Gen Z, born between the mid-1990s and early 2010s, is a generation known for its strong values and desire for authenticity.
Unlike previous generations, Gen Z is more likely to make purchasing decisions based on a brand’s social and environmental stance rather than just product quality or price. They care deeply about issues like social justice, environmental sustainability, diversity, and inclusion, and they expect the influencers they follow—and the brands those influencers partner with—to share these values.
Here’s how to leverage social media influencers to connect with Gen Z’s values:
1. Prioritize Authenticity and Relatability
Gen Z craves realness from influencers. They can quickly spot insincere partnerships or inauthentic endorsements, and they tend to reject overly polished content that feels disconnected from real life. Influencers who share personal stories, admit their flaws, and stay transparent about their lives tend to resonate best with this generation.
Action Tip: Partner with influencers who have built a reputation for being real and honest with their audience. Ensure that influencer content is relatable, raw, and not overly produced. Authenticity should always come before marketing gloss.
Example: A beauty brand could collaborate with influencers who openly discuss their skincare challenges, share their own experiences with the products, and provide honest feedback rather than just promoting perfect, airbrushed images.
2. Champion Social Justice Causes
Gen Z is deeply passionate about social justice, and they expect the influencers they follow to speak up about important societal issues. Whether it’s supporting movements like Black Lives Matter, advocating for LGBTQ+ rights, or addressing economic inequality, influencers who are vocal and active on these fronts tend to build stronger connections with Gen Z.
Action Tip: Work with influencers who are not afraid to take a stand on social justice issues and align their content with your brand’s values. Collaborate on campaigns that promote equality, inclusivity, and positive social change, and make sure your brand’s stance on these issues is clear.
Example: A fashion brand that promotes diversity could partner with influencers who are activists for body positivity or gender inclusivity, using campaigns to showcase the brand’s inclusive sizing or gender-neutral collections.
3. Promote Environmental Sustainability
Environmentalism is a cornerstone of Gen Z’s worldview. They expect brands to take meaningful action in the fight against climate change, reduce their carbon footprints, and prioritize sustainable practices. Influencers who advocate for eco-friendly lifestyles and sustainability are especially influential among this generation.
Action Tip: Collaborate with influencers who are vocal about sustainability and environmental consciousness. Highlight your brand’s eco-friendly initiatives, such as using recycled materials, ethical sourcing, or sustainable packaging, and let influencers share how your brand aligns with their eco-friendly values.
Example: A sustainable fashion brand could work with influencers who promote slow fashion, sharing content that educates their audience on the environmental impact of fast fashion and why choosing sustainable products makes a difference.
4. Embrace Diversity and Representation
Gen Z places high importance on diversity and inclusion, both in the influencers they follow and the brands they support. They want to see influencers from diverse backgrounds, representing different races, genders, body types, and abilities, reflecting the reality of the world they live in.
Action Tip: Partner with a diverse group of influencers who authentically represent various communities and identities. Ensure that your campaigns promote inclusivity and that your influencer partnerships reflect the diverse makeup of Gen Z’s audience.
Example: A beauty brand could collaborate with influencers from different ethnicities and skin tones to showcase their wide range of inclusive makeup shades, highlighting how the brand supports all skin types and colors.
5. Encourage Activism and Engagement
Gen Z influencers often act as activists, using their platforms to not only promote products but also to engage their followers in meaningful conversations around issues that matter. They encourage their audience to participate in movements, donate to causes, or support marginalized communities.
Action Tip: Create influencer campaigns that go beyond product promotion and encourage social engagement. Work with influencers who can use their platforms to drive positive action, whether that’s raising awareness for a cause, fundraising for charity, or inspiring their followers to get involved in activism.
Example: A lifestyle brand could launch a campaign in partnership with influencers who advocate for mental health awareness, donating a percentage of sales to mental health organizations and encouraging followers to share their own stories.
6. Leverage TikTok and Instagram for Storytelling
Platforms like TikTok and Instagram are where Gen Z spends the majority of their social media time, and these platforms are ideal for storytelling that connects with their values. Influencers on these platforms often create engaging, bite-sized content that focuses on activism, personal experiences, and how their values influence their daily lives.
Action Tip: Focus on TikTok and Instagram influencers who are skilled at creating short, impactful stories that communicate both their personal values and your brand’s mission. Utilize these platforms for interactive content, such as Instagram Stories polls, TikTok challenges, or live Q&A sessions that promote dialogue.
Example: A sustainable food brand could partner with influencers on TikTok to create a series of short videos about reducing food waste or promoting plant-based eating, using fun, engaging content like recipe demos or zero-waste challenges.
7. Highlight Mental Health and Wellness
Mental health is a significant focus for Gen Z, and influencers who are open about their mental health journeys often form deeper connections with their followers. Influencers who advocate for self-care, wellness, and mental health awareness resonate particularly well with this generation.
Action Tip: Partner with influencers who prioritize mental health and wellness in their content, and build campaigns that promote self-care, balance, and mindfulness. Consider collaborations that donate to mental health charities or provide resources for mental health support.
Example: A wellness brand could collaborate with influencers who focus on promoting mental health, with campaigns centered around mindfulness practices, journaling, or meditation apps, positioning the brand as a supporter of mental well-being.
8. Make Purpose-Driven Campaigns Central
For Gen Z, purpose-driven brands are non-negotiable. They expect companies to stand for something beyond profit and to be actively involved in making the world a better place. Influencers who align with purpose-driven campaigns, especially those tied to social and environmental causes, are more likely to earn the trust and loyalty of Gen Z audiences.
Action Tip: Develop purpose-driven campaigns that align with your brand’s values and collaborate with influencers who are passionate about similar causes. Make sure your campaigns focus on impact and demonstrate how your brand is contributing to the greater good.
Example: A footwear brand could partner with influencers for a campaign that donates shoes to communities in need, sharing how each purchase helps support a charitable initiative, while encouraging influencers to show their personal involvement in the project.
Conclusion
To successfully engage with Gen Z, brands must work with influencers who align with their values of authenticity, social justice, environmentalism, and diversity. Influencers who reflect these priorities and use their platforms to promote meaningful change will help brands build stronger, long-lasting connections with this value-driven generation. By focusing on purpose-driven partnerships and real-world impact, brands can win the loyalty of Gen Z and stay relevant in an increasingly conscious market.
