Throughout my time interning for marketing companies and experiencing first hand their attempts to capture the gen-z market there is nothing quite so embarrassing as witnessing a brand attempt to “speak like Gen-Z”. And even more so when it backfires… regardless of if it is a tone deaf post, a cringey use of slang on X, or an out of touch super polished influencer add that screams phony – insert Kendall Jenner Pepsi ad – these attempts of capturing relevance miss the mark more times than most.
Gen Z is the most social media savvy generation yet, with the enigmatic gen alpha following close behind. We have a built in radar for unoriginality and we are not afraid to call out unauthentic marketing.
Meet the Intern: Trionna Brightmon
Hi, my name is Trionna Brightmon and I am a third year marketing student. I am also the marketing and branding intern for woman-founded branding studio, Growth Story. As a Gen Z content creator and marketer, I’ve spent the last few years working with brands in social media and brand marketing.
I have had firsthand experience seeing what resonates with a young audience and importantly, what doesn’t resonate. My generation came out of the womb thrust into the digital age (Y2K).
The internet has practically raised us. We have grown up online and we are not impressed with forced trends, polished branding and performative marketing.
So why are brands still pushing this shallow content that Gen Z finds cringey and out of touch?
The Gen Z Digital Experience
Experiencing the first generation of digital content creators, Gen Z got to see the trials and tribulations of influencers. These influencers often created behind the scenes content and intimate daily vlogs about their lives that made us feel so close to them, as if they were our friends. The vibe was familiar, homey, and authentic.
This is the content that we [Gen Zers] got used to and enjoyed. Coming home from school, kicking off your shoes and hopping on the family computer to watch your favorite content creator.
Today, brands try to simulate these moments of nostalgia clinging to outdated marketing trends that don’t resonate. Gen Z consumers want to experience brands that show real people, true value and authentic moments.
Now, let’s get into what Gen Z doesn’t want to see from brand marketing campaigns and social media content.
10 Cringey Marketing Trends That Need to Die
#1: Overly Polished, Fake-Looking Influencer Ads
This generation seeks transparency and values authenticity. These overly polished influencer ads need to be put into the ground because they feel fake, staged and disconnected from real life. Talk about out of touch—there’s nothing more cringey than an obviously paid influencer forcing a brand’s product down our throats.
Newsflash, we know you only use the product because they paid you. Gen Z prefers unfiltered raw content that reflects real life experiences. Overly polished ads look performative and it make it harder to trust the band.
Want me to buy your product? BE TRUSTWORTHY!
#2: Try-Hard Slang Usage
Now this one in particular is a hit or miss. Honestly, Gen Z jargon can be pretty hilarious if used in the right way by brands.
It really flops when these brands take slang from niche marginalized communities such as the LGBTQ or the black community without understanding the culture. It gives very much pandering. It feels predatory when major brands use this “slang” to promote their brand but completely ignore the plight of the community.
It comes off as embarrassing and makes the brand lose credibility quickly. And that brings me to my next one…
#3: Woke-Washing (Performative Activism)
Speaking of predatory… brands throwing up a rainbow logo during pride or a black square on instagram isn’t activism. Gen Z is tired of woke washing. This is when brands post about social issues for content but don’t actually take real action to help these issues.
In an article about Target, HR Executive writes, “The best example of rainbow washing is when companies literally dust off the rainbow flag in June and plop it out there, but they don’t invest in the community or are using it as a marketing ploy. Rainbow washing is essentially being inauthentic.”
Where are the receipts? Gen Z wants long term commitment, transparency and real change. Not empty uses of activism for likes and engagement.
#4: Jumping on Every TikTok Trend Too Late
If you’re a few months behind a trend, don’t even bother, it looks desperate. Don’t come running to TikTok to reap the rewards of an old trend because your social media intern finally convinced you to jump on it…IT’S TOO LATE, wait for the next one.
#5: Cringe Corporate Memes
Those cringey corporate memes need to go! Memes aren’t brand safe when done badly. When brands use a meme without understanding the humor or context…it feels very awkward and try-hard.
Don’t get it confused though, Gen Z loves memes! But we can absolutely tell if you don’t understand the context of the meme. Bad memes don’t make us feel more connected to the brand. They kill the connection.
#6: AI-Generated “Relatable” Scripts
Now with the boom of AI chat bots, I think we all have gone a little crazy with artificial intelligence. I mean come on, it is easy to have a bot organize your thoughts and steer you in the right direction but these scripts sound like they were created by someone who has never been online.
They lack emotion and sound robotic. BRING BACK HUMAN CONNECTION! Not cookie cutter content attempting to mimic how we talk or pretending to care about what we care about.
#7: Inauthentic Collaborations
Who doesn’t love celebrities ? Who doesn’t love pop culture? Celebrity collaborations can be awesome if the celebrity is closely aligned with the brand personality or messaging. But a random brand partnership with a celebrity who obviously doesn’t use the product = red flag.
#8: Empty Brand Promises with No Follow-Through
you said you were sustainable in 2020 .. what happened? Slapping “eco-friendly” on your packaging doesn’t mean anything without real action. We do our research, we care about what we are buying and who we are buying it from. And if the proof isn’t there the trust in the brand is gone.
#9: Overuse of Filters and Unrealistic Beauty Standards
Gen Z champions real representation, body positivity, and realistic beauty standards. We don’t want to see shiny, plastic dolls. We want to be represented in the brands we choose to buy from. That means representing different body sizes and including people of color (I’m looking at you, makeup companies).
#10: Fake User-Generated Content
Ads, ads, ADS! We don’t love ‘em, and we CAN live without ‘em. It’s like everywhere I turn I’m being sold something—good grief. I feel like everyone can spot a staged review and scripted testimonial.
When brands pretend to have real people love their product without being authentic, it feels embarrassing and manipulative. We are not buying it literally or figuratively.
My advice–as in what brands should do instead to reach Gen Z
Instead of trying to piggyback off forced trends or fake relatability brands should focus on fostering a real genuine audience and community. They should focus on being real! Show behind the scenes moments, share real, true stories from actual people and highlight the brand’s value through quality and consistency.
Be honest, own your brand’s flaws, and create content that feels like real human beings made it and are in it. Gen Z responds well to brands that are imperfect but always show up.
Imperfect but truthful, messy but has meaning. Community matters. Storytelling matters. If your brand tells a good one we will listen.
Bye!
— Trionna
Why Brands Should Start Listening to Gen Z—Like, Yesterday
At Growth Story, we work closely with emerging brands and forward-thinking founders who are building something bold. And here’s what we know for sure: Gen Z isn’t just pointing out what’s cringey. They’re raising the bar for what effective marketing actually looks like.
This generation has a sharp BS radar, strong values, and high standards. That combination is powerful. With over $360 billion in buying power (just in the US!), it’s time for brands to take their preferences seriously.
When brands take the time to listen to Gen Z, the results are clear. The insights they share are not just opinions. They are cultural cues that tell you where things are going.
If your marketing doesn’t resonate with Gen Z, it’s time to stop blaming the algorithm and start asking better questions. Listen to your audience. Adjust accordingly.
And if you’re not sure where to begin, get some Gen Z voices in the room (like Trionna). Or partner with a studio that understands how to translate raw insight into real brand magic (hi!).