Gen Z and the new digital humanism
In a digital environment overcrowded and full of contents, Gen Z is driving a quiet but profound change: a new digital humanism that is transforming social habits and forcing brands to rethink the way they communicate.
It's okay to show up, but not to everyone.
Once upon a time, social media was a showcase for self-expression, but nowadays they have been turning into digital refugees. Gen Z, which has grown up alongside the evolution of digital technology, is seeking to rediscover intimacy and silence, becoming increasingly aware of how it is perceived online. This has given rise to a trend of posting less and, especially among younger people, creating double social media profiles: an “official” account, with few or no posts and a few stories, and a “Finsta” — a blending of “Fake” and “Instagram” — a private account, often with the most unusual and strage names, reserved for a few trusted friends. In this “secret” space, users show themselves to be more authentic and spontaneous, away from prying eyes and the filters of appearances.
Quiet sharing
The metrics that once upon a time mattered- likes- now has left space to more intimate signals. The real engagement happens somewhere else: in DMs, in the silent sharing and in the saved contents. This phenomenon is another proof that an important cultural shift is happening. It’s not about appearing, but about sharing privately what represents us: contents we identify with and that passionate us.
When contents become relationships
Sending content has effectively become a gesture of affection, a way of saying, “This is about me, and I want to share it with you.” When content reflects who we are, we feel the desire to share it, transforming it into a real connector of human relationships.
The numbers speak clearly : 67% of Gen Z said they had shared at least one video with friends or family in the last few months. *
What about brands? What does it change?
For brands, the takeaway is simple as well as radical: It’s no longer just about being visible. It’s about being emotionally recognizable. To truly engage Gen Z, brands must:
-focus on human connection to create authentic content
-tell stories that are relatable and that Gn Z can identify with
-show attentive listening, presence, adaptability, and consistency across trends.
A new creative challenge
In a world where algorithms are just one part of the equation, brands must rediscover the power of human connection. Speaking to Gen Z today means learning to decode their silences, understand their indirect expressions, and show up in their most personal digital spaces, like DMs or shared reels.
That’s where we come in: as a creative agency, we help brands engaging with Gen Z through empathy, creativity, and cultural insight.
Here’s an example of a trend we activated with GUESS
Do you want to make your brand appealing for Gen Z?