BeReal with Gen Z. A Reality Check.
As marketers, we all recognize the importance of being authentic with audiences. However, it’s important to recognize that the meaning of authenticity often changes and evolves from generation to generation. For instance, what Millennials have held up as “authentic” is vastly different than our newest bunch, Gen Z.
For Millennials, their authenticity has typically reflected what is idealistic. It’s mouth-watering food pics and flattering selfies. They want to show the world “their best lives”. It hasn’t necessarily been inauthentic, but it is, shall we say, polished. Whereas Gen Z, perhaps tired of all the posturing, has flipped that idea it on its head, and now seems to be focused on what is more realistic.
The “aha” moment came to me during a breakfast I was having with my two teenage daughters about a month ago. That morning, an unusual chime rang out simultaneously from both their cell phones. I asked what it was and in perfect synchronicity they responded, “It’s time to Be Real”. They looked at each other and chuckled. My older daughter grabbed her cell phone and took a photo of her nearly finished, dimly lit plate of scrambled eggs with ketchup smears and toast crumbs. Without a care in the world, she then turned the camera around and snapped a selfie. Still in her PJs, mascara running down her face, a pimple patch on, and hair in a tizzy as she had just woken up, this hardly seemed like her best life.
In an instant these two less-than-flattering photos were posted on her BeReal account. She then handed me her phone to show me the positive reactions pour in. I was so intrigued!
This platform and its content felt like a monumental shift, as we have all become so accustomed to Millennials who have taught us all how to artfully curate and show the world only the best and most aesthetic pleasing parts of what life had to offer. From perfectly styled scrumptious deliciously looking food photos, to elaborate, dreamy travel pics, to epic selfies that have been filtered and taken with the perfect planned color coordinated outfit and lighting, there was never any question that this group was indeed showing off living only the best parts of life, and they wanted everyone to see it. It was authetic, yes, but maybe not the full picture.
BeReal was so different! As I scrolled, I saw hundreds of photos of people living a new kind of “best life”, not the kind of life that you wanted people to think you had, but the kind of life that you actually had. BeReal felt a bit like a revolt against the pressure to be perfect and a sobering dose of unapologetic reality. The photos were purposefully raw, unfiltered, and often taken of mundane things and moments like being stuck in traffic, a boring view of walking down a grungy street, or standing in line at the grocery store. Far less vibrant and aspirational, it was only about the truth in that moment, and that was refreshing.
In that moment, I realized that Gen Z was changing the authenticity paradigm. They were giving a new definition of what authenticity meant to them (and perhaps the meaning that was originally intended). They took pride in the real and felt less need to portray a life that was filtered and/or exaggerated. I liked it. I like it a lot. In fact, I immediately set up an account, and though I may be the only Gen X’er on the platform, I was excited to share some of my boring and unpolished reality, too.
Its imperative that brands reflect on this authenticity shift, and especially those brands marketing to Gen Z. Here’s what to know:
- Keep it real. It’s ok to show the parts of the story that may not be so idealistic. Gen Z craves and demands the truth and are more comfortable with how things really are.
- Make it simple. Often, when something feels overly produced it just won’t resonate. Keep it stripped down. Less is definitely more with Gen Z.
- Passion over paid. Paying people to like your brand is out. Find the influencers who already LOVE your brand. Celebrating and amplifying them is everything.
- Consider your voice. Advertising put out from a company’s perspective often feels manufactured. Gen Z craves a more human connection.
As younger generations continue to rise up, push us, and influence culture, it’s important that we stop, listen, and learn about what authenticity means to them. I truly believe Gen Z’s new paradigm for authenticity could redefine the next decade of advertising and content. We should all be excited to infuse these principles into our work. And once we finally get it right, it’ll be fun to watch Gen Alpha shake things up all over again.
