GHOSTED BY GEN?

Being ghosted by Gen Z hurts. Not in a left-me-on-read kind of way – in a why-are-we-suddenly-invisible kind of way. One minute your brand’s vibing, the next it’s crickets.

But here’s the thing, it’s not personal. It’s just Gen Z doing what Gen Z does – ruthlessly curating their attention spans like it’s an Olympic sport.

According to Meta’s latest research, Gen Z aren’t allergic to brands – just bad ones. The broadcast approach? Dead. Shouting into the void? Wasted breath. If you want to be seen, heard, and not left on delivered, you’ll need to get niche. Really niche. Like ‘fan-account-for-vegan-brownie-lore’ niche.

WHY GEN Z GHOSTS BRANDS 

Gen Z isn’t playing hard to get – they’re playing hard to impress. Remember, this is a generation raised on receipts, red flags, and reality checks. If your brand smells even slightly like a try-hard, you’re getting filtered out faster than you can say engagement rate.

At the end of the day, they don’t want mass. They want meaning. 

Forget being in market – Gen Z doesn’t wait to be sold to. They discover, decide, and dive in – often before you’ve finished drafting the brief. If you miss their niche, you miss the moment. 

But land it? 

Jackpot.

FOUR TRENDS WORTH CARING ABOUT:  

1. One person = 40 tabs

Gen Z doesn’t just wear different hats – they’re running a whole hat shop. Before lunch, they’ll debate climate policy on WhatsApp, save niche vegan recipes on Instagram, and meme about Love Island on TikTok. Meta calls it ‘niche fluidity’ – and it changes everything.

2. Swap celebrity for sincerity 

Gen Z doesn’t care if your influencer’s got a blue tick – they want someone who actually gets it. Gen Z loves micro-creators with under 100K followers – the smaller the fanbase, the bigger the trust. So forget mega. Go micro. With mega passion.

3. Fans not followers
Gen Z aren’t casual consumers – they’re collectors of niche. Whether it’s bookstagram, plant-based baking or Genshin Impact fan art, 65% of Gen Z call themselves ‘super fans’ of something – and they’re spending money where the obsession lives.

4. Hacking the scroll

Gen Z isn’t just consuming content – they’re customising the algorithm like a playlist. They’ll like, comment, and search strategically to mould their feeds into a paradise of niche content. And if your brand’s not part of that rabbit hole? You’re invisible.

THE LUNAR POV 

Connecting with Gen Z isn’t about shouting louder – it’s about whispering to the right niches, one hyper-targeted meme at a time.