Desire for more unique brand identities

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Even though brands are no longer expected to comment on most social and political issues, there’s a growing pressure to find influencers that do. Clearly understanding your Gen Z audience’s values is imperative for meeting their expectations and protecting your reputation.


Nearly 90% of Gen Z say a brand’s social media presence has a larger impact on whether or not they trust the brand compared to 2023, per the Q1 2024 Pulse Survey. To establish trust with Gen Z consumers, brands need to consistently convey their identity.

Hustling to keep up with trends or just posting libraries of user-generated singapore mobile database content won’t cut it. All social media users are most likely to unfollow a brand when their content has become repetitive or unoriginal, according to the Q2 2024 Sprout Pulse Survey, . The best way to keep your audience coming back for more is by making ownable content.

Lewis explains, “Where brands go wrong is losing sight of their own POV. An amalgamation of random user-generated content is simply not going to resonate; the brand’s voice still needs to come through. Similarly, there’s a misconception that engaging with online trends and memes is a silver bullet for brands when it comes to winning over Gen Z. It’s not! Chasing culture rarely works. It’s better for brands to focus on creating culture.”