Every day here at Kettle we are working with our clients on how they can more effectively activate and target the Gen Z audience at all stages of the marketing funnel. Last week, we headed up on the 1 Train from our HQ at One World Trade Center to join top brand and agency leaders, as well as Gen Z influencers, at the Ad Age Gen Z Summit in NYC. The day was packed with key insights focusing on how brands can better engage with Gen Z and stay on the cutting edge of trends in the marketplace. Here are three takeaways we’re excited to share:

• Get in the Gen Z mindset: Gen Z are born entrepreneurs—and fearless. What does this mean? It means if they do not like a brand, they'll create their own. They want brands to stand for something and act ethically to align with their values and passions—holding brands accountable to their missions. Affordability is also a key consideration for Gen Z as they purchase and evaluate brands based on their perceived value. Ultimately, brands need to fully embrace the Gen Z spirit and leverage it to their full advantage.

To build a strong Gen Z campaign it’s crucial to connect with them as expressive, nuanced individuals.

• Instill humanization to keep it real: Authenticity is incredibly important to this audience. According to Soyoung Kang, Chief Marketing Officer of EOS Products, “they can sniff out inauthenticity from a mile away.” Brands must instill humanization at the core of their content strategy—with their internal team, partners and the content posted. "Raw-thentic," a term coined by Brandon Lentino from Viral Nation, means “the humanization of all brand content presented in a raw and human way,” reminding us to use storytelling as a tool to communicate brand values and build trust. It's imperative to create content that feels approachable. Kang communicated that their approach shifted to “very real talk, very bestie vibes” to resonate with Gen Z. Brands need to get comfortable with relinquishing some control and integrating this demographic into their content creation for invaluable insights.
• Embrace the new norm: In Kettle’s recent Gen Z trend report (linked below), niche communities are the new norm. Did you know that 91% of 18–25-year-olds believe mainstream pop culture is a thing of the past? Gen Z has an inherent desire for an intimate community and genuine connections. Making Gen Z feel connected is paramount as they want to be part of something meaningful. This is about creating value and a sense of community that builds connections. Brands need to be thoughtful about how to show up on social media, recognizing that not every brand you consume you follow. The native aspect and who you partner with is important to build smaller and targeted communities with intentional and authentic content. In other words, think strategically about partnerships and collaborations that allow Gen Z to be active contributors versus passive. Show the community content from the community itself so they have a voice and feel heard by the brands they represent or support. It's not about the number of followers anymore, it's about the real fans and followers—and meaningful engagement. The gold standard is when consumers are reposting content and interacting with brands organically.

“They can sniff out inauthenticity from a mile away," according to Soyoung Kang, Chief Marketing Officer of EOS Products.

Overall, Kettle’s trend research and data align with what we heard at the Gen Z Summit: to build a strong Gen Z campaign it’s crucial to connect with them as expressive, nuanced individuals. We must consider these takeaways to drive effective campaigns that speak to their unique attitudes, values, interests, and needs. Gen Z wants to be heard—and they have an influential voice. We need to actively listen and act as fearless as Gen Zers and invite them into the content creation process. Looking ahead, brands should also consider emerging generations like Gen Alpha in shaping and developing blueprints for long-term marketing plans.

Let’s connect if you’re seeking agency support, expertise backed by data, and our own built-in Gen Z focus group. Together, we can create a highly-tailored campaign that resonates with this influential demographic.

For a deeper dive into our insights, check out Kettle’s trend report “Kettle Predicts: Gen Z” which explores how to create impactful campaigns for Gen Z audiences across industries such as Fashion & Beauty, Tech, Home & Lifestyle, and Finance.