In an increasingly siloed world, Gen Z are using the power of the the internet to invest in the collective and carve out digital communities.

It’s time for brands to take notice.

Impero surveyed 350 Gen Z consumers through its newly launched business offering called “The Move”. The research aimed to explore how Gen Z envisions the internet and how the world is transitioning from a creator economy to a participatory economy.

The report shows that Gen Z values uniqueness, community, and connection. 70% of respondents reported joining a community for a feeling of “belonging,” followed by “voice” (66%) and “privacy” (61%).

According to the report, brands that invite Gen Z to participate instead of simply purchasing products are the ones that stand out.

In fact, 83% of Impero’s Gen Z audience agreed that brands should let fans use their intellectual property to create content online.

Alex, a 25-year-old member of The Move community, said, “Using music, films, and TV shows is such a big part of the way we communicate on the internet that if brands want to claim ownership and start shutting down creators, they will definitely face backlash – I would definitely stop supporting them!”

Zuhur Mohamed, Research + Next Gen Culture Insights at Impero, added:

“Brands can make community a big part of their marketing strategy by shifting their mindset from ‘ownership’ to ‘participation’ and engaging with consumers in genuine ways that help uplift them and their voices.”

Gen Z is a creative force, and brands should tap into their potential instead of viewing them as a market audience. Companies must be willing to contribute, be vulnerable, transparent, and open to learning to begin building digital communities.