Gen Z consumers want ‘genuine connection’ when engaging with brands

Around 3 in 5 trust independent consumer reviews.

Gen Z consumers prefer authenticity and social impact and want to feel a “genuine connection” when they are engaging with brands, according to a report by Euromonitor International.

The “Young and Disrupted” consumers are changing the business as usual as they are now gaining financial independence, and as their pandemic-shaped formative years translate into higher resilience and expectations.

“Transparent, honest and relatable communication resonates with Gen Z. Successful brands are built around stories to form strong connections with these consumers. Companies are aligning their brand voice to their purpose,” the report read.

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“Brand-customer relationships need to be mutually beneficial. These Young and Disrupted consumers aren’t inherently loyal and can’t be treated like transactions. They need to clearly see the value in their brand interactions to become repeat buyers,” it added. 

Around 64% of Gen Zs trust independent consumer reviews in 2022. Around 48% want to engage with brands to influence product innovation.

As outspoken shoppers who are not afraid of airing their concerns via social media, around 30% of Gen Zs decide their purchase based on brands’ social and political beliefs, and 24% boycott those whose social and political beliefs are not aligned with theirs.

“Narratives are pivotal. Your brand story is what will sell. But actions speak louder than words. Empty promises or staying silent on social causes can wreak havoc on reputation. Trust is created when companies live up to their commitments,” Euromonitor said.