What everyone gets wrong about gen z

Here's what I've learned managing Gen Z talent and building businesses for Gen Z audiences:

Everyone's got them wrong.

They say Gen Z has no attention span.

Really? They binge 3-hour YouTube videos.

They say Gen Z doesn't spend money.

Really? They've made creator merch a billion-dollar industry.

They say Gen Z isn't loyal to brands.

Really? They've built communities around creators that put traditional brand loyalty to shame.

Here's what I've actually seen:

Gen Z doesn't have a short attention span.

They have a highly refined BS detector.

And this changes everything about how you should think about building products, services, or content for them.

They've grown up in a world where every swipe offers a new option, every click leads to a new choice.

This infinite choice has created something fascinating: a generation that doesn't just consume what's put in front of them, but actively chooses what's worth their time.

They don't want short content.

They want content worth their time.

I watch the Sidemen upload 90-minute videos to an audience that supposedly "only watches TikToks."

And you know what?

Millions watch.

Every single time.

Here's what's really happening:

Gen Z grew up with unlimited choice.

They never knew a world without options.

They never had to watch what was "on TV."

They never had to buy what was "in stores."

This changes everything.

They don't trust traditional authority.

Not because they're rebellious.

But because they've never needed to.

They don't follow traditional purchase patterns.

Not because they're unpredictable.

But because they have infinite options.

They don't lack loyalty.

They're just loyal to people, not corporations.

This means something crucial for anyone trying to build a business or brand today: The old playbook of interruption marketing, catchy slogans, and surface-level engagement doesn't just underperform – it actively pushes Gen Z away.

They're developing an immunity to it.

They can spot an inauthentic campaign from miles away, and more importantly, they tell their friends about it.

Here's what this means for you:

If you're building a business, and you’re targeting Gen Z - think about building something with them.

Share your process. Show your work. Let them in on the journey.

They don't need to be marketed to, they need to be included.

If you're creating content, stop worrying about length or format.

• Focus on value

• Focus on authenticity

• Focus on building something worth their time

And if you're trying to sell anything – products, services, ideas – understand this: Gen Z's BS detector is an opportunity.

Because while they might be the hardest audience to fool, they're also the most loyal audience to win.

When they believe in something, they champion it.

Chat soon,

Jordan

P.S. Quick community update: Our beta testers are diving into TLAC Circle and we're getting ready for our first group Q&A this Thursday. As a newsletter subscriber, you'll be first to know when we open the doors to everyone after the beta period.

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