A misunderstood generation: How to build better brands with Gen Z

Everyone wants a piece of Gen Z. But brands seem to be getting it wrong when it comes to connecting with them, likely because they’ve flattened the most diverse generation into cliches. And Gen Z feels it – 76% of global Gen Zers say they actively avoid ads. ¹ For many brands, this means leaving trillions on the table. By 2030, Gen Z’s estimated global spending power is expected to reach $12T. ²

Snapchat partnered with BBDO NY to uncover five gems about Gen Z to better inform brands on how to connect with this core audience. These gems counteract current misconceptions about Gen Z: that they’re monolithic, lazy, and don’t care about legacy brands. This study, conducted by market research consultancy Alter Agents, was carried out among 6,000 Gen Z social platform users (13-27 years old) across six markets (US, UK, CA, FR, DE, AUS) using a quantitative survey. The survey was inclusive of a tournament exercise to assess in detail the values and social issues Gen Z truly cares about.

💎 Status: It’s not about having more, but doing more

Gen Z is dismantling old status symbols like valuing wealth and luxury goods. If brands want to connect with them, they should do the same. 70% of global Gen Zers say they would assign more status to a figure who advocates for causes on a global scale, while 59% would assign less status to those who display their wealth on social platforms. ³ For this generation, it means more to see what action is being taken to help the world and the role brands play in this. 

Brand Tip: Flex Impact. Gen Z won’t stand for cause-based campaigns that do the bare minimum. They want to see action. They want results. And they wanted it yesterday.

💎Values: There’s no brand loyalty without integrity

For Gen Z, it’s less about what brands sell and more about what they stand for. 60% of global Gen Zers said they only purchase items from brands whose values they agree with. Across verticals, Gen Z said they’d be willing to spend more on brands that aligned with their values. ⁴

Brands must understand that integrity is at their core, and leading from the heart is on the rise. The values global Gen Zers have always cared about are: respect (73%), trust (70%), and honesty (69%). In the past year, they’ve also started caring more about sustainability (44%), inclusivity (38%), and kindness (25%). ⁵ Brands can lean into these values by aligning with the social issues Gen Z most associate with different purchase categories:

Brand Tip: Align values to drive brand impact. Gen Z is willing to pay more for products if brands stand by their values. 

💎 Conflicted: Gen Z isn’t unified in their beliefs

Gen Z is often misunderstood as a generation that holds the same exact beliefs. When looking at emerging values across markets, there are universally-held ones like caring more about sustainability. However, we’re also seeing different values emerge from each market. For example in the UK, we’re seeing discipline emerge as a top value, while France is starting to care more about compassion.

Brand Tip: Forget generic, one-dimensional approaches — this generation requires authenticity and nuance. Dive deep to understand how Gen Z’s beliefs and values are evolving. 

💎 Lazy: Gen Z isn’t lazy, they’re misunderstood

Often thought of as lazy, Gen Z actually values hard work. 69% of global Gen Zers said they would assign higher value to a figure who works hard and has multiple streams of income, and 38% said they’ve started caring more about discipline in the past year. ⁶ Gen Z is a generation who puts self-starters on a pedestal, signaling that they care about ambition.

Brand Tip: When brands feature Gen Z in campaigns, make sure it embodies a generation that aspires to succeed, has drive, and is entrepreneurial.

💎 Legacy: Legacy brands aren’t dead

Gen Z is less likely to associate legacy brands (37% vs. 63% for modern brands) with using digital media to engage in cultural moments and advertising on social platforms. ⁷ Despite this, Gen Z are open to legacy brands being part of cultural moments and talking to them directly. Almost half of global Gen Zers said they’re interested in legacy brands marketing directly to them by tapping into viral moments authentically or leveraging creators. ⁸ In fact, 65% of global Gen Zers said they prefer brand content that is created by creators. ⁹

Brand Tip: Legacy brands must lead with empathy and innovation by tapping into viral moments and collaborating with creators to become part of Gen Z’s inner circle. 

What this means for brands

A misunderstood generation that is often thought of as one cohesive unit, Gen Z wants to be seen as more than just their age bracket. Brands need to understand the differences within this generation and pull back from current misconceptions to truly connect. When speaking to Gen Z, brands must remember to flex impact, align values to drive outcomes, understand complexities, embody the ambition of Gen Z, and lead with innovation. 

Learn more about Snapchat’s Gen Z audience here!