Winning the Next Generation: How to Build Brand Value Millennials and Gen Z Love

With Millennials and Gen Z together comprising over 42% of the U.S. population—Millennials at 21.8% and Gen Z at 20.8%—these two generations represent the largest and most influential consumer groups today. A study published by The Business of Fashion reveals that 54% of Gen Z consider purchasing counterfeit products acceptable.

For brands, the challenge is no longer just combating counterfeit products flooding online marketplaces like Amazon or Temu. It’s about engaging these consumers who prioritize authenticity, value, and personal identity in every purchase decision.

Understanding the New Value-Driven Consumer: More Than Price, Less Than Luxury

Millennials want more than discounts; they demand trust, transparency, and ethical business practices. According to Architectural Digest, 85%  prefer responsibly sourced products, and more than half research a brand’s authenticity before buying.

Gen Z sees every purchase as a reflection of their identity. These digital natives use price-hunting tools like Honey and Capital One Shopping to find the best deals without compromising style or values.

The key insight

For these generations, affordability and values are deeply intertwined. They seek to make purchases that reflect their ethics and identity—but only at prices that feel fair. When a cheaper product appears authentic or feels “close enough” to the real thing, many are willing to make that compromise.

This shift creates a complex challenge that spans social media, digital platforms, and emotional connections.

For brands, owning the narrative and educating younger consumers about the true value of their products is more important than ever. If brands fail to stay ahead and uphold their values, counterfeiters will seize the opportunity to redefine those values for you.

Proven Strategies to Engage Younger Consumers Who Value Authenticity

To effectively engage Millennials and Gen Z—generations that value both authenticity and accessibility—brands need to move beyond traditional marketing. Instead, they can offer meaningful experiences and products that resonate with these consumers’ values and lifestyles.

Here are proven strategies to help your brand build trust and loyalty among younger buyers who demand genuine connections with the products they choose:

1. Mini Editions That Invite a First-Time Buyer

High price points can discourage first-time buyers, especially among younger consumers.

Some brands have offered smaller-scale versions— including travel-size or sample perfumes, compact accessories, or even a mini key pouch (e.g., key pouch from Louis Vuitton)—provides an accessible introduction to your brand. These aren’t discounted products; they’re thoughtfully designed entry points that say: we welcome you, whether you’re just beginning your journey with us or exploring luxury for the first time.

2. Limited Editions That Create FOMO

Scarcity is one of counterfeits’ strongest weapons. Brands can build trust with younger consumers by releasing affordable but authentic limited editions such as products with special colorways, artist collaborations, or seasonal drops. For example, Nike’s limited-edition sneaker collaborations with popular street artists have created hype and drawn in younger, style-conscious buyers. The exclusivity sparks excitement, and the accessible format pulls in new fans.

3. Use Smart Technology to Engage and Educate

Young consumers prize authenticity when it aligns with identity and storytelling. Take Pop Mart, for instance: each collectible box now includes a QR code leading buyers to an authentication page, tying ownership to exclusivity and brand narrative. It’s not just a product—it’s a verified piece of a larger story.

4. Make the “Insider” Experience Ongoing

Instead of a one-time “spot the fake” campaign, brands can create ongoing insider experiences—like behind-the-scenes videos, designer Q&As, and secret sales exclusive to verified buyers or club members. Over time, this deepens loyalty in a way no counterfeit can match.

For example, Burberry’s loyalty program, Burberry Circle, offers members early access to collections and personalized styling. Recently, Burberry has also successfully connect with Millennials and Gen Z via various digital channels, driving strong sales growth among younger customers by blending luxury with streetwear and digital engagement.

By adopting these approaches, brands can not only differentiate themselves from counterfeit alternatives but also cultivate lasting relationships with young consumers who appreciate authenticity and value. This creates a foundation for sustainable brand growth in a marketplace increasingly shaped by digital-savvy, value-conscious shoppers.

How Hubstream Enhances Brand Protection and Authentication

Hubstream helps brands integrate authentication tools—like QR code histories and centralized authentication databases—within a robust case management system. This unified platform connects data from multiple sources, enabling your team to monitor counterfeit activity, analyze trends, and coordinate enforcement actions efficiently.

By linking your brand’s authentication tools with Hubstream’s technology, you gain comprehensive insights to respond swiftly and safeguard your brand’s integrity. This data-driven approach ensures authenticity remains clear and accessible to your customers, turning brand protection into a strategic advantage.