The Gen Z Collective: Influencing the “De-Influenced” Generation

The Gen Z Collective is Citizen’s ongoing series uncovering the nuanced motivations, evolving priorities, and untapped opportunities within this pivotal generation.  

In an era saturated with digital noise, the voice of the consumer has never been more powerful. But when it comes to Gen Z, that traditional advertising funnel is becoming obsolete. Gen Z’s trends, preferences, and buying choices are heavily swayed by voices they trust in the digital space – over 50% of Gen Z are more likely to buy something an influencer recommends. But this generation is also incredibly savvy and skeptical, hence them being dubbed the “de-influenced” generation. They’ve grown up with a constant barrage of information and ads, leading to a refined ability to detect insincerity. In fact, 46% of Gen Z won’t even buy from a brand if they can’t find independent information about it. This skepticism, combined with the sheer volume of content Gen Z consumes daily, makes it increasingly difficult – but not impossible – for brands to break through the clutter and forge genuine connections.   

Word-of-Mouth in the Digital Age 

While some say that word-of-mouth marketing is dead with Gen Z, that’s not really the case. In a digital age, word-of-mouth marketing has just taken on a whole new meaning. It’s no longer just about water cooler gossip; it’s a dynamic ecosystem of online reviews, social sharing, and buzzworthy experiences. Online reviews are a cornerstone in Gen Z’s decision making process, with volume and recency being the top considerations. Considering the impact Letterboxd – a movie review sharing app – has had on how Gen Z watches movies, it is evident the importance and trust Gen Z puts on fellow consumers. And while TikTok and Instagram remain the top platforms for this demographic, 75% of Gen Z find Reddit to be the third-most trusted online platform they use.  

In the same realm as online reviews, User-Generated Content (UGC) holds significant value with Gen Z for its perceived authenticity and unbiased nature. Marketers can effectively leverage UGC by:

• Encouraging Reviews and Testimonials: Actively solicit online reviews and testimonials from satisfied customers.
• Running UGC Campaigns: Create campaigns that encourage customers to share their experiences with the brand through photos, videos, and stories.
• Showcasing UGC: Feature user-generated content prominently on the brand’s website, social media channels, and in marketing materials.
• Fostering Community Interaction: Create online forums or social media groups where users can share their experiences and connect with each other.
• Recognizing and Rewarding Creators: Acknowledge and reward users who create compelling content about the brand.

Influencer Marketing, Done Right 

Gen Z has flipped traditional marketing influence on its head. Raised in a world of information overload, they are exceptionally skilled at tuning out noise and calling out anything that feels inauthentic. Decoding what influences them requires redefining the entire influencer playbook. Gen Z doesn’t respond to traditional advertising, in fact 92% of Gen Z respond to micro or nano influencers instead of celebrity endorsements. Instead, they seek out influencers and content creators they perceive as relatable and genuine users and fans of the brands they promote. Their skepticism of brand and advertising clutter gives rise to a desire for community and two-communication. And this is evident in the sharp rise in popularity of platforms like Discord, Substack and Patreon, that allow creators to build a community where their audience can feel seen and heard. And authenticity – a genuine desire to connect with people – is the driving force. 

What Really Influences Gen Z Today?

For Gen Z, influence isn’t about follower counts. It’s about cultural credibility. They look to people who share their values, interests, and identities – and who engage with the world in ways that feel human, nuanced, and real. That’s why creator marketing strategies need to go beyond aesthetics or vibe alignment. Brands must actively seek creators who:

• Build trust over time with their audience through consistency, not just virality
• Are grounded in a niche or community that aligns with the brand’s values
• Share content that feels like a two-way conversation rather than a broadcast

This shift has elevated micro and mid-tier creators to the top of strategic consideration, not just because they feel ‘authentic,’ but because their influence is more concentrated, community-based, and resilient.

Modern Influence Is Community-Led and Performance-Measured

What defines modern influence for Gen Z is a combination of cultural relevance and accountability. Community-led storytelling drives deeper engagement, but brands also need tools to ensure these stories translate into action. That’s why Citizen developed performance-driven frameworks like our proprietary Performfluence model – to ensure that influencer campaigns aren’t just trendy, but measurable and effective in driving real connections. It allows brands to:

• Use search-informed insights to guide creator selection and topic direction
• Combine organic and paid strategies for optimized reach and impact
• Integrate real-time performance tracking to adapt content while in market
• Align campaigns to full-funnel goals like traffic, sign-ups, or conversions

Rather than seeing influencer and performance marketing as separate efforts, effectively connecting with Gen Z demands a new model that merges both. 

How Brands Can Regain Influence in the Post-Trust Era

To win with Gen Z, brands must approach influencer marketing like a long-term relationship, not a short-term campaign. That means:

• Investing in Always-On Creator Strategies: The era of one-off influencer posts is over. Gen Z expects consistency and continuity from the brands they follow.
• Designing for Discovery: Influencer content needs to be search-optimized and aligned with intent. What is Gen Z typing into TikTok or Google? Your content should answer it.
• Giving Creators Creative Control: Gen Z responds to content that feels personal, unscripted, and real. The more control you give creators, the more believable the brand becomes.
• Building Feedback Loops: Measure what works and keep refining. Use insights to adjust content angles, formats, and distribution strategies.

Bottom line: Embrace the Conversational Power

Gen Z isn’t rejecting influence. They’re just demanding that it be smarter, more accountable, and deeply aligned with who they are. The landscape has shifted from a one-way broadcast to a multi-faceted conversation. Moving from ‘broadcast’ to conversation is not just a marketing tactic; it’s about building genuine relationships and earning the organic, measurable endorsements that truly resonate with the generation of consumers with growing importance. This is how we influence the de-influenced.