natural and authentic way instantly gain favor.
Why should social awareness become part of your business’s core?
According to research, over 70% of Gen Z state that they are willing to pay more for a product or service that is more sustainable and ethical.
This means that by creating a strategy that clearly demonstrates what your brand is doing to support society, the environment, and overall well-being, you’re essentially investing in building a trust-based relationship with your consumer.
The Gen Z consumer demands authenticity, transparency, consistency, and social action from brands. A nice message is not enough — measurable actions are needed to prove the company’s commitment. Businesses that meet these expectations will gain not only customers but loyal advocates.
Become one of those companies with the help of our team at Pylarinos Advertising.
Contact us for an audit here.
