As an individual of the infamous social group, the ‘Gen Z’, I’ve grown up in an increasingly digital space, and have been ‘marketed to’ all my life.
Working at ON PURPOSE gave me a vast bird’s eye view of the way the industry works, but the truth is, even I get swept up in the vast, murky current of advertising where major corporations, political entities, and the algorithm of digital platforms dictate how I’m supposed to be seen, spoken to, and, yes, sold to. Demographic grouping and categorisation is something any marketing suit worth their salt would talk about, and the treatment of this group has been nothing if not extremely thorough.
The elusive Gen Z is often packaged in a glittery, yet reductive box, conveniently labelled all-or-nothing attributes like ‘quirky,’ ‘bold,’ or my personal favourite- ‘woke.’
Here’s the kicker—we’re not a monolith, and we can see through the constant attempts at making us one.
How Did We Become the Meme Generation?
When did ‘memes’ become synonymous with the ‘language of Gen Z?’ Yes, we consume memes regularly on routine doomscrolls through our social feeds and yes, humour is our lingua franca.
But here’s the real question: why are major corporations and even political parties leaning into meme culture and targeted messaging to speak to us? Somewhere in a boardroom run by executives so out of touch they couldn’t possibly understand the ROI potential of SMM, ‘meme’ became the ‘magic ingredient’ that would connect them to Gen Z. The more brands shoved funny relatable content in our faces, focusing on microtrends and churning corporate-approved content by the minute, the clearer it became: we’re being distilled into a stereotype so that we’re easier to sell to. We’re expected to be quirky, to be woke, and to consume content that fits our so-called ‘wild, blunt, and spontaneous nature.’ But Gen Z’s cutting humour, pragmatic approach—and entire digital existence—is not here to be a shortcut to profitability.
Why the Performative Charade Won’t Work Anymore
There’s an uncomfortable truth most brands and agencies need to face. Gen Z has grown up surrounded by constant messages on inclusivity, environmental activism, and social justice. We don’t just want to look ‘woke’; we want a world that genuinely reflects these values. When companies slap the word ‘sustainable’ or ‘eco-friendly’ on a product and claim to be ‘with us’ in our activism, we don’t just nod along. We check the details, scrutinise their practices, and do our homework. Because we know that most of these claims are precisely that—claims without real action. It’s greenwashing, plain and simple, and we don’t want any of it.
So here’s the point where I ask the hard-hitting question: if we’re tired of the charade, how can brands, agencies, and companies really connect with us?
What Gen Z Wants (Spoiler: It’s Not Just Influencer Collabs and Pop Culture-Oriented Feeds)
To genuinely connect with Gen Z, it’s time to ditch the stereotypes and go for something real. Here’s what we actually want:
- Depth Over Aesthetics
Gen Z isn’t interested in brands that are just ‘sustainable-aesthetic.’ We want substance—meaningful campaigns that drive a core message beyond how it appears in the mainstream media. We respond to brands that value authenticity over a curated moment. We’re looking for stories, for transparency, for brands that are okay admitting they’re still figuring things out. - Real Action, Not Performative Activism
One of the biggest charades is performative activism—the kind where brands create campaigns on social justice issues to control their brand narrative but do little to make an actual impact. Brands that resonate with us have demonstrated their values through meaningful, consistent actions that go beyond trending topics. We want to see a commitment to social and environmental issues that isn’t tied to quarterly profits or market trends. - Humanity in Communication
Forget ‘Gen Z language’ the most impactful brands focus on real connection. Human interactions are meaningful, even through a screen. If brands or creative agencies want real tangible results, it might be worth the while to turn to authentic communication with your target segment, and understand what it is that we want. Brands that talk to us, not at us, and are unafraid to show their real, imperfect sides create a lasting impact. Share your challenges and triumphs of what it really takes to produce, to create, to serve. - Address the Bigger Issues—And Don’t Sugarcoat Them
Whether it’s climate change, inequality, or mental health, we want to see brands tackle these issues in ways that feel real. Gen Z wants to work with organisations that aren’t afraid to confront difficult truths and are committed to making a difference. It’s fine to acknowledge that these issues are messy and complex. We’re not looking for brands to have all the answers, but we want them to be willing to roll up their sleeves and dive in, knowing it’s going to be a journey. We’re not here for the quick fix; we’re here for the big-picture, long-term shift. - Co-creation, Not Tokenism
We’re tired of seeing brands that bring one young person on board, stick their face on a few social posts, and call it ‘youth engagement.’ We want to work with brands that genuinely listen to our perspectives, who invite us into decision-making processes rather than using us as props. Tokenism is transparent, and it’s alienating. Real co-creation is powerful and shows us that our input is valued—not exploited.
So, Who Is Gen Z?
If there’s one thing I’ve learned, it’s that Gen Z isn’t a demographic that can be boxed up and marketed to in the same way previous generations covertly were. We’ve been saturated with digital content since we could swipe a screen. We’re both hyper-aware and hyperskeptical of all that glitters in all its blue-light glory. We’re bold, yes, but we’re also serious about the world we’re inheriting, demanding accountability, and pushing for real change, not just symbols of it. If brands want to reach us, they have to meet us in the space between who we as a community ‘want to become’ and ‘where we currently are.’
For agencies like ON PURPOSE, representing Gen Z in a way that rings true means moving beyond aesthetics and language gimmicks. It means asking tough questions, and putting people first. It’s not about tapping into the ‘Gen Z demographic’ to create ‘viral’ content for the next 5 minutes of fame. It’s about stepping up, diving into the values that matter, and contributing to something bigger than a brand statement.
To any brand, agency, or institution out there thinking about Gen Z: we’re not just here to watch your Reels. We’re here to change things. It’s high time we ditch the othering and finding things that make us different, instead we find common ground that brings us together.
And how do I know this, I’m a Gen-Z of course! I’m woke, I’m authentic, I’m bold and I spend every second online. Trust me!