How Influencers Can Understand Gen-Z’s Collective Struggles
By: Aneesha Mahapatra
We all love seeing brand deals and trips from influencers so we can vicariously live through them. However to a point they become far-fetched where in the end, many young followers become upset that it’s not them. Through the mind of a Gen-Zer, it’s obvious that the community as a whole struggles with many challenges where young adults find it difficult to relate to influencers or celebrities in their category. In this day and age with a competitive job market, mental health issues, and even the dating scene, Gen-Z faces a lot of pressure to fit in when in reality they feel financially unstable, overwhelmed, and hopeless especially when influencers promote superficial ads, lifestyles, and online interactions.
Despite playing a big role in today’s digital world, many Gen-Zers tend to feel isolated with a lack of authentic community engagement and over-saturated content that simply doesn’t fit their realistic standards. This is one of the main reasons why brands, influencers, and celebrities are constantly part of canceled culture. With no genuine messages or real content, it’s hard for Gen-Zers to stay interactive and loyal. This generation focuses on brand transparency and also financial security to find a balance between what’s authentic and what’s unattainable.
It’s also important for influencers to acknowledge the challenges Gen-Z faces in order to be practical and relatable so they can resonate with the group and position themselves as supportive allies and not someone who solely focuses on what’s bringing them money and fame.
To connect with Gen-Z effectively, influencers need to go beyond their excessive campaigns and performative acts. They need to focus on authenticity and empathy by sharing experiences that reflect Gen-Z’s values, like inclusivity, sustainability, and mental health, while addressing their everyday challenges.
They should also change how they engage with Gen-Z. Instead of showing perfect, unrealistic lives, they should sometimes share real stories, struggles, and successes that feel relatable. Gen-Z wants to see the true side of these famous people, not just the glamorous version that’s hard to reach. They want to see the daily challenges that someone like Hannah Harrell or Audrey Trullinger goes through. Are they having a feral night where they get obliteratedly drunk and cannot function in the morning? Are they stressed out about genuine life problems- dating, mental illness, etc.? Are they having a hard time paying rent? While they don’t owe anyone anything, these are stories younger audiences nowadays can truly relate to.
At the end of the day, it’s all about being who you are from the core. Gen-Z wants influencers, brands, and celebrities who understand what they go through on a typical day. Being honest and relatable helps them build deeper connections that are more than just about selling products, and unrealistic day in their life, or following trends.