Generation Z is not just experiencing technological change – they’re systematically reprogramming the social operating system and exploiting weaknesses in traditional systems.
Identity remix
Gen Z is the first generation to treat the concept of identity and ‘self’ as a modular, hackable system. For many, identity is not about discovering oneself, but about strategically deploying different versions of self to different audiences – peers, family, potential employers. Identity is not fixed, but continuously A/B tested and optimised based on real-time feedback in digital channels.
The much-discussed ‘authenticity’ is more a skilful performance to meet the expectations of certain peer groups than a fixed truth. This is evidenced by the prevalence of social media personas for different audiences, sometimes completely fabricated, and the fluid adaptation of the latest trends in different communities.
Algorithmic consciousness as a core social skill
Of course, managing these multiple digital identities and fluid personalities across cultural and community contexts requires a deep understanding of the inner workings of algorithmically driven social media platforms. This ranges from decoding TikTok’s recommendation engine for personal exposure to understanding and adapting to the many cultural codes of Gen Z communities – gaming, sports, celebrity fandoms. For Gen Z, platform literacy is becoming a fundamental trait for using algorithms to personal advantage, whether for peer group influence or employment opportunities.
Gen Z driving cultural recalibration
Considering how Gen Z strategically uses different versions of themselves in the digital space and masterfully exploits algorithmic content distribution, it makes sense that they have shifted content in a direction that suits their preferences and needs.
Memes and humour have penetrated all communication aspects, regardless of topic. They act as differentiators and gatekeepers of Gen Z culture, while also serving as a coping mechanism and a critical social commentary tool to address the absurdities of the real world. The cultural norms prevalent in typical Gen Z touchpoints, from fandoms to online streaming, have become mainstream entertainment staples across generations.
Marketing to Gen Z: Time for authenticity reconceptualization
Authenticity has long been considered a key pillar of the Gen Z marketing narrative. However, observing how they use fluid identities in digital space, adapt to cultural norms based on peer groups and circumstances, and influence mainstream content, brands may need to adjust their strategy.
Becoming increasingly important: fluid adaptation of messaging, visuals and audiences based on current circumstances or trends, increased use of absurdist humour to stand out, and deep engagement with diverse digital cultural communities. For Gen Z, brand ‘authenticity’ might simply mean earning approval by adopting their methods of creating a digital presence.
We can stay in our old patterns and prejudices, or we can change perspective. As Millennials, Gen X or Boomers, we have to accept reality: It's Gen Z’s world – we’re just living in it.