The idea distilled
Gen Z is one of the most analysed generations, yet one of the least understood. Brands are talking about them constantly, but too often are not getting it right.
Our latest research, Unconventional Truth: Gen Z, cuts through the noise by handing Gen Z the microphone. Instead of interpreting them through outdated stereotypes, we asked them directly about the realities shaping their lives today.
There is no shortage of commentary on Gen Z
Gen Z are on of the most discussed generations, but despite all this attention, brands are still missing the mark. Only…
Gen Z believe brand advertising accurately represents their generation.
Gen Z believe brands are effectively connecting with people their age.
of Gen Z find brands “too cringey” when they try too hard to force a connection or follow trends they haven’t earned.
of Gen Z believe brands alienate them by relying on stereotypes rather than understanding their actual needs.
So where is the disconnect?
Too often Gen Z are talked about through the eyes of other generations. So, we asked some of our The Growth Distillery Gen Z team members to help break down the figures and share what’s really shaping this generation. From traditional milestones to wanting to switch off and reshaping priorities around work, money, relationships and identity, Gen Z are more than their stereotypes.
Four roles for brands to build relevance with Gen Z
Four clear roles emerge as ways brands can move beyond attention hunting and instead create genuine relevance in Gen Z’s lives.
Acknowledge the pressures Gen Z face and reflect their lived reality with nuance.
Back up brand values with real, accessible action that closes the say-do gap.
Help Gen Z build real-world connection through low-pressure spaces, shared interests, and community
Support Gen Z’s aspirations with practical tools, guidance, and education that build capability over time.
