The Chronically Online Generation

Back in 2020, when TikTok blew up, I was on vacation in Cabo with my family. I vividly remember my parents making fun of me and my stepbrothers for spending so much time on TikTok. Meanwhile, my friends and I were giggling over the ‘TikTok Sway House’ content creators, secretly jealous of their carefree lives. They were thriving by living together and posting TikTok, while we were drowning in homework and exams, surviving on ramen noodles.

Social Media Hesitation

So, why am I telling you this? I’ve always been hesitant to post on social media and keep a public account. Growing up, we were constantly warned that social media could jeopardize our careers. Many corporations discourage their employees from being active on social media to maintain the status quo. Ironically, these same corporations hire influencers to promote their brands. Make it make sense…

The Corporate Dilemma

These corporations typically hire employees from top universities who follow rules, look, act, and think alike, and avoid social media presence. An MBA teaches you to avoid posting anything that might “ruin your career.” However, these MBA hires often lack the creativity needed for effective marketing. Despite their six-figure salaries, they fail to connect with today’s audience. Now, corporations think they’ve cracked the code by using ChatGPT and paying influencers to mention their brand. This strategy worked briefly before backfiring—Gen Z quickly unfollowed influencers who partnered with these corporations.

 The Authenticity Factor

Gen Z loves TikTok because it’s genuine and free from corporate-paid marketing. As soon as corporations got involved, influencers lost credibility and followers. Note to influencers: don’t advertise something you aren’t passionate about or knowledgeable in. The outcome for these corporations? Look at Starbucks. Once a favorite, Starbucks is now facing declining revenue and growth. Gen Z sees through their superficial marketing and unethical practices exposed on TikTok. Influencers who once flaunted their Starbucks cups now promote other coffee brands, reflecting the shift in consumer sentiment.

What Brands Need to Learn

Gen Z’s primary marketplace is social media, but it’s also their entertainment center, social hub, learning platform, and news source. Shopping for them is influenced by a medley of influencers and mindsets. Gen Z broke the traditional marketing funnel—they grew up online and are savvy consumers. When hiring your next CMO, consider a non-MBA, Gen Z candidate who doesn’t have 20 years of corporate marketing experience but understands the digital landscape. These are the individuals who can truly innovate and connect with today’s audience.

Conclusion: The Secret Sauce

A new wave of businesses led by Gen Z entrepreneurs is emerging, with a renewed focus on delivering value to customers. These businesses prioritize customer experience, product quality, and meaningful impact over mere profit generation. So, the next time you’re pondering what marketing campaign will help your business grow, take a moment to reflect: Is your business built on the principles of prioritizing customer experience, quality, and impact? If not, no marketing campaign will save you from Gen Z’s savvy ability to see through insincere marketing.