Is Gen Z the most spiritual generation yet? If so, what does it mean for brands?
We hear about Gen Z's social consciousness but what does this mean about how they interact with brands, products & services? Data suggests Gen Z’s concerns may make them the most spiritually inclined generation yet.
Their concern for equity, the environment, racial and social justice, acceptance of fluid gender status, empathy and collaboration add up to a spiritual world view. As a result of being digital natives who experience global events as they happen on their phones, this generation sees a world in which we are all connected. Covid strengthened this belief.
Gen Z recognizes that what we do or don’t do as individuals and organizations impacts us all. In short, Gen Z cares about more than just themselves and their own comfort. They care about others. They care about the world.
To capture Gen Z’s loyalty & energy, think honestly about how your brand impacts the world. Amplify communications and activities where it makes a positive impact and make changes where it doesn’t. As you think through all the ways you reach your Gen Z customer (products, positioning, messaging, imagery, influencers, corporate policies on labor, the environment, etc.), there’s a lot to deliver on to make Gen Z a believer. Accountability, inclusiveness, authenticity, sustainability, justice, relationship, growth and meaning all matter.
Gen Z’s spiritual outlook is based on 4 key tenets.
The Tenets of Gen Z’s Spiritual Approach to the World
1. Technology Fuels Empathy
As digital natives, Gen Z’s constant connectivity exposes them to the joys and pain of the world. No other generation has experienced such political and social transparency at such a young age. Witnessing global issues as they unfold creates awareness and a sense of inter-connectedness. This heightened awareness fuels Gen Z’s empathy, compassion and ultimately, their yearning for a better world. These are all inherently spiritual values. Social media platforms have become avenues for sharing stories of injustice and sparking social movements.
2. Meaning Beyond Materialism
Gen Z witnessed the Great Recession firsthand, fostering skepticism towards traditional markers of success. Many saw their parents laid off and lose their homes. Material possessions hold less weight for them. Many focus on purpose and personal growth, spiritual pursuits. They value balance and mental health over achievement.
3. Non-Dualism & Justice
Gen Z's activism isn't just political; it's deeply personal. Fighting for social justice, environmental protection and LGBTQ+ rights is seen as part of this larger interconnectedness. Unlike previous generations, Gen Z is comfortable with non-binary identities. Their values are spiritual: Non-duality, compassion, empathy, and caring for the world around them. Brands that authentically prioritize ethical sourcing, sustainability and social responsibility will resonate with this audience. Marketing that embraces inclusivity and avoids rigid gender stereotypes is more appealing.
4. A New Currency of Trust
Gen Z craves authenticity, sees through inauthentic marketing and distrusts authority figures. Hierarchical structures feel outdated to Gen Z. They value collaboration over top-down leadership. This isn't rebellion; it's a preference for working together towards shared goals and for collaborating with companies and brands that hear them and take their input seriously. Prioritizing transparency and collaboration engage Gen Z on a deeper level and gain their trust. Look for ways to create a community with your Gen Z customers to collect and authentically incorporate their feedback.
Understanding Gen Z's world view is crucial for effective product development, marketing and engagement. Driving to their values will make the world a better place and that’s what they want. Purpose, community, a genuine commitment to social good, inclusivity and collaboration are core values to stress and embody. By recognizing the spiritual dimension of Gen Z, you can build stronger connections and unlock them as loyal customers.
What do you think about this idea?
Do you consider Gen Z’s values as spiritual? Do you see this as a cultural shift? Or an isolated trend? How are you adapting your marketing, product development or brand strategies to connect with them? Share your thoughts in the comments!
Thanks to @garyrudman for helping to inspire and inform my thoughts on this topic. I recommend you listen him speak. https://www.linkedin.com/events/7199528632787083264
Thanks also to @yogeshchavda and @lydiamichael for their discussion on Lydia’s book Brand Love - helping me to crystallize my ideas. https://www.linkedin.com/events/7179333679020736512
Other sources of information on Gen Z
https://news.stanford.edu/stories/2022/01/know-gen-z
https://springtideresearch.org/
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