How Brands Can Feed Gen Z’s Appetite

Gen Z is hungry. But it’s not just food they’re craving - it’s wellness, authenticity, new experiences, and meaningful connections.?

Growing up in a digital-first world, shaped by COVID-19, climate change, inflation, and economic instability, this generation has developed a unique set of expectations and values. They’re not just your average food and beverage consumers; they’re informed, engaged, and, most importantly, they know what they want. And what they want is more than just a product to consume - they want a connection.

With traditional marketing tactics being met with scepticism, the challenge for brands is clear: How do you sell to a generation that hates being sold to? The answer lies in understanding their worldview and meeting them where they are - authentically, transparently, and with a genuine commitment to the values they hold dear.

It's All About Mindset

Gen Z’s formative years have been anything but stable. They’ve witnessed corporate scandals, environmental degradation, and social unrest - all while navigating their own personal challenges in an increasingly digital world. It’s no surprise that they place a high value on equity, diversity, and sustainability.?

They prioritise happiness and global impact over mass profit because, in their view, systemic change is more attainable than individual financial success. In fact, a 2021 study showed that only 8% of Gen Z felt strongly that brands truly understood their generation. This statistic isn’t just eye-opening; it’s an amazing opportunity for brands.

Try… But Not Too Hard

For Gen Z, the more brands try to appeal to them without truly understanding them, the more they see right through it. We’ve all seen first hand how tokenism, greenwashing, and shallow marketing ploys fall flat on their face.?

We are reminded of the backlash against using Kate Moss as the face of Diet Coke. While this choice was designed to spark nostalgia, it instead threw up red flags and concerns around the return of the controversial “heroin chic” culture. These moves alienated a generation deeply invested in wellness and sober curiosity. Gen Z doesn’t just reject these outdated images; they will actively oppose them with cancel culture.?

The lesson here is clear: brands need to be in tune with the evolving cultural landscape, not just repeat what worked in the past.

Be Yourself

Gen Z does their homework - 82% of them research a brand before making a purchase. This means that brands must be consistent and transparent in everything they do. But, all is not lost if you do make a misstep; this generation is also willing to forgive if you make genuine amends. But, the key word here is GENUINE.

Complex Connections

It’s crucial to remember that Gen Z isn’t a monolith. We can all be guilty of treating them as such, and while overarching trends provide a guide, the nuances of your Ideal Customer Profile (ICP) are still vital.?

This generation’s experience of growing up in instability means they don’t place the same value on traditional markers of success, like a corporate job. Instead, they seek meaningful work that aligns with their values. Similarly, they look for the same alignment in the brands they support and consume. Influencers, once valued for their shiny personas and large followings, are now expected to be educational and thoughtful. Substance over style is the new mantra.

Real, Raw, Relatable

Let’s face it, the world’s gone mad, and marketing needs to keep up. People are tired of being bombarded with polished ads and perfect influencers. They crave something real, raw, and relatable. We see examples of ‘unhinged marketing' across social media, with brands like Duolingo nailing it on TikTok, using humour and unpredictability to cut through the noise.

But there’s a caveat: this approach isn’t for everyone. New brands that haven’t yet built trust with their audience risk creating one hell of an identity crisis if they jump into this blindly. For established brands, however, it can be a powerful way to engage Gen Z by speaking their language of connection.

Building Trust and Authenticity

Reaching Gen Z is one of the most pressing challenges brands face today. Their expectations are high, their loyalty is hard to earn, and their values are non-negotiable. To succeed, brands must strike a delicate balance: staying relevant without losing what makes them unique.

Gen Z is deeply immersed in trends, but they value authenticity even more. The challenge lies in tapping into these trends without compromising your brand’s core identity. Align with what’s hot, but don’t stray from your roots. Gen Z is savvy - they’ll see through any attempts to simply ride the wave.

The Opportunity

Yes, reaching Gen Z is complex, but it’s also an incredible opportunity for brands willing to rise to the occasion. By balancing hot trends with brand identity, navigating new social dynamics, committing to authenticity and ethical practices, and understanding the broader cultural implications of their products, brands can build meaningful connections. It’s not just about feeding their appetite for products - it’s about feeding their appetite for change, connection, and a better future.

Want to delve deeper? Well, you’re in luck, our next panel discussion, on 17th October @11am will dive into these topics with an expert panel from the Food & Beverage industry.

We'll be confirming panelists soon.

Interested? Grab your place and sign up to the free online event here:

LINK TO EVENT