Every generation doubts the next. But Gen Z is different.
In today’s fast-evolving consumer landscape, Gen Z isn’t just an emerging segment—they’re the epicenter of cultural and commercial change. Born into a world of infinite scrolls and on-demand everything, this generation is rewriting the rulebook on brand engagement. At a recent panel discussion, industry leaders shared insights on who Gen Z really is and how brands can build meaningful, lasting connections with them.
Who Is Gen Z, Really?
Amarjit Singh Batra, reflecting on the demographic makeup of his platform’s audience, was quick to highlight their dominance:
“More than 50% of our audience is below 24–25 years old. Our creators are young, and so are our listeners. Gen Z is a key demographic. We also see great interest from them in our early career programs—they don’t just want to consume content; they want to work and grow with us.”
For Geetika Mehta, staying in sync with this generation requires constant evolution. “We continuously ask ourselves how to renovate the brand to resonate with Gen Z. They’re not distracted—they’re discerning. Relevance means being meaningfully present in their lives.”
Vikram Mehra added a touch of generational introspection:
“Every generation doubts the next. But Gen Z is different. While we grew up with limited screen time, for them, life is entirely online. At our company, 80% of engagement comes from Gen Z. Understanding them is not optional—it’s vital for survival.”
Gen Z: Traits, Challenges, and Opportunities
So, what defines this new-age consumer? “They’re an interactive generation,” said Batra. “They look deeply into brands and, once convinced, are incredibly loyal. They value authenticity and resist sugar-coating. They’re open to change and prioritize mental health and wellness—especially in the workplace.”
Geetika underscored their informed spending power. “They’re willing to spend, but only on brands that align with their values. That alignment is non-negotiable.”
When it comes to brand relationships, celebrity endorsements are no longer the silver bullet, noted Mehra. “Influencers are far more effective. Gen Z values relatability. They want brands to speak their language—honest, transparent, and meaningful.” And that demand for authenticity brings new pressures.
“The language has changed,” said Mehta. “It’s not about glossy perfection anymore. Gen Z prefers authenticity over aesthetics. We’ve started soft outreach programs—visiting colleges, having honest conversations. Sustainability, credibility, and authenticity are the new currency.”
Where and How to Connect
So, where do brands meet Gen Z. “Social media is the obvious answer,” said Mehra. “But it goes beyond that. Online is their world. And increasingly, that world lives on their phones.” Batra outlined a three-pronged strategy for staying connected:
- Creative & PR Agencies: “You need alignment. If your agency doesn’t get Gen Z, your message will miss the mark.”
- Direct Interaction & Research: “We’re constantly engaging, asking questions, conducting research.”
- Social Listening: “We pay attention to what people are saying—what they feel, what they’re sharing, how they behave.”
Letting Go to Grow
Perhaps the most compelling takeaway? To connect with Gen Z, brands must be willing to relinquish control. “We need to learn to let go,” said Mehra. “Empower younger teams. They are the audience.”
Creative decisions, he pointed out, are increasingly being made by the younger cohort, while senior leaders focus on structure and direction.
Geetika agreed: “Experimentation is non-negotiable. We must create space for new ideas and new voices. That’s the only way to grow.”
The Final Swipe
Gen Z isn’t a fleeting trend. They’re shaping the future of work, consumption, and culture. Brands that want to remain relevant must speak their language, live their values, and most importantly, listen.
In the end, relevance with Gen Z isn’t about chasing trends. It’s about building trust—and that starts with showing up, consistently and authentically.
