How Is Gen Z Reshaping Brand Marketing?

What Gen Z Actually Values in Brands

A 2023 McKinsey study found that 75% of Gen Z prefer brands that openly support social causes, and they can quickly detect when a campaign feels performative. Sustainability and inclusivity are no longer “nice-to-have” values, they’re fundamental to winning Gen Z trust.

Brands must shift from polished corporate messages to real human storytelling, behind-the-scenes content and honest, two-way communication.

The Shift From Influencers to ‘Everyday Creators’

• Gen Z is driving a major shift in influencer culture. Micro-influencers generate 60% higher engagement than traditional macro creators.
• Why? They feel real, relatable and trustworthy.
• This is why low-production, front-camera, conversational content now outperforms slick, polished ads. Gen Z connects with creators who reflect their own lives—not celebrities in curated studios.

Real Brand Examples:

Brands already adapting to Gen Z’s expectations:

1. Ryanair – Self-Aware, Self-Deprecating Content

• Ryanair’s TikTok embraced a humorous, self-deprecating tone using their aircraft face filter, earning millions of Gen Z followers. 

2. Gymshark – Community and Micro-Creators

• Gymshark built its brand by partnering with micro-fitness creators and elevating authentic transformation stories rather than celebrity endorsements. 

3. L’Oréal – Creator-Led Beauty Transparency

• L’Oréal’s marketing has increasingly centred on creator partnerships and conversations around realistic beauty standards. 

5 Ways Your Brand Can Become Gen-Z Friendly Today

1. Show real people instead of polished stock imagery.

2. Use humour, personality and a human tone of voice.

3. Partner with micro-creators who genuinely love your product.

4. Reply to comments like a person—not a PR department.

5. Stand for something meaningful and support it with real action.

💭Conclusion:

Gen Z is rewriting the rules of marketing. They want brands that feel human, honest and aligned with their values. Companies that embrace raw creativity, micro-creators and authentic communication will thrive in modern marketing!