Introduction
Gen Z, the generation born between 1997 and 2012, is changing the way the world interacts with entertainment, news, and consumer products. A key driver in this shift is the increasing influence of social media platforms in shaping purchasing decisions, brand perception, and cultural trends. In this episode of The Stream, Anelise Bores explores how younger people are reshaping corporate marketing, with a focus on how companies are being forced to adapt to new expectations from this digitally native generation.
The Role of Social Media in Marketing Evolution
Anelise begins by highlighting the rapid rise of young people taking the reins in corporate social media management. She points out how traditional companies are hiring Gen Z professionals—often in their early 20s—to handle their social media accounts, bringing fresh, relatable voices to their marketing strategies. This shift reflects the broader trend where businesses are increasingly aware of the importance of speaking the language of the younger demographic.
Social media platforms like TikTok have become significant tools in shaping how brands communicate with younger audiences. A recent example cited in the conversation involves Nationwide Insurance's use of TikTok to reach a younger audience by sharing humor-infused, casual content that feels authentic and relatable.
The Changing Habits of Gen Z Consumers
Gen Z, as the first digital-native generation, interacts with technology, social media, and digital content in fundamentally different ways than their predecessors. Ashwin Krishnaswamy, a content creator and marketing consultant, explains that the behaviors of Gen Z are rooted in their constant exposure to digital environments. This exposure has led to a preference for personalized content and a distrust of faceless corporations. Gen Z wants to engage with real people behind brands, not just see a product or an advertisement.
Another important insight from Ashwin is that Gen Z highly values community, often preferring brands that foster genuine connections and provide a space for dialogue and shared experiences. Businesses now must focus on creating content that offers more than just a hard sell. Content needs to be entertaining, educational, or community-driven, providing value to the audience without a direct sales pitch. This shift is proving to be a difficult lesson for established brands, which have traditionally relied on straightforward advertising and product promotion.
Shifting Consumer Behavior: Trust and Digital Engagement
The conversation then touches on how Gen Z's trust in brands has shifted. Unlike previous generations that largely trusted top-down communication from corporations, today’s young people tend to trust peers and influencers who they perceive as relatable, authentic, and approachable. A striking example of this new trend is how 60% of Gen Z uses TikTok as a search engine more frequently than Google. They rely on user-generated content and authentic reviews from real people to make purchasing decisions, preferring visual content that is more personal and dynamic than static web pages.
Ben Harmes, Chief Growth Officer at Archrival, explains that this shift in trust is significant for brands. For example, his agency works with global companies like Adidas, Spotify, and Red Bull to ensure their marketing campaigns resonate with the rapidly evolving youth culture. One key realization in this space is that Gen Z sees themselves, not corporations, as the driving force behind cultural trends. A survey by his agency found that 40% of Millennials believe brands still dictate trends, whereas only 15% of Gen Z shares that view. Gen Z feels empowered by their ability to shape the culture, both online and offline.
The Importance of Youth Voices in Content Creation
As brands recognize the importance of engaging Gen Z in their marketing strategies, the discussion turns to how companies can better include younger people in the creation of their content. Ery Gunari, founder of the social media agency ZLink, emphasizes that it is no longer enough to do market research on Gen Z; brands need to integrate young people directly into their content creation teams. When younger people are involved in marketing initiatives, they bring a sense of authenticity and credibility to the content. By involving Gen Z employees in content creation, brands show that they care about their audience and understand their perspectives, rather than just using them as a target for marketing campaigns.
User-Generated Content (UGC) and the Demise of Perfect Influencers
A notable trend in Gen Z marketing is the rise of user-generated content (UGC) as a marketing tool. Ashwin explains that UGC is becoming highly influential, and it doesn’t require a large following to have an impact. Micro-creators with small followings often generate content that is more relatable and persuasive because it feels more like a conversation with a friend rather than a polished marketing pitch. This contrasts with the influencer marketing model, which has become saturated with celebrities and well-known figures. Gen Z is now weary of the glossy, highly produced influencer content that once dominated the digital space. Instead, they appreciate content that feels spontaneous, personal, and genuine.
JoJo Ana, a UGC creator, further highlights the appeal of relatable content. She points out that when consumers see real people—individuals who look like them or share similar lifestyles—it humanizes the brand and makes it more approachable. Brands that embrace UGC are able to avoid coming off as corporate entities solely focused on selling a product. Instead, they appear more like friends, offering a more authentic relationship with their customers.
The "De-influencing" Trend
As Gen Z moves away from the perfect influencer narrative, they are embracing a growing movement known as "de-influencing." This trend encourages individuals to critique or even discourage the purchase of products that are overly commercialized or fail to meet consumer expectations. The shift away from polished, sponsored content is a significant cultural shift that indicates Gen Z's desire for transparency and authenticity.
Ben Harmes adds that brands must adapt to this shift by moving away from traditional influencer endorsements and focusing on building deeper, more meaningful relationships with their audience. Companies that are succeeding in this space are those that understand the importance of trust and authenticity, including amplifying voices from within their own community and employee base.
Nutter Butter's Social Media Strategy
One of the most talked-about examples of effective social media marketing comes from the cookie brand Nutter Butter. The brand has gained massive traction on platforms like TikTok through offbeat, humorous content that disrupts the usual tone of corporate social media accounts. According to Ery Gunari, Nutter Butter’s success lies in tapping into the “brain rot” culture on TikTok, which involves sharing content that’s intentionally absurd, unexpected, and relatable. The brand’s willingness to take risks and experiment with light-hearted content has allowed it to connect with a younger audience that appreciates humor and authenticity.
However, Ashwin Krishnaswamy cautions that not every brand can replicate Nutter Butter’s success by simply mimicking their style. The success of Nutter Butter's strategy is partly due to their long-standing brand recognition and widespread distribution. The juxtaposition of a familiar, established brand doing something quirky and fun stands out and grabs attention. However, if every brand tries to emulate this “unhinged” approach, it will lose its appeal.
Brands need to understand the underlying reasons behind why certain strategies work and consider how these approaches can be tailored to their unique context and audience.
The Future of Marketing: Moving Toward Authenticity
Looking ahead, all the experts agree that the future of marketing lies in authenticity and providing real value to consumers. Ben Harmes points out that 62% of Gen Z feels overwhelmed by the constant media bombardment and advertising that they experience daily. This indicates a growing demand for marketing that genuinely connects with people, offers something meaningful, and respects their desire for less intrusive, more thoughtful content.
Ery Gunari adds that we are already seeing the rise of niche platforms like Substack, where creators and users connect based on shared interests rather than commercial motives. Gen Z is increasingly drawn to spaces where content feels more personal, less commercialized, and more community-driven. As these platforms evolve, it will be important for brands to recognize that their involvement in these spaces must be mindful and respectful of the platform's ethos.
Ashwin Krishnaswamy also envisions a future where brands find ways to connect with people in real-life spaces, not just online. He points to the rise of communities like Nike’s running clubs, where the focus is on providing value and fostering connection rather than pushing products. Over time, this kind of relationship-building could become more central to the way brands interact with consumers.
Conclusion
Gen Z’s impact on corporate marketing is undeniable. This generation’s preferences for authenticity, community, and transparency are forcing brands to adapt their strategies to remain relevant. As social media continues to evolve, marketers must focus on building genuine relationships with their audience rather than relying on outdated tactics. The future of marketing is one that adds real value to people’s lives, respects their digital spaces, and celebrates the individuality of their experiences.
