Purpose

For Gen Z, 2025 is about living with intention. Reyn expressed her goal to “become more of a minimalist” and step away from fleeting microtrends—a sentiment supported by a 35% surge in Pinterest searches for “timeless wardrobe.” Meanwhile, Annalisa called for action over talk, urging brands to implement tangible, planet-friendly initiatives into their day-to-day practices. With 44% of Gen Z turning to secondhand shopping for sustainability (The RealReal), this generation is holding brands accountable.

Community

William captured Gen Z’s longing for connection perfectly: “Help people build communities.” Whether it’s music, sports, or shared interests, brands have an opportunity to create spaces that unite people. This isn’t just a nice-to-have; it’s essential. With 74% of Gen Z saying online communities help them feel less isolated (Tumblr’s State of Community), the brands that foster meaningful connections—both online and offline—will stand out.

Connection

If there’s one lesson for brands moving into 2025, it is to be intentional and authentic. Alberto asked for more transparency, urging brands to “show real data” about sustainability and inclusion, while Nayat emphasized simplicity: “Show simplicity in your content. It makes you feel on the same level as your audience.” William put it bluntly: “There is not one Gen Z. Choose who you want to talk to.”
Gen Z’s preference for authenticity is undeniable—67% of them say they connect more with content that embraces flaws and imperfections (Spotify Culture Next). The path forward is clear: focus, don’t generalize, and keep it real

Let the Robins inspire your next move. Reach out at hello@hellorobins.com to hear more from these voices.