"1. Authenticity Isn't a Strategy-It's the Price of Entry Gen Z has an always-on BS detector. They can spot "purpose-washing" instantly. What they want are brands that operate with genuine values, transparent behavior, and consistency between what they say and what they do. When a brand demonstrates real integrity-supporting communities, treating customers with respect, admitting mistakes-Gen Z rewards it with meaningful engagement."
"2. Experiences Over Possessions-But Make Them Shareable Owning things is fine, but experiences are the real currency. Travel, entertainment, IRL community moments, and digital-first lived experiences matter more than status symbols. And because Gen Z blends online and offline identity, the best experiences carry a "social signature"-they're worth talking about, posting about, or bringing friends into. Let me just say if it isn't in my Insta feed then it isn't that share-worthy."
Gen Z demands authenticity as the baseline, rejecting purpose-washing and favoring brands that demonstrate genuine values, transparent behavior, and consistent actions. The generation values experiences over possessions, prioritizing travel, entertainment, IRL community moments, and digital-first lived experiences that carry a social signature worth sharing. Personalized interactions are expected to add real value through curated recommendations, intelligent loyalty programs, and conveniences that treat individuals as people rather than segments. Brands that support communities, treat customers with respect, admit mistakes, and blend online and offline identity build deeper engagement and loyalty among Gen Z consumers.
Read at Forbes
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