This post was created in partnership with Cash App
Key takeaways
- Gen Z views opting out as a form of providing feedback, rewarding brands that clearly explain the value exchange.
- Speed and AI don’t matter if the content feels inauthentic or trend-chasing.
- Brands can earn trust when they invite participation and listen more than they speak.
As Gen Z opts out of traditional paths—from careers and advertising to how they build identity and community—brands must rethink how to build trust with consumers who reject legacy models. Therefore, to stay relevant, brands are redefining their products and experiences to meet Gen Z’s behaviors.
During an ADWEEK House CES Group Chat co-hosted with Cash App, industry leaders explored how this generation is creating its own systems of earning, spending, belonging, and expressing value.
Creating an effective value exchange with Gen Z
Marni Schapiro, global head of commerce sales at Cash App, said Gen Z can spot the value they are getting out of marketing in a heartbeat. She gave the example of a brand asking a Gen Z consumer for data, but not explaining what the value is. “That’s where their opt-out is going to be the fastest,” Schapiro explained.
“There is an understanding that if I know what the value exchange is, that’s OK with me. You can use my data if it’s going to bring me something in return,” said Schapiro. “And we used to hide that as marketers.” But the more open marketers can be with Gen Z, explaining the “why” behind the data and what they’ll get in return for it, the better.
Jake Schneider, SVP of marketing and brand at Gold’s Gym, agreed with Schapiro about why Gen Z opts out.
“The opt-out isn’t so much a negative that you need to be reactionary to it. It’s more feedback. They’re saying this isn’t designed for me anymore,” explained Schneider. “The question is not how do you design for a generation that opts out? It’s how do you design so it’s valuable enough that they opt in and stay?”
