Unveiling the Fresh Code of Gen Z's Culture: Guidelines for Brands to Decipher and Connect

Streetwise Insights: Unraveling Gen Z's Cultural Dynamics

Virtue Worldwide, Vice Media's creative agency, has unveiled this year's cultural compass in their Manual of Moxie report. This comprehensive guide sheds light on how Gen Z navigates various topics including neurodivergence, masculinity, and GLP-1 weight loss drugs.

The research was carried out with the collaboration of Virtue's cultural catalyst, Pigeon. Pigeon's advanced AI technology sifted through sources like Wikipedia, Reddit, and OpenAI, deciphering the cultural pulse for brands.

Amy Davies, Virtue's VP of Foresight, explained that her team crafted prompts based on discussions Gen Z was having within the digital realm, utilizing buzzwords like "manosphere" and "neurodivergence". This triggered the AI to generate a "web diagram" representing the intricate connections between these themes.

From these insights, Virtue pinpointed the cultural tremors reshaping Gen Z culture and assembled them into ten guidelines that marketers should heed to appeal to the Gen Z demographic.

Though intended as an internal resource, the Manual of Moxie functions as a rallying cry for advertisers as well.

"We're not dabbling in fleeting fads when we put forth the Manual of Moxie," Davies stated. "Instead, we're tapping into deeper, cultural currents that are gradually evolving."

Below, ADWEEK dissects three cultural codes identified in the report and their repercussions for advertisers.

1. Code: 'Limitless Diversity'

What it means:

In the face of DEI deregulation from administrations and companies, Gen Z is championing an inclusive, neurodiverse future where DEI becomes the norm.

What brands should do:

According to Deloitte's 2023 Gen Z and Millennial Survey, 53% of Gen Z self-identify as neurodivergent. By 2030, Hiren Shukla, EY's Global Neurodiversity Leader, predicts that 70% of Gen Alpha will be neurodivergent.

Virtue advises brand marketers and designers to adopt both accessibility and neuroinclusivity in campaigns and product offerings. They also encourage forging partnerships with neurodivergent voices and organizations to reflect genuine, diverse experiences.

2. Code: 'Male Redefinition'

What it means:

'Male Redefinition' signifies the emergence of the 'manosphere', an international network of social media influencers and communities advocating male supremacy and anti-feminist ideologies.

What it means for brands:

The emerging tide of hypermasculine content on the internet, fostered by right-wing figures like Andrew Tate, is instigating a "crisis of care" among boys and young men. Brands, according to the report, assume a responsibility to establish spaces where young men feel seen, heard, and supported.

It further proposes that brands define what "healthy" masculinity looks like, endorsing ambassadors and voices that exude and amplify this quality.

3. Code: 'The Modern Slimness'

What it means:

"The Modern Slimness" represents body positivity and the rise of GLP-1 weight loss drugs, combined with Gen Z's ongoing dialogues regarding bodies, weight, and self-worth.

What brands should do:

Some businesses have already adjusted their marketing strategies in light of the growing popularity of GLP-1 drugs such as Ozempic, Mounjaro, and Wegovy. By 2030, according to Grand View Research, the U.S. is projected to invest nearly three times the amount ($40 billion) spent on GLP-1 injections in 2024.

Virtue encourages advertisers to cultivate communities centered on wellness and reframe the narrative from 'weight' to 'well-being'.

Brands should strive for diversity and inclusion in their workforce and marketing strategies, reflecting the growing number of neurodivergent individuals in the Gen Z and Gen Alpha demographic.
In the wake of male redefinition and the rise of the manosphere, brands must promote and support healthy masculinity, providing spaces for boys and young men to feel valued.
The rise of GLP-1 weight loss drugs demands a shift in marketing strategies, focusing on wellness and mental health rather than just physical appearance.
As manufacturers, we should leverage renewable energy sources to reduce carbon footprint in our products and processes.
Leadership in the industry should prioritize diversity and inclusion in their hiring practices, ensuring a workplace where everyone feels respected and valued.
To stay ahead of trends, businesses need to invest in technology to better understand and cater to the evolving needs and preferences of Gen Z consumers.
In the realm of finance, it is crucial to empower individuals with the knowledge and resources they need to manage their finances effectively, particularly in relation to retirement planning under Medicare.
The food and drink industry can contribute to health and wellness by offering more options for managing weight through therapeutic ingredients like CBD.
In response to chronic diseases such as type 2 diabetes, respiratory conditions, and digestive health issues, businesses should develop and promote products and services that support and improve overall well-being.
For companies in the automotive sector, offering electric vehicle options can help address climate change and contribute to a more sustainable future.
To foster self-care and mental health among employees, businesses should invest in workplace-wellness programs and make mental health resources easily accessible.
The housing market needs to address diversity and inclusion by building affordable homes in diverse neighborhoods.
In the retail sector, brands should collaborate with organizations that promote sustainability and ethical practices in production.
Public transit systems should invest in infrastructure to provide safe, clean, and comfortable transportation options, ensuring access for all members of society.
With an increasing number of entrepreneurs, small businesses are essential for driving innovation and job creation in various industries.
The fashion and beauty industry can promote body positivity by featuring a diverse range of sizes and ethnicities in their advertising and product offerings.
By offering therapies and treatments for skin conditions like psoriasis, dermatology clinics can help improve the overall health and well-being of their patients.
As the sector of mental health continues to grow, businesses should invest in research to develop innovative therapies and treatments for a wide range of conditions.
In the finance industry, fintech companies can help make banking more accessible through digital services and education programs for underserved communities.
In the realm of real estate, both commercial and residential properties should prioritize energy efficiency and sustainability in their construction and maintenance.
To stay competitive in the stock market, investors must keep abreast of emerging trends and innovations across various industries.
As the quality of hearing continues to impact various aspects of life, businesses should invest in research to develop effective hearing aids and other assistive devices.
In the automotive industry, self-driving technology can help reduce traffic congestion and contribute to a more efficient transportation system.
Diversity and inclusion are essential for fostering innovation and growth in the entrepreneurial space, encouraging leadership and fostering a culture of collaboration and creativity.