Research shows that the tech-savvy Gen Z (those born between the mid-1990s and early 2010s) value in-person interactions online and face-to-face that offer authenticity, transparency, and emotional connection.
Companies such as Credico UK, specialists in outsourced face-to-face sales solutions, are witnessing this shift firsthand. By connecting brands directly with consumers through pop-ups, live events, field sales and personal demonstrations, they are helping businesses strengthen customer relationships and drive measurable results – particularly among Gen Z audiences.
Why Gen Z Craves Human Connection
Despite being considered a “digital-first” generation, Gen Z is emerging as one of the most experience-driven demographics. According to Nielsen, 51% of Gen Z shops only in-store, as often as three times a week. Gen Z is also found to be more concerned than previous generations about authenticity, ethical sourcing, transparency, and environmental impact. This underscores a key trend: for Gen Z, connection and meaning are more important when making purchasing decisions.
While social media offers scale, it often lacks depth. In contrast, face-to-face engagements provide tangible, emotionally resonant moments that allow brands to showcase their values in action – something digital advertising alone cannot replicate.
Trust Is Non-Negotiable
Gen Z consumers are not easily won over by flashy campaigns. Their loyalty is earned through genuine transparency, ethical practices, and shared values. A recent Edelman Trust Barometer report found that 79% of Gen Z believe that trust in a brand is more important now than ever before, making it a key determinant in purchasing decisions.
So, what drives trust for this generation? Gen Z is drawn to brands that:
- Champion inclusivity
- Demonstrate social and environmental responsibility
- Operate with ethical integrity
- Stand for something beyond profit
Face-to-face brand experiences provide the ideal forum to communicate these values—not just through messaging but through direct action and real-time conversations.
Delivering Meaningful In-Person Experiences
Understanding Gen Z’s preferences is one thing; implementing strategies to meet them is another.
Here are some actionable steps for brands:
- Host authentic events: Create experiences that genuinely reflect your brand’s values and resonate with Gen Z’s interests.
- Engage in social causes: With trust a priority, aligning your brand with relevant social issues can enhance credibility and loyalty.
- Build a community: Design events that encourage social interaction, networking, and a sense of belonging.
- Leverage technology thoughtfully: Integrate digital tools to enhance in-person experiences without replacing the human element.
- Prioritise sustainability: Gen Z is highly conscious of sustainability. Ensure your events and products reflect eco-friendly practices.
How Credico UK Connects Brands with Gen Z
With over 30 years of experience in outsourced sales and field marketing, Credico UK enables brands to tap into the power of in-person engagement at scale. By leveraging its network of outsourced sales teams, Credico UK ensures that brands also have a strategy in place to engage with Gen Z consumers in an authentic, trust-building way that digital marketing alone cannot achieve.
By combining structured messaging with genuine human connection, Credico UK helps brands:
- Increase conversions through personalised demonstrations
- Build trust via transparent, real-time dialogue
- Collect on-the-ground insights to inform future campaigns
This people-first approach is particularly effective with Gen Z, who place a premium on sincerity and experience over digital convenience.
While digital platforms are critical for reach and awareness, face-to-face brand experiences offer the depth and authenticity Gen Z demands. In a world where consumers are increasingly sceptical of online marketing, in-person interactions present a powerful opportunity to stand out.
Brands that invest in authentic, human-centred experiences will not only earn Gen Z’s trust—they’ll build lasting relationships that translate into long-term loyalty.
Contact Credico UK today to discuss how outsourced sales could benefit your company.