As we move into 2026, Gen-Z has clear expectations for how brands show up and connect with them. This generation holds significant influence over how brands are perceived and supported, but gaining Gen-Z loyalty is not as simple as having a trendy product or following the latest social media moment. Gen-Z shoppers are selective, value-driven and intentional about where they spend their money.
For many Gen-Z consumers, purchasing goes beyond the product itself. They look closely at a brand’s values, ethics and long-term impact.
Purpose matters but only if it is real
Purpose driven brands tend to resonate more strongly with Gen-Z, but only when that purpose is authentic. This generation can quickly recognize when brands are being performative. Supporting a cause only during product launches or slow sales periods will not earn loyalty. For Gen-Z, values must be present consistently and reflected in real action.
A brand that has successfully done this is Patagonia.. Patagonia’s “Don’t Buy This Jacket” campaign is a strong example. The campaign openly acknowledged the environmental impact of producing their clothing, which was a bold and risky move. Instead of ignoring the issue, Patagonia took accountability while promoting initiatives focused on repair, reuse and recycling. By staying true to its mission, the brand built credibility and trust even while encouraging consumers to buy less.
Trust is non-negotiable
Trust plays a critical role in Gen-Z purchasing decisions. A YouGov study found that 61% of Gen Z consumers consider trust to be very important when choosing a brand. Where they shop is often seen as a reflection of who they are, which makes trust especially meaningful.
Trust shows up in several ways. Gen-Z wants products that deliver on their promises. They also care about how companies treat employees and whether their business practices align with their personal values.
A strong example of this for Gen-Z is e.l.f. Cosmetics. The brand is a leader in cruelty-free beauty, which directly aligns with Gen-Z’s desire to support companies they can feel proud purchasing from. Another key factor in building trust is e.l.f.’s strong presence on TikTok, a major platform for Gen-Z. By consistently creating engaging content, collaborating with creators, and showcasing real people genuinely raving about their products, e.l.f. reinforces authenticity and strengthens consumer trust.
Takeaway
For brands looking to connect with Gen-Z in 2026, the expectations are clear. Be authentic, be consistent and build trust over time. Purpose is not a campaign, and trust cannot be rushed. Brands that understand this are more likely to build meaningful relationships with Gen-Z consumers.
