Gen Z is canceling the curated image. A recent CNBC report shows that nearly 70% of Gen Z distrust brands that over-polish their messaging or push too hard for a sale.
So, who is Gen Z? This generation, born roughly between the late 1990s and early 2010s, stands apart. They’re digital natives through and through. Constant connectivity has shaped their expectations and worldview.
What drives Gen Z’s demand for public relations (PR) narratives that show imperfections, display vulnerability, and prioritize transparency?
Having grown up immersed in marketing, they possess a finely tuned “BS detector.” To connect, brands must ditch the spin and embrace total honesty. Financial caution, shaped by experiences like economic downturns and climate change anxieties, fuels their need for comprehensive information before making choices. They simply don’t take trust for granted.
This article will explore the cultural shift from airbrushed campaigns to storytelling that shows the “ugly truth” side. We’ll examine why this approach builds better connection and lasting loyalty with Gen Z.
Gen Z's core values in marketing
To truly connect with Gen Z, brands must understand how those values translate into their behaviors and expectations.
Gen z’s are hyper-informed audience
The statistic that shows 85% of Gen Z trusts peer reviews over branded content from Paxcom’s 2025 eCommerce Blueprint report underscores a fundamental shift in the buyer-seller dynamic. Gen Z doesn’t passively consume marketing messages; they actively investigate, cross-reference, and seek validation from their networks.
Gone are the days of conventional press releases and glossy brochures. Instead, focus on amplifying real user voices. This means actively seeking and showcasing customer testimonials and POV, encouraging reviews on gen Z’s crowded platforms and engaging with user-generated content. Consider actively monitoring and participating in relevant niche forums like Reddit, Discord or industry-specific review forums.
They seek social justice & sustainability
The 62% who prioritize brands with ethical practices are about making a statement. For Gen Z, consumption is increasingly tied to identity and social responsibility. They see their spending as a way to support causes they believe in.
Showcase your brand’s commitment to social justice and sustainability with concrete actions. Highlight ethical sourcing, fair labor practices, charitable partnerships, and environmental initiatives. Back up claims with verifiable data and third-party certifications. Be prepared to be scrutinized on platforms like X and activist-driven spaces on Thread. Remember, Gen Z can quickly call out any performative activism if they see one.
They prioritize community over conversion
Gen Z seeks belonging. They gravitate towards online spaces centered around shared interests, whether it’s for gamers, a community for specific hobbies, or a niche forum like for beauty and culture discussions. These micro-communities offer a sense of belonging and connection that traditional marketing often lacks.
Skip mass marketing and start utilizing micro-targeting. Identify the relevant online communities where your target audience gathers and engage authentically. Participate in conversations, offer valuable content, and build relationships with influencers and community leaders within these spaces. The goal is to become a trusted member of the community, not an intrusive advertiser.
Resilience narratives are favored
The UCLA study underlining the resonance of “beating the odds” stories taps into a core Gen Z value: the celebration of resilience and authenticity in the face of adversity (keyword sample, ‘sandwich generation’). Growing up amidst economic uncertainty and social upheaval has instilled in them a deep appreciation for those who overcome challenges.
Reframe your brand’s story to highlight moments of struggle, adaptation, and triumph. Show how you’ve overcome obstacles, learned from mistakes, and emerged stronger. Emphasize the human element of your brand, showcasing the individuals who contribute to its success. Avoid portraying an image of effortless perfection; instead, embrace vulnerability and honesty. Share these narratives on platforms where vulnerability is appreciated, such as cut-to-the-case, short-video storytelling content on YouTube shorts or TikTok.
What brands should be doing in their ads to capture Gen Z
"Real > Relatable": The 8-Second Attention Span
Gen Z’s notoriously short attention span – often cited as around 8 seconds – is a reflection of their media consumption habits. They’re bombarded with content daily and quickly swipes away anything that feels forced. This is why platforms like TikTok and BeReal, which prioritize spontaneous, unedited content, have exploded in popularity.
For advertising, this means brands should have the skill of generating hooks, for the first three seconds at least, to stop their scroll and catch their attention. Ditch the airbrushed marketing approach and try to embrace raw visuals. Show them the process, the flaws, the roadblocks, instead of just the finished product through staged endorsements.
Leverage visual platforms to your advantage. Short-form video content on TikTok or Instagram Reels should feel organic and unscripted. Consider partnering with Gen Z creators who understand the platform’s nuances and can produce content that connects authentically. Embrace behind-the-scenes footage, even if it’s with shaky camera phone, user-generated content, and live Q&A sessions to initiate discussions.
The skepticism statistic: Cause-driven or sales-driven?
The stat that 47% of Gen Z dismiss cause-driven campaigns as sales ploys underscores the deep-seated skepticism that pervades this generation. They’re acutely aware of the power of marketing and quick to spot insincere attempts to capitalize on social issues.
Focus on long-term partnerships and initiatives that have a tangible impact. Be transparent about your goals and metrics, and demonstrate a commitment to making a difference. transparency, consistency, and demonstrable action are the keys to building trust with Gen Z.
What resonates with gen Z’s storytelling
We know Gen Z sniffs out inauthenticity like bloodhounds. But assuming that’s the only key to their hearts oversimplifies things. We need to understand the type of stories they seek and the way those stories are told.
Radical transparency as a form of respect
Gen Z wants the full picture, warts and all, which is more about brands demonstrating respect for their intelligence. They crave context, even if it’s uncomfortable. For example, a clothing brand might openly discuss its supply chain challenges, even if it can’t claim 100% ethical sourcing. The attempt to be fully transparent earns points.
Instead of merely releasing CSR reports, try to explain them. Use accessible language, interactive visuals, and direct Q&As with your team. Acknowledge areas where you’re falling short and outline specific plans for improvement.
Co-Creation
Gen Z views themselves as the main characters. They are active participants, not passive recipients. A powerful story, therefore, invites them to contribute, influence, or even rewrite the narrative. This participatory element transforms a brand message into a shared experience.
Launch campaigns that explicitly invite user-generated content. Run contests that empower audiences to shape your product development or marketing strategy. For example, a food brand might ask customers to create their own recipes using its ingredients, then feature the winners on its social channels.
Avoiding "Black and White" thinking
Gen Z understands that the world is messy and that most issues are multifaceted. Overly simplistic messaging, even if well-intentioned, can come across as patronizing. They appreciate brands that acknowledge the gray areas and engage in thoughtful, nuanced conversations.
Don’t shy away from complex topics, even if they’re controversial. Encourage debate, invite diverse perspectives, and avoid taking overly simplistic stances. For instance, if your brand supports a particular social cause, acknowledge the potential trade-offs or unintended consequences.
Humor as a trojan horse for serious messages
Gen Z often uses humor and irony as a coping mechanism for dealing with difficult realities. Brands that can effectively incorporate humor into their messaging can break through the noise and deliver serious messages in a way that resonates.
Don’t be afraid to inject humor into your content, even when discussing serious topics. Use memes, GIFs, and self-deprecating jokes to lighten the mood and make your message more engaging. However, be careful to avoid being insensitive or trivializing important issues.
The Future of Brand Storytelling with Gen Z
Brands seeking to forge lasting connections with Gen Z must recognize that the era of meticulously crafted, “perfect” brand narratives is definitively over. Looking ahead, the path to capturing this generation’s attention and loyalty lies in embracing vulnerability and messy authenticity.
This necessitates a fundamental shift in PR and marketing strategies, moving away from polished messaging and towards radical transparency, genuine social responsibility, community building, and resilience-focused storytelling.
For brands willing to prioritize these values and engage in open, nuanced, and even humorous dialogues, the opportunity exists to build not just customers, but true, invested communities within Gen Z. The future of brand engagement with this generation hinges on the courage to be real, flaws and all.
