Gen Z Want Relationships with Brands to Be a Friendship Rather than a Transaction

We want our friends to tell us the truth, have our best interests at heart, and share the same values as us. For Gen Z, this is also the case for the relationships we seek with brands.

Rather than seeing them as a corporate entity, we view them as a companion and ally that understands us. As a generation, we are consistently described as the “least brand loyal” but simultaneously are found to value trust in brands the most. This creates an interesting dynamic in the context of the Gen Z audience. So, whilst it’s harder to win our trust, once the friend-like connection is established, brand loyalty can be easily won. 

Our generation’s presence on social media raises the stakes even further. Interaction on social platforms presents an opportunity to strengthen brand trust and loyalty and offers a unique way to build it, like a friendship, through authenticity in a brand’s online behaviour. Tone of voice and alignment of beliefs and values are essential vehicles to achieve this connection, and there are plenty of brands that get it right.

From my personal experience, the brands that I engage with on social media post content and use messaging that seamlessly blends with posts from my friends or other non-business accounts. But, while Gen Z values brand transparency, it’s important to also remember that we’re digitally native and hyperaware of any insincerity. Their approach feels natural, rather than an ad so, for brands, my personal view is that there is no choice but to be authentic. Yes, the margin for error is greater, the risk is higher, but the rewards are profound.

Consider Patagonia, its focus on user-generated content, mission-driven messaging, and lack of product-centric approach, allows followers to bond with the brand on a deeper level. This genuine commitment to nurturing their community and championing a sustainable lifestyle resonates with us as an audience, and is further solidified by the donation of the company’s profits to climate change focused causes.

Cosmetics brand Glossier is a prime example of a brand creating a space that feels like a supportive friendship group rather than a marketing platform. By actively involving their devoted customers in product co-creation, leveraging feedback from beauty blog readers and social media communities, Glossier establishes a sense of ownership and belonging. It’s an approach that aligns perfectly with our generation’s desire for authenticity and meaningful relationships with brands.

Nike is another example of a brand getting the use of tech to build brand friendships right, engaging its Nike Run Club community through personalisation and adaptation of its key content to engage subcommunities at a higher level.

The integration of new technologies and advancements in social media will undoubtedly influence the dynamics of authenticity, trust, and loyalty in these brand friendships. The question remains, will brands' utilisation of emerging technologies compromise the authenticity and intimacy of these relationships? Leveraging technology for co-creation could be a promising approach, using future social media and tech trends to create platforms that enable collaborative efforts with their community.

Whilst understanding Gen Z is crucial to connect with this diverse generation, it's important that brands remember that we are not a monolithic group. While generational factors do influence consumer behaviour to some extent, there are numerous other individual and sub-cultural nuances that make them unique individuals within the generation. Just like in real life, not everyone in Gen Z will form friendships with the same people, and the same principle applies to brand relationships. Grouping all of Gen Z together into a single stereotype can be risky and overlook the rich diversity that exists within our cohort. Brands must pay attention to their specific audience and take the time to understand what truly matters to them. Gen Z rejects a one-size-fits-all approach; so, by acknowledging these differences and catering to the varied interests and values within Gen Z, brands can build more meaningful and lasting connections with our multifaceted generation.

For those brands who get it right, it’s a positioning that will not only open them up to a whole new audience but a lucrative revenue stream and the loyalty of the consumers of the future.