Unlocking Gen Z: Insights for Building Enduring Brand Connections

Gen Z consumers as social media addicts with disengaged work ethics is one of the preconceived ideas debunked in McCann’s global study, The Truth About Youth: Unlocking Gen Z. 

Far from being disengaged with the state of the world, 87% of Gen Z (those born between 1995 and 2012) believe they have the power to influence global brands’ actions for the better. This isn't apathy; it's a generation demanding accountability.

McCann’s research found Gen Z are highly brand conscious and looking for brands that align with their passions and interests. A significant 74% believe the brands they buy reflect something about their identity. 

By offering a more nuanced portrait of Gen Z, McCann is helping brands cut through the noise and engage with their younger consumers online – where they spend their time.

And when it comes to Gen Z, online is the place to be. McCann found that 70% of Gen Z across the globe agree that connections made online can be as meaningful as those made in real life, with one in two agreeing that social media makes them feel better about the state of the world. 

“One in three Gen Z say influencers have had more impact on their life choices than their parents have, a figure that always surprises the parents we work with” - Jess Francis, research director, McCann Truth Central 

This underscores the critical role online creators play in their lives. One in three Gen Z say influencers have had more impact on their life choices than their parents have, a figure that always surprises the parents we work with. This highlights the shift in influence and the need for brands to understand the power of authentic voices within these communities.

Gen Z are looking to connect with others who share their niche passions. Creators have a significantly higher impact on Gen Z’s lives, with 47% of Gen Z saying they watch creators to escape their reality. This compares to 39% of Millennials, 24% of Gen X and 11% of Baby Boomers. This desire for escapism, coupled with a need for community, presents a unique opportunity for brands to create content that resonates on a deeper level.

McCann’s study draws on its Truth Central research and connects with the concrete experiences of McCann Content Studios (MCS) in building social brands, along with insights from Snap, Gen Z’s favourite platform. Given the increasing importance of creator-led marketing, it’s unsurprising that McCann’s Truth Central research underpins MCS’s approach to building enduring social brands.

The two form a virtuous circle that lives out McCann’s “Truth Well Told” ethos. By using Truth Central’s proprietary research, MCS can get to the heart of brands’ target audiences and explore the core truths that help them build enduring online communities. It's about understanding the "why" behind Gen Z's behavior and using that knowledge to create authentic connections.

Social and influencer marketing is a non- negotiable because it addresses the chosen media of this generation. It's a collaboration between creatives, creators and brands, and, at MCS, there is a clear method that helps shape how brands behave on social media. It determines a brand’s social voice and builds storylines that resonate based on the insights from Truth Central into consumers’ habits and interests.

This insight is vital. As we shift our focus from a single audience to a landscape of communities, we need to understand where these communities are, what their stories are and how to be part of them, that is still truthful to the brands social voice. The Truth Central team have that deep, rich knowledge, and we’ve successfully applied those insights for brands like Dettol, Warburtons and Durex to help them connect with their communities through core truths that speak to them.

 “If you understand that youth is a mindset rather than generational age, it gives you a wider demographic. And that’s where you unlock growth. It brings everything back to the core of what we do at McCann: build enduring brands” - Crystal Malachias , global co-managing director at McCann Content Studios

By focusing on a community-approach to Gen Z, brands can connect with their niche passions and interests to build deeper connections. And the report goes to the heart of McCann’s mission. It’s not only about learning which creators reach the right communities. If you understand that youth is a mindset rather than generational age, it gives you a wider demographic. And that’s where you unlock growth. It brings everything back to the core of what we do at McCann: build enduring brands.

The report also disproves the common myth that Gen Z have short attention spans: when Gen Z are engaged with brand narratives that speak to them, they fully commit. The key is earning that commitment through authenticity and relevance.

Gen Z are experts at sifting through the information they’re exposed to and are highly selective with their attention. They’ve been playing detective since birth because they’ve had access to so much content from the beginning and they’re prepared to follow the breadcrumbs of brands that interest them.

This view of Gen Z as hyper-discerning is backed up by data from Snap which shows they have the highest attention span in the first eight seconds of an ad compared to any other generation. If you lose them after that, it’s because you haven’t used that time effectively. You need to earn their attention. As with any other generation, it’s about good storytelling. It’s just that, with Gen Z more than anyone else, first impressions really do count.

Key Takeaways for CMOs:

To truly connect with Gen Z, CMOs need to move beyond outdated stereotypes and embrace a nuanced approach to content and community building. 

1. Beyond demographics: are you understanding your audience beyond their birth year by uncovering new passions and affinities?
2. Authentic connection: young people are on the hunt for meaningful connections. How is your brand showing up in places where connection is real and genuine?
3. Long-term advocacy: are you treating creators as short-term endorsers or long-term brand advocates?
4. The power of first impressions: first impressions matter - how are you making the most of those critical first eight seconds? How can you make your brand feel like a world they want to explore and spend time in?
5. Narrative-driven engagement: young people are more narrative-driven than ever. What story does your brand add to their life?

Jess Francis is research director at McCann Truth Central and Crystal Malachias is global co-managing director at McCann Content Studios.