Brands told to rethink Gen Z playbook as ‘lazy assumptions’ exposed

Brands are failing to connect with Gen Z due to outdated assumptions and ineffective execution, according to new research from The Growth Distillery, which finds a significant gap between how the generation is portrayed and how it sees itself.

The report, Unconventional Truth: Gen Z, shows that only one in three Gen Z consumers feels accurately represented in advertising, while just one in five believes brands effectively connect with people their age.

The findings point to a broader issue in how marketers are engaging younger audiences, with the research suggesting the problem lies less in channel choice and more in relevance and authenticity.

Research challenges four common assumptions

The report identifies four persistent myths shaping marketing strategies.

It challenges the view that Gen Z is emotionally fragile, finding 48% describe themselves as emotionally intelligent.

It also disputes the idea that the cohort does not value traditional milestones, with 72% wanting to own a home, 90% prioritising financial security and 50% wanting to start a family.

On media consumption, the research shows 71% engage best with brands in person, indicating that while Gen Z is digitally connected, physical experiences remain important.

The report also highlights social connection as a key factor, with 85% of respondents reporting feeling lonely in the past month.

Brands risk disengagement through execution

The research outlines several areas where brands are losing relevance.

Half of respondents said they disengage when brands try too hard to force a connection, while 46% reject campaigns that rely on stereotypes rather than real needs.

Influencer marketing is also facing diminishing returns, with 34% of Gen Z consumers switching off from overused or scripted partnerships. The same proportion said they lose trust when brands engage in performative activism.

The Growth Distillery research director, Tom Boxall

Four roles identified for brands

The Growth Distillery outlines four roles brands can play to improve engagement.

These include acting as a validator by acknowledging financial and mental health pressures, an advocate by aligning actions with messaging, a connector by creating real-world experiences, and a coach by offering practical tools and guidance.

The Growth Distillery research director, Tom Boxall, said the findings highlight a disconnect between perception and reality.

“Many brand strategies for Gen Z are still based on assumptions rather than lived reality. Gen Z aren’t turning away from brands; they’re turning away from executions that feel lazy. That gap between what marketers assume and what Gen Z actually needs is exactly why we undertook this research.”

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