What Gen Z Wants from Online Brands (And What You Can Learn from My Closet Full of Regret Buys)
Let me tell you a little story—
A while back, I ordered this super aesthetic pastel hoodie from an online brand that popped up in my Instagram feed. The ad promised “eco-friendly, hand-stitched, Gen Z vibes.” You know the type—smiley emojis, glitchy edits, lofi music in the background.
I was hyped. I clicked “Buy Now” faster than I’ve ever said yes to pizza.
But when it arrived?
Let’s just say, it looked more like a sad kitchen towel than a hoodie, and the packaging was about as eco-friendly as bubble wrap wrapped in more bubble wrap. Total letdown.
So what gives?
If you’re a brand trying to win over Gen Z, just throwing around buzzwords and vibey graphics won’t cut it anymore. We’ve grown up with the internet—we can smell inauthenticity from a mile away.
Let’s talk about what Gen Z really wants from online brands, straight from someone who’s been there, clicked that, and now owns a hoodie I use to mop floors.
The Problem: “Vibe” ≠ Value
Gen Z has trust issues—and honestly, who can blame us? We’ve seen it all. Influencers selling detox teas they don’t drink, companies pretending to be woke while underpaying workers, and greenwashed marketing campaigns trying to ride the sustainability wave.
So when brands try too hard to be “relatable” without backing it up, it’s a red flag.
We’re not just scrolling for cool products. We’re scanning for honesty, transparency, and yeah—a real connection.
Attention Brands: You’re Not Fooling Anyone
Let’s get one thing straight: Gen Z knows when you’re faking it.
You say you support mental health, but your CEO just said burnout is a “character-building” experience? Yes, we do not want that.
We want to see values not just hear values.
Talk is cheap. If your brand isn’t walking the walk, we’ll find one that is.
Rhetorical question time:
So why are people so enamoured with brands like Glossier, Parade, or even Duolingo’s savage TikTok owl?
Because they’re consistent, authentic and don’t treat consumers like a paycheck.
So, What Does Gen Z Actually Want?
I’m glad you asked, here is a short overview that includes some of the things I have learned through my own trial and error as a shopper.
1. Authenticity, Not Just Aesthetic
If I had a dollar for every brand using “aesthetic vibes” without actual substance—I could buy myself a new wardrobe (and hopefully not regret it this time).
Gen Z is likely drawn to brands that keep it real, faults and all. We have no expectation of perfection. We have an expectation of honesty!
Pro tip:
Show the behind-the-scenes. Introduce your team. Be transparent about your processes.
No one’s perfect—but pretending to be? That’s the real turn-off.
2. Clear Values with Real Action
Saying “we care about the planet” doesn’t mean anything if you ship your products in layers of plastic and pay your workers peanuts.
We’re the receipts generation. We WILL dig.
If you say you’re environmentally conscious, show us your materials, your supply chain, your issues and challenges. It is fine to say, “we are building to this.” That honesty? We love that.
Lesson I learned:
The small business I bought clay jewelry from last year posted IG stories about how they responsibly source their materials—even the tiny metal clasps. I still wear those earrings. I still follow that brand. See the difference?
3. Engagement Over Advertising
Here’s a wild idea—talk to us, not at us.
We don’t want to be sold to every five seconds. Slide into the comments, share memes, do a Q&A where you answer questions like a real human.
Even big brands like Netflix or Ryanair are winning online simply because they act human.
By the way: If you’re not on TikTok, Instagram Reels, or wherever Gen Z hangs out these days (we move fast), you’re missing out. But don’t just be there—belong there.
4. Inclusivity That Isn’t Just for Show
Gen Z is one of the most diverse generations ever—and we want brands to reflect that.
Not just in your models or Pride Month campaigns—but in your hiring, your leadership team, and your everyday messaging.
We notice when it’s performative. We really notice when it’s real.
Hot take:
I stopped buying from a skincare brand that posted “Black Lives Matter” and then went silent. Meanwhile, another brand I follow did a 3-month series highlighting BIPOC-owned skincare lines. Guess which one I stuck with?
5. Fun + Function = Magic Combo
Look, we love humor. But we also love when things work.
You can be playful, weird, and sarcastic—but if your website crashes, your return policy sucks, or your product falls apart in 3 days? We’re gone.
Gen Z loves good UX. Clean, fast websites. Easy checkouts. Instant replies. Extra points if the FAQ section of your site does not look like a legal document from 1995.
pop culture references, memes, or just a slight sarcastic tone? Yes, we want that too, but make sure it is effortless.
A Few More Real-Life Lessons from My Shopping Wins
- The clothing brand that added handwritten thank-you notes: It felt like buying from a friend, not a factory.
- The indie candle store that DM’d me after I tagged them: I ended up re-ordering twice.
- The tech accessory brand that shared real reviews—even bad ones: Gutsy. Respect.
So yeah, connection matters. And sometimes, it’s the little things that stick.
Okay, So How Can Brands Actually Level Up?
Let’s break it down with some real talk advice:
- Know your audience – Don’t assume, actually listen. Use polls, DMs, Reddit. We tell you what we want—just ask.
- Be transparent – About your pricing, sourcing, even mistakes. We’ll forgive a lot if you’re honest.
- Stay creative but grounded – We love aesthetics, but we also want meaning. Don’t lose sight of that.
- Respond – Seriously. Answer our comments, say thanks, ask questions back. Treat us like we matter.
- Keep evolving – Gen Z changes fast. We’re not expecting you to keep up with every trend, but stay flexible and open.
Final Thoughts: Keep It Real, or Get Left Behind
Overall, Gen Z is not asking for much; just honesty, inclusivity, good vibrations (not the fake one), and a little personality.
We’ve grown up online. We’re savvy. We’ve been burned. But we’re also fiercely loyal when we find brands that get it.
So if you’re a brand reading this—or someone planning to start one—just remember:
Be human. Be honest. And for the love of all things digital, please don’t fake your “relatability.” We can tell.
And hey, if you’re already doing all this?
We see you. We appreciate you. We might even wear your hoodie instead of using it as a floor rag.
