SLOW THE GEN Z RUSH!

In the rush to win Gen Z, many brands seem to be chasing frivolities. These surface-level indicators include social media likes, trends and adoption of slang, and are often mistaken for cultural relevance. But what looks like a goldmine is often little more than a bowl of dust.

Clout hardly ever equals conversion, so while certain types of social media buzz may drive visibility, it rarely translates to sustained sales or long-term loyalty. Many brands are spending big to impress a generation that isn’t always spending back. Even with the adoption of Gen Z language, the lack of true cultural fluency comes off as cringe-worthy or, worse, performative, especially to millennials and older audiences who see through the act.

Similarly, many brands stay mining Gen Z culture in search of gold but keep finding fleeting hype instead. I like to call it ‘the dust bowl effect.’ It is important to understand that without deeper emotional or cultural insight, all of this heavy investment in Gen Z just leads to an endless cycle of chasing trends for trends’ sake.

This isn’t just cultural, it’s economic. According to a 2024 Bank of America study, 46% of Gen Z adults (ages 18–27) receive financial support from their families, often for essentials like rent and groceries. Over half say they don't earn enough to live the life they want. A 2023 Experian survey puts financial dependence even higher, at 61%. Meanwhile, only 20% are saving for retirement, according to the TIAA Institute. Despite these statistics, we still find so many brands (even in luxury) angling their biggest efforts towards reaching Gen Z audiences. What percentage of them can afford what is being offered? Is it worth abandoning the millennial audience? Have brands considered that a stronger strategy may lie in keeping millennials in focus now and courting Gen Z just as an aspirational audience with projected future spending power?

Gen Z is navigating rising costs, debt, and instability. Brands should meet them with understanding, not assumption. Cultural fluency is the real currency here, not just chasing the next viral moment. Right now, Gen Z can make your brand viral, but millennials will make it viable.

Image Credit: Zana Latif