Brands that shun internet culture are missing out, research claims

New data has found that brands that don’t engage with, or understand, internet culture will not be favoured by influential Gen Z consumers.

The findings from Ripple Research, which surveyed 2,064 consumers — of which 526 were Gen Z — show that it’s vital for brands to understand internet culture.

Indeed, 20% of Gen Z say their online identity feels like an authentic expression of themselves.

The findings underscore how connected Gen Z are with fast-moving trends, aesthetics and social movements that circulate online, while also highlighting that ethics and values are at the forefront of Gen Z decision making.

Three quarters of Gen Z (75%) confirmed that a brand’s ethics influence purchasing decisions, far higher than Gen X (45%).

Their biggest turn-offs? Misleading AI usage (28%), hypocrisy (26%), and inauthentic attempts to copy youth culture (26%).

Shows like Euphoria sparked whole new beauty movements that exploded on TikTok. Glitter tears, bold eyeshadow, and y2k outfits became a language and a way to express yourself. This infiltrated mainstream culture and caused a noticeable cultural shift.

It’s the same story for Sex Education, which helped bring therapy-speak into the mainstream. For Gen Z, culture isn’t just something to watch — it’s something they can put their own spin on.

The data also points to a major trust gap. While 54% of Gen Zs still trust traditional media outlets — with top trusted outlets including the BBC, The Times, and The Sun — 57% get their news from social media.

To connect with Gen Z audiences in an ever-shifting and changing landscape is a challenge, and traditional media is having to adapt to reach these new audiences. Gen Z are preferring to create and curate their own spaces, and are turning to less hierarchical and more value-driven spaces.

The data paints a clear picture — Gen Z are not just consumers, they are trendsetters, media innovators, and socially-conscious people shaping the future. These numbers tell a story of a generation that is ethically-minded, value-driven, digitally empowered, and selective about who they engage with — and what they give their stamp of approval to.

Younger generations are choosing to engage with ethical brands more than ever before: secondhand shopping, sustainability, de-influencing and even boycotts are front of mind. The brands that authentically align their values with Gen Z values are also more likely to be beloved by them, think Lush, Depop, Starface and Ben & Jerry’s.

The research highlights a generation that breaks away from the norm, demands more and does not settle for less. They make ethics look good. They’re smart, socially tuned and difficult to fool. They put their own spin on things, are quick to call out brands, and are paving the way for a new future — one dictated by them.