The shift toward ads that feel unpolished and really reflects how Gen Z approaches authenticity in all aspects of life, they can spot a try-hard campaign from a mile away. What’s interesting is how this doesn’t just apply to aesthetics but also to messaging. Brands leaning into humor, vulnerability, and even a little imperfection are the ones building real connections.
It’s not about being flawless; it’s about being human.
I’m digesting this. I was apart of major Gen Y advertising and marketing. I wrote strategies targeting them, just a ton of work. It was really fun to research these kids and find out their ins and outs, consumer behavior. I myself do not like the glossy stuff, overdone. It’s making affordable products have a premium look. Anyway, I’m super interested in reading through this again.
While I agree with the information you’ve shared, I believe the Gen Z generation has indeed brought a fresh perspective to how we view things, especially compared to the early years of social media. However, I think it’s a big statement to say they are defining what authenticity is.
When I look at the streets or observe what they consume on social media, many of these kids seem to have little idea of who they truly are. They often follow blindly what’s considered “cool” online. Yes, inclusivity and expanding the range of relatability have created a movement that’s opened space for everyone—which is how it should be. But there’s a difference between someone who’s done the inner work to truly understand and stand up for themselves and a generation following a specific social media code or trend.
Elaborately curated editorials are no less authentic than raw-looking campaigns; they’re simply different approaches designed to speak to specific demographics. If we’re going to talk about authenticity on social media, there’s still a long way to go. Both creators and consumers need to recognize that true authenticity comes from within, by embracing what genuinely feels right to you.
The real issue, in my opinion, is that people see something working online, and in their desperation to be seen or sell, everything becomes a copy-paste of the same “trends.” As a result, everyone ends up looking the same, simply because that’s what’s performing well at the moment. Right now everyone is vulnerable, relatable or “ authentic “. Sorry not offense but that for me doesn’t sit right with what authenticity actually is.
In order hand, we can learn from each other, and each generation has something valuable to offer. But when it comes to truly being themselves, I think Gen Z and even us millennials we have still a lot to learn because authenticity goes beyond claiming loudly THIS IS ME 🙏✨
You make a really great point here. It feels like we're all kinda stuck in this weird in-between space.
I do agree with you that there's still a lot of work to be done in terms of genuine self-expression. But I also like to think it's worth celebrating how Gen Z has helped push social media culture toward inclusivity and vulnerability. Remember when everything had to be perfect Valencia filter? At least now we can post about having a breakdown while eating pasta in bed. I see this as potentially a groundwork for deeper change. When people become comfortable showing imperfect moments or expressing vulnerability (even if initially following a trend), maybe it can help create space for more genuine expressions. Perhaps what we're seeing is the first step in a longer journey toward more authentic online spaces.
I really appreciate your thoughtful take on this. It made me think there is still a lot to explore and discuss regarding authenticity in social media. Thank you!
I really agree with what you're saying, especially the part about authenticity being more than claiming loudly, "This is me." It's about understanding who "me" is in the first place. It takes deep reflection, and as you pointed out, no one really reaches that level of self-awareness before the age of 25, especially considering brain development. To me, authenticity isn't about presenting a perfect image but being honest with yourself, learning from your experiences, and sharing those insights without sugarcoating. That’s what The Orbit is all about.
I also think the whole "authenticity" trend is a paradox. Authenticity is about individuality in countless diverse forms, and that can’t be reduced to a trend. Though I really appreciate how Gen Z is more socially aware, especially around issues like accountability, feminism, and climate change, for example. Their ability to reflect on and address these issues is what sets their version of authenticity apart. This is also why they are less willing to accept green or pink-washing, for example, and I really embrace that shift in society!
Thank you for your comment, Jen! It really resonated with me in relation to the article.💕💡
Awesome! What an amazing story about how the orbit was born. 🙌🏻🙌🏻✨ Looking forward to seeing more of your work, guys, in 2025.
As for my story (short version): I have always been a writer and worked in creative fields for many years. However, I stopped after becoming a life coach. Then life took a turn—I became a mom—which brought transformation and made me realize that being a coach wasn’t my true calling. So, I went back to my roots in creation, combining them with my lifelong interest in spirituality and personal growth.
That's amazing! Being a mom, I can really relate to the shift and transformation. For me, it was leaving my career in sales behind to finally pursue the creative path I’d always dreamed of—and honestly, needed—to fully express myself. I am glad you could finally find a way to be your true authentic self. 💕
I didn’t know the orbit is a collaboration, this is awesome 👏🏻 i do have a lot of respect for what you guys do, i can appreciate good conversations and quality of work. Love it!! Yes authenticity is about honesty and alignment with one’s self path. ✨✨
Thanks so much, Jen! We want to create space for honest conversations, so it’s really cool to hear that it’s coming through. We’re a team of 9 who all met during D&AD Shift Germany this April. It was such an incredible experience, especially for people without traditional educational backgrounds, that we knew we had to pay it forward in the best way we could.
I’d love to hear more about your background and what inspired you to start a Substack! 👾👨🏾🚀... oh and btw: Happy holiday season! 💚
You are very right about the fact at least we can now talk more openly about our weaknesses and breakdowns, new narratives start somewhere. :D thank you for sharing such an detailed report and well written article so people can inform and get new perspectives. 🙏✨🫶
Thank you so much Jen! This really makes my day. Conversations like these really make me think more deeply about certain topics—there’s nothing better than a productive exchange of ideas. Marta 💫
Thank you marta! For bringing conversation and being open for is to connect, I deeply appreciate it 🫶✨ this for me is the fun and meaningful part of being around here
great insights! love the way you portrait Gen Z and their perspective on ads!
Great insights! I also wrote on this topic and found a lot of similarities! Happy to share
Please share! Would love to read!
Sure, find it here : https://open.substack.com/pub/emmaschr/p/did-organic-become-sexy-for-gen-zs?r=4agnz2&utm_medium=ios let me know what you think!
Nice piece. I wrote about the rise of “ugly” design earlier in the summer. Strange times! https://designlobster.substack.com/p/designing-in-a-post-taste-world
Thank you! Strange times indeed! Will definitely give it a read!
Totally onboard with these insights!
The shift toward ads that feel unpolished and really reflects how Gen Z approaches authenticity in all aspects of life, they can spot a try-hard campaign from a mile away. What’s interesting is how this doesn’t just apply to aesthetics but also to messaging. Brands leaning into humor, vulnerability, and even a little imperfection are the ones building real connections.
It’s not about being flawless; it’s about being human.
Exactly! Turns out, authenticity isn’t just a buzzword—and we are here for it!
🔥 amazing article!
Thank you!
Really enjoyed the read💫 looking forward to the next!
Hey Sara, that means a lot to me, thank you!
I’m digesting this. I was apart of major Gen Y advertising and marketing. I wrote strategies targeting them, just a ton of work. It was really fun to research these kids and find out their ins and outs, consumer behavior. I myself do not like the glossy stuff, overdone. It’s making affordable products have a premium look. Anyway, I’m super interested in reading through this again.
Amazing! This comment made my day. Happy you liked the article ✨
While I agree with the information you’ve shared, I believe the Gen Z generation has indeed brought a fresh perspective to how we view things, especially compared to the early years of social media. However, I think it’s a big statement to say they are defining what authenticity is.
When I look at the streets or observe what they consume on social media, many of these kids seem to have little idea of who they truly are. They often follow blindly what’s considered “cool” online. Yes, inclusivity and expanding the range of relatability have created a movement that’s opened space for everyone—which is how it should be. But there’s a difference between someone who’s done the inner work to truly understand and stand up for themselves and a generation following a specific social media code or trend.
Elaborately curated editorials are no less authentic than raw-looking campaigns; they’re simply different approaches designed to speak to specific demographics. If we’re going to talk about authenticity on social media, there’s still a long way to go. Both creators and consumers need to recognize that true authenticity comes from within, by embracing what genuinely feels right to you.
The real issue, in my opinion, is that people see something working online, and in their desperation to be seen or sell, everything becomes a copy-paste of the same “trends.” As a result, everyone ends up looking the same, simply because that’s what’s performing well at the moment. Right now everyone is vulnerable, relatable or “ authentic “. Sorry not offense but that for me doesn’t sit right with what authenticity actually is.
In order hand, we can learn from each other, and each generation has something valuable to offer. But when it comes to truly being themselves, I think Gen Z and even us millennials we have still a lot to learn because authenticity goes beyond claiming loudly THIS IS ME 🙏✨
You make a really great point here. It feels like we're all kinda stuck in this weird in-between space.
I do agree with you that there's still a lot of work to be done in terms of genuine self-expression. But I also like to think it's worth celebrating how Gen Z has helped push social media culture toward inclusivity and vulnerability. Remember when everything had to be perfect Valencia filter? At least now we can post about having a breakdown while eating pasta in bed. I see this as potentially a groundwork for deeper change. When people become comfortable showing imperfect moments or expressing vulnerability (even if initially following a trend), maybe it can help create space for more genuine expressions. Perhaps what we're seeing is the first step in a longer journey toward more authentic online spaces.
I really appreciate your thoughtful take on this. It made me think there is still a lot to explore and discuss regarding authenticity in social media. Thank you!
I really agree with what you're saying, especially the part about authenticity being more than claiming loudly, "This is me." It's about understanding who "me" is in the first place. It takes deep reflection, and as you pointed out, no one really reaches that level of self-awareness before the age of 25, especially considering brain development. To me, authenticity isn't about presenting a perfect image but being honest with yourself, learning from your experiences, and sharing those insights without sugarcoating. That’s what The Orbit is all about.
I also think the whole "authenticity" trend is a paradox. Authenticity is about individuality in countless diverse forms, and that can’t be reduced to a trend. Though I really appreciate how Gen Z is more socially aware, especially around issues like accountability, feminism, and climate change, for example. Their ability to reflect on and address these issues is what sets their version of authenticity apart. This is also why they are less willing to accept green or pink-washing, for example, and I really embrace that shift in society!
Thank you for your comment, Jen! It really resonated with me in relation to the article.💕💡
Awesome! What an amazing story about how the orbit was born. 🙌🏻🙌🏻✨ Looking forward to seeing more of your work, guys, in 2025.
As for my story (short version): I have always been a writer and worked in creative fields for many years. However, I stopped after becoming a life coach. Then life took a turn—I became a mom—which brought transformation and made me realize that being a coach wasn’t my true calling. So, I went back to my roots in creation, combining them with my lifelong interest in spirituality and personal growth.
Happy holidays to all of you! 🎄🍾✨
That's amazing! Being a mom, I can really relate to the shift and transformation. For me, it was leaving my career in sales behind to finally pursue the creative path I’d always dreamed of—and honestly, needed—to fully express myself. I am glad you could finally find a way to be your true authentic self. 💕
I didn’t know the orbit is a collaboration, this is awesome 👏🏻 i do have a lot of respect for what you guys do, i can appreciate good conversations and quality of work. Love it!! Yes authenticity is about honesty and alignment with one’s self path. ✨✨
Thanks so much, Jen! We want to create space for honest conversations, so it’s really cool to hear that it’s coming through. We’re a team of 9 who all met during D&AD Shift Germany this April. It was such an incredible experience, especially for people without traditional educational backgrounds, that we knew we had to pay it forward in the best way we could.
I’d love to hear more about your background and what inspired you to start a Substack! 👾👨🏾🚀... oh and btw: Happy holiday season! 💚
You are very right about the fact at least we can now talk more openly about our weaknesses and breakdowns, new narratives start somewhere. :D thank you for sharing such an detailed report and well written article so people can inform and get new perspectives. 🙏✨🫶
Thank you so much Jen! This really makes my day. Conversations like these really make me think more deeply about certain topics—there’s nothing better than a productive exchange of ideas. Marta 💫
Thank you marta! For bringing conversation and being open for is to connect, I deeply appreciate it 🫶✨ this for me is the fun and meaningful part of being around here