"Not that you would know by the way brands tend to characterize them. To them, Gen Z are just a bunch of flippant kids with no attention spans and only care about memes and short videos. That's why social media is filled with so many brand "fails." Like when a company launches a painful "Gen Z-friendly" campaign with actors dancing awkwardly to a trending song from the previous summer."
"The truth is Gen Z has incredible bullshit detectors. They've spent their entire lives scrolling through content, which means they can tell when something's fake faster than any focus group. They're not "too sensitive." They just want accountability. They're not anti-humor. It's more like they're anti-hypocrisy. They've learned how to research, compare, and form opinions on their own. They don't wait for brands or media to tell them what to think."
Gen Z functions as cultural architects whose tastes and creations shape broader consumer behavior and trends. Brands frequently mischaracterize Gen Z as short-attention, meme-obsessed consumers, resulting in awkward, performative campaigns and credibility-destroying virtue-signaling. Gen Z possesses keen ability to detect inauthenticity and hypocrisy due to extensive time consuming and creating online content. They research independently, compare options, and form strong opinions rather than accepting marketing at face value. They have driven movements, exposed corporate misconduct, and built entrepreneurial projects. Brands that seek lasting loyalty must prioritize genuine engagement, accountability, and authentic collaboration with Gen Z audiences.
Read at Inc
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