Industry Pros Speak on Gen Z's Need for Authenticity, Community, and Fluidity

There are endless conversations about how authenticity is the key to reaching younger generations but less attention is paid to the quothowquot Morgan Lynzi founder and producer of lifestyle podcast Well Damn Wild Night In suggested that the quothowquot might be including Gen Zers on the creative teams crafting campaigns quotGen Z doesn39t want to be marketed toquot she said quotThey want to market to themselvesquot This sentiment was backed by FQ39s chief next gen officer Anna Blue who agreed that content and campaigns geared toward Gen Z are made all the more authentic when produced by a team that includes Gen Z professionalsAnd it39s that air of authenticity that gives way to a sense of community and connection amp8212 two crucial factors that influence Gen Z39s choice of brands and even the workspaces they inhabit This extends to their social media interactions said Caroline Ciaramitaro a student at the University of North Carolina and an FQ Ambassador Just as Blue believes in Gen Z marketing to Gen Z Ciaramitaro believes that younger consumers must be invited to the conversation organically without brands begging for their perspective It39s a complicated task she asserts quotHow do you create a community without creating a communityquot Ciaramitaro posited Lynzi suggested that brands should act as though they39re presenting consumers with an empty container that needs to be filled rather than pushing to create something to fill a voidAlthough a sense of community helps guide this generation Gen Z is known to have an aversion to being set in neatly organized boxes Ciaramitaro for one doesn39t care for being labeled as quotGen Zquot and would much rather focus on tackling issues as a singular human race This fluid culture even drove executive director Melissa Kilby to reconsider her brand39s name GirlUp Despite the use of quotgirlquot in the brand39s name GirlUp is actually geared towards youths across the gender spectrum including boys and nonbinary individuals Kilby is steadfast about what inclusion means to her brand quotWhen we say gender equality we don39t mean female we mean genderquotCiaramitaro agreed and stated that Gen Z39s fluid culture has immense value in the modern media and marketing workspace While older generations have made great progress to understand and champion matters such as mental health and gender identity that Gen Z is passionate about younger generations have had a feel for fluid culture from a young age quotWe have the tools and ability to think about things in a way our parents couldn39t when they were youngerquot Ciaramitaro said And as these older generations strive to catch up with Gen Z39s school of thought it39s important to teach with a degree of patience and forgivenessCancel culture in particular is a big threat in getting other generations up to speed with Gen Z39s mindset amp8212 and it39s an approach that all the panelists are rallying against Blue pointed out the immense challenge that brands face quotHow does anybody gain loyalty and be their authentic selfknowing that part of being authentic is making mistakesquotLynzi believes that purposedriven brands fighting for change will be quotuntouchablequot with no threat of having to square off against keyboard warriors Ciaramitaro added that she39d like to see brands that aim to be authentic back that up by being honest about any mistakes they might make In her opinion honesty is a brand39s most admirable quality Ciaramitaro also noted that she finds cancel culture counterintuitive as it shuts down conversation rather than allowing for the honesty and openness needed for older generations to learnKilby condemned cancel culture quotIf we cancel every single person who makes a mistake how are we going to move forward Not everyone had these ideas growing up but they may be trying now In trying to learn older generations may mess upquot she said adding that making mistakes doesn39t excuse knocking them down for trying to understand the ways culture is changingIn parting Blue asked the panelists to sum up their thoughts on Gen Z in one word While Kilby said quotlistenquot and Ciaramitaro added quotcommunityquot Lynzi couldn39t choose just one Instead she settled on a single concept quotgenerational equalityquotDon39t stop now Stay in the know on women39s advancement and equality in advertising media and marketing with more from Women AdvancingClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Industry Pros Speak on Gen Z's Need for Authenticity, Community, and Fluidity

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Hayley Virgil

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Industry Pros Speak on Gen Z's Need for Authenticity, Community, and Fluidity

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Hayley Virgil

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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