Gen Z’s Changing Attitudes Towards Brand Trips: A Shift Towards Authenticity and Ethical Consumption

Gen Z is growing disinterested in the extravagant brand trips influencers are sent on, favoring authenticity and ethical consumption over affluence and consumerism.

The generation that has been raised on social media is no longer impressed by the lavish lifestyles of internet celebrities. They value authenticity, sustainability, and ethical consumption over flashy displays of wealth.

One brand that has been at the center of this shift is Tarte, known for its extravagant brand trips to tropical destinations. While these trips were once a hit among influencers, they have now become a turn-off for many young people.

Criticism of Tarte’s recent trip to Bora Bora, where influencers were flown in on private jets and showered with luxury gifts, has been swift and harsh. Many commenters on social media have expressed their disappointment and vowed to no longer support the brand.

Tahrea Sherman, a TikToker covering pop culture, explained that the timing of these extravagant trips is particularly tone-deaf, given the current economic challenges many young people are facing. The culture of needless consumption and fast fashion is being challenged, with many opting for a more sustainable and ethical approach to shopping.

The backlash against Tarte’s brand trips is part of a larger trend among Gen Z, who are seeking more authentic and relatable content from influencers. The shift away from overly polished and extravagant displays of wealth is a response to the changing values of this generation.

To regain the interest of young consumers, brands will need to adapt to these new priorities. Promoting equality, sustainability, and giving back to the community are key factors that will resonate with Gen Z.

In the end, Gen Z’s issue is not with wealth itself, but with how it is used. Brands that prioritize social responsibility and ethical practices are more likely to win over this generation and earn their support.