Capturing Gen Z’s Attention: Authenticity vs. Ad Fatigue
Engaging Gen Z poses a unique challenge for brands battling ad fatigue and the demand for authenticity. We spoke with the strategy team at Critical Mass to uncover strategies for breaking through the noise and making genuine connections with this discerning audience.
What seems to be the biggest obstacle when it comes to grabbing the attention of Gen Z? How are you cutting through the noise to engage with them?
One of the biggest hurdles in catching Gen Z’s attention is battling ad fatigue while also keeping things authentic. Gen Z is quick to spot and skip traditional ads, often armed with built-in ad-blockers. To be engaging, brands have got to get creative with their content. But be careful—Gen Z values authenticity. They respect brands that are genuine and transparent, but they also don’t want the message to show up in a way that seems forced or out of place. Brands need to craft non-intrusive marketing strategies that vibe with Gen Z’s values and beliefs while delivering real and meaningful interactions.
Gen Z is one of the first generations to have grown up with access to the internet. With the purchasing power Gen Z now have, do you see them as informed consumers? How do they differ to past generations of consumers?
For the most part, Gen Z is not an impulsive generation when it comes to buying things. Despite being a generation whose influx of income is coming earlier than their Millennial predecessors, they’re also seeing the impact of high interest rates, inflation, and a diminished dollar. It’s a subtle picture: they can afford some things more easily than earlier generations, but they can’t afford to take the same risks.
Gen Z’s are also avid researchers. In seconds, they can pull out Reddit or TikTok to cut through the entire buying funnel, turning to creators and commenters whom they trust. They rely on word of mouth to learn about quality, packaging, fit, and price. They’re trained to find the “ah-ha” moment in every product in an effort to learn what’s really being sold to them, who’s making it, and what kind of social track record the company has. They demand ethical transparency on just about everything.
Is AI useful for connecting with younger audiences?
AI is simultaneously a digital connector and a double-edged sword, one whose net societal benefit has yet to be determined. Brand affinity, however, is built largely on emotional connection. So, it’s fair to ask—can AI cultivate emotional connections?
For starters, most people aren’t Theodore from the movie Her. Not to mention that knowing (or not knowing) the human or AI-generated origins of any content can significantly impact our satisfaction and preferences toward it (MIT Sloan, CHI 2024). AI’s most likely use case—using its considerable power and immediacy to connect with younger audiences for true personalization, where it instantly summons and integrates every personal detail available and creates unparalleled, 1:1, on-demand experiences.
Of course, AI comes with weaknesses, too. According to Dead Internet Theory, an overabundance of AI Slop, bots, and manipulative platforms are creating a less connected, less authentic internet. As a result, real humans, especially Gen Zers, are seeking refuge in private platforms such as Discord and WhatsApp. If this trend continues, our ability to digitally advertise and connect with these individuals may call into serious question if AI was the digital connector we needed.
Which social platforms are still relevant and how brands are using those to sell to Gen Z?
Brands are catching onto Gen Z’s craving for authenticity by using tactics predominantly on TikTok and YouTube. For example, Duolingo has taken over TikTok through chaotic, yet enticing marketing strategies that are grabbing Gen Z’s attention and driving consumer interactions. Their brand personality is memorable and honest, creating a space where Gen Z feels welcome and inspired to contribute. YouTube is harnessing influencer marketing as a way to meet their audiences where they already are, and many people follow influencers so closely that they’ll never miss a single “Get Ready With Me” post on their account. Having these influencers placed where Gen Z is living adds a comforting sense of familiarity and consistency while they stream hours of content each day. We have passed the days of tailored perfection. Gen Z wants content that is exciting and authentic and gives them a reason to respond.
With the overwhelming amount of information we have today, nostalgia for simpler times seems to be on the rise. Do you feel that the advertising industry will, or has already, shifted towards leaning into early 2000s nostalgia trend?
It’s probably fair to say that culture is in a state of flux. Fashion, music, and everything around us seems to exist in (or arrive from) multiple eras at once, and advertising is harnessing this trend as a superpower. The 2000s in particular have had a major reboot, and marketers are beginning to sway towards and embrace those older themes. Looking at Sabrina Carpenter’s track list release (Variety), you can see how she used 2000s ad styles to reach the hearts of Gen Z. When I think back to my childhood, I remember those ads that would pop up right before my favorite Disney movie started playing, and Sabrina’s new post had those memories flooding back to me.