why Gen Z will reshape your brand and how to get ready for it

14 May

How to align with Gen Z expectations

By 2030, it’s estimated that 30% of the workforce will be made up of Gen Z. As this modern, young generation becomes a significant portion of the workforce, brands must adapt to their preferences and values. This includes embracing digital innovation, fostering inclusive cultures, and demonstrating social responsibility. By aligning with Gen Z's expectations, brands can build loyalty and remain competitive in a rapidly evolving market.

Let’s look at key elements we need to consider to stay relevant.

1. Authenticity and transparency are non-negotiable

As a generation that has grown up with access to vast amounts of information, fake news, deep fakes, and social media influencers who promote products they don’t even use, Gen Z have become increasingly skeptical of false claims and disingenuous marketing tactics. Gen Z consumers are adept at discerning genuine brand narratives from superficial marketing. They expect brands to be transparent about their values, practices, and social impact. Superficial or performative actions can lead to distrust and disengagement.

Top tip: Conduct a thorough audit of your brand's messaging and practices to ensure consistency and authenticity. Share your brand's journey, including successes and areas for improvement, to build trust with Gen Z audiences.

2. Prioritise mental health and well-being

Mental health is a significant concern for Gen Z, and they expect employers and brands to acknowledge and support well-being initiatives. A Deloitte survey indicates that 94% of Gen Z individuals seek meaningful work, with many prioritising mental health over salary.

Top tip: Integrate mental health support into your workplace culture and brand messaging. This could include flexible working arrangements, access to mental health resources, and open conversations about well-being.

3. Embrace inclusivity and diversity

Gen Z values diversity and expects brands to reflect inclusive practices not just in marketing but in their organizational structure. They are more likely to support brands that demonstrate genuine commitment to diversity and inclusion. 40 per cent of Gen Zs say they have rejected a potential employer based on their personal ethics or beliefs.

Top tip: Evaluate your brand's inclusivity across all touch points, from product development to marketing campaigns. Ensure representation and inclusivity are embedded in your brand's core values and operations.

4. Attention spans are short. Your content/website needs slick design

Gen Z grew up on TikTok, YouTube Shorts, and hyper-personalised feeds. They don’t browse, they skim, and have an attention span of around 8 seconds. If your website takes too long to load, has clunky navigation, or buries key info? You’ve lost them.

Top tip:

Speed it up: Your site should load in under 3 seconds. If not, it’s time for a tech refresh.
Design for scanning: Use bold headings, short paragraphs, and clear call-to-actions.
Keep it snackable: Break down content into bite-sized chunks. Think digestible, not dense.

⚡ Gen Z isn’t impatient—they’re efficient. Make sure your digital experience respects that.

5. Flexible and personalised options

This is the generation of Spotify playlists and Netflix recommendations. They expect brands to offer the same level of personalisation; whether it’s customisable sneakers or curated subscription boxes, they love products that feel made just for them. Flexibility matters too as they are used to quick returns, refunds and multiple payment options.

Top tip: Payment options like buy now, pay later, or split payments let them control how and when they spend. These models work because they understand Gen Z’s need for choice and control.

Preparing for a Gen Z dominated workforce

As they grow, Gen Z’s priorities will shift; teens focus on trends, young adults balance budgets, and professionals invest in long-term values. To stay relevant, brands must adapt now, focusing on what truly matters to this influential generation.

At Hubble, we specialise in creating authentic, inclusive, and forward-thinking brand strategies that resonate with emerging generations. Let's collaborate to ensure your brand is prepared for the future.