Anatomy of the Gen Z Mind

Read Time: 3 Minutes 2 Seconds

Hey — Thomas here.

In today’s edition:

• How Gen Z is redefining brand loyalty

• Why research matters more than ever

• The art of building brand universes

Marketing is changing.

And Gen Z, of course, is leading that shift.

• the popularity of brainrot

• growing demand for transparency

• advertisement fatigue

Traditional brands are too locked up in bureaucracy to take advantage of this pivotal moment.

Today, we’ll explain how you can.

1. The Loyalty Revolution

The data tells us an interesting story:

54% of Gen Z say showing loyalty means simply telling friends about a brand. That's compared to just 41% of millennials according to Vogue Business (source).

This gets even more fascinating with teens:

46% consider themselves brand loyal even without buying.

And 29% consider following a brand on social media as loyalty (source).

Here’s why this matters.

Gen Z has redefined the very concept of brand loyalty. It's not about repeat purchases anymore. It's about emotional investment and community belonging.

Look at how modern brands are adapting:

First up is RetroMuscle, a retro fitness clothing brand. Take a look at this video…

Need I explain more?

retromuscle1000

View more on Instagram

Their content embodies nostalgia, a key selling point in a sea of competitors.

Here's the thing: Your brand already evokes certain emotions.

Not capitalizing on that in your marketing?

You're leaving money on the table.

Here are two other examples of brands that uniquely create brand loyalty:

• @rawdawgrunclub builds community, not customer bases

• @myheadlinesai uses nostalgia to create a genius AI marketing ploy

What You Can Do:

#1. Share the Emotion, Not Just the Product:

Every brand makes people feel something—achievement, belonging, nostalgia.

Find your core emotion and amplify it.

#2. Give People a Place to Belong: 

Build spaces for genuine connection—whether that's a daily news update, in-person meet-ups, or weekly workshops.

The platform doesn't matter. The community does.

#3. Don’t Just Sell:

Instead of constantly pushing sales on social media, focus on educating, entertaining, and providing value to your audience.

Brand building is a long game. And trust can be broken in an instant.

Remember, you're not just chasing sales.

You're building something people want to be part of.

2. The Exploration Economy

Here's what most brands miss about Gen Z:

They research extensively before buying.

And not just product reviews—they research the brand itself.

Look at the numbers (source):

• 70% only trust brands after their own research

• 56% believe "brands often lie about products"

• 38% ask friends or family first

The pattern? Gen Z doesn't want to be sold to.

They want to discover and validate on their own, but more importantly:

They want transparency.

Think about how they shop:

• Check reviews on multiple platforms

• Look for unsponsored content

• Read comments sections extensively

• Search for "authentic" user experiences

This generation has grown up with:

• Endless sponsored content

• Paid influencer posts

• Algorithm-driven recommendations

The result? They've developed a sophisticated filter for authenticity.

What You Can Do:

#1. Embrace Transparency:

Communicate your brand's story, values, and processes.

Share behind-the-scenes content.

Address customer concerns openly.

#2. Actually Engage with Your Audience:

Boost your engagement and foster real conversations by responding to comments and DM’s.

If someone shares your reel on their story, take time to thank them.

#3. Use Instagram Stories:

Stay top-of-mind with your audience by sharing more value and entertainment using IG Stories.

You can build trust by consistently showing up on their feed.

3. Building Brand Universes

The biggest shift?

Simply selling products isn't enough anymore. Gen Z wants to be part of something bigger.

Here are the numbers per Vogue Business:

• 54% of Gen Zs favor brands that make them feel part of a community

• 84% are more likely to purchase from brands they see as "cool" compared to those who aren’t.

• Over a third want unique in-store events

Take one look at one of our favorite Currys videos from last year:

From the very first second, this video immerses you in a world filled with questions:

• Who’s the Gen Z colleague?

• How did the older coworker deliver his lines just like a Gen Z person would?

• How many takes did this take?

As you watch, it quickly becomes clear that Currys truly "gets" its Gen Z audience, as shown by these comments:

By presenting as a self-aware brand with many characters (the recurring employees of Currys), Currys becomes aligned with what Gen Z wants best:

A brand that truly understands its language and humor.

What You Can Do:

#1. Develop Relatable Brand Characters: 

Introduce recurring characters that take on familiar roles:

• the CEO

• the “old coworker”

• the marketing team

• the developer team

• the cashier

• etc.

Because we are all aware of the underlying power dynamics between these roles, your content can show more nuance and humor: by defying or reinforcing societal expectations.

#2. Speak Gen Z Humor:

Embracing Gen Z humor, even when it's silly, is a powerful way to earn their trust and loyalty.

Stay up to date with the latest Gen Z terms and phrases with this YouTube channel.

Thanks for showing up this week. We’ll see you in the next :).

Sincerely,

Thomas