Generation Z, born between the late 1990s and early 2010s, is redefining consumer behavior in real-time. With over $360 billion in spending power in the United States alone, Gen Z represents a transformative force that brands can’t ignore. But here’s the challenge: connecting with this generation requires more than catchy slogans and flashy ads. To capture often short attention spans, brands must embrace authenticity, inclusivity, and a deep understanding of Gen Z’s values.
Gen Z consumers prioritize brands that align with their values and beliefs. When it comes to connecting with socially conscious and value-driven consumers, some brands are truly setting the standard.
- Rare Beauty
Rare Beauty founded by Selena Gomez resonates deeply with this demographic. Rare Beauty stands out for its advocacy for mental health by creating the Rare Impact Fund, aiming to raise more than $100 million for youth mental health services. Rare Beauty also takes their advocacy one step further by thoughtfully designing packaging that ensures accessibility for all, including individuals with disabilities.
- Fenty Beauty
Rihanna transformed the beauty industry with the launch of Fenty Beauty, debuting 40 shades of foundation in its initial release. This groundbreaking brand redefined inclusivity and set a new standard for ‘Beauty for All’.
Both brands excel on social media, creating relatable, engaging content that aligns with Gen Z’s focus on individuality, community, and breaking traditional beauty norms. By standing for meaningful causes and fostering representation, these brands go beyond selling products —they embody the values Gen Z cares about.
Beyond the beauty industry, other brands are redefining inclusivity by designing products and campaigns that authentically reflect and celebrate diverse communities worldwide.
- Nike
From creating athletic hijabs for Muslim athletes to featuring athletes in wheelchairs in their advertisements, Nike demonstrates its commitment to breaking barriers and empowering all individuals to embrace their potential. This level of inclusivity not only resonates with Gen Z’s values but also sets a standard for how brands can represent underrepresented communities authentically. - Barbie
Even childhood icons like Barbie have adapted to meet Gen Z’s demand for diversity and representation. In 2016, Mattel expanded the Barbie line to include tall, petite, and curvy dolls, offering a more inclusive reflection of real-world body types. This expansion of the classic doll addressed growing pressure for representation and was well-received by a generation that values body positivity and inclusivity in all forms. By championing meaningful causes and fostering representation, these brands transcend traditional marketing—they embody the values Gen Z holds dear.
As a generation of digital natives, Gen Z is drawn to content that’s immersive, interactive, and designed for the platforms we love. TikTok is a prime example —it’s fast-paced, creative, and perfect for short attention spans. From trending sounds to viral challenges, brands that adapt to these dynamics not only get noticed but remain memorable. Similarly, social media influencers play a significant role in shaping purchasing decisions. However, it’s not just about follower counts. It’s about relatability and trust. Glossier, a beauty brand known for its minimalist approach, collaborates with micro-influencers andeveryday users to create authentic, relatable content. By focusing on niche communities, Glossier tailors its messaging to fit specific interests and lifestyles.
At KGL Communications, we specialize in crafting purpose-driven campaigns that resonate with your targeted audience, including Gen Z. From developing compelling narratives to building inclusive social media strategies, we help brands bridge the gap between intention and impact. To win over Gen Z, brands need to shift their focus from surface-level marketing to strategies that prioritize authenticity, inclusivity, and value-driven action.
By fostering community, embracing diversity, and meeting Gen Z where they are, companies can not only capture attention but also earn long-term loyalty. The key is simple: be real, be meaningful, and make an impact. Ready to unlock the potential of Gen Z for your brand? Contact KGL Communications today to explore strategies that will elevate your connection with the most connected generation.
