Problem Validation for GenuineGenZ Marketing

1. Primary Problem Identification and Validation

Primary Problem: The startup is addressing the challenge brands face in authentically connecting with Gen Z consumers, who are known for their discerning attitudes towards marketing and brand authenticity.

Validation: Numerous sources indicate that brands struggle to engage Gen Z effectively. For example, a report from Emarketer highlights that legacy beauty brands fail to resonate with younger audiences compared to brands like Sephora that prioritize genuine engagement (Emarketer, 2024). Additionally, an article on the importance of authenticity states that consumers increasingly seek genuine connections and are turned off by inauthentic branding (Social Sellinator, 2026). This reflects that brands must adapt to meet the expectations of a generation that values authenticity, inclusivity, and sustainability (Mintel, 2023).

2. Problem Severity Assessment

The severity of the problem manifests in the significant financial implications for brands that fail to connect authentically with their consumer base. According to a McKinsey report, brands that do not adapt their marketing strategies to prioritize engagement and authenticity risk losing relevance and market share, which is crucial in a competitive landscape where Gen Z forms a large segment of consumers (McKinsey, 2026). Brands are realizing that failure to meet these expectations can lead to consumer backlash and diminished loyalty, directly affecting sales.

3. Problem Frequency Analysis

The frequency at which brands encounter difficulties in connecting with Gen Z is evidenced by ongoing commentary on brand performance in various sectors. Regular reports, such as those from NIQ, show consistent trends indicating that Gen Z brands that do not engage with their audience authentically tend to underperform significantly (NIQ, 2024). Notably, the rapid pace at which consumer preferences shift in this demographic means that brands face this problem continuously.

4. Willingness-to-Pay Assessment

Analyzing customer willingness to pay for solutions that enhance authentic engagement indicates promise. Brands increasingly invest in marketing strategies that resonate with Gen Z values, which suggests they recognize the need for authentic content creation (Moosend, 2025). Companies are willing to allocate significant portions of their budgets toward innovative marketing solutions; for instance, a Deloitte survey indicated a corporate interest in adapting to the preferences of this demographic, which often includes a willingness to pay for effective solutions that can improve brand connection (Deloitte, 2025).

5. Problem Interview Guide

Questions for Customer Interviews:

1. What challenges have you faced when trying to engage Gen Z consumers?
2. How important is authenticity in your brand messaging, and why?
3. Can you share any recent marketing strategies that did not resonate with your target audience?
4. What tools or platforms do you currently use to connect with Gen Z consumers?
5. How do you measure the effectiveness of your marketing efforts aimed at Gen Z?
6. What specific attributes do you believe are necessary for content to be considered “authentic” by this demographic?
7. How much of your marketing budget are you willing to allocate toward solutions that enhance genuine engagement with younger consumers?
8. Have you tried any specific approaches that have worked well in bridging the gap with Gen Z?

6. Problem Statement Refinement

Refined Problem Statement: “Brands across industries struggle to authentically connect with Gen Z consumers due to their entrenched preferences for transparency, inclusivity, and genuine engagement, hindering effective marketing strategies and leading to decreased loyalty and sales.”

7. Alternative Solutions Analysis

Current alternative solutions include:

• Influencer Marketing: Brands leverage influencers who align with Gen Z values, which often boosts authenticity.
• User-Generated Content: Encouraging users to share their experiences fosters a sense of community and authenticity.
• Engagement through Digital Platforms: Brands utilize social media channels to interact directly and personalize their messaging.

8. Validation Recommendations

1. Conduct focus groups with Gen Z consumers to discuss their perceptions of brand authenticity.
2. Survey brands within targeted industries to quantify the challenges they face in marketing to Gen Z.
3. Prototype a small-scale version of the GenuineGenZ Marketing platform and collect feedback from potential user brands.
4. Analyze case studies of brands that have successfully re-engaged with Gen Z.
5. Create discussions or forums to further dissect the disconnect brands face with Gen Z.

9. References and Rationale

• Emarketer: How Gen Z engaged with beauty content in Q3 - This article provided concrete evidence of brands struggling to connect with Gen Z, emphasizing the need for credible engagement strategies. Informational support for sections 1, 2, and 3. Reliable source.
• Social Sellinator: Why is brand authenticity important? - The insights on the significance of authenticity shaped the discussion on consumer perception in sections 1 and 2. Credible and relevant content.
• Mintel: The Future of Consumer Behaviour in the Age of Gen Z - This source provided valuable insights into Gen Z’s preferences that framed the problem’s context. Useful for sections 3 and 4. Credibility given to established research company.
• Deloitte: Global Gen Z and Millennial Survey - This survey informed market behaviors and willingness-to-pay aspects. Relevant for sections 4 and 5. Deloitte is a trusted consultancy.
• Moosend: Marketing to Gen Z - This article outlined marketing strategies specific to Gen Z and confirmed the willingness of brands to invest in effective solutions. Useful for sections 4 and 7. Well-known digital marketing platform.

This comprehensive analysis helps delineate the core problem that GenuineGenZ Marketing seeks to address, validating further exploration and solution development.