From Vibe to Aura Points: Understanding the Evolving Values of Gen Z and Gen Alpha and What It Means for Brands

In the ever-shifting world of youth culture, the language used to describe experiences and identities has taken on a new depth. For Gen Z, vibe became a popular term that captures the immediate emotional resonance of a person, place, or brand. However, as Gen Z’s younger siblings in Gen Alpha (those born after 2010) begin to shape brand expectations, vibe is giving way to aura points, a concept that values authenticity, integrity, and alignment with inner values. For brands, understanding this progression from vibe to aura points is key to creating meaningful connections with these generations.

Vibe: How Gen Z Shaped a Culture of Aesthetic Appeal and Emotional Design

For Gen Z, vibe represents the atmosphere, mood, or aesthetic qualities of an experience, whether that’s a space, product, or person: “Do you vibe with this song?”, “I’m not vibing with this outfit. Might change before I go out,”, “This playlist is so vibey; it’s perfect for a chill evening.” A vibe is rooted in sensory appeal and aesthetic coherence, often expressed through curated visuals, music, or ambiance. In a digital-first world where platforms like Instagram and TikTok prioritize visuals, Gen Z has cultivated an appreciation for sensory elements that create a consistent and immersive experience. A vibey brand doesn’t just look good; it creates an environment that resonates on an emotional level.

Examples of Brands that Vibe in Action:

• Liquid Death: Known for its edgy, rebellious branding, Liquid Death has carved out a unique space by selling water in tallboy cans with bold, irreverent designs and slogans like “murder your thirst.” Liquid Death’s vibe is unapologetic and pushes boundaries, which resonates with Gen Z’s desire for brands that feel fresh, rebellious, and unfiltered.
• Muji, Japan: Muji’s minimalist design philosophy creates a vibe of intentional simplicity, a mood that resonates widely with Gen Z in Japan and beyond. From their understated interiors to a neutral color palette, Muji’s vibe is rooted in a calm, clutter-free aesthetic that makes shopping feel like a sanctuary.
• Crocs: Once considered unfashionable, Crocs have made a comeback by embracing their their quirky, unapologetic design to create a vibe that’s unique, playful, and authentic. The brand’s recent collaborations with influencers and creators have helped Crocs tap into a sense of fun and self-acceptance, resonating with Gen Z’s appreciation for brands that fully embrace their identity.
• Sour Patch Kids: Known for its playful and relatable marketing, Sour Patch Kids taps into meme-driven humor that appeals to Gen Z’s sense of mischief and fun. One notable initiative, SourTranslator.com , allows users to input complex job jargon and receive simplified, direct interpretations. This clever tool connects with Gen Z entering the workforce, helping demystify job lingo in a relatable way, and reinforcing Sour Patch Kids’ lighthearted, irreverent brand vibe.

For brands, vibe has driven the rise of immersive experiences that feel harmonious, aesthetic, and on-trend. But while vibe is a powerful tool, Gen Alpha is introducing a new dimension with aura points.

The Transition to Aura Points: Gen Alpha’s Demand for Authenticity and Alignment

As Gen Alpha matures, aura points have emerged as a deeper metric beyond vibe. Originally used to describe people who felt “genuine” or “real,” aura points measure the authenticity and alignment of a person, brand, or place. Statements like “She’s got serious aura points—she really stands up for what she believes in,” illustrate how Gen Alpha uses aura points to acknowledge consistency, integrity, and values.

The concept quickly expanded to brands, with Gen Alpha on Tik Tok saying things like, “This company gets aura points for actually following through on its environmental promises.” Aura points has became a way to gauge whether a brand is truly authentic or just performing for the market. Comments like “This store gets aura points for using zero plastic” or “They lost aura points when they didn’t follow through on sustainability” demonstrate how aura points now reflect Gen Alpha’s demand for genuine action over empty branding.

Aura points ultimately signal a values-driven approach to trustworthiness, meaning brands earn them through consistent alignment with the beliefs and causes Gen Alpha cares about.

Examples of Brands Earning Aura Points:

• HeyTea, China: Known for its minimalist store designs, HeyTea has become a beloved brand not just for its aesthetic but for its transparency and quality sourcing. HeyTea’s commitment to clean ingredients and environmental consciousness has earned it high aura points among Gen Alpha consumers in China, who value the brand’s genuine commitment to quality.

• Starface: A skincare brand that encourages self-acceptance through its playful star-shaped pimple patches, Starface has redefined acne care by embracing flaws. This resonates with Gen Alpha’s appreciation for brands that promote authenticity over perfection, aligning with their values of self-expression and acceptance.
• LEGO: LEGO has earned high aura points with Gen Alpha by embracing sustainability and fostering creativity. The brand’s commitment to replace plastic bricks with sustainable materials by 2030 is a tangible action that aligns with Gen Alpha’s environmental values. Additionally, LEGO’s focus on creative expression and inclusive play through diverse sets and educational collaborations resonates with Gen Alpha’s desire for meaningful, value-driven products.

What Aura Points Mean for Marketing: Beyond Surface-Level Aesthetics

For brands, the shift from vibe to aura points signals a need to focus not just on creating attractive spaces or products, but on fostering genuine alignment with core values that resonate deeply with Gen Alpha. While vibe draws attention through aesthetic appeal, aura points are built through authenticity, transparency, and a deeper sense of purpose. Here’s how brands can align with this emerging demand for aura points across various industries:

1. Influencer Collaborations: Authenticity Over Popularity

Influencers with high aura points genuinely align with the products they promote, rather than endorsing products just for sponsorships. For example, skincare influencer Hyram Yarbro, known for his honest product reviews, scores high on aura points by prioritizing transparency and ingredient education. Brands targeting Gen Alpha should focus on influencers who genuinely use and believe in their products, creating partnerships that feel natural rather than purely transactional.

2. Retail and E-commerce: The Demand for Aura-Driven Experiences

Aura points are reshaping shopping habits, driving interest in second-hand platforms like Depop and Vinted. These platforms offer items with history and authenticity, adding to their aura value by providing pieces with a backstory that resonates with Gen Alpha’s preference for sustainable, meaningful shopping experiences. Traditional brands can learn from this by offering more transparency, such as “sustainability scores” and origin stories, helping Gen Alpha feel a connection to the products they buy.

3. Beauty and Skincare: Prioritizing Wellness and Transparency

Beauty brands with high aura points prioritize well-being and ethical sourcing over aesthetics alone. Krave Beauty aligns with Gen Alpha’s values by focusing on minimal, eco-friendly packaging and transparent ingredients. Similarly, Drunk Elephant, known for its commitment to clean skincare and “biocompatible” ingredients, embodies high aura points by staying true to its ingredient-conscious philosophy and focusing on skin health rather than just trends. This approach resonates with younger consumers who value quality and transparency in wellness and skincare.

4. Food and Beverage: Transparency as the Foundation of Aura

For brands in the food industry, aura points revolve around ethical practices and transparency. LiHO Tea in Singapore has integrated sustainability by promoting locally-sourced ingredients and eco-friendly packaging, making it resonate with young consumers in Southeast Asia. Similarly, Nongfu Spring in China, which emphasizes water sourced from scenic and protected natural areas, aligns with Gen Alpha’s appreciation for brands that respect and preserve local environments.

5. Creating Digital Aura: Prioritizing Authenticity and User-Centered Design

For Gen Alpha, aura points are just as important online as they are in real life. Digital brands can increase their aura by creating calm, intentional digital spaces that foster genuine connection rather than overwhelm users with intrusive ads and pop-ups. Social media users often discuss how some apps or websites feel “spammy,” which lowers their aura points, while others—like BeReal—are praised for their no-frills, authentic approach that feels refreshing and real. For example, they encourage users to share real-life moments without curation, creating an “aura” of honesty that resonates deeply with younger audiences.

For tech brands, this could mean reducing targeted ads, simplifying interfaces, and building spaces where users feel genuinely valued and heard. One Reddit user aptly noted, “If I get a pop-up the minute I enter a website, I’m out—that’s bad aura vibes”. This insight underscores that respecting user experience and limiting distractions are essential for brands aiming to score high aura points in the digital space. By creating thoughtful, user-centered environments that prioritize connection and calm, brands can foster a digital aura that aligns with Gen Alpha’s values, making users feel at home in a space that respects their experience.

A New Standard: From Vibe to Aura as the Measure of Authenticity

In essence, the concept of aura points represents not a reinvention but a reemphasis on authenticity, reflecting a shift in how younger audiences evaluate brands. Gen Alpha and Gen Z are less forgiving of brands that merely adopt values for appearance. Where vibe has a more aesthetic focus, aura points go deeper into a brand’s actual impact and transparency. This isn’t necessarily new for brands committed to authenticity, but it can signal a new level of scrutiny they’ll face from Gen Alpha—a generation raised in an era of information accessibility and social accountability.

While aura marketing may feel predictable, it’s less about creating a groundbreaking concept and more about understanding this shift in language and approach. Brands able to navigate this transition from vibe to aura can foster lasting connections with emerging generations by embedding values in ways that resonate and genuinely engage.

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