For years, the media has treated wealth as the ultimate measure of success. Lavish lifestyles, private jets, and penthouses have been the gold standard. But Gen Z? They’re not impressed. They’re shifting focus to stories that matter—ones rooted in inclusion, authenticity, and shared experiences.
This perspective may evolve as they build their wealth, but for now, the message is clear. Brands clinging to exclusivity and materialism risk losing relevance. Gen Z wants narratives they can relate to, not ones that feel out of reach.
This data comes fresh from the Gen Z UCLA study.
Gen Z Isn’t Here for Wealth Glorification
Only 7.2% of Gen Z lists stories about the rich and famous as their top choice. That number hasn’t changed in three years. This isn’t a passing trend—it’s a strong signal. They see wealth-focused narratives as disconnected from their lives. Instead, they value equity, inclusion, and meaningful progress.
They’re drawn to stories about teamwork, social impact, and shared wins. The takeaway for brands? Drop the luxury-driven messaging and focus on real, human connections. Authenticity wins every time.
Hopeful, Inclusive Stories Win Every Time
For three years in a row, Gen Z has gravitated toward stories about resilience—overcoming obstacles, beating the odds, and finding hope. It’s not surprising. They’re growing up in a time of uncertainty and want content that inspires, not flaunts, unattainable lifestyles.
The key is simple: optimism and inclusivity resonate. Gen Z doesn’t see success as a solo pursuit. They value the collective effort. Brands that embrace themes of representation, collaboration, and shared progress will build deeper connections with this audience.
What This Means for Brands
Forget the old assumption that wealth and exclusivity drive aspiration. Gen Z isn’t chasing status symbols; they’re looking for content that reflects their values. That means:
- Shifting from materialism to narratives centered on resilience, inclusivity, and collaboration.
- Showcasing real achievements built on teamwork and authenticity.
- Creating content that feels relevant, empowering, and socially conscious.
It really is about trust. Brands that understand Gen Z’s mindset will form stronger emotional connections and long-term loyalty.
Final Thoughts
Gen Z’s rejection of wealth-first storytelling signals a shift in cultural values. They prioritize authenticity over status, inclusivity over exclusivity, and shared experiences over individual success. The message is consistent across data: they want real, inspiring, and relatable stories.
For brands, this is an opportunity to evolve.
By highlighting diverse voices, championing collective impact, and focusing on authenticity, companies can craft narratives that matter. Gen Z isn’t chasing outdated ideas of success. They’re looking for meaning. Give them that, and they’ll listen.
