Gen Z sniffs out inauthenticity like a bloodhound. Overproduced, polished ads? They’ll scroll past them in milliseconds. This generation grew up watching raw, unfiltered TikToks and Instagram Stories—and that’s what they trust. But it’s more than just about visuals; it’s about tone and content that feels human and genuine.

How to Nail It

Show real people, not just models, using your products. Even better, showcase your customers’ stories through their own voices.

Get behind the scenes: Share bloopers, office moments, and the ‘making of’ your campaigns. These snippets often build stronger connections than polished content.

Speak their language: Emojis, memes, and slang can be your best friends—if used correctly and without overdoing it.

Personal Anecdote: I once worked with a fashion brand that pivoted from hiring influencers with perfect feeds to collaborating with creators who weren’t afraid to show their acne or messy rooms. Engagement skyrocketed. Gen Z doesn’t want perfection; they want connection. One campaign featured a creator documenting an unfiltered “day in her life,” including her struggles and wins. The authenticity struck a chord, leading to a 45% increase in brand engagement.

Deep Dive: Relatability in Action

The Role of Humor: Quirky and self-deprecating humor often connects deeply with this audience. A meme that pokes fun at your brand can sometimes do more than a thousand ads.

User-Generated Content (UGC): Encourage customers to create content featuring your products. They’re more likely to trust other users over polished corporate ads.

Influencer Stories: Partner with influencers who share their journeys, struggles, and triumphs authentically.

Adding a layer of relatability doesn’t just attract attention; it creates advocates who carry your brand’s message forward organically. And that’s gold in the digital age.