One of the major challenges facing brands is how to crystalize and refine their messaging across all of their digital platforms. There is one demographic that continues to challenge and redefine the norms of the meaning of identity, consumption, and brand loyalty– Gen Z. Born at the beginning of the digital revolution, and helping it catch fire, this generation is not just digital-first but is also rooted in values of authenticity, social justice, and intersectionality. For brands to truly resonate with Gen Z, their messaging must embrace and reflect the complexity of this generation’s multifaceted identities.
The Rise of Intersectional Identity
Intersectionality, a term first coined by law scholar Kimberlé Crenshaw, refers to how various forms of social stratification, such as race, gender, sexuality, and class, overlap and interact. For Gen Z, intersectionality is more than just an academic exercise– it’s a lived reality. This generation is characterized by an unprecedented level of diversity.
According to Pew Research, Gen Z is the most racially and ethnically diverse generation in U.S. history, with nearly half (48%) being nonwhite. Additionally, a Gallup poll revealed that about one in five Gen Z adults, (21%) identify as LGBTQ+ – a stark increase from previous generations.
This intersectional identity informs how Gen Z engages with brands. They expect companies to not only acknowledge their varied identities but also understand them enough to champion causes that reflect their values. A study by McKinsey found that 58% of Gen Z respondents are more willing to pay a premium for products from brands that actively support their causes or take a stand on social issues. For brands, this means that a one-size-fits-all approach to messaging will stumble out of the gate. Instead, marketing strategies must be tailored from the start to be more inclusive and reflective of the inherent diversity within Gen Z.
Authenticity and Accountability: The New Consumer Standard
In the age of social media, where information flows freely, and everyone has something to say about it, Gen Z can quickly spot when brands are being disingenuous or performative in their messaging. This generation places a premium on authenticity and expects companies to practice what they preach.
A 2023 study by DoSomething Strategic found that 67% of Gen Z believe that brands should be held accountable for their actions and that their messaging should go beyond mere slogans and hashtags. Slapping a rainbow logo on products during Pride Month or releasing a statement supporting racial justice during moments of social unrest is not enough anymore. Gen Z consumers demand sustained and meaningful action to earn their loyalty.
A prime example of this shift is Nike’s collaboration with Colin Kaepernick. By taking a stand on social justice issues, Nike aligned itself with a cause that resonated deeply with many Gen Z consumers, particularly those who feel connected to movements and causes advocating for racial equality. Yes, the resulting campaign was polarizing, even leading to boycotts of the brand and public burnings of Nike products, but it nonetheless successfully strengthened the brand’s loyalty among younger, more progressive audiences. Nike saw a 31% increase in online sales shortly after the Kaepernick campaign launched, proving that aligning with the values of Gen Z can lead to tangible results.
Another example is the skincare brand Glossier, which has made a name for itself by embracing diversity in its product lines and marketing. From its launch, Glossier has celebrated different skin tones body types, and gender identities in its campaigns. According to Business Insider, Glossier’s inclusive approach helped it reach $100 million in sales in 2018, only four years after it landed on the market. The brand’s success lies in its genuine effort to create products that cater to a wide range of consumers while driving an ongoing dialogue about inclusivity.
The Role of Social Media in Shaping Identity and Brand Relationships
Social media platforms have become spaces where Gen Z consumers express their intersectional identities and engage with brands. Social media allows individuals to curate their own narratives, showcasing how their identities intersect in complex ways– whether it’s through their choice of fashion, activism, or humor. A recent survey about social media revealed that 60% of Gen Z actively follow brands on social media, and 73% feel that social media allows them to interact more closely with brands.
For brands, this presents both a prime opportunity and a prickly challenge. The opportunity lies in the potential for viral moments and the ability to engage directly with consumers in real time. The challenge, however, is that these platforms offer little room for cleaning up unforced errors. The slightest missteps can quickly spiral into PR crises, as we know that Gen Z will not hesitate to loudly call out brands they perceive as inauthentic.
Consider Fenty Beauty, which leveraged the power of social media to establish itself as a leader in inclusive beauty. The brand’s initial launch featured 40 foundation shades, sending a strong and confident message about the importance of representation in the beauty industry. Fenty’s success was driven in part by social media, where users shared their experiences with the brand, amplifying the message of inclusivity. Reporting by Forbes found that Fenty Beauty generated $100 million in sales within the first 40 days of its launch, largely due to its viral popularity online.
In contrast, brands that fail to live up to their messaging risk swift and damaging backlash. The controversy surrounding Victoria’s Secret’s lack of size diversity and dismissive comments from its leadership about trans and plus-sized models. As competitors like Savage X Fenty gained traction by embracing diversity, Victoria’s Secret struggled to maintain relevance with a generation that prioritizes inclusivity. Sales and viewership of their famous fashion show declined, and the brand eventually canceled the show in 2019.
Moving From Representation to Action
For brands aiming to engage Gen Z, representation is the baseline, not the finish line. Gen Z wants to see brands actively supporting the communities they claim to represent. A Deloitte survey found that 57% of Gen Z are more loyal to brands that take a stand on social issues and back up their statements with action. This could mean investing in diverse talent both onscreen and behind the scenes, supporting legislation that promotes social justice, or creating products and services that meet the unique needs of marginalized groups.
Additionally, intersectionality requires brands to think beyond tokenism. It pays for brands to seek to understand teh nuances of different identity groups and how those identities intersect. For instance, marketing to LGBTQ+ consumers is not just about acknowledging sexual orientation but also understanding how race, gender, and class influence the experiences of LGBTQ+ individuals. A queer Black woman will have different needs, preferences, and challenges than a white gay man, and brands must be attuned to these differences.
The brands that succeed in this new environment will be those that recognize the complexity of Gen Z’s intersectional identities and align their values, messaging, and actions accordingly. When they do this, they won’t just gain a loyal customer base– they will become part of the cultural fabric that defines this generation. Brands willing to invest in authenticity, diversity, and real engagement will thrive as Gen Z continues to reshape what it means to connect with consumers.
