Gen Z is highly skeptical of traditional institutions and corporate promises, with 75% distrusting large corporations. This generation looks for brands to not only be transparent but to actively stand by their values in a way that feels authentic and inclusive.
ROUNDTABLE WATCH NOW
EARNING GEN Z’S TRUST
Understanding the new rules of engagement for brands and Gen Z audiences.
Our recent roundtable on Earning Gen Z’s Trust sparked an engaging and eye-opening discussion on the distinct values, experiences, and expectations that shape Gen Z’s relationship with brands.
Key Insights for Building Loyalty
Authenticity as a Baseline: Gen Z demands transparency and honesty—these “unprecedented times” are just their status quo. Brands like Ryanair and DuoLingo resonate by showing up as their unabashed self even when it challenges the norm.
Trust Built Through Community: This generation values deep, meaningful connections and interactive engagement beyond “likes” and “shares”. Companies like Ring and Find My Friends have taken on new purpose in facilitating Gen Z’s desire to stay connected and community build both on and offline.
Emphasis on Pragmatic Loyalty: For Gen Z, loyalty isn’t set in stone; it’s a day-to-day experience shaped by reliability and brand behavior. Loyalty programs that offer clear, straightforward value, like seamless rewards systems, are highly attractive.
Why This Matters for Your Brand
Gen Z’s consumer power is rising, with their spending expected to reach $12 trillion by 2030. For brands looking to earn their trust, the key lies in building a clear, reliable, and transparent brand experience that meets Gen Z where they are today.
Curious to learn more?
Book a call with LPK to discuss how to transform your brand’s approach to resonate with Gen Z’s expectations and build lasting, authentic trust.
Hosted By
Emily Flannery’s driving passion is the intersection where now meets next. At LPK, she leads the Discovery practice, cultivating, guiding and evolving our approaches for clients, always with an acute focus on bringing them closer to their consumers and preparing them for change.
Emily holds a degree in Product Strategy from the University of Cincinnati, College of Design, Architecture, Art and Planning (DAAP), where she has also served as an Associate Professor and the honorary Head of Trend Forecasting.
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