Gen Z Doesn’t Trust Brands. Here Are 5 Tips to Change That

By Justin Lee Flowers, Senior Account Manager, RanaVerse

It’s a harsh, but true reality: Gen Z doesn’t trust your brand, or most brands, really. Overwhelmed by paid and sponsored content, Gen Z can spot a cash grab a mile away and are quick to turn on brands who seem out for their money.

A recent report revealed widespread mistrust of brands among Gen Z, compared to the general population. The report found that 95% of all brands have lower trust ratings with Gen Z than they do with older adults. (Meanwhile, a recent study of Gen Z showed they trust influencers at a higher rate than other generations.)

The brands that break through with Gen Z do so because they overcome the trust gap, communicating in a way that connects with how this generation experiences the world.

Here’s how to do it:

1. Tap a widely popular talent to rep your brand.The trick is finding the right talent for Gen Z – ideally someone who embraces luxury, but at a lower price point. Look at how Coach completely revived its brand with unexpected collaborations with celebrities including South Korean rapper Lee Young-ji and Lil Nas X, with what it calls “expressive luxury.” To identify the right talent partnership, brands must do a deep dive into data to identify a niche, maybe even a micro-niche, that suits the brand. By choosing the right ambassadors, Coach was able to reinvent its stodgy image as both classic and “of the moment” in a way that resonates with Gen Z consumers looking for authenticity.
2. Cater to Gen Z’s love of community. A recent studyfound that 78% of Gen Zers belong to one or more communities (digital or in person) related to their hobbies and interests. That’s one of the reasons why brands need to emphasize in-store activations and be open to metaverse sales. Brands like Alo Yoga know how to reach Gen Z.  With its own influencer gym in LA, Alo garners lots of buzzy Tik Tok posts. Last year, Alo introduced a collection of digital wearables. They had more leggings worn in the metaverse than in “real life,” according to Alo Yoga Global Head of Marketing Angelic Vendette. Alo Yoga also focuses on real-world connections with exclusive events featuring yoga pros.
3. Enlist a beloved creator to take over a brand’s socials.Yes, this still works, and the key is identifying the right creator. It’s a tested “pass the mic” move where brands give influencers freedom to express themselves. Activewear company SET Active got it right when they hired content creator Sam Vicchiollo to run their socials after seeing his ability to build trust with his own audience from scratch. As a result, SET Active became “more relatable” and “more fun.”
4. Leverage the work of popular everyday creators. Marc Jacobs, for example, has done an outstanding job of utilizing TikTok to leverage relatable amateur content that’s trusted by young audiences. In that way, Marc Jacobs can hit their target audience in an organic, non-traditional way, which keeps fans engaged. Avoiding overt commercialism, the brand’s strategy works by blending naturally with Tik Tok’s quick-paced, off-the-cuff culture. By featuring humorous influencer-created content directly on their official account, instead of just on the influencers’ personal pages, it drives virality. The brand has been able to ride the waves of various memes, by hiring creators who become unexpectedly famous, such as the“Chick-Fil-A” girl. Sometimes commenting on viral videos, rather than creating their own original content, can be even more successful.
5. Put yourself where culture happens. Brands need to “go where they go” and connect with trends as they’re happening because culture moves faster than ever. Look at what Charli XCX has done by embedding herself directly into clubs and parties and big-city meet-ups where her music is played, and collaborating with Gen Z mega-influencer Addison Rae. Charlie XCX’s cultural reach has extended far beyond the album, with com declaring “brat” Greenthe manicure shade of the summer.

Since Gen Z snubs traditional marketing, it’s even more essential that brands meet them where they are – whether that’s on social media, in the metaverse or at IRL events that blend the two. It’s even more important that brands have a sense of timing for when to jump on a trend. Think of it this way: If you’ve heard of it, Gen Z is already all over it. It’s time to move at the speed of youth.