Gen Z as a generation is defined by contradiction. We reject overt sales pitches and traditional advertising, yet, we’re often seen as the poster children for overconsumption, indulging in everything from fast fashion to the latest beauty trends on TikTok.

As a Gen Zer working in PR and communications, I've seen first-hand how marketers sink or swim in their attempts to earn the demographic’s loyalty as consumers. It’s all about understanding our vibe and meeting us where we are.

Gen Z hates feeling like they’re being sold to. Brands that recognize this need to promote without the push by not just advertising, but engaging. Content that entertains, informs or inspires will always perform better than a sales pitch.

Sephora is a master at this approach. The company has built an entire online community of over 22 million followers by leveraging its social channels to jump on trends and memes that aren’t directly focused on its products, but on its customers and culture