If you’re in marketing, you’re likely feeling it—chaos and frustration as campaigns designed to resonate with Gen Z seem to miss the mark. 87% of marketeers feel that the landscape of marketing is more chaotic than it’s ever been.  Despite brands pouring resources into staying relevant, Gen Z often finds them outdated, late, or just plain “cringe.” While marketers believe over half of their ads resonate with young consumers, only 42% of Gen Zs agree (Archrival, 2024). Worse still, 70% report struggling to find brands that feel relevant or interesting, and 68% can’t recall the last time a brand’s marketing truly “wowed” them. 

The issue runs deeper than a missed trend; it’s about identity and belonging. Growing up in the age of Millennial social media, Gen Z is constantly connected, yet they report feeling more isolated in real life. As they search for a sense of belonging and self, their definition of community centers around acceptance, meaning and belonging. With ‘cultural connection”  and “physical proximity” ranking lowest out of what community actually means for Z’ers. This sense of belonging is foundational, especially during these formative years when identity is shaped. 

While marketers chase “going viral,” Gen Z craves more intimate, niche communities that allow them to connect over shared identities and interests. Brands have an opportunity to meet this need, with 62% of Gen Z saying they feel closer to brands that align with their personal interests and fandoms. To stay relevant, brands must go beyond traditional campaigns to foster genuine connections—embedding community into every layer of the business as much as possible. 

Marketers don’t create brands on their own anymore; it’s the surrounding community that shapes a brand’s identity. The brand’s reputation is increasingly molded by how well it listens to the voices of its followers and critics alike. Including a community slide in your strategy deck is fine, but community should never be viewed as “just another channel”. Instead, consider: “In what lasting ways are we bringing value to people’s lives?”

→ Read the full report on “the state of community” here