Gen Z Playbook: Diversity, Identity, and Brand Relevance
By Nick Lowery
Gen Z is widely regarded as the most diverse generation yet—socially, culturally, and digitally. I recently attended the “Growing Market Share with Gen Z Through Culture-First Brand Strategy” webinar hosted by Insight Association which explored how brands can grow market share by embracing a culture-first strategy tailored to Gen Z. In this blog post, I’ll unpack key takeaways and explore how brands can stay ahead by aligning with Gen Z’s evolving values.
Exploring these identity shifts requires grounding ourselves in who Gen Z really is demographically. This generation spans ages 13-28 and is the first to be majority multicultural—with 51% identifying as non-white. Additionally, one in three Gen Z individuals identifies as LGBTQ+. These numbers highlight the diversity and identify shifts of the generation, such that brands need to go deeper than statistics to truly understand their values and mindset.
The best way to effectively engage Gen Z is by recognizing the traits and characteristics they identify with most. According to the research, there are three major identity shifts: Adaptive Identities, Sustainable Ambition, and Impact Pragmatists.
1. Adaptive Identity
Adaptive Identity encompasses the idea that Gen Z sees identity as fluid rather than fixed, and shaped by context and situation. As the most diverse generation to date, Gen Z often rejects labels and embraces complexity. In fact, 58% report they are craving regular change in their lives.
This adaptability is especially evident online. On Instagram, someone might present themselves as an activist; on TikTok, that same person might run a meme account. These multifaceted expressions allow Gen Z to connect with different communities and explore multiple sides of who they are.
2. Sustainable Ambition
The second shift is Sustainable Ambition which reflects Gen Z’s growing rejection of hustle culture in favor of health and well-being. Amid global instability and constant pressure, this generation places a higher value on rest, balance, and mental wellness.
Gen Z is working to normalize the idea that taking breaks is a need, not a luxury. Seeing previous generations struggle with burnout and toxic work environments, they are actively reshaping how we think about work-life balance with 64% saying most of their decisions are driven by a desire for enjoyment or fun.
This creates a unique opportunity for brands to support mental health, promote boundary setting, and elevate wellness—not just as buzzwords, but as part of a genuine lifestyle that resonates with Gen Z.
3. Impact Pragmatists
The third and final shift is Impact Pragmatist—a more grounded, day-to-day approach to activism. While Gen Z still values big-picture change, they’re increasingly focused on practical actions they can take in their everyday lives.
Rather than trying to fix the entire system at once, they gravitate toward manageable steps—like supporting eco-friendly brands or companies that uphold fair labor practices. This shift reflects a more realistic and sustainable approach to driving change, rooted in tangible, individual choices.
Marketing to Gen Z isn’t simple—but it’s far from impossible. Brands that lead with authenticity, support individuality, and embrace self-expression will resonate most. Gen Z doesn’t want to be boxed in—they want to be seen, heard, and supported.
Looking ahead brands must do more than just speak Gen Z’s language—they must actively listen, evolve, and commit to earning their trust. After all, this isn’t just the most diverse generation, it may also be the most influential.
Feel free to reach out to the W5 team to discover how we can help you better target and connect with this dynamic and ever-evolving audience and enjoy this teaser of some of our Gen Z research ideas.