Freeing Humans for High-Level Creative Strategy
One of AI’s greatest contributions is rebalancing marketers’ time toward what humans excel at – strategy, empathy, and big-picture creative thinking – by automating the more labor-intensive, data-driven tasks. In practice, this means offloading duties like data analysis, segmentation, and iterative content tweaking to intelligent systems, so that human marketers and creatives can concentrate on storytelling, brand building, and innovation. Hyper-personalization is a prime example: It takes massive real-time data crunching to deliver tailored messages to millions of customers, which is where AI shines, but it still takes human creativity to design the overarching campaign and ensure each message feels authentic and on-brand
Leading brands illustrate this division of labor. Starbucks’ AI platform “Deep Brew” handles personalization and operational forecasting across its millions of customers, recommending products and optimizing store staffing through machine learning. This automation of analysis and routine decisions means baristas and managers can “focus more on crafting your favorite drinks and less on juggling inventory or schedules”, achieving “a seamless blend of technology and human touch.”
The AI does the heavy lifting in the background, but the human staff deliver the warm, personal experience Starbucks is known for. Similarly, luxury leader LVMH is exploring generative AI to aid designers and marketers in creating bespoke customer experiences, but with a clear mandate to “augment employees without replacing them.”
The company recognizes that in luxury, human creativity and the personal connection are paramount; AI is being used cautiously to enhance those human elements, not undermine them. This underscores a best practice: use AI to extend human capabilities (more ideas, more personalization, faster execution) while preserving the human-centric qualities (authenticity, emotional intelligence, cultural nuance) that make marketing resonate.
To get this balance right, marketing leaders must also address trust and governance. Many companies remain wary of AI’s output when it comes to brand voice or creative quality – in one survey, over half of marketers expressed concern about training AI to match their brand’s voice and values. The solution is not to avoid AI, but to implement it with proper oversight: establish clear brand guidelines for any AI-generated content and keep humans in the loop for review and refinement. When humans curate AI’s contributions, the end result can achieve efficiency and originality without compromising brand integrity. In essence, AI should handle the data deluge and repetitive production, so that human teams can do what only humans can do – empathize, strategize, and create stories that truly connect.
This rebrand was a true passion project! As avid hikers, we wanted to help ATC thrive for another century. Our journey began with research—listening to ATC leadership, key stakeholders, and the hikers who cherish the trail. Inspired by preservation and biodiversity, the new brand reflects nature’s delicate balance and resilience. The video brings the mission to life with sight, sound, and motion.
The effort officially launched in early 2025—here’s to another century of adventure and stewardship!
Artificial intelligence in marketing is evolving from a back-end efficiency booster to a front-line creative partner. Early applications of AI centered on automation and data crunching, but leading consumer brands are now leveraging AI to augment human creativity – not replace it. Forward-thinking marketing teams recognize that the best outcomes arise when AI handles the heavy lifting of data and repetitive tasks, empowering humans to focus on high-level creative and strategic work. As Matthew Pantoja, Chief Brand Officer at Alpha Industries, observes: “AI’s real advantage will come from elevating human creativity, not replacing it”. This article explores how brands are using AI to amplify human ingenuity, shares research on AI’s creative impact, and outlines best practices and actionable steps for marketing leaders to embed AI in ways that unleash greater creativity.
Augmenting Human Creativity with AI
Brands at the forefront are positioning AI as a creative collaborator alongside their teams. Instead of viewing AI as a threat, they see it as a means to supercharge the creative process. Google’s Jim Lecinski notes that we must “forget the fearmongering headlines. AI isn’t here to replace marketers; it’s here to empower and enhance what you do”. In practice, this means using AI tools as idea generators, design assistants, and personalization engines that work in tandem with human creatives.
For example, Coca-Cola’s marketing group embraces a framework of “Automate, Augment, Analyze” to integrate AI across operations. Samir Bhutada, Coca-Cola’s VP of Digital Transformation, explains that for “high-empathy tasks” like creative storytelling, they “augment humans… with AI-enabled interfaces, both improving and speeding up creative generation”. A recent Coca-Cola ad called “Masterpiece” illustrates this synergy: it brings famous artworks to life through a “collaborative ‘magic’ of AI and human creativity” – AI handled complex image generation, while human artists and directors ensured the result was emotionally engaging and on-brand.
Other consumer brands echo this approach. Nike has used AI to push creative boundaries in storytelling – for its 50th anniversary, Nike’s “Never Done Evolving” campaign even simulated a virtual tennis match between two versions of Serena Williams decades apart, using AI to generate a once-impossible sports moment. In essence, AI is becoming a partner in creativity, enabling hyper-relevant messages, products, and experiences, in real-time. The takeaway is clear – leading brands treat AI as a partner to human creativity, using it to spark ideas, generate content variations, and personalize at scale, all under human guidance.
As seen in Capitol Communicator.
-- Nutritional Rating System Shows How Simple it is to Choose Healthier Food Options --
BETHESDA, MD (August 19, 2024) – RP3, an independent, full-service marketing agency, has unveiled a new advertising campaign for Guiding Stars. This nutritional navigation program, featured in over 1,400 supermarkets nationwide, assists shoppers in finding healthier product choices. The campaign, titled "More Good Stuff," marks a significant brand elevation for Guiding Stars. It highlights the simplicity and effectiveness of its star-rating system, which encourages consumers to select more nutritious options, thereby improving their overall quality of life.
The campaign, which debuts today across video, radio, digital and social media channels, features engaging video ads that humorously depict shoppers getting carried away as they realize how simple it is to choose healthier options using Guiding Stars. This fresh perspective aligns with the campaign's core message: more nutritious choices in your shopping cart fuels more good things in your life.
"We're passionate about partnering with clients who make a real difference in people's lives and Guiding Stars does exactly that by simplifying nutritious food choices," said Beth Johnson, Founder & CEO of RP3 Agency. "The 'More Good Stuff' campaign captures the essence of how these small, everyday decisions can lead to significant positive impacts on overall well-being."
Julie Greene, Director of Guiding Stars, expressed enthusiasm for the new campaign: "RP3's creative vision features both the functional benefits of Guiding Stars and emotional payoff of making nutritious choices with creative solutions we believe will engage and entertain our audience.”
"As this new campaign reaches more people with a focused media strategy, we're confident 'More Good Stuff' will resonate with consumers and ultimately deliver on our mission to improve people's lives," Greene said.
The campaign features content tailored to key moments throughout the year when nutritious choices are particularly relevant to consumers, such as back-to-school season, New Year's resolutions and spring health refreshes.
About Guiding Stars
Since 2006, Guiding Stars has helped millions of consumers make more nutritious choices, making a positive and lasting impact on public health. The program evaluates foods and beverages when products meet its standard for nutritional value, stars are awarded to indicate good, better, and best nutrition to give consumers simple and easy to understand advice: the more stars a food earns, the more nutritious it is. Guiding Stars is currently in more than 2,000 grocery stores, including all Food Lion, Giant Food, The GIANT Company, Hannaford, and Stop & Shop stores. Guiding Stars can also be found in public schools, universities, corporate and hospital dining facilities, non-profit hunger relief organizations, and is accessible through the Guiding Stars Food Finder app for iOS and Android devices. For more information visit https://guidingstars.com/
by Capitol Communicator | Jul 15, 2024
RP3 announced the appointment of Jonathan “Jono” DeCosta as Head of Media. DeCosta brings 15 years of experience to the role, with expertise spanning digital marketing, content planning, media strategy, and innovative approaches that drive business results for clients.
Over the years, DeCosta has been entrusted with over $800 million in media spend for clients. His accomplishments include developing and executing successful strategies for major brands and agencies, with a focus on programmatic and pay-per-click (PPC) campaign management across digital channels.
Throughout his career, DeCosta has worked with a range of clients, including Tiffany & Co., KFC, Party City, the United States Department of Health and Human Services, the Centers for Disease Control, Tumi, the United States Navy, BlueCross BlueShield, AARP, and Frontier Communications. Prior to joining RP3, he founded the media team at Fors Marsh and previously led the programmatic media buying function at Hill Holliday in Boston. His other past work includes leading the programmatic trade desk for AARP and serving on the global paid search team at GroupM’s MEC (now a part of Wavemaker).
“Jono’s extensive experience and data-driven approach align perfectly with our commitment to delivering measurable results for our clients,” said Beth Johnson, RP3 founder & CEO. “His portfolio is filled with case studies that translate strategic insights into business outcomes, which will be invaluable to our clients and our agency’s growth.”
“Given that the majority of advertising performance is attributable to creative imagery, I was drawn to RP3 for its strong, award-winning content,” said DeCosta. “The potential to combine data-driven media planning with innovative creative work positions RP3 for significant growth opportunities.”
A Washington, D.C., resident, DeCosta holds a master’s degree in advertising from Boston University and a bachelor of arts degree from Bryant University. His professional certifications include Bing Ads Accredited Professional, Google Ads Search & Display, HubSpot Inbound, Google Analytics, Marin Certified Search Specialist, and Twitter Buying & Execution Flight Path.
RP3 Agency, a Capitol Communicator sponsor, is a proudly independent, full-service creative agency dedicated to bringing inspired ideas to life for our clients. Since its inception in 2009, RP3 has been committed to connecting brands with consumers through honest insight and trust by a team driven by a shared passion for delivering work that influences beliefs, alters behaviors, spurs action, and achieves measurable business goals and outcomes. As a certified, woman-owned small business, RP3 prides itself on its versatility and forward-thinking approach. RP3 clients include Amtrak, the Appalachian Trail Conservancy, Atlantic Union Bank, CityCenterDC, EagleBank, Guiding Stars, The Hay-Adams Hotel, Hilton Worldwide, Marriott International, North Carolina Railroad, Northern Virginia Family Service, the University of Maryland, and the University of Maryland Global Campus.
Gen-Z’s Main Character Syndrome
In our first article, we established that, for Gen-Z, individualism reigns supreme. In this era where a premium is placed on individualism, Gen-Z has embraced the notion of "main character energy" and brought the concept of personal narratives to new heights. They don’t merely consume stories — they live them, seamlessly blending their digital and real-world identities to form new narratives of self-expression. This mindset is reflected in the fact that 56% of Gen-Z says “my avatar is me.” For them, life isn’t just a series of linear events unfolding — it’s an ongoing, immersive narrative where they play the lead role. Consider the trend of “main character energy” or “main character syndrome,” where individuals put themselves in the center of an event and view it as their own story, much like fictional protagonists. Thinking about themselves as the main character, they’ll dramatize their lives, making decisions that are “for the plot” to add intrigue and excitement, regardless of whether the outcome is good or bad. They’ll even provide “lore” to describe the backstories of themselves or the “characters” in their lives, like their siblings, friends, or even strangers.
Unlike previous generations at this age, the existential question at the forefront of Gen-Z’s mind is not “Who am I?” Now, it has evolved into “What character am I playing and what story am I telling?” We can see this shift playing out in the rise of TikTok creators livestreaming themselves as NPCs (non-playable characters), mimicking their repetitive motions and short catchphrases. PinkyDoll has captured the attention of millions of fans, reacting to gifts with her catchphrases “Ice cream so good. Gang gang. Yes yes yes.” In a world where Gen-Z faces high levels of loneliness and anxiety, these participatory narratives provide a crucial sense of connection and belonging.
The New Narrative: Loops, Chaos, and Authenticity
With the rise of social media, short-form video, and the ability to be always on and connected, traditional storytelling frameworks are being redefined, giving way to a new era characterized by chaotic and unpredictable narratives. While the core elements of strong characters and compelling plots remain, the way these stories are told has transformed to match the unique expectations of Gen-Z. They engage with stories that can relate to their own evolving identities and experiences. For them, it’s not about a beautifully crafted story — it’s about resonance. That's why we see them gravitating toward narratives that are authentic, unexpected, and unfolding in non-linear ways.
Take, for example, Summer England’s “The Neighbor Saga,” a real-life romantic comedy chronicled through a series of TikTok videos. Her authentic and relatable storytelling has amassed over 285K followers, demonstrating that Gen-Z values genuine, real-world narratives. Similarly, Reesa Teesa’s 50-part series “Who TF Did I Marry?!?” captivates audiences with its raw, user-generated content, sparking intense engagement and speculation about the story’s details as it unfolds.
Redefining Brand Loyalty with Gen-Z
It’s important for brands to understand how Gen-Z engages with storytelling because, much like their preference for narratives, brand loyalty for Gen-Z has evolved. Today, brand loyalty is anything but straightforward. Unlike the traditionally linear loyalty paths of previous generations, Gen-Z’s loyalty is dynamic, existing within an ongoing loop of inspiration, exploration, community, and commitment.
According to research from Archrival, Gen-Z is significantly more likely than millennials to express brand loyalty by sharing their favorite brands with friends (54% vs. 41%). For them, loyalty is about a deep, personal connection to the brand, even if they aren’t making frequent purchases.
This redefined loyalty means that a Gen-Z consumer can inspire others at any point in their journey, whether they’re just discovering the brand, researching it, or sharing their experience post-purchase. This shift underscores the importance for brands to cultivate a continuous, engaging dialogue with their audience, fostering a sense of community and belonging.
What It Means for Brands: Embrace Community-Fueled Storytelling
To resonate with Gen-Z and earn their loyalty, brands must create community-fueled storytelling that invites participation and co-creation.
- Embrace disruptive narrative structures and relatable stories: Adopt innovative storytelling methods that keep Gen-Z engaged with entertaining content they can relate to. Research shows that ads with intriguing narratives hold viewers’ attention 1.4x longer than traditional formats. Use these disruptive formats to surprise and captivate your audience. WEEKDAY nailed this when they launched their 2024 campaign with a movie trailer. They hired creator @debadebadd to star in the trailer and share BTS content with followers, but the partnership seemed to take a turn when she was told on camera that she’d been cut from the film. She then released videos “calling out” the brand, her audition tapes, and finally a confessional video on her page because, turns out, it was all planned! In debadebadd’s own words, she decided to take the brand partnership as an opportunity to create her own “main character moment” while bringing massive attention to the launch.
- Foster a collaborative spirit: Engage with Gen-Z on platforms like TikTok, where they are active participants rather than passive consumers. For example, eyewear brand Warby Parker engaged creator @octopusslover8, who creates skits based on users’ comments. In his livestream, he responded to comments from the brand and integrated them into his skit, enhancing Warby Parker’s visibility and connection in a low-key and authentic way.
- Create participatory narratives: Craft stories that allow Gen-Z to see themselves as part of the narrative. For instance, IGG’s launch of the game Viking Rise invited users to experience character unlocks, reaching 400 million users and generating 600,000 submissions. This level of involvement turns users into brand advocates.
- Build a sense of community: Make Gen-Z feel like they are part of a larger community. Use storytelling to address deeply human issues and real-life experiences, creating a sense of belonging and loyalty. Among Us, an online game, created TikTok content that responded to user comments, playing up inside jokes and community-specific references. This kind of connection is crucial to a generation that values personal connection over traditional loyalty metrics.
Conclusion
To capture the hearts and minds of Gen-Z, brands must give audiences a way to become the main characters in their narratives by fostering a sense of community and belonging through participatory and collaborative storytelling. By creating compelling and disruptive narratives that invite Gen-Z to co-create and explore, brands can cultivate loyalty and engagement in an ever-evolving digital landscape. As Gen-Z continues to redefine the boundaries of storytelling and loyalty, brands that adapt to this generation’s changing expectations will thrive.
-- Approach Positions Regional Bank as Strong and Empathetic Alternative to Big Banks --
BETHESDA, MD (June 25, 2024) – Proudly woman-owned and independent, full-service marketing agency RP3 today announced the launch of a new integrated brand campaign for Atlantic Union Bank aimed at establishing the regional bank as a refreshing, customer-focused alternative to large national institutions. RP3 was named the creative agency of record for Atlantic Union Bank earlier this year.
The "Any Way You Bank" campaign takes a non-traditional approach, zeroing in on what people want but don’t currently receive from big banks, and positioning Atlantic Union Bank as a more empathetic, human, and friendly partner for personal and business banking needs.
"While most of us operate our day-to-day banking on autopilot, we've all experienced that striking absence of understanding from the big banks during important life moments when we need them most," said Christine Landi, Chief Marketing Officer at the Richmond-based Atlantic Union Bank. "This campaign brings that frustration to life in a fun, insightful way that celebrates how Atlantic Union does things differently – with bankers who listen and tailor smart solutions any way you need to bank."
Campaign ads playfully contrast Atlantic Union Bank’s helpful, caring humans with big bank’s overreliance on technology and cookie cutter approach with headlines like "AnyWay You Run Your Business," "Any Way You Live Your Best Life," and "We Don't Have Tellers. We Have Listeners." The integrated campaign spans television, social media, radio, out-of-home, digital and other channels including streaming audio and podcasts across Atlantic Union Bank’s footprint in Virginia, Maryland and North Carolina.
“The 'Any Way You Bank' platform perfectly captures Atlantic Union Bank’s customer-centric approach in a bold, insightful way that will make people stop and rethink what's possible from their bank,’ said RP3 Founder-CEO Beth Johnson. “We are incredibly proud of this campaign, as it demonstrates the power of teamwork and shared vision between our agency and the client.”
The new campaign launched earlier this month supplements Atlantic Union Bank's communications highlighting its versatile capabilities and commitment to serving customers across personal, business, and commercial banking solutions.
"This campaign brings our 'Any Way You Bank' philosophy to life in a compelling way that will drive new awareness and consideration for Atlantic Union Bank in the markets we serve," added Landi. "We're excited to partner with RP3 to showcase a credible, viable banking alternative that consumers can get excited about."
RP3 collaborated with woman-owned performance media marketing partner Spurrier Group on the campaign’s media buy.
For more information about Atlantic Union Bank and its "ANY WAY YOU BANK" brand platform, please visit www.atlanticunionbank.com.
About Atlantic Union Bank
Headquartered in Richmond, Virginia, Atlantic Union Bank, a wholly owned subsidiary of Atlantic Union Bankshares Corporation (NYSE: AUB), has 129 branches and approximately 150 ATMs located throughout Virginia, and in portions of Maryland and North Carolina as of May 28, 2024. Certain non-bank financial services affiliates of Atlantic Union Bank include: Atlantic Union Equipment Finance, Inc., which provides equipment financing; Atlantic Union Financial Consultants, LLC, which provides brokerage services; and Union Insurance Group, LLC, which offers various lines of insurance products.
About RP3 Agency
RP3 Agency is a proudly independent, full-service creative agency dedicated to bringing inspired ideas to life for our clients. Since its inception in 2009, RP3 has been committed to connecting brands with consumers through honest insight and trust by a team driven by a shared passion for delivering work that influences beliefs, alters behaviors, spurs action, and achieves measurable business goals and outcomes. As a certified, woman-owned small business, RP3 prides itself on its versatility and forward-thinking approach. RP3 clients include Amtrak, the Appalachian Trail Conservancy, Atlantic Union Bank, EagleBank, Guiding Stars, the Hay Adams Hotel, Hilton Worldwide, Marriott International, North Carolina Railroad, and the University of Maryland.
by Capitol Communicator | Jun 10, 2024
The American Advertising Federation of DC (AAF-DC) announced that four winning entries from this year’s national American Advertising Awards came from D.C.-area agencies.
The American Advertising Awards are widely acknowledged to be the largest and most representative competition of its kind, with more than 25,000 entries received as part of the three-tier competition. Campaigns need to advance through both local and regional levels in order to be eligible for the national award.
RP3 won both a gold and silver ADDY for their self-promotion magazine, Well & Good. Beth Johnson, RP3’s Founder and CEO, said, “We are deeply honored to have received these national advertising awards. This recognition reflects the hard work and creativity of our entire team. We remain dedicated to producing meaningful and impactful campaigns for our clients, and these accolades inspire us to continue striving for excellence in all that we do.”
Elaine Luzietti, Copywriter, and Amy Borg, Designer, were on hand to accept the RP3 awards in person.
BRINK won silver for their video “The Pipers” done for the National 4-H Council. BRINK CEO Josh Belmhumeur, said, “Awarded alongside a lot of expensive and flashy work, our mini-doc for the National 4-H Council was made with only a two-person crew. We’re most proud of that. It’s a testament to our strength and vision as storytellers and the importance of our client’s mission.”
Rounding out the winners was first-time entrants, Mwendo, with their silver-winning video “The Promise” done for Horizon Empowers. Mwendo producer, Tori Paris, said the team was “ecstatic.”
This is the first time in a decade AAF DC members have brought home more than three national awards in a single year. AAF DC president Gretchen Carswell, reflected on the wins. “This is a big year for us as an organization. To have independent DC area-based agencies go up against huge international agencies with unlimited production and media budgets and still come out on top just shows the incredible level of creative talent here.”
Awards were chosen by a distinguished panel of judges representing 20 different big, small and independent agencies and clients.
In all, 65 Gold ADDYs were awarded, along with four Special Judges Awards and one Mosaic Award for multicultural advertising. ADDYs were also presented in the student portion of the competition. Winners were announced during AAF’s ADMERICA National Conference at a Gala ceremony held at the Grand America Hotel in Salt Lake City, May 30-June 2. The event was hosted by award-winning comedian and actress Loni Love and attended by 500 people from across the advertising, marketing, media and tech communities.
RP3 Agency Wins
Gold: Advertising Self-Promotion Direct Marketing & Specialty Advertising
Silver: Advertising Self-Promotion Online/Interactive/Virtual Reality
Well & Good— RP3
— Creative Leader is Latest Addition to RP3’s Women-Led Agency Management Team —
BETHESDA, MD. (May 28, 2024) — Proudly woman-owned and independent, full-service marketing agency RP3 announced the appointment of creative industry veteran Tuesday Poliak as its new Chief Creative Officer and a member of the agency's leadership team.
Tuesday Poliak brings over two decades of experience crafting award-winning creative for some of the world's most respected brands. Her diverse background spans consumer and healthcare industries, with a proven track record of leading teams and developing high-profile, award-winning campaigns that drive results.
Prior to joining RP3, Poliak served as Chief Creative Officer for Wunderman Thompson Health. There, she spearheaded creative development for numerous brands, including Pfizer, GSK, Boehringer Ingelheim, and for government agencies, including the U.S. Department of Health & Human Services. Poliak played a key role in producing award-winning creative and winning new business. Poliak was committed to bringing awareness and creative solutions to underserved issues such as DE&I and Black maternal health.
Poliak’s career journey includes renowned agencies TBWA Chiat/Day Venice; BBDO West; Deutsch NY; McGarryBowen NY; and Strawberry Frog Amsterdam.
"Resilience, grit, and smart, effective work carried us through the early days of RP3," said RP3 Founder-CEO Beth Johnson. "Over a decade later, our growing agency is a tight-knit team founded on integrity, commitment, and drive, and now we're embracing an even brighter future with Tuesday Poliak on our team."
Poliak's client experience includes various revered brands: Verizon Wireless, Pfizer, GSK, Boehringer Ingelheim, Apple, Snapple, Ikea, Droid, Domino’s Pizza, and Mitsubishi Motors. She has served as a judge for prestigious creative award shows, including Cannes Lions Health & Wellness Awards, LIA Health & Wellness Awards, LIA Pharma Awards, Clio Health Awards, and The One Show Health & Wellness Awards.
"I'm a firm believer in fostering a creative environment that's passionate, daring, and inclusive," Poliak said. "At RP3, I look forward to collaborating with their talented creative team, taking on challenges with unique solutions, and using the power of creativity, data, and technology to create truly groundbreaking work for our clients."
RP3 Agency leadership includes Johnson, Poliak, and Nick Teare, Executive Director of Client Services; Jacqui Hannigan, Head of Media; Tim Hurt, Head of Creative Technology; Maja Husar, Head of Strategy; Noah Mooney, Head of Design; and Ingrid Vax, Head of Business Development.
About RP3 Agency
RP3 Agency is a proudly independent, full-service creative agency dedicated to bringing inspired ideas to life for our clients. Since its inception in 2009, RP3 has been committed to connecting brands with consumers through honest insight and trust by a team driven by a shared passion for delivering work that influences beliefs, alters behaviors, spurs action, and achieves measurable business goals and outcomes. As a certified, woman-owned small business, RP3 prides itself on its versatility and forward-thinking approach. RP3 clients include Amtrak, the Appalachian Trail Conservancy, Atlantic Union Bank, EagleBank, Guiding Stars, the Hay Adams Hotel, Hilton Worldwide, Marriott International, North Carolina Railroad, and the University of Maryland.
In the first article of this Gen-Z series, we discussed the premium that they place on individuality and self-expression, so in this article we’ll be diving into one of the most important aspects of self-expression: authenticity. Authenticity is paramount for Gen-Zers. In fact, 92% of Gen-Zers agree that being authentic and true to oneself is extremely or very important. Just take a look at their social feeds. Where millennials seek a more curated, idealistic, and aspirational social feed, Gen-Zers embrace the raw and unfiltered.
The emphasis that Gen-Z places on expressing individuality and the authentic, unfiltered self extends to their expectations of brands. 82% of Gen-Zers say that authenticity is a key purchase driver for them. Growing up with social media and information at their fingertips, Gen-Z has developed a strong BS radar. They’re able to filter through content and quickly discern the authentic from the superficial, making perceived authenticity a critical factor that can make or break brands.
Most brands would argue that they are authentic, and yet few are actually perceived that way. Why? Because they lack clarity in their core identity and values, resulting in conflicting messages and actions that work against each other when they should be building upon each other.
What does it mean to be an authentic brand in the eyes of Gen-Z? Authentic brands are those that are true to themselves, transparently expressing core beliefs and personality throughout all brand touchpoints, from products and business practices to marketing and communications. It’s helpful to think about brands like people. Authentic people don’t conform to what’s popular or say something just because they know people want to hear it. They don’t act one way with one group of people and in a different way with others. They stay committed to their own core beliefs and unapologetically embrace who they are — quirks, imperfections, and all — and the same applies to brands.
Patagonia is the shining example. Every action they take, from encouraging people not to buy a jacket to “giving their company to planet Earth” instead of going public, supports their mission to “save our home planet.” While many of their brand actions seem counterintuitive to what a company looking to make a profit should do, they show a relentless commitment to who they are and their values. Consumers know exactly what Patagonia is all about and are able to form strong emotional connections to this brand that they can confidently trust aligns with their values.
A clear commitment to values in brand actions is one important aspect of authenticity and brand trust, but an equally important aspect is having a distinct brand personality that consumers actually want to interact with, almost like a friend.
Duolingo has mastered the art of exuding authenticity through its “unhinged marketing” approach, which embraces entertainment over selling with less polished content. When Duolingo first joined TikTok in 2021, they introduced Duo, a humorous mascot that personifies the brand and gives audiences a way to connect with it. The mascot is playful, quirky, and at times even snarky.
And like some of our favorite shows (anyone remember the ugly naked guy jokes in Friends?), Duolingo’s content embraces consistent storyline themes, like Duo’s one-sided rivalry with Google Translate, and Duo’s one-sided crush on the singer Dua Lipa.
These little storylines make audiences feel like they’re part of an inside joke, creating deeper connections and a higher level of engagement. What is equally important in this equation of authenticity — that Duolingo gets right — is they don’t try to be something they aren’t. Remember, Gen-Z has a strong BS radar and will see right through the superficial. Duolingo’s marketing strategy has garnered 11.8 million followers on TikTok, and earned them a spot as one of Gen-Z’s Most Loved Brands.
For brands looking to build trust and connect with Gen-Z, they need to prove that they are who they say they are, and interact with them as individuals, not consumers. It’s not enough to have a catchy tagline and beautiful creative — Gen-Zers want honesty, genuine connections, engaging stories, and a clear commitment to values from the brands they choose to support. Successful brands must have a clear core identity and make sure all of their actions and communications are a direct extension of it.
Coming Up
Interested in learning more? Check out our first article in this Gen-Z series about the importance of individuality and self-expression, and stay tuned for our next article exploring the rise of subcultures, micro-communities, and influencers — and what it means for brands.