Why Gen Z Prefers Brands That Feel Like Communities

Gen Z is redefining consumer expectations with their strong preference for brands that embody community values. At the heart of their preference are three core principles: authenticity, inclusivity, and social responsibility. Unlike previous generations, Gen Z has grown up amidst a digital landscape where information is abundant and easily accessible. They can spot inauthenticity from miles away, making transparency and honesty non-negotiable for brands wishing to appeal to them.

Inclusivity is another critical value for this generation. Gen Z expects brands to represent a diverse array of voices and identities. This means that brands must not only embrace diversity in their messaging but also reflect it in their actions and workforce. Finally, social responsibility is a cornerstone of Gen Z’s purchasing decisions. They gravitate towards brands that take a stand on environmental and social issues, valuing those that contribute positively to society. Brands that embody these principles position themselves as community-focused, creating deeper connections with Gen Z consumers.

Social media platforms have revolutionized the way brands build and nurture communities. For Gen Z, these platforms are not just for social interaction but serve as vital spaces for engaging with brands. Social media allows brands to foster a sense of belonging and community by engaging with users directly, creating content that resonates with their audience, and encouraging user-generated content.

Platforms like TikTok, Instagram, and Snapchat have become breeding grounds for brand communities. By leveraging these spaces, brands can create interactive and immersive experiences that engage Gen Z on a deeper level. Social media influencers and micro-influencers further enhance this connection by providing relatable and authentic content that speaks directly to Gen Z’s values. This direct engagement helps transform brands from mere entities into vibrant communities that Gen Z wants to be a part of.

Several brands have successfully harnessed the power of community to engage Gen Z. Take, for example, the skincare brand Glossier, which has built a loyal community by focusing on user-generated content and customer feedback. By encouraging their customers to share their skincare stories and using that content in their marketing, Glossier has created an inclusive and relatable brand community.

Another example is Nike, which has successfully built communities around specific interests such as running and basketball. Through platforms like the Nike Run Club and the Nike Training Club, they have created spaces where enthusiasts can connect, share experiences, and motivate each other. These strategies not only foster community but also enhance brand loyalty and drive sales, as consumers feel a deeper connection with the brand.

Gen Z’s approach to brand interaction is distinct from that of Millennials and Gen X. While Millennials appreciate brand authenticity and social responsibility, they still hold some traditional brand loyalties. Gen X, on the other hand, often values practicality and quality over brand engagement. Gen Z, however, seeks a sense of community and belonging, often preferring brands that resonate with their personal values and beliefs.

This generation is less likely to be swayed by traditional advertising and more likely to engage with brands that facilitate conversation and co-creation. They expect brands to listen and respond, valuing transparency and two-way communication. This shift in consumer preference is forcing brands to rethink their strategies and focus on creating genuine connections with their audience.

As Gen Z continues to shape consumer trends, the future of branding looks increasingly community-centric. Brands are expected to shift from traditional marketing techniques to strategies that foster community engagement. This shift will likely involve greater emphasis on co-creation, where consumers are invited to participate in the brand narrative actively.

Looking ahead, we can anticipate a rise in immersive brand experiences, where brands create spaces both online and offline for communities to gather and interact. This could include virtual reality experiences, interactive storytelling, and live events that bring brand communities together. These trends will not only appeal to Gen Z but will also set the stage for future generations of consumers who value community and connection.

Ready to make your brand Gen Z-approved? Let’s start the conversation at genz@bangeri.fi.