{"id":2807,"date":"2022-09-18T15:38:51","date_gmt":"2022-09-18T19:38:51","guid":{"rendered":"https:\/\/dfpdigital.com\/?p=2807"},"modified":"2022-09-18T16:12:58","modified_gmt":"2022-09-18T20:12:58","slug":"gen-z-and-the-desire-for-authenticity","status":"publish","type":"post","link":"https:\/\/dfpdigital.com\/gen-z-and-the-desire-for-authenticity\/","title":{"rendered":"Gen Z and The Desire for Authenticity"},"content":{"rendered":"
Gen Z is a generation that is fueled by change. We grew up in a rapidly evolving world \u2013 one where the interconnectedness achieved through various social media platforms continues to have an immense effect on the way teens and young adults navigate life. Now, enveloped in a world overflowing with new technologies, we can search for anything and talk to anyone at the click of a button. These various changes that continue to influence our everyday lives have morphed Gen Z into what we are now \u2013 and with the plasticity of the modern world, authenticity is perhaps the most desirable quality we are searching for. In our social media use, our conversations, in the media we consume, and what feels like a million ads we see scrolling through social feeds every day, we crave an authentic experience. The world has changed so quickly that it feels like we are always playing catch up, and we have to adapt just as fast.<\/p>\n
My generation grew up during the rise of the smartphone, a whole world that fits right in our hands \u2013 so, it\u2019s no surprise that Gen Z is a generation enthralled by popular culture. Music, film, television, fashion, and activism are all things that fuel many Gen Z-er\u2019s lives. With apps like TikTok, we have a direct connection to, and huge influence over, pop culture trends today. We are exposed to thousands of products, advertisements, and online personalities every day \u2013 creating pickier consumers and increasingly quicker trend cycles within this growing online world that Gen Z has cultivated.<\/p>\n
Social media is truly at the forefront of the Gen Z lifestyle. There has been a shift from trusting bigger brands to instead placing our trust in smaller, more intimate companies and the personalities that showcase them. New brands have even begun documenting their journeys through one to three minute TikTok videos. The transparency between these brands and their consumers has produced significantly more trust with their audience \u2013 it makes us feel a part of the process itself.<\/p>\n
With a rise in popularity of second-hand shopping and increased sustainable options, consumers are becoming more conscious about what they purchase. Gen Z has become quite picky \u2013 but for good reason. As we continue to live through the pandemic, and as climate concerns grow everyday, my generation is becoming increasingly aware of the impacts their purchases make. Many people in my life, including myself, have started prioritizing things like second hand shopping \u2013 not only is it more sustainable and affordable, but thrifted clothing tends to be more unique. We don\u2019t want to feel lied to or misled; we want the things we buy to feel special and long-lasting.<\/p>\n
Gen Z is a generation where many of us have become increasingly aware of and proactive towards certain social causes in our modern world. With movements such as Black Lives Matter, #MeToo, and issues like climate change at the forefront of many of our adolescent lives, the drive for brands to be more sustainable and inclusive is strong. Companies like Ben & Jerry\u2019s have become a favorite among Gen Z, not only for their product, but for their message. The commitment and transparency in Ben & Jerry’s social responsibility drives their success<\/a>, and that success aligns with the notion that, \u201c75% of Gen Z wants to leave the world a better place than they found it\u2026 [they] show the most loyalty to the brands that make a deliberate effort to champion equity, inclusion and sustainability.\u201d<\/p>\n Pre-pandemic marketing strategies are a concept of the past, or at least they should be. While many traditional methods have stuck around, Gen Z-ers are now making big changes in media \u2013 and the way this media is being produced has begun to shift because of it. Most everyone\u2019s lives have changed drastically over the past two years, but Gen Z has arguably experienced the most disruption to their daily lives. With many schools shifting to an online model and important milestones being celebrated virtually, the pandemic has forced us to adapt to this new world during a time where many of us are graduating high school or college and moving into the \u201creal-world\u201d. According to Forbes, Gen Z makes up over 40% of U.S. consumers today; understanding how to appeal to Gen Z is a big priority to brands right now. Our view of the world has shifted \u2013 the future is more unpredictable than ever and because of this community, it\u2019s one of our biggest assets. Banding together to create a world we desire is incredibly important \u2013 and putting our trust in brands that have the same goal is crucial.<\/p>\n<\/div>