“The market is changing. You need to change too.”

This phrase has been ringing in the ears of many marketers for over a decade now. And it’s not just because marketing trends are cyclical – this time, it’s different. The internet has changed everything about how we live, work and play – so why should marketing be any exception?

Gen Zers are hyper-connected digital natives who’ve never known life without social media. They’re also savvy consumers with distinct preferences when it comes to brands they support, which means that if you want your business to survive in 2021 and beyond, you’ll need to learn what these young people value most from their favorite companies. It all boils down to one thing: authenticity.

Gen Zers want to support brands that share their values. 72% of teenagers say they are more likely to purchase from a company if it supports the same causes they care about, and over half (55%) of college students feel better about a brand when it’s associated with positive social or societal issues.

That’s why it’s so important for business owners to learn how to market their products and services in ways that are truly genuine. If your business is behind the times when it comes to marketing, you may be missing out on opportunities to connect with young people who are primed and ready for ethical brands. But if you’re ready to connect with Gen Z consumers like never before, check out these tips for marketing your business in the age of authenticity:

1. Don’t just talk about it – do it!

Gen Zers value brands that demonstrate their commitment to social and environmental issues through action, not just words. Doing good isn’t just a feel-good initiative – it’s great for business too. For example, companies that donate a portion of their profits to an organization that supports a social or environmental cause can gain the support of young people who want to be good global citizens.

These consumers also want to buy from companies whose values match their own, so when a company in need is supported by the greater community in its time of hardship, it shows Gen Zers that this is a company they can believe in.

2. Be open about your values and process

Gen Zers want to know you’re trustworthy and transparent, so they’ll be more likely to support your business if you share information about your goals with authenticity and integrity. Gen Z Marketing requires companies to share more about themselves with their target audiences than ever before.

3. Be vocal about the issues you care about

As Gen Zers become more active in politics, influence over companies will shift from consumers to citizens. To avoid irrelevance, businesses must adapt by showing Gen Zers how their companies are giving back to society and fostering change, rather than just talking about it. Anything less will make you come across as inauthentic and insincere – and do you really want that?