What Does Gen Z Look for in a Brand?

New data from Snapchat has revealed what Gen Z consumers are looking for when it comes to brand messaging and how social media impacts this generation’s purchase patterns. With $4.4 trillion of buying power up for grabs with Gen Z, this demographic has become one that marketers don’t want to miss out on.

As we know, authenticity is essential and remains a key element that Gen Z looks for in what they engage with, but Gen Z takes it a step further and seeks to connect with the platforms and brands that walk the walk when it comes to problems communities face across the globe. Data in this recent study shows that three-fourths of Gen Z are loyal to companies that speak to social issues, post information about social issues and advertise for social change.

And this matters internally as well with Gen Z looking to companies that prioritize fair labor practices, inclusivity, diversity and sustainability. These internal values drive purchases among this generation.

A huge part of this engagement with Gen Z lies in a topic I have written about before – your brand story. This explains to consumers what your brand does and why you do it and allows you to show why you are in it for more than just a profit. Your story should be real and detail how you were able to overcome challenges or create connections with others through your brand. This is what will set you apart and stick with Gen Z in your marketing.

Another integral part of Gen Z marketing is the desire for positivity. It’s easy for this generation and all others today to scroll online and see content that brings them down, generates anxiety or makes them feel lonely. Instead, opt for content that encourages acceptance, helps build friendships and inspires others through both imagery and copy.

By harnessing the power of positivity, you can get in touch with Gen Z and be more than just marketing, but also a movement.