The importance of authenticity

Chenda Ngak from Automattic.com says that for Gen Z you have to talk to them like people. You have to put a human face on what you do.

In the past you could use the word “we” to talk about your organisation but Gen Z’ers want to feel more connection to an organisation.

So you need to make it personal and authentic New platforms like TikTok are not about high production values but about “real people” doing fun things. That can include your organisation’s people too.

Brands need to learn that it’s no longer organisations and the public, it’s about us as one group of people.

That approach needs to be incorporated into your social media, your press, and your marketing. It needs to become the way you operate as an organisation, not just a marketing statement.