This blog is inspired by dentsu’s Beyond 2025: Winning in the Algorithmic Era, a global thought leadership series exploring how brands can navigate a future shaped by AI, automation, and always-on algorithms.
Digitalization and crisis are two defining forces that have shaped Gen Z’s worldview and their expectations of brands.
Generation Z, the generation born between 1997 and 2012, were the first true digital-native generation. Many Gen Zers weren’t even born yet when Steve Jobs unveiled the iPhone in 2007. This digital landscape has shaped every aspect of their lives, from how they consume information and entertainment to how they interact socially, including their relationships with brands. AI’s rise is further deepening their reliance on algorithms, often at the expense of real, personal interactions.
From a sociocultural perspective, this digital reality has fueled Gen Z’s growing distrust. From the movies they watch to the music they listen to, everything is dictated by AI, designed to serve platform interests rather than genuine human relevance.
In the workplace, Gen Z’s distrust of AI is evident: two in five believe it won’t positively impact their careers. According to the event firm Freeman (USA), 69% of Gen Z believe that technology has negatively affected the connection with other people in their company or industry. While Gen Z values workplace flexibility, they also crave deeper human connections, seeking a balance between remote work and in-person interactions.
This context of digitalization and crisis has made Gen Z a generation that is less happy with decreased capacity for success, more stressed, and more overwhelmed than previous generations despite their relative youth. A MetLife study found that Gen Z reports higher levels of depression, stress, exhaustion, and isolation than any other generation; 35% say they feel depressed, compared to just 20% of older generations.
How brands can connect with Gen Z
- Authenticity Over Automation: As digital experiences become more automated, younger audiences are actively seeking friction and intentionality in their interactions. They value genuine engagement over surface-level automation.
- Meaningful Engagement: There is a growing trend among younger audiences to seek deeper, more deliberate engagement that contrasts with the fast-paced, algorithm-driven world.
- Community-Driven Relationships: Younger consumers are drawn to brands that build community-driven relationships and prioritize sustainability. They value brands that offer personalized options that resonate with their individual identities and allow them to express their uniqueness.
- Emotional Engagement: Creating an emotional connection with customers is crucial. This can be achieved through storytelling, emotional triggering, and community building. Brands that can evoke strong emotions and create a sense of belonging are more likely to build lasting relationships with Gen Z.
- Storytelling: Use the power of narrative to foster a profound connection with customers. By sharing compelling stories about the brand's inception, struggles, and vision, brands can create a unique bond with their customers that goes beyond transactions.
- Cultural Relevance: Brands should make sure their experiences are culturally relevant and impactful. This involves understanding the cultural context of the target audience and creating experiences that resonate with their values and beliefs.
Gen Z, raised in an era of crisis and digital overload, is moving away from hyper-personalization. They prioritize feelings over mere possessions. They crave authenticity, trust, and non-intrusive brand experiences.
In today’s algorithm-driven world, brands that rise to turn these priorities into opportunities will boost their own value and relevance.
To explore more trends and brand implications, download Beyond 2025: Winning in the Algorithmic Era.
