Feeding Gen Z’s Appetite for Brand Authenticity: Key Takeaways from Our Panel Discussion
In our latest panel discussion, we had the pleasure of diving into the complex world of marketing to Gen Z, an audience that challenges brands to live up to their values while navigating an ever-changing social and economic landscape. The session featured insights from our expert panel, Alan Mahon , Founder & CEO of Brewgooder, Karen Green, Business Consultant & Sales Expert, and Jim Saunders, Creative Director at Kastner London.
As marketing leaders you’re already familiar with the pressure to connect authentically with this generation. But beyond the headlines about Gen Z’s preferences, what really drives their decision making? And how can brands earn their loyalty without losing their authenticity? Let’s explore the key themes that emerged from our lively discussion.
Contradictions in the Wellness Trends
One of the more fascinating discussions centred around the contradictions Gen Z embodies when it comes to wellness. As Karen Green discussed the emerging trend of Gen Z wanting to avoid ultra-processed foods, but at the same time, they’re keen adopters of plant-based and convenience products - many of which are highly processed. This dichotomy was echoed by Alan Mahon, who noted that the rise in ‘competitive socialising’ and health conscious activities doesn’t mean Gen Z are giving up on fun. “Earning your pint” has become a common practice, where activities like run clubs now culminate in a visit to the pub or tap room, compared to previous generations where a few pints would be the activity.
So, what does this mean for food and beverage brands? It highlights the need to offer solutions that balance wellness with a premium feeling experience. Whether it’s low-alcohol drinks or plant-based snacks, there’s a sweet spot between convenience, health, and flavour that brands must navigate carefully. Alan discussed the successful activation between Brewgooder, Co-op and Ben & Jerry’s, the “Fairtrade night in” which provided the experience and convenience of a night in, with their favourite guilt free treats - a stark contrast from a night in the pub.
However, as Karen noted, it’s important not to overestimate how rigid Gen Z’s wellness goals are. Convenience often trumps purity, especially when we look at brands like Huel. Despite being technically ultra-processed, Huel has successfully positioned itself as a health-conscious option by focusing on convenience and nutritional benefits. This combination of wellness and ease appeals to Gen Z’s busy lifestyles, showing that with the right marketing and messaging, even ultra-processed products can attract a health-focused audience. This is something to bear in mind when innovating in product development.
Are Gen Z Truly Honest About What Drives Their Decisions?
Alan Mahon raised an intriguing point about how Gen Z’s purchasing decisions are often influenced by more than just the values they publicly endorse. While sustainability and diversity are frequently highlighted as key drivers, other factors like product quality, cost, and social approval can play a much larger role when it comes to actual buying behaviour.
Alan stressed that sometimes we need to take a step back and ask: What do Gen Z really care about? Is it the eco-friendly packaging, or is it how the product makes them look to their peers? In a cost of living crisis, these practical considerations often outweigh abstract values, despite what might be said in surveys or social media posts. As marketers, it’s critical to balance the ethical narrative with a solid understanding of Gen Z’s real-world needs and desires. It gets to a point where an honest and frank conversation has to happen between brands and their consumers.
At the end of the day, “authenticity is the greatest quality of any brand,” as Alan explained. But people, especially Gen Z, have little patience for hypocrisy. If a brand claims to stand for one thing but behaves in a way that contradicts those values, the backlash can be swift and unforgiving. This generation is not afraid to call out companies, amplified by the reach of social media and the ever-prevalent cancel culture.
Brand Authenticity - More Than Just a Buzzword
The importance of authenticity was a theme that ran throughout the entire discussion. Jim Saunders touched on how Gen Z is often labelled as the “digital generation,” yet they are increasingly craving genuine social spaces and in person connection. In a post-COVID world, where traditional drinking venues may no longer appeal, brands need to rethink how they engage this audience. Competitive socialising, owner-operated restaurants, and community spaces are becoming key venues for Gen Z’s social lives, and brands should be looking to position themselves in these settings.
When it comes to representing what is widely regarded as the most diverse generation to date, Jim spoke about the importance of avoiding tokenism, especially given that Gen Z is also the most brand savvy generation we’ve seen. Instead, he emphasised the importance of brands finding credible and relevant ways to engage their target audiences, recognising that this is rarely straightforward when the audience is so rich with diversity. In the face of that challenge, Jim advocates that brands seek out the red threads that foster commonality. Shared experiences, hopes, dreams and fears that brands can relate to in more impactful and meaningful ways.
With Gen Z known to gravitate towards authenticity and raw, unpolished content, Jim was asked how brands can balance this with the need for a professional and cohesive brand image. Jim suggests it’s a case of different tools for different jobs and that while there’s no arguing with the strength of UGC and influencer content in social, powerful ideas and distinctive storytelling still have a major role to play in winning the audience’s attention. He went on to explain that in the pursuit of believable and compelling communications, authenticity is essential no matter how raw or polished a brand’s communication might be.
Recovering from Mistakes - The Path to Redemption
Mistakes happen - even to the best of us. But for brands, how you recover from these slip-ups is what matters most. Karen Green pointed out that while Gen Z is quick to call out inauthenticity, they’re also willing to forgive if a brand owns up to its errors and addresses them transparently. Using examples like Heinz’s past marketing missteps, Karen illustrated how some brands have effectively managed to recover by being open, honest, and, most importantly, being human.
“Start by knowing what went wrong,” she advised. Then communicate your efforts to fix it in a way that feels genuine and unpolished. She noted that in a poll about how offensive the ads were perceived, 85% of the general public and 95% of Gen Z found it offensive. Gen Z can see through corporate speak, and legalistic apologies only served to further alienate them. A sincere, human response is always the better approach.
A New Playbook for Gen Z
Our panel discussion underscored the fact that marketing to Gen Z requires a nuanced approach. They are a generation full of contradictions - seeking wellness but craving convenience, espousing values but making purchasing decisions that sometimes conflict with them. At the same time, they demand authenticity from the brands they support and are quick to dismiss those who don’t live up to their promises.
For marketing leaders in the food and beverage industry, the message is clear: it’s not just about the product anymore. It’s about how your brand aligns with Gen Z’s values, how transparent and human you can be in the face of mistakes, and how well you balance authenticity with the need to maintain your core brand identity. The key is to move beyond broad brushstrokes and instead focus on the diverse, niche subcultures within this generation, offering them products and experiences that genuinely reflect their values and social environments.
As our panellists demonstrated, brands that take the time to understand the real drivers behind Gen Z’s choices, while navigating the contradictions and complexities of their preferences, will be the ones that thrive in this fast-evolving marketplace.
So, as you look ahead to your next campaign or product launch, ask yourself: How authentic is your brand’s message? And are you ready to meet Gen Z where they are?
If you would like to watch the full panel discussion, you can find it here: LINK TO WEBINAR
