Struggling to connect with Gen Z? Discover why your brand might be missing the mark—and how to fix it with authenticity, values, and content that actually clicks with the next generation.
If your brand feels like it's being ghosted by Gen Z—no engagement, no interest, no brand love—you're not alone. This generation has flipped the script on branding, marketing, and how trust is built.
Born between the mid-90s and early 2010s, Gen Z is the most connected, media-savvy, and values-driven generation yet. But here's the twist: they're also the most skeptical. They’ve grown up watching brands say one thing and do another. They’ve seen polished ads, influencer scams, greenwashing, and performative activism—and they’re not having it.
So if you're wondering why Gen Z isn't vibing with your brand, let's break it down—and more importantly, figure out how to fix it.
Gen Z can smell inauthenticity from a mile away. If your brand is suddenly “down with the youth,” using TikTok slang awkwardly, or hopping on trends five days too late—it’s probably getting roasted in group chats.
They don’t want brands to be “cool.”
They want brands to be real.
That means:
Not pretending to be something you're not.
Owning your tone of voice (even if it's serious or niche).
Speaking with them, not at them.
Fix it: Ditch the try-hard lingo and speak like a human. Consistency and authenticity beat trend-chasing every time. Show up in a way that feels true to your brand, not like you're borrowing someone else’s personality.
Gen Z cares deeply about values—sustainability, inclusivity, mental health, and social justice aren't just buzzwords to them. They expect brands to take real stands—and back it up with action.
If your brand posts a rainbow logo during Pride but has no inclusive policies internally? They’ll call you out.
If you say you care about the planet but use wasteful packaging? They’ll notice.
Fix it: Choose a cause that genuinely aligns with your brand’s mission and values. Then invest in it, regularly communicate your progress, and be transparent about your challenges too. Gen Z doesn’t expect perfection—they expect honesty.
This is a generation raised on YouTube, TikTok, and streaming. They’ve skipped more ads than you've designed. They’re not passively consuming content—they’re engaging, remixing, and curating.
If your social media looks like a series of polished billboards, it's getting ignored.
Gen Z wants content with personality:
BTS (behind the scenes)
Founder stories
Raw design processes
Real people using your product
Funny memes that don’t feel corporate
Fix it: Prioritize content over ads. Show your work. Let your team shine. Make things that entertain, educate, or connect. Be part of the culture—not just selling into it.
Gen Z doesn’t want to be “marketed to”—they want to belong. They value community, collaboration, and connection. Brands that treat their audience like a fan club instead of a focus group win.
If your brand has no real engagement strategy beyond “like and share,” you're missing the point.
Fix it: Start conversations. Highlight user-generated content. Ask for opinions. Create experiences that make people feel seen and heard. It’s not about having followers—it’s about building a tribe.
Gen Z grew up designing their own Tumblr pages, editing videos on their phones, and using Canva before it was cool. They have taste—and it’s evolving fast.
Outdated logos, stiff stock photography, and overly corporate branding make them bounce.
They’re into:
Bold, expressive visuals
Clean, authentic design
Maximalism or brutalism—depending on the mood
Aesthetic over polish
Fix it: Audit your brand visuals. Are they still speaking to today’s audiences? Consider updating your design system, photography style, or visual identity to reflect a fresher, more flexible look. Don’t design at them—design with them in mind.
Gen Z respects brands that stand for something. Playing it safe might protect you from controversy—but it also makes you forgettable.
They’re more likely to support bold, outspoken brands—even if they don't agree with every stance—than those that stay silent on issues that matter.
Fix it: Don’t be afraid to show your personality. Be opinionated. Tell your origin story. Share your team’s values. If you make a mistake? Own it publicly. Vulnerability is powerful.
Gen Z wants to participate. They want to shape the brands they love, not just buy from them. That could look like:
Voting on new product designs
Naming campaigns
Designing merch
Being featured as part of your brand’s story
Fix it: Invite your community in. Make them part of your creative process. The more ownership they feel, the stronger the brand loyalty becomes.
Winning over Gen Z isn’t about learning the latest dance trend or dropping buzzwords. It’s about showing up consistently, authentically, and transparently.
They’re not here for perfect brands. They’re here for honest, human ones.
So if Gen Z hates your brand right now, it’s not too late.
Listen. Learn. Evolve.
Because once they love you? They’ll go hard for you—loyal, loud, and proud.
And that? That’s branding gold.