Gen Z Ignores Brand Heritage

The Changing Landscape of Consumer Trust

For the past three decades, I've been covering consumer technology as a journalist, starting with printed magazines and now transitioning to online platforms. However, I'm beginning to feel like I'm losing touch with what's really happening in the market. This is due to new findings from Pulse Advertising, which reveal that Gen Z is increasingly moving away from traditional notions of consumer trust.

According to the survey, Gen Z doesn't place much value on brand heritage. They aren't impressed by polished launch events or expensive TV advertisements. Instead, they're more likely to watch someone like @TechBroDan test a product's battery life while eating crisps. This isn't just a passing trend—it's backed by data.

The New Gatekeepers

So, what does this mean for businesses? When Gen Z wants to purchase a phone, laptop, or any other tech product, they don't go to the brand's website. They don't read reviews from established tech publications. Instead, they turn to creators—people my age might call "YouTubers," though they're often active on multiple platforms. These are real individuals, often in their bedrooms, using ring lights and a natural ability to smile while speaking.

These creators do unboxings, demonstrate how devices work, explain features in simple language, and here's the key point: audiences trust them more than legacy media, the entire advertising industry, or even the brands themselves.

What's particularly unsettling is that over 80% of Gen Z conversations about what to buy happen in private group chats and direct messages. We can't track, measure, or even see these interactions. It's referred to as "dark social," which sounds ominous but is essentially just digital versions of the way people have always asked friends for advice. Now, instead of asking in person, they're texting each other.

Remember when we spent months crafting perfect launch campaigns, including keynote speeches, press releases, and carefully orchestrated social media rollouts? It feels like all of that is becoming less relevant now.

The Rise of Serialised Content

What's effective today is serialised content—multi-episode reviews, "Day 47 with this device" updates, and long-term testing that shows whether a product actually holds up after the initial excitement. It's less about the dramatic storytelling of Mad Men and more about the mundane reality of online content. And Gen Z is fully embracing it.

But here's where it gets confusing for someone my age: influence is shifting offline. Creators are hosting live events, meet-ups, and demo sessions, bringing their audiences into physical spaces to actually touch and try products.

A Full Circle Experience

It's almost nostalgic. We've come full circle to something that resembles the shopping experience I grew up with. Except now, instead of a sales assistant, there's a 23-year-old with a YouTube channel facilitating the process.

Lara Daniel, CEO of Pulse, believes brands need to move from "top-down broadcast models" to "community-driven influence ecosystems." While this sounds exhausting, it's likely the right direction. Brands that succeed in this space aren't those shouting the loudest about their products. Instead, they're the ones collaborating with creators, supporting communities, and (a revolutionary idea) listening to what people want.

The Future of Brand Advertising

Is this the death of brand advertising? I'm not sure. But it's certainly the end of brand advertising as I once understood it. At 55, learning that everything I know is suddenly obsolete is… well, it's character-building.

Now, if you'll excuse me, I need to figure out what a TikTok Shop is.