Authenticity is the new currency for conversion, spend and loyalty, especially when it comes to Gen Z, writes Gemma Vasey. Gen Z consumers prefer brands that are authentic, which gives those working in CX plenty to think about.
Gen Z's authenticity is a result of various factors—like their embrace of individuality, their access to information, their tech-savviness, their purpose-driven mindset, and their rejection of stereotypes. They truly know themselves and what they want, and they have the tools and knowledge to make it happen.
Trust and Independence. A Kronos report reveals Gen Z values trust above everything else in a manager. This is a generation that values their independence and self-sufficiency. They do not want to be babied or managed too closely.
Gen Zers generally have strong values related to racial justice and sustainability. Mobilizations like the Global Climate March, led by Gen Z activist Greta Thunberg, thrive on the activism of young people. Climate change is one of the issues Gen Zers care about most.
Y2K fashion is everywhere – from ultra-baggy jeans to super-faded band tees – but what drives Gen Z's obsession with fashion from past eras? Alongside a search for authentic self-expression, Gen Zers desire to look back through nostalgia-tinted glasses to avoid the stresses of contemporary life.
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Why do Gen Z love thrifting?
For Gen Z, thrifting is more than just an affordable practice; it's a form of self-expression. With a wide range of one-of-a-kind items in thrift stores, they're able to find unique pieces that reflect their personal style. Some Gen Zers view thrifting and reselling as a challenge to find the diamond in the rough.
“Gen Z is expressing themselves through style because it's a way to imagine a different world than we have right now,” he said. “You can tell a story about yourself and what you care about, and I think that's even more important now that you have to create an image for yourself on social media.”
Nearly 80% want prospective partners to also make self-care their top priority. 75% find a potential mate more attractive if that person is open to working on their mental well-being. Values-based qualities like loyalty, respect, and open-mindedness are more important than looks, in the minds of Gen Z daters.
Comedy is Gen Zers' favorite genre, with 38% selecting it as one of their three favorites. TV shows like “The Office” continue to dominate the streaming charts even years after first airing.
Authenticity is a core value that is highly valued by Gen Z. As a generation that has grown up with access to vast amounts of information and an abundance of options, we have become increasingly skeptical of false claims and disingenuous marketing tactics.
Based on forecasting and trends, the majority of Gen Z and single millennials will eventually marry. The average age of marriage may be in flux, but it's still as a priority for most people.
Like Millennial Pink, Gen Z colors favor the eye-popping Cyber Lime (forecasted to be big in 2024) and Digital Lavender, also aligned with inclusivity. “[Cyber Lime] can speak to all, which Gen Z is very sensitive to,” said Guilbert.
People who keep it real often find themselves surrounded by people who love and respect them. "In a world where most people are trying hard to fit in, hiding behind masks, and worried about what other people think, being authentic is very attractive and draws people in," McKleroy says.
Authentic people instill a sense of trust. You trust that what they say and do is based on how they really think and feel. In contrast, someone acting from a disingenuous place might appear unnatural, insecure, or dishonest.
Living authentically offers several benefits, including respect from others, the ability to realize your true potential, and happiness and well-being. Developing authenticity is a lifelong journey.
Young people aged 16 to 24 feel more lonely than any other age group, including people aged 65 and over. Indeed, 73% of Gen-Z report feeling alone sometimes or always. Loneliness can be as damaging to health as smoking 15 cigarettes per day.
Gen Z is also the smartest and best educated generation. Having an unlimited wealth of information at our disposal has not gone to waste. In America, 57 percent of Gen Z is reported to have enrolled in a two-year or four-year college, compared to 52 percent of Millenials and 43 percent of Gen X.
Gen Z's unique mindset has blurred the lines of traditional dating milestones they inherited from previous generations. Young people today are hesitant to say that they're dating someone, much less being exclusive with them. “Commitment does mean tying yourself to something,” Emba said.
Instead of skinny jeans, Gen Z shoppers are embracing the low-rise, baggy pants that were all the rage in the early 2000s. Gen Z's love of baggy pants can be partially attributed to the way they think about styling their outfits: Rather than the going-out top, it's all about the fun pants.
"Gen Z is driven by purpose and world change. An impressive 65% want to personally create something world-changing." Interestingly, Gen Z are also more likely to see themselves as entrepreneurs, than leaders.
Gen Z Advocates for Diversity, Inclusivity, and Sustainability. For the younger generation, beauty is about freedom of individuality, authenticity, and diversity.
Gen Z prefers comfortable and expressive clothing like loose-fitting jeans, crop tops, and oversized pieces. Born between 1997 and the early 2010s, Gen Z accounts for 30% of the world's population.
As Gen-Z individuals, we're no strangers to Technology, Social Media and Constant Infobesity. Minimalism provides the antidote to this chaos. It's about making conscious choices to simplify our lives, focus on what truly matters, and create space for experiences over possessions.
