When Brands Should Avoid Gen Z Trends

A trap many consumer brands fall into is asking, "How can we look cool for the youths?" "Gen Z / Gen Alpha is our audience" is often an assumption more than a reality. And if that assumption is wrong, you are missing out in big ways. I recently had a branding kickoff. Starting with a little pre-research and an interview, I immediately noticed something glaring... Their product/category, nearly 80% of the audience is Millennial or older. But, everything they do currently is trying to appeal to younger 20-somethings. The product they have is also a little frivolous and would require a little more disposable income. They are currently tailoring all their branding/marketing around 10-15% of the potential buyers. Their sales data and testimonials backed up that research. The olds are buying. The youngins... they are poking fun at it on TikTok and Instagram. So, before I do any creative, I need us to be on the same page... any branding work I do should NOT be geared toward the youth. We need to completely change their audience-mindset. Our goal should not be to look cool. Our goal should be to appeal to the people who actually want this... I get it. "Feel cool, hip, trendy" seems like an effective thing to do. But, for the wrong audience, it just feels inauthentic and won't connect. If Gen Z / Gen Alpha is your audience... by all mean, slay that vibe and create yourself some true brand stans. But, you gotta know when to call cap. Bet.

A hard truth a lot of brands need to hear: Try-hard marketing is destroying your Gen Z credibility. You're not their bestie. You're not their therapist. And please stop using "slay" in your copy 🙃 Gen Z can spot inauthenticity from a mile away. The forced relatability. The surface-level activism. The trend-chasing without understanding. They don't want it ! Not because Gen Z hate marketing. But because they hate bad marketing. And there's nothing worse than watching a brand desperately chase relevance with cringe-worthy attempts at youth speak. Want to connect with Gen Z? Deep dive into HOW and WHY your brand can genuinely, authentically connect with young audiences. Ask yourself "why should they care about us?" If you can't answer that honestly, no amount of TikTok slang will save you 🤷 You can't force cultural relevance. You have to EARN IT!

Nothing destroys a brand faster than betraying its own community. We’ve seen it happen over and over again—big brands chase trends to stay relevant, but when the tides shift, they backpedal. And the result? They lose the trust of the very people who built them. Look at Target. They went all-in on DEI initiatives when it was trendy, but the moment the political climate changed, they quietly pulled back. Now? They’re losing billions. And why? Because their community saw through it—it was never about values, it was just for show. Meanwhile, Ben & Jerry’s took the opposite approach. They stood firm in their beliefs, even when it wasn’t politically convenient. Did they get backlash? Absolutely. But their loyal fans doubled down, clearing out store shelves to show support. The lesson here is simple: Consumers value authenticity over trend-chasing. ✔️ Gen Z is becoming the dominant buying force, and they demand consistency. ✔️ Social media makes it impossible to hide when brands flip-flop. ✔️ Loyalty is built on trust—and trust is built on consistency. Want to build a lasting brand? Protect your community, stand by your values, and don’t chase trends just to stay relevant. Because if you do, your audience will see right through it—and they’ll take their money elsewhere. What brands do you think have done the BEST job at staying true to their values? Drop them in the comments! For more insights, follow @dralexadagostino and stay ahead of the trends that actually matter. #BrandLoyalty #MarketingStrategy #ConsumerTrust #BrandAuthenticity #GenZMarketing #BusinessGrowth #Leadership #Entrepreneurship

Jack Appleby just sent out his Future Social newsletter with predictions for social media in 2025. This caught my eye because it's something I've been ruminating on for a few weeks now: "Brands will overfocus on Gen Z in social marketing & risk losing their Millennial consumers. I know it’s easy to over-index what’s new, but I can’t believe how every single lead magnet & social report is solely focused on Gen Z right now. Millennials are 28 to 43 years old and represent the wealthiest internet-savvy consumer base we’ve ever had, yet we see so much focus on “Gen Z marketing tactics.” It’s also the first time a generation of 30-to-40-year-olds will have 15+ years of social media comfortability. Brands will have stronger results if they stop worrying about generations and become more interest & cohort focused." I completely agree with this perspective. Yes, evolving and reaching new demographics is important, but the fixation on Gen Z marketing right now feels short-sighted. Millennials (now a generation with significant disposable income and years of social media fluency) are being overlooked in the rush to chase the next shiny thing. We’re 28 to 43 years old, navigating careers, families, and lifestyles that often align perfectly with brands’ offerings. Yet, instead of crafting campaigns that resonate with this wealthiest and most internet-savvy group, too many brands are pouring energy into appealing to a younger audience that doesn’t yet have the same spending power. The solution? Focus less on generational segments and more on shared interests and needs. By shifting to a cohort-based approach, brands can make sure they connect with people who can support their business. Let’s not leave the Millennials behind! We’re still here and ready to invest in what speaks to us. #marketing #socialmediamarketing