Every few months, another report appears telling brands what Gen-Z "wants". Usually accompanied by a picture of someone drinking a matcha latte while wearing Y2k inspired clothing. The internet has created a strange industry of trying to decode a generation like they're an ancient civilisation.

The reality is much simpler. Gen-Z doesn't need brands to understand their slang you Zoomer. They need brands to understand their values. This is where it gets tricky.

This generation has grown up in a world where every brand, creator and person is competing for attention. They have developed an incredibly strong filter for what feels genuine and what feels manufactured or cringe. They don't reject brands as such. They reject brands pretending to be something.

The opportunity for brands isn't to become younger. Nobody wants to see a heritage brand suddenly discover the latest TikTok dance or trend and call itself "authentic". The opportunity is to become more human: listen more, participate a little bit, create things worth talking about or spaces that facilitate culture.

The best brands don't chase culture. They pay attention to it and give a little back.