Why Gen Z Buys from Brands That Feel Like Friends – Not Corporations

Gen Z, the most connected generation in history, is also one of the most trust-conscious. In their digital world, they are deeply skeptical of typical corporate messaging, despite their constant connectivity.

You must have heard that Gen Z doesn’t trust brands. This is not entirely true. They just don’t trust brands that feel like brands. This Generation was born somewhere between dial-up internet and TikTok. They are constantly connected yet oddly guarded as well. They scroll through more content in a day than most people did in a week earlier. While they see more ads than any other group, they click on fewer than ever.

84% of Gen Z consumers feel they need shared values to trust a brand, and nearly 6 in 10 say they judge people based on the brands they buy. Gen Z stands out as the most digitally connected generation, but trust is hard to come by.

They don’t hate marketing. They just want to feel that your content is authentic. Let’s walk through how Gen Z chooses the brands they trust and stick with, what makes a brand “friend material,” and why sounding human is very important nowadays.

Let’s dive in.

What values Gen Z expects from the brands they buy

Trained to See Through Inauthentic Branding

Gen Z has grown up using social media, and they are experts in using the new age technology and social platforms. The whole generation is raised on curated feeds, influencer marketing, and corporate statements that often sound good but mean very little.

They have seen too many brands say the right thing only to disappoint them later. That’s why highly paid campaigns with perfect messaging rarely earn their trust. To them, the more polished and rehearsed a brand sounds, the more distant and impersonal it feels. Emotional connection does not come from perfect scripts. It comes from presence, unedited, honest, and yes, occasionally messy. They love the mess.

In their world, filters are everywhere. So they have trained themselves to look past them. A brand that talks at them, instead of to them, quickly gets tuned out.

Brands Should Align with Beliefs

What Gen Z buys often reflects who they are, or who they aspire to be. That’s why shared values are not just a bonus; they are a necessity. Whether it is environmental responsibility, social equity, or mental health advocacy, this generation looks for brands that take a stand and stick to it.

They are not looking for a logo change during Pride Month or a one-off campaign about sustainability. What they want is consistency: in voice, in operations, in culture. If your social media supports climate action, they want to see how your packaging, supply chain, or hiring practices follow through.

They approach shopping like identity curation. Every purchase adds to the story they’re telling about themselves, and they only want brands in that story that reflect their principles. The moment a brand contradicts those values, the trust they’ve built can unravel fast.

What makes a brand feel like a real person to Gen Z?

Imperfections Can Build Credibility (When They are Honest)

Perfection is something that is not relatable to them. It might turn out to be “too good to be true” and not resonate with their feelings. That is why they often focus on behind-the-scenes content, unedited stuff, staff takeovers, and even a small mistake is more engaging than a high-budget advertisement. This makes them believe that there is a real team with responsibilities behind this product or service.

These guys don’t expect brands to be perfect or get everything right. They just expect honesty and transparency when something goes wrong. It can be anything, such as a delayed shipment or a social misstep. You will be far more respected when you openly admit a mistake or a delayed delivery rather than coming up with a vague excuse. Gen Z values honesty, even when it is awkward or uncomfortable, because it builds trust over time.

Stories Help Gen Z Connect with Brands

Gen Z believes that facts fade, features get blurred over time, but the story of a brand always stays. They will skip past specs and slogans, but they will always pause for a human story that makes them feel something. 

This is not about exaggeration or sentimentality, but it’s about emotion. A founder’s journey, a customer’s transformation, and a small moment of impact can invite Gen Z to care. Once they care, they will never forget.

When your brand works on narrative-based marketing, it has a deeper resonance than metric-based communication. Their audience feels like they are a part of a greater narrative or movement. Companies like Liquid Death and Duolingo flourish for this reason, in addition to being clever. These companies are establishing a common identity in addition to selling goods. Like a Reddit user mentions in reply to how a brand can approach Gen Z:

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A brand transforms from a product to a presence when it becomes ingrained in a person’s emotional memory. Gen Z doesn’t scroll past that kind of relationship.

Where Gen Z builds trust before they make a purchase

Reliance on Peer-Driven Communities Over Traditional Ads

TikTok is more than entertainment for Gen Z. Reddit is more than a debate. Discord? It is not just for gamers anymore. 

These platforms are now real-time review boards. They search for places where unfiltered opinions surface instead of scripted campaigns. This generation won’t check your homepage to see if the brand is worth their money. They will pay attention to what others have to say about the brand. 

A video on TikTok, reviewed by a stranger, will feel more trustworthy to them than a 1,500-word brand blog. It’s not because of the length or the details written in it, but it’s because the video feels more unfiltered, spontaneous, and honest. In 2025, over 30% of Gen Z discover products on Instagram and 23% on TikTok, with only 19% using Google search.

The user feedback matters more than brand promises. Especially when it’s shared in the language of the community, not the boardroom. If your product shows up on platforms organically, that is an advantage. Gen Z will trust it because people brought that into organic spaces; you didn’t push it. 

Preference for Low-Effort Content but “Real” Content

High production videos are impressive, but they don’t feel personal to Gen Z. These guys don’t need you to match Netflix quality. They just need you to feel like you belong in the feed they scroll through. That means your video should be vertical, raw, and a little motion blur, which feels immediate and not overly planned.

They only pause for authenticity, not perfection. Do not take this as an invitation to try to act like Gen Z. The second you mimic their context, you will lose your own credibility. They do not want brands to pretend rather than be themselves, just in a format that feels native to the moment. 91% of Gen Z consumers value authenticity, and 67% prefer transparent brands over polished marketing.

It is not about being casual, it’s about being real and knowing where and how to show up.

What causes brands to lose credibility with Gen Z

Trying to Sound Youthful

When a brand tries to adapt the Gen Z voice, they often use slang, memes, or internet humour. This often backfires. If a language doesn’t feel like a natural conversation for a brand identity, it ends up sounding forced.

If a brand tries hard to fit, it is easily noticeable. Rather than finding it relatable, they find it awkward. It is always better for a brand to be sincere than to mimic a tone it does not own. If humor, trends, or slang are not part of how you normally communicate, do not suddenly adopt them in an effort to be seen as relevant.

This generation values clarity over trendiness. They are not seeking entertainment; they are seeking truth.

Taking a Stand Without Actions

Posting about a cause is easy, but following through on that message is what earns Gen Z’s trust. They not only see your social posts, but they also research what you do behind the scenes. They look at your hiring practices, your leadership diversity, your sustainability commitments, and your community involvement.

If there is a gap between what a brand says and what it does, they will notice. Performative campaigns that lack follow-through are more damaging than saying nothing at all. Gen Z does not need brands to be perfect, but they expect consistency. They expect proof that your values are embedded in how you operate, not just how you market.

A single slogan or campaign cannot create credibility. That comes from action that is visible, ongoing, and aligned with what you claim to stand for.

How to Humanize Your Brand Voice for Gen Z

Speak with Warmth, Add Vulnerability

When a brand communicates with openness, it feels grounded. It feels less like a campaign and more like a conversation. Using first-person language, where appropriate, can help the audience think that there is someone real behind the message.

Acknowledging challenges, uncertainties, or lessons learned does not weaken a brand’s image. It often builds trust. Gen Z respects brands that are willing to admit they do not have all the answers, but are showing up anyway with curiosity and integrity.

The tone of the brand plays a vital role here. Even when the content is intense, a cold or overly corporate delivery can undo the message. Speaking with warmth—without losing clarity- helps the brand feel approachable and self-aware, not mechanical or detached.

User-Generated Content

Gen Z does not want just to follow a brand; they want to feel like they’re part of it. Inviting participation through polls, comment threads, story replies, or open-ended questions makes the audience feel seen. These small interactions, when handled with sincerity, create a sense of shared space rather than a one-way broadcast.

When brands allow their communities to shape content by amplifying user voices, building off feedback, or adapting based on conversation, this means the brand is listening, not just performing.

Not every message needs to lead to a sale. Sometimes, what matters most is simply showing up, asking, and waiting to hear what comes back. That kind of patience, in today’s fast-paced digital world, is rare and deeply human.

Why Gen Z Only Trusts Brands That Behave Like “People”

Gen Z is not easily impressed by branding. They have grown up with information at their fingertips and have seen enough corporate behavior to know when something feels rehearsed. Their decisions are shaped by a blend of instinct, research, and emotional connection—and brands that understand this are the ones that earn a lasting place in their world.

To connect with them, a brand must move beyond scripted messages and polished content. It must be willing to show its authentic voice, its fundamental values, and its real people. This does not mean lowering your standards. It means raising your empathy. Sounding human does not cost you authority—it earns you trust. In this landscape, trust is worth more than any reach metric.

If your brand can show up with honesty, clarity, and care, without trying to impress or imitate, you may find that Gen Z does not just follow you. They stand beside you. 

So, if you’re looking for the perfect partner that can help you create a brand voice that aligns with Gen Z’s preferences, connect with us. We’ve had considerable success helping legacy brands and established enterprises develop Gen Z-centric growth strategies. Now, we can help you do the same. 

Reach out to us, tell us how we can help you, and we will help you create and execute authentic marketing campaigns that humanize your brand and sell your products/services!

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