Gen Z Is Breaking Barriers: How Your Brand Must Adapt to Survive

Gen Z is the first digital native generation, politically progressive, and a shrewd consumer. At CBX, qualitative and quantitative research revealed that Gen Z has an affinity for barrier-breaking, especially regarding gender. They are challenging traditional male and female semiotic codes and visual cues, want to see messiness of humanity reflected in marketing, and prefer raw and unfiltered photography. Brands must evolve to embrace authenticity and meet Gen Z's expectations.

Levi's is a good example of a brand that shifted focus to the heart of the brand, leading to successful results. Practical advice for marketers is to embrace design thinking and use new and emerging semiotic codes and visual cues when marketing to Gen Z. JanSport is an example of a brand that addressed a cultural phenomenon unique to Gen Z and successfully appealed to their target market.

Gen Zers can be both loyal and dismissive of brands, so marketers must understand the role their brands play in the life of their audiences, and stay true to their brands' essence as they evolve. By understanding what it's like to be a Gen Z customer, and using semiotic codes and visual cues that resonate with Gen Z, marketers can effectively and authentically connect with this generation.