What Gen Z Really Wants from Brands - How Creators Deliver It

By Monkey Studio | Influencer Marketing Agency India | July 2025

Understanding what Gen Z desires from brands is essential for businesses looking to thrive today. This generation, known as digital natives, has unique traits that differentiate them from older generations. With Gen Z expected to represent nearly 40% of global consumers by 2025, brands must tune in to their needs and preferences. Creators and influencers play a crucial role in connecting brands with this audience. Here’s a closer look at what Gen Z really wants.

A Demand for Authenticity

Gen Z has a strong appetite for authenticity. Unlike previous generations, they quickly see through polished advertising and insincere messages. They want to engage with real stories from real people. Brands that are transparent and relatable can capture their attention effectively.

For instance, consider a TikTok creator who shares both positive and negative experiences with a product. This honesty fosters trust, making Gen Z feel more connected to that brand. Research shows that 60% of Gen Z consumers trust influencers over traditional celebrities, and 70% prefer content from likable individuals over polished ads.

By collaborating with influencers who champion authenticity, brands can align with Gen Z's values. When creators share candid experiences, it creates a community feeling, appealing to the desire for belonging among this demographic.

Values Matter

For Gen Z, the values a brand represents are vital. They prefer brands that align with their beliefs on issues like sustainability, mental health, and social justice. This generation is not merely shopping; they're making bold statements with their purchases.

For example, a creator who highlights eco-friendly products can inspire their followers to choose sustainable brands. A survey indicated that 72% of Gen Z consumers are willing to pay more for sustainable products. Brands that partner with passionate influencers on social causes can create strong connections and cultivate loyalty.

Brands that genuinely reflect Gen Z's values are likely to secure their loyalty, transcending traditional marketing techniques.

Experience Over Product

Gen Z prioritizes experiences over products. They are drawn to brands that offer unique interactions, which could be through engaging events or immersive online campaigns. Crafting memorable experiences leaves a lasting impression.

Creators excel in telling their experience-driven narratives. For instance, a creator attending a live-streamed concert might convey the energy and excitement of the event, motivating followers to join future brand experiences. Statistics show that 80% of Gen Z is more likely to attend a brand event recommended by an influencer they trust.

Personalization Counts

This generation expects personalization in every interaction. They prefer tailored recommendations and targeted content. Gen Z wants to feel special, not like just another customer.

Creators who engage their audiences personally help set the standard for brands. For example, a creator might explain how a product fits their unique lifestyle, making the recommendation feel like a conversation with a friend rather than a sales pitch.

Brands that embrace this level of personalization can foster deeper connections with Gen Z, catering to their desire to feel understood.

Diverse Representation

Diversity holds significant importance for Gen Z. They want to see themselves reflected in the brands they support. Inclusive campaigns that showcase a variety of backgrounds resonate with this audience.

When creators share their diverse experiences, it allows brands to demonstrate commitment to representation. Collaborating with influencers from varied communities signals to Gen Z that inclusivity is a priority. A report indicated that diverse teams are 35% more likely to outperform their competitors, highlighting the benefits of embracing diversity both internally and externally.

A Voice in Creation

Gen Z wants their voices to be heard. They seek brands that invite their feedback in product development and marketing strategies. Engaging through polls, Q&A sessions, and user-generated content is crucial in building brand loyalty.

Creators can help bridge the gap by collecting audience feedback and relaying it to brands. This collaboration fosters a sense of community and shows that a brand is willing to listen, deepening their connection with Gen Z consumers.

The Power of Community

Community is essential for Gen Z. They thrive in environments where they can connect and express themselves. Brands that actively build and engage with communities are more likely to create lasting connections.

By teaming up with creators who have established communities, brands can seamlessly integrate into discussions and activities that matter to Gen Z. When consumers feel part of a supportive community that embraces a brand, it strengthens their loyalty and encourages repeat purchases.

Final Thoughts

Navigating the ever-evolving needs of Gen Z is crucial for brands aiming to succeed in the coming years. Their emphasis on authenticity, social values, personalized experiences, and community engagement sets new standards for brand loyalty.

Creators play a pivotal role in connecting brands with this influential generation by delivering genuine content that resonates. As brands adapt their strategies to align with Gen Z's expectations, they can leverage the insights and relationships that creators offer.

Understanding Gen Z's desires will shape marketing trends for 2025 and beyond. Embracing creativity, nurturing real connections, and engaging authentically will ensure that brands remain relevant in the eyes of this transformative generation.

Ready to Speak Gen Z’s Language?

At Monkey Studio, we help brands connect authentically with Gen Z through creator-led storytelling, UGC, and content that feels real not rehearsed. From Reels to raw conversations, we build trust where it matters most: in their feeds.

Contact us or email us at: team@monkeystudio.in