marketing
Why Gen Z Will Ignore Your Brand in 2025 (Unless You Do This)
Let’s set the scene: It’s 2025, and Gen Z is calling the shots. With unmatched purchasing power and a no-nonsense approach to brands, this generation doesn’t waste time on anything that doesn’t feel real. If your brand is trying to fake it, forget it. Authenticity isn’t a ‘nice-to-have’ anymore; it’s the KEY to stay relevant. Let’s break down why being real is your brand’s golden ticket to winning Gen Z over.
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What Does Authenticity Mean to Gen Z?
1. Honesty and Transparency
Gen Z expects brands to be open about their practices, whether it’s about product sourcing, labor practices, or sustainability efforts. They value truthful storytelling that highlights the journey behind a product, rather than just the finished result.
2. Honesty and Transparency
Gen Z’s purchasing decisions are deeply influenced by how closely a brand’s values align with their own. For instance, brands that support social causes, such as LGBTQ+ rights or racial equality, resonate strongly with this generation. The key here is authentic action over just words. Empty promises are easily spotted and criticized on social media.
3. Realness Over Perfection
Gen Z dislikes the over-produced, “too-perfect” portrayal of products. They prefer brands that show the imperfections and vulnerabilities of a product or brand. Whether it’s a behind-the-scenes look at how products are made or a CEO admitting mistakes, Gen Z connects more with brands that display humanity and flaws.
4. Relatability and Human Touch
Ultimately, they want to feel like the brand gets them. That might mean being more casual or unfiltered in your marketing, engaging with them through user-generated content, or responding to real-time feedback online.
Why Faking It Will Cost You
Gen Z grew up in the digital age, which means they’ve mastered the art of spotting anything fake. Whether it’s insincere messaging, overly edited photos, or generic designs, they can tell when a brand is putting on a façade. And they’re quick to call it out.
👎 The Risk: Losing their trust is game over. Once your brand seems fake, it’s nearly impossible to win them back.
👍 The Fix: Show your human side. Be open about your challenges, celebrate your successes, and own your mistakes. People don’t expect perfection, they expect honesty.
Ways to Build Authenticity into Your Designs
1. Embrace Imperfection
Designs that feel handcrafted or have a personal touch can create an emotional connection. Gen Z loves aesthetics that feel approachable, like handwritten fonts or natural textures.
2. Show Your Team
Let your audience see the people behind the brand. Post team stories, share how your designs come to life, and celebrate real moments from your company.
3. Lean Into User-Generated Content (UGC)
Gen Z trusts real people more than polished ads. Encourage your customers to share their experiences with your brand and highlight them in your marketing. If you need more ideas about UGC, check out our article: What is UGC and how do you use it effectively?
Keep It Transparent: Actions Speak Louder Than Words
Being authentic isn’t just about your visuals; it’s about your actions. Gen Z is watching how you operate as a business. Are your values clear? Do you practice what you preach?
💡 Pro Tip: Pair your designs with transparency. For instance, if you’re sharing an eco-friendly product launch, back it up with proof—like the materials used or the positive impact it’ll have.
Authenticity = Loyalty
Here’s the kicker: When Gen Z feels connected to your brand, they’re not just customers, they’re advocates. They’ll share your posts, recommend your products, and even defend your brand in the comments section. But it all starts with trust, and trust starts with authenticity.
Ready to Build a Brand Gen Z Can’t Ignore?
The future belongs to brands that keep it real. Check out our full guide: Vibe Check! What Gen Z Wants in 2025 and start creating designs that matter.
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