Purpose And Meaning Hailed As Focus Of Gen-Z Influencers

UniTaskr student influencers

Share This Post

The mere concept of influencers is sneered at by some, but the reality is that this kind of marketing still has its place. But like any other form, it simply needs to adjust to changing times.

British Vogue has suggested that this is now happening through a number of Generation Z influencers who are taking a different approach from the celebrities with enviably glamorous lifestyles and people whose projections of success and perfection put off as many as they inspire.

Instead, it suggests, young consumers are now increasingly seeking purpose and meaning from their influencer culture. On this point, the magazine quotes Anita Balchandani, fashion and luxury expert for McKinsey & Company, who said Gen Z will go for “brands that have values they share and seek to emulate”.

“People are thinking harder about what they buy – choosing things that last, rather than disposable pieces; a rise in resale,” she added, suggesting the issue is now about quality rather than quantity, sustainability rather than celebrity.

The implications for student influencer marketing of this shift cannot be ignored, if this is indeed the prevailing trend. The issue of sustainability in areas like fashion has been a hot topic of late, as matters invariably are when Greta Thunberg wades into a debate. But sustainability has been a broad concern long before any Swedish teenagers started expressing a view.

Indeed, many firms have long sought to trade on their ‘ethical’ credentials, expressing values that imply they stand for – and offer – something more than just what their core products provide. Examples include financial services firms like the Co-operative Bank and Triodos Bank.

Of course, that alone is not enough; banks have had a bad rap since 2007 and the Co-operative Bank nearly went bust after a serious of catastrophic managerial decisions. This is something student influencers will need to bear in mind: even if a company or product upholds certain values in one way, it can fail in many others.

What this means is that authenticity genuinely matters. It cannot be something skin deep, or selective. And when this matters, superficial factors like appearance and fame will not be enough to give influencers clout.

Subscribe To Our Newsletter

Get updates and learn from the best

More To Explore

UniTaskr SHOUT UGC Content Creator

The Power Of Nano-Influencers

Unleashing the Power of Nano-Influencers In the ever-evolving world of digital marketing, there is an increasing shift from conventional advertising paradigms towards more organic and


The Early World Of Sponsored Content Creators

The internet age brought with it the chance for people to build organic, loyal followings largely by being themselves, and becoming opinion leaders when it came to marketing.

Where to next?


We will process your payment shortly.

Money will arrive in your bank account within 24 hours


Become a student influencer

Please drop a few details down...

Become a student influencer

Please drop a few details down...

Where do you want us to open next?

Enter your country & email address and you will be the first to know when we launch there.

We'll send you our intro deck which includes pricing for different size campaigns.

Let's kick this off.

Drop some details down and we will contact you shortly.


Drop down your details below and we will be in touch.

Enter your details below and we will be in touch.


Thank you for submitted your service

We will review it and let you know the next steps

Download UniTaskr

Download UniTaskr