In a bid to capture the attention of Gen Z, brands are increasingly adopting youthful and trendy tones in their marketing campaigns. However, new research from global insights firm GWI reveals a disconnect between what marketers want and what consumers actually value.
Despite marketers’ strong focus on youth, only 8% of consumers desire brands to project a ‘youthful’ image, according to GWI’s findings. Yet marketers are 58% more likely than the average consumer to want brands to feel young, and 87% more likely to aim for a trendy vibe.
This trend has gained momentum in recent months, with brands such as Fyfield Manor, Currys, East Midlands Airport, and Hever Castle embracing Gen Z slang to appeal to younger audiences. Fyfield Manor’s TikTok post, which described the B&B as “very demure” and “giving zen,” racked up over 11 million views, sparking a wave of similar marketing from other companies.
But why this fixation on youth? The research suggests it’s more about who today’s marketers are, rather than what consumers want. Almost half (47%) of UK marketers are Gen Z themselves, while only 21% of the working-age population falls within this generation. With many young professionals shaping marketing strategies, it’s no surprise that campaigns often reflect their tastes and habits.
One of the most striking findings is the difference in buying behavior. Marketers are 97% more likely than consumers to purchase products recommended by influencers, and they spend significantly more time on social media. These habits may skew their perception of what resonates with the wider public, especially when it comes to influencer-driven marketing.
Chris Beer, an analyst at GWI, points out the dangers of this industry bias. “In the UK, people over 50 make up 40% of the population but control 80% of the wealth. Yet too many marketers are fixated on winning over Gen Z, neglecting older, wealthier audiences,” says Beer.
Beer argues that marketers are often guilty of creating campaigns that reflect their own preferences rather than the needs of consumers. “Looking beyond your own experiences is essential in marketing, and that takes serious research. Campaigns must start with a deep understanding of the audience, not just trends that resonate with the industry,” he explains.
The data also shows that marketers are 67% more likely than consumers to feel represented by advertising. This suggests that many marketing campaigns are catering to the people creating them, not the people they are intended to reach.
As brands increasingly strive to appear ‘young’ and ‘trendy,’ they may be alienating the majority of consumers who are looking for something different. For marketers, the lesson is clear: real success lies in understanding diverse audiences, not just appealing to the tastes of Gen Z creators.
The research highlights the importance of moving beyond industry trends and focusing on what truly matters to consumers—whether they’re young or old, trend-driven or traditional.