The A to Z of Gen-Zs: What Local Brands Need to Know

I’ve had the privilege of working with and mentoring members of Gen-Z, and one thing is clear: this is a generation like no other. Every generation has its unique traits shaped by the times they grew up in, but Gen-Z has that thing. They’re bold, unapologetic, and—if I can borrow their lingo—they’re woke. In the workplace, they bring a refreshing approach: they want to be seen, heard, and valued, and they’re not afraid to express themselves.

As a PR practitioner in the business of building relationships, I started wondering: what are local brands doing to engage with this distinct group of consumers? Do we see them, hear them, and cater to them? To explore this question, I had a conversation with my mentee, Masa Gabaraane, who shared valuable insights into how Gen-Z views and engages with brands. However, it's important to note that Masa’s views don’t necessarily reflect the opinions of all Gen-Z individuals. Each person in this generation (and any other, really) is unique, with their own experiences and perspectives.