Gen Z consumers report disconnect with brand marketing strategies

Recent research highlights a growing disconnect between brands and younger consumers, particularly Gen Z. A report by Cl!ckbait – Mischief’s youth insights division reveals that nine out of ten 14- to 29-year-olds feel that companies do not understand them.

In the fitness sector, many young people reported feeling alienated by the perfectionism promoted in branded content, expressing a preference for authentic representations of health journeys. Regarding food and beverage, while viral products drive impulse purchases, long-term loyalty remains low; only 29% of those who tried a viral product would purchase it again, often citing a lack of cultural authenticity.

Strategic approaches to younger demographics vary. Some brands, like AriZona, maintain core identities and pricing while expanding into new formats like hard tea and snacks. Others, such as Saint James, target younger buyers specifically through organic ingredients and different packaging. Experts suggest that brands must ensure their consumer research is current and avoid over-cluttering packaging with excessive claims, as online popularity does not always translate to effective physical shelf performance.