Gen Z Expects Brands to Support Their Identity

Posted by: Leah Swartz

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Generation Z is quickly forcing brands to rethink what they thought they knew about modern marketing. This is a generation that embraces the concept of the “Curated Self.”

If you were born before 1980, then you remember that moment in your life when you “came of age.” Whether it was traveling abroad, starting a family or some other significant life milestone, the common narrative was that young adults embarked on a journey to define who they are as a person.

Teens today do not believe in the same narrative. Instead, they view their identity as a curated composition, not a revelation. Check out our final installment of the Gen Z video series to learn what the Pivotal Generation expects from brands today.

“Brands need to understand that we are all unique and we are all different people,” said one of our teen experts.

Whether through their Instagram feed or by their gender expression, teens have the ability to decide who they want to be at any given point in time and how they want to share that image.

“My personal identity and what I say and what I where and what I do isn’t fully figured out yet,” said another teen.

This new approach to identity is a major foundation on which the Pivotal Generation is based. Everything teens do is a reflection of this concept of curating their own identities. Whether it is how they choose to present themselves on social media in terms of achievement and success, how they outwardly express their gender identification (or lack thereof) or how they subscribe to a more conventional view of the world while still believing in more “liberal” values, the Pivotal Generation is forcing brands to rethink what it means to define one’s sense of self and what that means for brand interaction and purchase behavior.

To get the full scope on Gen Z, The Pivotal Generation, be sure to download the full report now!


Want more on Gen Z? Stay tuned for Jeff Fromm & Angie Read’s new book, Marketing to Gen Z, coming Spring 2018. Pre-order here!